公众策略培训课件（.ppt

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1、公眾策略主講人﹕姚惠忠公關的功能Publicrelationsmakesanorganizationmoreeffective,therefore,whenitidentifiesthemoststrategicpublicsaspartofstrategicmanagementprocessesandconductscommunicationprogramstodevelopandmaintaineffectivelong-termrelationshipsbetweenmanagementandthosepublics.策

2、略性公關Strategicpublicrelationsconsists1.Identifyingthemoststrategicpublicswithwhichanorganizationneedstodeveloparelationship;2.Planning,implementing,andevaluatingcommunicationprogramstobuildrelationshipswiththesepublics,and3.Measuringandevaluatingthelong-termrelations

3、hipbetweentheorganizationandthesestrategicpublics.關係程度的評估和測量Goodcommunicationchangesbehaviorofbothmanagementandpublicsand,therefore,resultsingoodrelationships.Publicrelationsprofessionalsneedawaytomeasurerelationshipsastheydevelopandaremaintainedratherthanwaitingtoo

4、bservethebehaviorsthatmayormaynotoccurasaresultofcommunicationprograms.公關價值來自關係品質的測度Thevalueofpublicrelationscanbedeterminedbymeasuringthequalityofrelationshipswithstrategicpublics.Communicationprogramscanbeevaluatedbymeasuringtheireffectsandcorrelatingthemwiththeat

5、tributesofagoodrelations借用人際溝通和心理學測量指標Researchininterpersonalcommunicationandthepsychologyofinterpersonalrelationshipsshowsthatfollowingfouroutcomesaregoodindicatorsofsuccessfulinterpersonalrelationships.Publicrelationsresearchshowsthattheyapplyequallywelltoorganiza

6、tion-publicrelationships:相互控制度和信任度Controlmutuality--thedegreetowhichpartiesagreeonwhohasrightfulpowertoinfluenceoneanother.（彼此所擁有相互影響力的程度）Trust--oneparty’slevelofconfidenceinandwillingnesstoopenoneselftotheotherparty.（一方對另一方的信賴水準以及願意開放自己的程度）滿意度和承諾性Satisfaction—theex

7、tenttowhichonepartyfeelsfavorablytowardtheotherbecausepositiveexpectationsabouttherelationshiparereinforced.（一方感覺到另一方的善意程度→相互感覺善意（有利的程度））Commitment—theextenttowhichonepartybelievesandfeelsthattherelationshipisworthspendingenergytomaintainandpromote.（相信和感覺關係值得維持和促進的程

8、度）關係性質：交換與共同性Afifthpairofrelationshipindicators–exchangevs.communal（交換與共同性）relationships—definesthekindsofrelationshipsthatpublicrelations