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1、公共关系概论AnIntroductiontoPublicRelations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、公共关系的职能一、公共关系的定义伯内斯的定义In1923,EdwardBernaysdescribedthefunctionofhisfledglingpublicrelationscounselingbusinessasoneofproviding“informationgiventothepublic,persuasiondirectedatthepublictomodifya
2、ttitudesandactions,andeffortstointegrateattitudesandactionsofaninstitutionwithitspublicsandofpublicswiththoseofthatinstitution.”《社会学辞典》的定义In1944,theDictionaryofSociologydefinedthefieldas“thebodyofthetheoryandtechniqueutilizedinadjustingtherelationshipsofasubjectwithitspublics.Thesetheoriesandt
3、echniquesrepresentapplicationsofsociology,socialpsychology,economicsandpoliticalscience,aswellasofthespecialskillsofjournalists,artists,organizationalexperts,advertisingmen,etc.tothespecificproblemsinvolvedinthisfieldofactivity.”1978年墨西哥世界公关大会的定义Publicrelationspracticeistheartandsocialscienceo
4、fanalyzingtrends,predictingtheirconsequences,counselingorganizationleadersandimplementingplannedprogramsofactionwhichwillserveboththeorganization’sandthepublic’sinterest.英国公关协会的定义Publicrelationsisadeliberate,planned,andsustainedefforttoestablishandmaintainmutualunderstandingbetweenanorganizati
5、onanditspublics.《公共关系：职业与实务》的定义Publicrelationsisamanagementfunctionthathelpstodefineorganizationalobjectivesandphilosophyandfacilitateorganizationalchange.Publicrelationspractitionerscommunicatewithallrelevantinternalandexternalpublicsintheefforttocreateconsistencybetweenorganizationalgoalsand
6、societalexpectations.Publicrelationspractitionersdevelop,execute,andevaluateorganizationalprogramsthatpromotetheexchangeofinfluenceandunderstandingamongorganizations’constituentpartsandpublics.美国公关学会的定义Thepublicrelationsprofessioninservicingthelegitimateinterestsofclientsoremployersisdedicated
7、fundamentallytothegoalsofbettermutualunderstandingandcooperationamongthediversegroups,institutionsandelementsofourmodernsociety国际公关协会的定义Publicrelationsisamanagementfunction,ofacontinuingandplannedcharacter,throughwhichpublicandprivateor
