(1) 1807 Webster's new ninth edition university dictionary of the United States is called "PR" for short.
② 1903 became a specialized occupation.
③ 1923 has become a discipline, which is mostly translated as "the relationship between public and private", with multiple meanings.
2. Significance
A, state B, activity C, occupation D, subject E, consciousness, ideas and thoughts
3. Public relations misunderstanding (P 16)
① Feminization: Beauty+Communication/Gift Giving
(2) Vulgarization: building relationships through the back door-bribery.
3 marketing: marketing promotion.
④ commodity consciousness
⑤ The art of patience
6. Eat a small loss and get a big advantage.
Second, the connotation of public relations:
(1) The art of shaping organizational image is innovative and ingenious.
(2) management science, pay attention to people's hearts
(3) The management philosophy of seeking unity internally and development externally.
(4) Intangible assets, a means of "soft competition"
Third, the definition of public relations.
(A) Mexican definition: "Public relations is an art and social science." Analyze trends, predict consequences, give suggestions and implement plans.
(2) the book definition:
1. Original attribute
Public relations is a social relationship between social organizations and the public, which constitutes their living environment and affects their survival and development.
2. Comprehensive functional definition
Public relations is a science and art that social organizations survive and develop, shape images, balance interests, coordinate relations, optimize social psychological environment and influence the public through communication.
(1) Three elements of public relations: P 17.
range
Social organizations-the public.
connect
Subject-intermediary object
Core work: shaping organizational image and coordinating interest relations.
Objective: To organize the survival and development.
Scope: Psychological environment for organizational survival.
1. Definition of extended attribute (omitted)
① refers to public relations activities.
② Public relations occupation
③ Public relations
④ Public relations consciousness (concept)
The definition of public relations occupation by the Ministry of Labor and Social Security;
A person who specializes in organizing the investigation, consultation, planning and implementation of public information dissemination, relationship coordination and image affairs.
Four, the basic characteristics of public relations:
(1) Facing the public.
(b) for the sake of reputation
(3) On the principle of reciprocity.
(d) Take a long-term approach.
(5) take honesty as the creed.
(6) By means of communication
Public relations includes social organizations, the public and communication.
Clear the name for public relations
A friend who is facing a job search first excludes "public relations" from the recruitment enlightenment. It was originally a job that needed high-quality talents, but now some people have misunderstandings and even prejudices. What is public relations? In modern society, this term is often designed as a distorted definition. The correct definition of public relations is the management function of consulting, planning, implementing and serving the organization's information dissemination, relationship coordination and image management affairs. In fact, the efficiency of the relationship between the public and the public is beyond your expectation, just like how many ears of wheat can be produced after a grain of wheat falls to the ground, such as: the cultivation of personal effective communication skills, the great control of communication costs, the close combination of the public and marketing, and employees as goodwill ambassadors of enterprises. These various "ears of wheat" can be said to be precisely because of the coordination of public relations personnel.
Quality of public relations personnel
We often say that quality generally refers to knowledge, talent, morality, style and so on. The quality of public relations personnel is the comprehensive quality of personal consciousness, morality, common sense, emotion and style in the process of realizing the connection between the organization and the public by various means of communication and establishing a good image in the public's mind, which can be divided into static quality and dynamic quality.
Static mass:
Public relations consciousness. Public relations consciousness is the most basic quality of public relations personnel. As representatives of enterprises, public relations personnel should establish a good image of enterprises and increase publicity for enterprises, which is the most basic requirement for keen public relations awareness.
The consciousness of serving the public. Public relations is a service-oriented profession for both enterprises and individuals. Whether in the coordination of relations or the implementation of management functions, the awareness of serving the public is the guarantee for public relations personnel to carry out their work smoothly.
Feelings of sincerity and reciprocity. Social competition is everywhere. Only by maintaining a sense of sincerity and mutual benefit, whether it is cooperation with enterprises or cooperation with the media, can we establish a good prestige in enterprises and a brand image for our own enterprises.
Communication consciousness. Communication consciousness is an essential quality for public relations personnel. Attending public occasions or talking about project cooperation, communication becomes a positive factor for success.
Innovative aesthetic consciousness. Enterprises are making continuous progress in the competition. As public relations personnel, we should be keenly aware of new things in society and put forward plans and plans suitable for the development of our own enterprises in time. As public relations personnel, continuous innovation can create greater value for enterprises.
Based on long-term consciousness. Public relations personnel are different from advertising or sales personnel, and what they get may be the fastest embodiment of value. The work of public relations personnel is not effective soon, so we should have a long-term understanding of ourselves and the enterprise.
Dynamic mass:
Interpersonal skills. We understand that public relations in the broadest sense is dealing with people. Indeed, all the preparations made by public relations personnel are expressed in this way, so public relations personnel with interpersonal skills can better implement their own plans and reflect their value in their work.
Oral expression ability. Oral expression ability and interpersonal communication ability complement each other and also play an important role in reflecting self-worth.
Can write and write. Both planning scheme and media feed need excellent writing skills. Public relations personnel should reach a higher writing level in at least three aspects: press release writing, judicial document writing and secretarial writing.
Organization and leadership. The implementation of the plan needs to organize personnel to carry out the work and coordinate the smooth implementation of employees, so organizational leadership is also indispensable for public relations personnel.
The ability to be flexible. All the public relations staff we see have one characteristic: flexibility. As the most flexible department of the enterprise, the public relations staff's flexible ability can also make you more resourceful when facing problems.
Information processing ability. In the era of rapid development of information update, information has brought us unlimited value. It is the responsibility of public relations personnel to dig out valuable points from information and position the propaganda planning of enterprises at a new height, so information processing ability is particularly important.
Psychology of public relations
Good personality. Personality can be divided into masculine and feminine. As a public relations person, we should combine the advantages of both, and we should not be depressed, introverted or careless. Therefore, a good personality is a necessary condition for public relations personnel.
Self-confidence and open-minded attitude. In the face of cooperative enterprises, we should maintain a confident and open-minded attitude, show the best side of our own enterprises, and maintain an open-minded attitude towards the success of cooperation. Public relations is a long-term undertaking, and today's opening will create opportunities for tomorrow's success.
A warm and open mind. Enthusiasm is the premise of doing any work well, especially for public relations personnel, they need to keep their enthusiasm for work constantly in order to have new ideas and a new foothold.
Knowledge structure of public relations
Different from other industries, the knowledge structure of public relations is T-shaped, that is, professional knowledge should reach a deep level and general knowledge should reach a wide level. The so-called vertical refers to professional knowledge. Including the professional theory of public relations and the application theory of public relations technology. Professional theories of public relations include: public relations principles, public relations history, public relations planning, social responsibility and professional ethics, organization and management of public relations, communication theory of public relations, media theory and public opinion research. The application of public relations technology includes: public relations practice, skills, methods, public relations practice and case analysis, making use of media, making various publicity materials, conducting public surveys, etc.
The so-called horizontal refers to the generality of knowledge. Refers to the social sciences, humanities, natural sciences and foreign languages corresponding to the theory and applied technology of public relations. The knowledge related to the concept of "vertical" involves sociology, psychology, journalism and communication, management, international relations, foreign relations and so on.
public relations etiquette
Public relations personnel have the widest contact with people and often attend various occasions on behalf of enterprises. Etiquette is a compulsory course for public relations personnel. The perfect embodiment of every detail represents the image of the enterprise, and Excellence has become the pursuit of an excellent public relations staff.
Etiquette of daily communication:
Meet and introduce. Meeting should leave an image of modesty and kindness to others. The introduction should be from high to low, from long to young.
Visit and reception. Enthusiasm is the most basic principle that should be followed, and visitors should follow each other's habits.
Shake hands and greet. Don't lean back when shaking hands, which gives people a very aloof feeling, as if shaking hands with each other is a kind of charity to each other, which makes people disgusted. You should lean towards each other, show modesty, and make them feel that it is a good wish for you to shake hands with them. If someone on the other side is sitting far away and it is not convenient to shake hands, you should not neglect to communicate with him. Of course, you can't walk over and shake hands. It's too melodramatic. You should greet each other with eyes and gestures. But don't just rush by with a simple gesture, which won't attract the attention of the other party and won't achieve the purpose of emotional communication.
Appearance and clothing. Clean appearance, do not wear bold and exaggerated clothes, should follow the principle of international public places, that is, TPO (time, place, object) principle.
Etiquette of various activities:
Public relations personnel can participate in meetings, talks, visits, exhibitions, ceremonies, cultural performances and dances. Dress in these public places should meet the requirements of the occasion as far as possible, and you can consult the service personnel of the organizer.
Public relations skills
Speaking skills. When talking with people, we should pay attention to three aspects: first, think about whether the other person is willing to listen. When talking to people, don't just think about how happy you are, no matter whether the other person is happy or not. Second, an article is an article, and vulgarity is vulgarity. Meaning means to express meaning in unique terms. When you meet uneducated people, you should use some easy-to-understand sentences to express them; When you meet intellectuals, you must use some words instead of simply "what people say when they meet". Pay attention to this not to please each other, but to respect each other and communicate better. Communicating with each other in your favorite way will make them feel accepted, recognized, kind and willing to talk to you. Third, if he doesn't say anything, you say it, and if he says it, you listen. Many people are steady, introverted and quiet. When they associate with strangers, they often don't want to talk more, but speak first. Talk to this kind of person, you can talk endlessly, let the other person listen. People have the same desire to talk, and they are willing to talk only after they know the speaker. Therefore, at the beginning, you should speak by yourself, observe each other while talking, and let him speak when he has the desire to interrupt. Never speak without looking at each other's emotions. As soon as the other person interrupts, you should listen carefully, change your role and become he says you listen.
Disrupt each other's skills. When telling you the opposite direction, in order to interrupt the other person's train of thought, you should put aside the main issues that the other person said and focus on the secondary issues, such as reasons, conditions, elements and so on. And ask him some unimportant questions in detail. He kept asking questions as he explained. In this way, his main problem is drowned in these details. After talking for a long time, he didn't know what was important. Of course, the other party is also very reluctant to talk about these minor issues. He was afraid that his thoughts would be interrupted, and he talked about the main issues wholeheartedly, and he couldn't wait to let you understand at once. But if you ask these questions, you have to answer them. Ask more questions and answer more, so that his thoughts will be interrupted and your purpose will be achieved.