The word "Public Relations" comes from English public relations. The word Public can be translated as "public", "open" and "open". Relations should be translated as "relationship". Therefore, the expression of China people can be called "public relations" or "public relations". The translation of "public relations" is more direct in meaning because the original meaning of the word refers to the relationship between an organization and the public. However, the word "public * * * relationship" has been widely circulated in China and accepted by most people, and the word "public * * *" corresponds to the word "private", which accurately expresses the different nature of "public * * * relationship" and "private", so the translation of "public * * * relationship" is more accurate.
Just like other marginal disciplines, public relations, as a comprehensive applied discipline and a developing management function, has always been a part of theoretical research. Representative definitions include:
1. management theory
The definition of "management theory" highlights the management attribute of public-private relations. For example, American scholar Scott M. Cutlip & Ailenh. The center believes: "Public relations is a management function: it determines, establishes and maintains the mutually beneficial relationship between an organization and all kinds of people who decide its success or failure."
2. Communication theory
The definition of "communication theory" focuses on the communication attribute of public-private relationship. For example, Frank, a famous British public relations scholar? FrankJefkins believes that "public * * * relationship is the sum of all internal and external communication methods that an organization has planned to adopt in order to achieve the clear goal of mutual understanding with the public."
3. Communication management theory
The definition of "communication management theory" combines management theory with communication theory, emphasizing that public-private relationship is a specific communication management behavior and function of an organization. Contemporary American public relations academic authority, James of the University of Maryland? Professor Grugni E. Grunig (Ph.D.) thinks: "Public-private relationship is the communication and management between an organization and its related public." (Public relations is the communication and management between an organization and its public. )
4. Consultation: The definition of "consultation" focuses on the decision-making consultation function of public relations, the most representative of which is the Mexican Declaration published by the International Public Relations Association in August 1978: "Public relations is an art and social science. It analyzes trends, predicts consequences, provides suggestions for institutional leaders, and carries out a series of planned actions to serve the interests of institutions and the public. "
5. Relationship theory: The definition of "relationship theory" emphasizes that public relations are a public and social relationship or activity. For example, Charles, a senior professor of public relations at Princeton University in the United States, thinks: "Public relations is the general term for all kinds of activities and relationships we engage in, which are open and have social significance.
6. Coordination theory: "Coordination theory" (or "balance theory") is the deepening of "relationship theory", which holds that the public * * * relationship is mainly to coordinate the social relationship between the organization and the public, and "maintaining the balance between corporate profitability and sociality is the public * * * relationship." ①
7. Image theory
This definition reveals the essential attributes of public relations from the perspective of image building, and emphasizes that the purpose of public relations is to create a good image for the organization. "Public relations is the science and art that social organizations influence the public through communication and exchange in order to shape their organizational image."
It is difficult to define a complex social phenomenon and social behavior, and it is inevitable to grasp one main attribute and ignore other characteristics. In view of this, American Public Relations Quarterly lists the characteristics of 14 public relations in detail:
(1) Public * * * relations is a complete function, which aims to promote the interests of the company and achieve other overall goals.
(2) Public-private relations do not formulate policies, but can help management to express the company's policies.
(3) For those affected by the company's measures, public relations personnel should pay attention to their impressions and possible reactions. Therefore, although major initiatives have nothing to do with public relations on the surface, they should also consult the public relations department first.
(4) Actions speak louder than words, and all credibility is based on actions rather than words, but if you want others to know and understand the company's actions, you have to resort to words.
(5) Although the public * * * relationship is the responsibility of the management department, it still has its clear scope of responsibility. If this responsibility is to be implemented, it must be equipped with appropriate budget and personnel. As for the tasks undertaken, it must be limited to the work within the scope of the company's public relations.
(6) Public relations is everyone's responsibility, and the ultimate goal of public relations department is to make everyone understand that communication is necessary and inseparable for good management.
(7) The image of a company is relative, which depends on the specific requirements and interests of some members of the public, such as shareholders, financial circles, government, educators and the media, who will have their own opinions.
(8) People often form an impression of a company based on incomplete evidence, such as the name of the company, correspondence with an employee or accidental meeting. Although these are trivial matters, we should try our best to win a good impression for the company.
(9) Because the company operates and develops in an environment where public opinion is formed, anyone's right to visit should be respected.
(10) People are usually disgusted, afraid or suspicious of what they know the least. If they don't give reasons and explanations, they will imagine for themselves, so don't hesitate to disclose and spread information.
(1 1) The facts should not be distorted or exaggerated. The main purpose of public relations is to state the facts so that others can evaluate the company fairly, arouse the public's interest and then influence them.
(12) Doing less is better than doing more.
(13) In the creative field, to attract special attention, the competition is fierce, and one of the basic tasks of public relations is to arouse others' goodwill and interest in the company.
(14) There are more artistic elements than scientific elements in public relations. This kind of art must be based on brand-new social science knowledge, make a scientific evaluation of the composition and attitude of public objects, and have a thorough understanding of the company itself.
Various definitions of public relations reveal the essential attributes of public relations from different angles, and all of them are reasonable. The relationship between public and private interests is a developing discipline from theory to practice, which involves different disciplines and different practical fields, so it is normal to have different definitions of the relationship between public and private interests. The definitions of reality and death are not contradictory, but the emphasis is different. These definitions help us to grasp the essential attributes of public-private relations. This textbook agrees with the definition of "communication management theory", that is, "the relationship between public and private is the communication management between an organization and its related public". This definition scientifically and rigorously expresses the basic elements and essential attributes of public-private relations.
Performance is the degree to which the goal is achieved.
Peter drucker first put forward management by objectives. He sets the company/department/individual goals (including quantity/quality/progress, etc.) at the beginning of the year. ) and then at the end of the year to measure whether the results achieved by the target have been achieved. If the goal is achieved on schedule or exceeded, it is called good performance. If there is no bad performance, the process of measuring performance is called performance evaluation, but the focus is still on setting goals. Performance evaluation is a formal employee evaluation system, which is based on systematic methods and principles. Performance appraisal is a management communication activity between enterprise managers and employees. The results of performance appraisal can directly affect the vital interests of many employees, such as salary adjustment, bonus distribution, job promotion and dismissal.
John Evans, an American organizational behaviorist, believes that performance appraisal can achieve the following eight purposes:
1. Provide basis for the promotion, demotion, transfer and resignation of employees.
2. Organize employee performance appraisal feedback.
3. Evaluate the contribution of employees and teams to the organization.
4. Provide basis for employees' salary decision.
5. Evaluate the decision on recruitment selection and job assignment.
6. Understand the training and education needs of employees and teams.
7. Effect evaluation of training and employee career planning.
8. Provide information for work plan, budget evaluation and human resource planning.
The function of public relations is the role and responsibility that public relations should play in the organization. The generalization of public relations functions has long been expressed in different ways. We believe that the function of public relations, in a broad sense, is to mobilize all forces that can be mobilized, use various means to create a good organizational image, win a good living environment, promote the survival and development of the organization, and make the organization win in the fierce competition.
So the company will dismiss you according to your performance in public relationships. If you quarrel with a guest, it is obvious that your performance evaluation is getting worse and it is appropriate to dismiss you. This system is good.