公共关系概论PPT课件

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《公共关系：职业与实务》的定义
Public relations is a management function that
helps to define organizational objectives and
philosophy and facilitate organizational change.
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一、公共关系的定义
伯内斯的定义
In 1923, Edward Bernays described the function of his fledgling public relations counseling business as one of providing “information given to the public, persuasion directed at the public to modify attitudes and actions, and efforts to integrate attitudes and actions of an institution with its publics and of publics with those of that institution. ”
公共关系概论
An Introduction to Public Relations
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公共关系概论
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第一章 公共关系的基本问题
第一节 公共关系的涵义
第二节 公共关系的要素
第三节 公共关系的工作程序
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第一节 公共关系的涵义
一、公共关系的定义
二、公共关系的职能
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美国公关学会分支机构的定义
Public relations helps an organization and its publics adapt mutually to each other;
Public relations is an organization’s efforts to win the cooperation of groups of people.
parts and publics.
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美国公关学会的定义
The public relations profession in servicing the legitimate interests of clients or employers is dedicated fundamentally to the goals of better mutual understanding and cooperation among the diverse groups, institutions and elements of our modern society
Public relations practitioners communicate with
all relevant internal and external publics in the
effort to create consistency between
organizational goals and societal expectations.
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英国公关协会的定义
Public relations is a deliberate, planned, and sustained effort to establish and maintain mutual understanding between an organization and its publics.
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公共关系概论
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《社会学辞典》的定义
In 1944, the Dictionary of Sociology defined the field as “the body of the theory and technique utilized in adjusting the relationships of a subject with its publics. These theories and techniques represent applications of sociology, social psychology, economics and political science, as well as of the special skills of journalists, artists, organizational experts, advertising men, etc. to the specific
2020p/4/r2oblems involve公d共i关n系概th论 is field of activity.”5
1978年墨西哥世界公关大会的定义
Public relations practice is the art and social
science of analyzing trends, predicting
Public relations practitioners develop, execute,
and evaluate organizational programs that
promote the exchange of influence and
understanding among organizations’ constituent
their
consequences,
counseling
organization leaders and implementing
planned programs of action which will
serve both the organization’s and the
public’s interest.
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国际公关协会的定义