Please search faster with simple keywords! )

The word "Public Relations" is translated from English "public relations" and Chinese can be translated as "public relations" or "public relations". Its literal meaning and practical meaning are basically the same, and both refer to the communication and communication relationship between the organization and the public environment.

There are many definitions about the relationship between public and private. Based on various definitions, we give a definition of the relationship between the public and the public: the relationship between the public and the public is a management activity in which a social organization uses communication means to form two-way communication between itself and the public, so that the two sides can understand each other and adapt to each other. This definition reflects that public relations is both a communication activity and a management function.

Public relations refers to a series of publicity activities organized by the organization to improve the relationship with the public, promote the public's understanding, understanding and support of the organization, and achieve the purpose of establishing a good organizational image and promoting commodity sales. Its original intention is that social organizations, collectives or individuals must establish good relations with all kinds of internal and external public around them. It is a state in which any enterprise or individual is in a state of public relations. It is also an activity. When an industrial and commercial enterprise or individual consciously takes measures to improve and maintain its own public relations, it is engaged in public relations activities. As a part of the long-term development strategy combination of the subject of public relations, the meaning of public relations refers to this management function: evaluating the public's attitude, confirming the policies and procedures of individuals or organizations in line with public interests, formulating and implementing various action plans, improving the subject's visibility and reputation, improving the image, and striving for the understanding and acceptance of the relevant public.

First, the meaning of public * * * relationship

The word "Public Relations" is imported, and its English is public relations, abbreviated as PR, abbreviated as public relations. "Public relations" can also be translated as "public relations", but this kind of "public relations" can be understood as "relations with the public" and "relations between the public". For a social organization, the former is one-way and the latter is irrelevant. Therefore, it is easier to be accurately understood as "the relationship between the public and the public" for the following reasons:

1. The "public" of public-to-public relations is not only composed of people, but also includes government, community, media and other institutions. Because the government, community, media and other institutions are public institutions in the eyes of China people, it is more acceptable to translate them into "public relations".

2. Most Chinese works in Hongkong, Taiwan Province and other places are translated in this way, which has become the mainstream translation.

3. The word "public * * *" corresponds to the word "private", which accurately expresses the different essence of "public * * * relationship" and "private relationship". There are various definitions of public relations. It can be said that there are as many works on public relations as there are definitions of public relations. By enumerating several definitions of public relations, we can see that public relations, as a professional activity, has a history of nearly a hundred years; As a science, it has a history of nearly 80 years, but today, it is difficult for people to find a scientific definition that can be recognized by everyone. This at least shows that the relationship between the public and the public, as a new science, is still in its infancy. However, from the different definitions of public-private relationship, we can easily find some similarities. These similarities are mainly manifested in the following aspects:

(1) Public-private relationship is the relationship between an organization and its public. This relationship is formed in the interaction and influence between an organization and the public.

(2) The relationship between the public and the public is a special kind of thought and activity. As an idea, it permeates all the activities of an organization; As an activity, it has its particularity and special requirements different from other activities of the organization.

(3) Public-private relationship is an independent function of modern organization and management. The main task of public relations is to coordinate the relationship between the organization and the public, make the organization adapt to the requirements of the public, and make the public conducive to the growth and development of the organization.

(4) Information communication and dissemination is a special means of public relations. The main means of public relations coordination between organizations and the public is information communication and dissemination.

Based on the above, we give a concise definition of the relationship between the public and the public: that is, an organization uses effective means of communication to adapt itself to the needs of the public and to adapt the public to the needs of organizational development.

Second, the word "open * * * relationship" is ambiguous.

At present, there is no world-recognized view on how many layers of meaning the relationship between public and private has, and the understanding and definition of its meaning are multi-level. Generally speaking, it can be a state, an activity, a theory, an idea and a profession.

1. Any organization is in a certain state of public-private relationship, which is objective.

2. Organizing public relations activities is a process of organizing long-term social communication, information communication, making friends and establishing a good image. There are two types: daily public relations activities and special public relations activities.

3. The concept of public relations affects and guides the value orientation of individual or organization's decision-making and behavior, thus counteracting people's public relations activities and indirectly affecting the actual state of public relations. The concepts of public relations mainly include: image concept, public concept, communication concept, coordination concept and mutual benefit concept. In addition, the concept of public relations also includes team concept, innovation concept, service concept, social concept and so on.

4. As far as discipline characteristics are concerned, public relations is not only a marginal discipline with strong application, but also a comprehensive and interdisciplinary discipline in theory, involving sociology, philosophy, politics, economics, communication, management, marketing, psychology, ethics and so on. It is a new discipline based on communication and management.

5. The professional task of public relations is to coordinate the relationship between social organizations and the public, create a good social image of the organization, and promote the continuous development and improvement of the organization. 1903 gave birth to the profession of public relations. People usually regard American journalist Ivy Lee as "the father of modern public relations". In fact, the "public * * * relationship" here mainly refers to the public * * * relationship occupation. It is precisely because Ivey Lee 1903 began to engage in public relations work to establish an image for the organization, and in the following year, he founded a public relations consulting company to open to the outside world, which made the public relations profession appear in the society.

Third, the characteristics of public and public relations

Public relations is a manifestation of social relations. Scientific public relations is different from any other relations and has its own unique characteristics. Understanding these characteristics will help us to deepen our understanding of the concept of public relations.

1. Emotional. Public relations is an art of shaping a beautiful image, which emphasizes successful people and environment, harmonious personnel atmosphere and the best public opinion, thus winning the understanding, trust, goodwill and cooperation from all walks of life. The ancients in our country paid attention to "harmony between time, place and people" and regarded "harmony between people" as an important condition for success. The relationship between public and private is the pursuit of "harmony between people" and creates the best soft environment for the survival and development of organizations or individual activities.

2. Two-way. The relationship between the public and the public is a two-way communication based on the truth, not a one-way public communication or investigation and monitoring of public opinion. It is a two-way information system between the subject and the public. On the one hand, organizations should absorb human feelings and public opinions to adjust their decisions and improve themselves; On the other hand, it is necessary to spread it to the outside world so that the public can know and understand themselves and achieve effective two-way communication.

3. Universality. The extensiveness of public relations contains two meanings: one is that public relations exist in any behavior and process of the subject, that is, public relations are everywhere and run through the whole survival and development process of the subject; Another meaning refers to the universality of its publicity. Because the object of public relations can be any individual, group or organization, any public who has already had a relationship with the subject, or anyone who will or may have a relationship temporarily.

4. Integrity. The purpose of public relations is to let the public fully understand themselves, so as to establish their own reputation and popularity. It focuses on the competitive position and overall image of an organization or individual in society, so that people can have an overall understanding of themselves. It is not simply to convey information and publicize one's status and social prestige, but to let people know oneself in all directions.

5. Long term. The practice of public relations tells us that public relations personnel should be regarded as a "standing army" rather than a "fire brigade". The management function of public relations should be regular and planned, that is to say, public relations are not faucets. This is a long-term job.

Four, the basic elements of public and public relations

The structure of public relations consists of three elements: organization, public and communication. The subject of the relationship between the public and the public is the social organization, the object is the public, and the intermediary link between the subject and the object is information dissemination. These three elements constitute the basic category of the relationship between the public and the public, and the theoretical research and practical operation of the relationship between the public and the public are all carried out around the relationship between the three.

1. The subject of the relationship between the public and public social organizations. The main body of public relations is social organizations. Although some individuals, such as candidates in elections, national civil servants, celebrities, etc. They also hold public relations activities for some special interests. When engaging in public relations activities, they appear not as natural persons, but as legal persons. The comprehensive study of organizations is a discipline of sociology, while the study of public relations mainly analyzes the nature of organizations from the perspective of public relations activities.

Social organizations are characterized by group, orientation, systematicness, cooperation, variability and stability. People must form organizations to achieve some common goals, but the goals exist in different ways, which determines that there must be many types of social organizations: profit-making organizations, non-profit organizations, mutually beneficial organizations, public welfare organizations and so on. 2. The object of public relations-the public. Public relations is also called public relations, because the working object of public relations is the public. To do a good job in public relations, we must understand and study the public. In public relations, there is a difference between the public and "the masses" and "the masses". It does not refer to all or most people in social life, nor does it refer to a certain aspect or a part of people in a certain field in social life, but should be specifically called "organized public". There must be mutual influence and interaction between the public and organizations. The characteristics of the public are: group, homogeneity, variability and correlation. Common public classification methods are:

(1) According to the classification of the relationship between the public and organizations, the public can be divided into internal public and external public. Employees are the public closest to the organization, the cells on which the organization depends for survival and development, and the main body of the public in the organization. Generally speaking, among the external public of the organization, the consumer public, the media public, the community public and the government public are particularly important to the development of the organization.

(2) According to the temporal characteristics of the relationship between the public and the organization, the public can be divided into non-public, potential public, informed public and action public.

(3) According to the classification of the importance of the public to the organization, the public can be divided into primary public, marginal public and secondary public.

(4) According to the public's attitude towards the organization, it can be divided into those who agree with the public, those who oppose the public and those who are independent. For public relations personnel, the obedient public is the basic object of the organization, the rebellious public is the object that the organization needs to be reformed urgently, and the independent public is the object that the organization is worth fighting for.

3. The intermediary of public relations-communication. When the organization has defined the public relations objectives, determined the target public and has the idea of public relations activities, it is necessary to consider how to use the media to turn the objectives and ideas into actions. Media is communication, a bridge connecting social organizations and the public, a communication project and the only means to achieve public relations goals.

(1) The meaning of communication. In this sense, communication refers to the information process of exchanging and transmitting news, facts, opinions and feelings among individuals, groups or individuals. This kind of communication is a two-way information exchange and sharing. It is through this two-way information exchange that the subject and object of public-private relations have established a relationship of mutual trust and understanding.

(2) the elements of communication. As an information exchange activity, communication has its specific structure and is a dynamic process composed of the following elements: source, destination, information symbol and information channel.

(3) The role of public relations, media and communication activities.

The communication of public relations can be divided into spontaneous communication and conscious communication. Therefore, conscious communication must make effective use of the media to improve the communication effect. Mass media (radio, television, newspapers, magazines, etc.). ), group media (fraternity, press conference, tea party, etc. ) and interpersonal media (specific individuals) are public relations media. There are symbolic media (applause, gestures, pictures, etc. ), physical media (gifts, symbols, shopping bags, etc. ) and human media (celebrities, news figures, opinion leaders, etc. Because all kinds of information dissemination activities are carried out consciously and planned, this kind of conscious dissemination activities are much more efficient than spontaneous dissemination.

Verb (abbreviation for verb) public relations and publicity

The relationship between public relations and publicity is mainly manifested in the following aspects: both of them are essentially a process of communication and have some common characteristics of activities; Their work contents are sometimes the same. For example, every organization has the task of uniting internal members and enhancing group cohesion, centripetal force and sense of honor, which is not only the content of internal publicity work, but also the goal of internal public relations work. But there are differences between public relations and publicity, and the differences are as follows:

1. The nature of work is different. Traditional propaganda work belongs to the category of political and ideological work and is a means and tool of political and ideological work. The main purpose of publicity is to change and strengthen people's psychological state and mental state and gain people's support for a proposition or belief. Its main contents are national guidelines, policies, social morality, ethics and legal education. As a special management function, public-private relationship aims at shaping the image of the organization and establishing a good relationship between the organization and the public. In addition to publicity and encouragement, its main work includes information exchange, coordination and communication, decision-making consultation and crisis management. 2. Different ways of working. Propaganda work is a one-way communication process (organization → public), which is indoctrinating and mandatory; Its purpose is sometimes hidden and unknown to the public; The focus of work is often to control the public's psychology with the established goals of the organization; Sometimes, in order to get the support of the target object, propaganda is easy to produce one-sided effect of exaggeration and rendering. Public relations work is a two-way communication process (organizing the public); Public relations must respect facts and convey organizational information to the public in a timely, accurate and effective manner in order to exchange public understanding and trust in the organization in good faith; The important function of public relations is not only to explain and persuade the public, but also to provide information and consultation to the decision-making level of the organization; Its purpose and motivation are open, and efforts should be made to let the public know. The work of public relations is the unity of saying and doing, which not only requires the organization to do its own work well, but also tells the public what it has done well.

VI. Public Relations and Advertising

Generally speaking, most of the advertisements people talk about refer to commercial advertisements, that is, advertisers use various means of communication to spread goods or services to the general public in the target market in order to expand sales and obtain profits. There is no doubt that advertising, an important form of communication, should be used to develop the relationship between the public and the public, but advertising does not mean the relationship between the public and the public. There are both connections and differences between the two. The main connection is that both of them have the characteristics of relying on the media to spread information. Therefore, in a sense, advertising has played a role in expanding organizational influence and shaping organizational image to varying degrees.

Take the marketing activity of a circus performing in a small town as an example:

If you put up a sign in the street that says "A circus will put on a big show in this town on X, X", this is an advertisement.

If you look for an elephant in a circus, put this sign on the elephant's back and walk around the street. This is a kind of "promotion".

If you let an elephant with a sign step into the garden in front of the town government gate, it is "hype".

If you can get the mayor to express his opinion on "the elephant stepped into the garden in front of the town government", this is "public relations".

Seven, public relations and marketing.

The relationship between public relations and marketing is close. But the difference between the two is also obvious. Public relations works in enterprises and is almost integrated with marketing. In other words, corporate public relations work is almost entirely for marketing activities. As Frank Jeffries, a British public relations expert, said, "Every factor in sales needs to be strengthened and improved by public relations personnel". Therefore, public relations can involve every corner of marketing. Their relations are mainly as follows: * * The conditions are the same-commodity production is highly developed; * * * The same guiding ideology-customer first, social benefit first; Similar media-mass media; Marketing is based on public relations 1. The difference between public relations and marketing is mainly manifested in:

(1) range is different. Marketing is limited to the production and circulation of enterprises, at most in the economic field, but the relationship between the public and the public involves the relationship between any organization and the public in society. In addition to enterprises, public relations also involves various organizations such as the government, schools and hospitals, far beyond the economic field. Public relations is more social than marketing, and its application scope is wider.

(2) the purpose is different. The direct purpose of marketing is to sell products, thus further expanding profits and generating enterprise benefits; The purpose of public-private relationship is to establish the image of the organization, produce a good public reputation and make the organization develop rapidly.

(3) Different means. Marketing means include price, promotion, advertisement, packaging, trademark, product design, distribution and so on. These means are closely around the purpose of product sales. The means of public relations are publicity materials and various special events, such as press conference, social sponsorship, ceremony and crisis management.

Eight, the relationship between public and vulgar.

On the surface, the coordination and communication between vulgar relations and public relations are consistent, with the aim of solving problems or obtaining benefits. Therefore, some people think of this improper vulgar relationship as soon as they hear the relationship between the public and the public, and think that the relationship between the public and the public is to teach people rhetoric and engage in unhealthy practices. In fact, this is a big misunderstanding, which has ruined the reputation of public relations in many cases. There are essential differences between public relations and vulgar relations, which are mainly manifested in:

1. They have different bases. The relationship between the public and the public is the product of highly developed commodity economy, developing modern democratic system and advanced information means (see Chapter II for details). Vulgar relationship is the product of underdeveloped productive forces, imperfect market economy and insufficient material supply under closed and backward economic conditions, with strong blood and geographical color.

2. The theoretical basis of the two is different. The relationship between the public and the public is carried out under the guidance of modern scientific theory, in accordance with correct objectives, scientific methods, standardized organizational forms, strict working procedures and moral standards; Vulgar relationship is based on the experience of philistinism, its method is insidious politics, and it pursues the creed of "Every man for himself, and the devil takes the hindmost". The relationship between the public and the public is the legal connection between social organizations and the public. Open through formal channels, mass communication or interpersonal communication, and the activities are aboveboard. Vulgar relationship is an improper connection between individuals and an improper activity in which individuals use each other. Its participants try their best to cover up their actions and conduct behind-the-scenes transactions, such as engaging in secret relations and seeking personal gain through vulgar means such as flattery, collusion inside and outside, corruption and bribery. These activities can't be conducted in public, only in secret.

They have different goals. The relationship between the public and the public aims at establishing a good organizational image, improving its popularity and reputation, and safeguarding the reasonable interests of both the organization and the public, and adheres to the principle of fairness, honesty and credibility first, so that the organization can obtain better social and economic benefits; Vulgar relationship is to achieve personal gain through various despicable means, such as making some tight goods, buying some cheap goods, getting a good job, getting a bidding project in bidding and so on. The former strives for the interests of the public, while the latter just speculates for personal gain. 5. The two have different effects. The relationship between the public and the public is that social organizations continue to develop through a series of planned activities on the premise of being consistent with the overall interests of society. In this way, organizations, society, the state and the public will benefit, creating a good atmosphere for the society to be honest, stress credibility and enhance prestige; Conducive to the formation of harmonious, friendly, normal and healthy interpersonal relationships; It is conducive to improving the degree of social civilization and promoting social development. Vulgar relationship is the commercialization of interpersonal communication, which makes people mercenary and short-sighted. The whole society is full of philistinism and personal enrichment, while the interests of the state and the public are harmed.

First of all, briefly explain the public relations and research content.

A: The research content of public relations includes nine aspects:

(1) The concept, category and essence of public relations (explain "what is public relations");

(2) the history of the origin and development of public-to-public relations (explain "the ins and outs of public-to-public relations");

(3) Actors in public-private relations and their functions (explain "Who is engaged in public relations?" ? What the hell? " );

(4) Analysis of public objects (specify "with whom to conduct public relations activities");

(5) the management process of the public * * * relationship (explain "How to do the public * * * relationship");

(6) the media of public relations and its application methods (explain "what means and methods are used for public relations");

(7) Public relations practice (description: what is the main job of public relations);

(8) Professional ethics and legal constraints of public-to-public relations;

(9) The national conditions and characteristics of the application and research of public relations in China.

Two, contact China's reform and opening up and the development of socialist market economy to talk about the practical significance of learning the relationship between the public and the public.

A: The practical significance of learning public relations can be understood from the following five aspects:

(1) Meet the needs of opening to the outside world. Opening to the outside world needs to strengthen the dual communication between China and the outside world, especially in the context of global economic integration. On the one hand, we must understand the world, on the other hand, we must spread ourselves to the world; Opening to the outside world has made the problem of image management increasingly prominent, so it is necessary to establish public relations awareness and strengthen public relations management; Opening to the outside world needs to be handled in accordance with international practice, especially when China is about to join the World Trade Organization. Learning and using public relations is conducive to improving and standardizing organizational behavior.

(2) To meet the needs of the system reform, the system reform has promoted the development of horizontal relations, made the organization's social relations increasingly complex, and brought new changes to the organization's relationship state (social relations and public opinion) and behavior, so it is necessary to use public relations to strengthen the organization's social communication and social coordination.

(3) to meet the needs of market economy development. Market economy has brought extensive division of labor and fierce market competition. Enterprise organizations need to use public-private relations to expand cooperation, enhance competitiveness, establish the visibility and reputation of the organization and its products, and promote economic and social benefits.

(4) Adapt to the needs of modern information society. The development of modern information communication technology and communication mode has promoted the change of social communication concept and behavior. Especially with the development of mass communication, the role of public opinion is increasingly strengthened, and the problem of organizational image management is increasingly prominent. We should use public relations to understand and guide public opinion and improve the environment for the survival and development of the organization.

(5) Meet the needs of social stability. China's reform and opening up and the development of market economy need a stable and united political situation, so it is necessary to strengthen social public relations, strengthen the two-way communication between the government and the public, enhance the understanding, understanding, trust and cooperation between the leaders and the led, and form a harmonious social atmosphere.

Three, try to describe the relationship and difference between public relations and interpersonal relationships, and please give examples.

A: Public relations and interpersonal relations are two concepts that are both related and different. Public relations refers to the communication between the organization and the public. Interpersonal relationship refers to various social relationships formed by individuals in social practice.

Relationship between public relations and interpersonal relationships: (1) From the work content, public relations contains many interpersonal relationships. (2) From the perspective of working methods, public relations requires the use of interpersonal communication and requires public relations personnel to have good interpersonal skills. Good interpersonal relationship helps to establish good public-private relationship.

The difference between public * * * relationship and interpersonal relationship: (1) The subject of public * * * relationship is organization, and the subject of interpersonal relationship is individual; (2) The object of public relations is the public, and the object of interpersonal relations is personal relations; (3) Public relations is an organization's management function, and interpersonal relationship is a personal communication skill; (4) Public relations emphasizes the use of mass communication, while interpersonal relationship is limited to interpersonal communication. (give an example)

Fourthly, combined with the social and historical conditions of the emergence and development of public relations, explain why there was only modern public relations in ancient China.

A: The relationship between public and private sectors originated in the United States, and it was the inevitable product of the comprehensive effects of culture, politics, economy and technology at that time. First, as far as cultural conditions are concerned, it has experienced the transformation from "rationality" to "humanity". Respect for human nature, respect for personal feelings and dignity, and an open culture of humanity are the soil for the breeding and growth of public relations. Second, as far as political conditions are concerned, democratic politics has replaced authoritarian politics. Although capitalist political democracy has great historical limitations, it promotes the democratization of political life and creates important conditions for the emergence and development of public relations. Third, as far as economic conditions are concerned, the market economy has replaced the natural economy, and the change of economic activity mode will inevitably bring about the development of public relations concept and practice. This is the basic condition for the emergence and development of public relations. Finally, as far as technical conditions are concerned, mass communication transcends individual communication. With the development of science and the rapid and extensive development of various mass media, the emergence of "global village" provides the possibility for people to conduct large-scale exchanges and provides the necessary technology and methods for the emergence of public relations. It is precisely because of the prosperity of human culture, the in-depth development of democratic politics, the development of market economy and the increasing popularization and improvement of mass communication technology at the beginning of this century that the brand-new science of public relations stands out.

On the other hand, in ancient China society, the situation was just the opposite. In China society before 1840, the meaning and value of individual life were not valued by people. The concept and relationship of son preference still deeply imprisons people's thoughts. Therefore, human culture and "humanized management method" have no soil in China. Some are just "given by heaven". The concept of "three cardinal guides and five permanents" and "three obedience and four virtues" is a major feature of China feudal society. The so-called "I am for the country" and "you want to die; I must die. " The "people-oriented" thought of China's feudal society was quite different from the democratic wave that arose in the modern west. In the natural economic society before capitalism, its production organization mode was based on one family and one household, with one village and one township as the activity boundary, and its social contact was actually a kind of blood relationship, popularity and geographical relationship with family and village as the fulcrum. This narrow, fixed and closed economic society and backward economic activities can only produce backward means of communication.