What are the five basic elements of public relations communication? And give an example.

The basic elements of public relations communication: public relations disseminator, public relations communication content, public relations communication channel, target public and public relations communication effect.

Public relations disseminator

The disseminator of public relations is the collector and publisher of organizational information, and the person who exercises the communication function on behalf of the organization. In China's political organizations, this role is generally played by the news release agencies and publishers of the party and the state, as well as the news propaganda departments of the party and the government at all levels (including public relations personnel in other countries); In various welfare organizations and for-profit organizations, this role is played by the propaganda department, public relations department or propagandist and public relations personnel within the organization.

The disseminator of public relations is the main body of public relations, because it is the leading factor in the communication process. In the process of coordinating public relations, improving the surrounding environment, establishing their own image and enhancing their reputation, communicating internal and external contacts and seeking support and cooperation, public relations communicators take the initiative and play the role of controllers and organizers. Its task is to deliver external information to the internal public of the organization, publish information about the organization and deliver it to the target public.

(B) Public relations dissemination content

The content of public relations communication refers to all the information about the organization sent by the communicator. Can be roughly divided into the following two categories:

One is informational content, that is, introducing relevant organizations to the public: their goals, objectives, policies, business philosophy, product and service quality, etc. In the process of information dissemination, informative content often appears in the form of dynamic news or special reports. The former is a description of the basic facts of an organization's recent event, which usually includes five "W's", such as the report of opening a store, the closing of the exhibition, the advent of new products, and the output value exceeded.

The latter is an enlarged description of the panorama or a certain side of the event, which not only contains five "W", but also outlines the specific plot of the basic facts. For example, introduce the design process, manufacturing process, application, expert appraisal and so on of new products.

The other is persuasive content, that is, calling on the public to respond to a resolution, calling on the public to participate in a social welfare activity, or persuading people to buy a certain brand of goods. In the process of mass media propaganda, the persuasive contents released by non-profit organizations such as political parties and governments often appear in the form of editorials, comments and proposals, while the persuasive contents released by for-profit organizations often appear in the form of commercial advertisements.

(3) communication channels of public relations

The so-called communication channel refers to the carrier of information circulation, also known as media or tools. People usually refer to the tools used for communication as media, while the media used in public relations activities are called public relations media. There are two kinds of media available to public officials: mass media and interpersonal communication.

Specifically, public relations media are diverse and colorful. Common are language media, such as newspapers and magazines, books and commemorative periodicals, posters and leaflets, organization business cards and letters. There are electronic media, such as radio, television, audio recording, video recording, slides and movies; There are signs, such as photographs and pictures, trademarks and emblems, facades and packaging, representative colors, etc. ; In addition, there are non-verbal media, such as expressions, gestures, eyes and so on.

We can also divide public relations media into basic media and comprehensive media. The so-called basic media mainly includes interpersonal communication, radio, television, printed matter, photographic works, movies and so on. Comprehensive media includes contacts with the press, special programs, exhibitions, conferences and so on. Obviously, the so-called comprehensive media is the synthesis of various basic media.

(4) Target public

The target public (that is, the public outside the organization) refers to the specific public who has certain interests with the organization. They are part of the recipients of mass communication, and they are also the key objects that the organization intends to influence. The characteristics of this kind of public are:

First, the target public has a certain range, which is specific, knowable and relatively stable, that is, each organization has its own specific public.

Second, the public is complex. Although some individuals constitute the public of an organization because of some commonness, there are still obvious differences between them.

Third, the public tends to gather. When the interest relationship between the party organization and the public becomes prominent, the original loose public assembly will tend to be concentrated, showing its unique collective strength.

Fourth, the public is changing. When the interest relationship between the party organization and the public ends, this public is no longer the public of the organization.

If an organization wants to carry out public relations work effectively, it is very important to distinguish the public it faces. Generally speaking, identifying the public can be divided into several steps. For example, first make a detailed list of the public that the organization faces, and then classify them according to needs.

According to the principle that there are differences inside and outside the organization, the public can be divided into internal public and external public; According to the influence of the public on the organization, it can be divided into potential public, informed public and action public; According to the importance of the public to the organization, they can be divided into the main public and the secondary public. When organizing a specific activity, the public can be further classified to determine the target public of the specific activity.

(E) the communication effect of public relations

The effect of public relations communication refers to the target public's response to information communication, and also the degree of influence of public relations personnel on the communication target.

People have studied the communication effect for more than half a century. They first put forward the omnipotence theory of communication, then the limited effect theory (with bipolar communication as the main content), and then developed from bipolar communication mode to multi-level communication mode. The evolution of communication effect theory tells us that mass media can change the original ideas of the audience, but its effect is not infinite.

In practical work, public relations personnel should not take mass media as the only means, but should combine it with interpersonal communication, organizational communication and other ways to achieve better results.

At the same time, the passive position of the audience is relative, and their attention, understanding and memory of information are selective. Public relations personnel can understand the public's acceptance of information through various means of investigation (such as observation, interview, literature analysis, sampling survey, etc.). ), and know yourself.

In addition, in the process of information dissemination, we should also attach importance to the intermediary role of "opinion leaders" such as experts, scholars and celebrities, and try to influence the public through them. The basic elements of public relations communication: public relations disseminator, public relations communication content, public relations communication channel, target public and public relations communication effect.

Public relations disseminator

The disseminator of public relations is the collector and publisher of organizational information, and the person who exercises the communication function on behalf of the organization. In China's political organizations, this role is generally played by the news release agencies and publishers of the party and the state, as well as the news propaganda departments of the party and the government at all levels (including public relations personnel in other countries); In various welfare organizations and for-profit organizations, this role is played by the propaganda department, public relations department or propagandist and public relations personnel within the organization.

The disseminator of public relations is the main body of public relations, because it is the leading factor in the communication process. In the process of coordinating public relations, improving the surrounding environment, establishing their own image and enhancing their reputation, communicating internal and external contacts and seeking support and cooperation, public relations communicators take the initiative and play the role of controllers and organizers. Its task is to deliver external information to the internal public of the organization, publish information about the organization and deliver it to the target public.

(B) Public relations dissemination content

The content of public relations communication refers to all the information about the organization sent by the communicator. Can be roughly divided into the following two categories:

One is informational content, that is, introducing relevant organizations to the public: their goals, objectives, policies, business philosophy, product and service quality, etc. In the process of information dissemination, informative content often appears in the form of dynamic news or special reports. The former is a description of the basic facts of an organization's recent event, which usually includes five "W's", such as the report of opening a store, the closing of the exhibition, the advent of new products, and the output value exceeded.

The latter is an enlarged description of the panorama or a certain side of the event, which not only contains five "W", but also outlines the specific plot of the basic facts. For example, introduce the design process, manufacturing process, application, expert appraisal and so on of new products.

The other is persuasive content, that is, calling on the public to respond to a resolution, calling on the public to participate in a social welfare activity, or persuading people to buy a certain brand of goods. In the process of mass media propaganda, the persuasive contents released by non-profit organizations such as political parties and governments often appear in the form of editorials, comments and proposals, while the persuasive contents released by for-profit organizations often appear in the form of commercial advertisements.

(3) communication channels of public relations

The so-called communication channel refers to the carrier of information circulation, also known as media or tools. People usually refer to the tools used for communication as media, while the media used in public relations activities are called public relations media. There are two kinds of media available to public officials: mass media and interpersonal communication.

Specifically, public relations media are diverse and colorful. Common are language media, such as newspapers and magazines, books and commemorative periodicals, posters and leaflets, organization business cards and letters. There are electronic media, such as radio, television, audio recording, video recording, slides and movies; There are signs, such as photographs and pictures, trademarks and emblems, facades and packaging, representative colors, etc. ; In addition, there are non-verbal media, such as expressions, gestures, eyes and so on.

We can also divide public relations media into basic media and comprehensive media. The so-called basic media mainly includes interpersonal communication, radio, television, printed matter, photographic works, movies and so on. Comprehensive media includes contacts with the press, special programs, exhibitions, conferences and so on. Obviously, the so-called comprehensive media is the synthesis of various basic media.

(4) Target public

The target public (that is, the public outside the organization) refers to the specific public who has certain interests with the organization. They are part of the recipients of mass communication, and they are also the key objects that the organization intends to influence. The characteristics of this kind of public are:

First, the target public has a certain range, which is specific, knowable and relatively stable, that is, each organization has its own specific public.

Second, the public is complex. Although some individuals constitute the public of an organization because of some commonness, there are still obvious differences between them.

Third, the public tends to gather. When the interest relationship between the party organization and the public becomes prominent, the original loose public assembly will tend to be concentrated, showing its unique collective strength.

Fourth, the public is changing. When the interest relationship between the party organization and the public ends, this public is no longer the public of the organization.

It is very important for an organization to distinguish the public it faces if it wants to carry out public relations work effectively. Generally speaking, identifying the public can be divided into several steps. For example, first make a detailed list of the public that the organization faces, and then classify them according to needs.

According to the principle that there are differences inside and outside the organization, the public can be divided into internal public and external public; According to the influence of the public on the organization, it can be divided into potential public, informed public and action public; According to the importance of the public to the organization, they can be divided into the main public and the secondary public. When organizing a specific activity, the public can be further classified to determine the target public of the specific activity.

(E) the communication effect of public relations

The effect of public relations communication refers to the target public's response to information communication, and also the degree of influence of public relations personnel on the communication target.

People have studied the communication effect for more than half a century. They first put forward the omnipotence theory of communication, then the limited effect theory (with bipolar communication as the main content), and then developed from bipolar communication mode to multi-level communication mode. The evolution of communication effect theory tells us that mass media can change the original ideas of the audience, but its effect is not infinite.

In practical work, public relations personnel should not take mass media as the only means, but should combine it with interpersonal communication, organizational communication and other ways to achieve better results.

At the same time, the passive position of the audience is relative, and their attention, understanding and memory of information are selective. Public relations personnel can understand the public's acceptance of information through various means of investigation (such as observation, interview, literature analysis, sampling survey, etc.). ), and know yourself. In addition, in the process of information dissemination, we should also attach importance to the intermediary role of "opinion leaders" such as experts, scholars and celebrities, and try to influence the public through them.

Extended data

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.

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. Public relations is the pursuit of "harmony between people" and creates the best soft environment for the survival and development of organizations or individual activities.

Public relations is a two-way communication based on the truth, not a one-way public communication or the 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.

1, universality

The extensiveness of public relations contains two meanings: first, it means that public relations exist in any behavior and process of the subject, that is, public relations are everywhere, all the time, 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.

Step 2 be complete

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.

3. 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, which means that public relations is not a faucet. This is a long-term job.

Baidu encyclopedia-public relations

Baidu encyclopedia-public relations communication