Model essay on news communication and public relations

Public relations communication is a process of information exchange and an important means for social organizations to carry out public relations work. The following is the content of the model essay on news communication and public relations that I have compiled for you. Welcome to read the reference!

On the relationship between public relations and news dissemination.

Abstract: Public relations are closely related to news communication. What kind of news communication will lead to public relations. In public relations activities and behaviors, news communication is the most commonly used and effective way, and public relations is the final result of news communication activities.

Keywords: public relations news dissemination

First of all, public relations and news dissemination have a common medium.

Public relations is a management activity that a social organization uses communication means to form two-way communication between itself and the relevant public, so that both sides can understand and adapt to each other; News is the public dissemination of information about new and changing facts.

From their specific definitions, we can see that both public relations and news communication regard communication as their theoretical basis and means. Public relations communication is a process of information exchange and an important means for social organizations to carry out public relations work. Without communication, the public cannot understand the organization, and the organization cannot understand the public. The communication between organizations and the public depends largely on information dissemination, which is the link and bridge between organizations and the public. Therefore, a social organization should not only have clear goals, policies and measures in line with public interests, but also make full use of communication means to carry out public relations activities, win public favor and public opinion support, and obtain good economic and social benefits.

It can be seen that public relations and news dissemination are closely linked, and public relations activities cannot be separated from news media. At the same time, the news behavior of news media also needs to be carried out through journalists' public relations activities. What kind of news dissemination, what kind of public relations. The activity process of public relations. It is mainly a process of information dissemination and exchange between organizations and the public. Whether we can make effective use of various news media and create a good public opinion environment is the key to successfully organize and carry out various public relations activities.

As one of social organizations, mass media is a process in which specialized groups transmit information to a large number of readers, listeners and viewers through various technical means. It has the general characteristics of public relations communication, is an integral part of public relations communication and an important medium to carry out public relations activities. Only by virtue of its extensive communication performance and publicity effect can public relations activities be effective. This shows that news and public relations are inseparable.

Then when journalists are engaged in news activities, we can also regard journalists as engaging in public relations activities, which leads to the definition of journalists' public relations role.

Second, media public relations is necessary and feasible.

Public relations is a kind of communication activity. Is public relations a two-way communication with the public through communication? . The media has dual attributes: on the one hand, the media is an important tool to carry out public relations communication activities, and only through its extensive communication efficiency can it reach all kinds of people; On the other hand, the media, as a social organization, is in the public position. With the development of society, the public attaches great importance to public relations communication activities. So, what about the media? Volkswagen? Attribute, it is essential to carry out public relations communication activities.

In the process of carrying out public relations activities, we must start from the particularity of mass communication industry and explore public relations activities that follow both the general law of enterprise management and the special law of media management. Attention should be paid to establishing the brand awareness of the media and creating brand-name products; Pay attention to media image packaging; At the same time, carry out necessary advertising activities.

As we all know, enterprises mainly rely on brands and brand-name products. What does media management depend on? Also depends on the brand. For the media, brand means characteristics and quality, and brand-name columns (pages) can enhance the overall image of the media. The key to running famous brand columns well is to improve the quality of news works, which is the foundation of media survival. Without high-quality works, the market positioning of the media is useless. Media image refers to the public's overall view and evaluation of the media, which is a powerful intangible asset of the media. Media image is generally divided into internal image and external image. The so-called internal image mainly refers to the image of media members, that is, the quality of media members. The quality of media members is the guarantee of media standard and the portrayal of media image. Improving their quality is the premise of enhancing media image. External image is visual image, which mainly refers to the image of media products, that is, the content and form of media programs, columns and layouts. Enterprises often use advertisements to show their image and strengthen communication with the public in order to seek greater profits. Judging from the expression forms of media public relations advertisements, the expression forms of humanistic care are most likely to arouse the trust and goodwill of the audience, and are also in line with the advertising positioning for the public.

Third, there are obvious differences between public relations communication and news communication.

First, the main body of public relations communication is the general social organization, which is a public relations agency or public relations personnel who exercise the communication function on behalf of the organization; The main body of news communication is a group or individual whose occupation is to spread information.

Second, the content of public relations communication is the information that is beneficial to the organization compiled by the people who exercise the communication function in the organization according to the public relations plan; The content of news communication is the information compiled by professional communicators according to the law of news value and needs to be informed to the public.

Third, the spread of public relations is not limited by technical level and specialization, and its production process is relatively simple; Generally, the channels of news communication are no longer composed of sensory organs and simple expression tools, but include large-scale communication equipment and communication systems based on advanced technology. Therefore, specialized information dissemination agencies need not only sufficient funds and equipment, but also a large number of specialized personnel.

Fourthly, the communication object of public relations is known and relatively stable, and its communication process has obvious two-way characteristics. Specifically, the organization informs the public of its objectives, policies and specific measures through information dissemination, and the public informs the organization of its requirements, opinions and suggestions through investigation or active return visits. The process of news dissemination is one-way to a great extent, because its leader is always the disseminator, and the receiver is neither sure nor stable, so it is difficult to get direct feedback. Compared with news communication, public relations communication can get feedback more timely and effectively.

Above, we compared the communication of public relations with the communication of news. The basic connotation of public relations communication is that public relations communication is an organized, planned and large-scale information exchange activity. Its purpose is to communicate the information link between communicators and the public, so that the organization can establish a good image in the public.

At the same time, to sum up, we can draw the conclusion that public relations and news communication are different in starting point, subject, content, method and process, but in concrete actions, public relations need to work on the basis of facts; The purpose of public relations and news dissemination is consistent to some extent; At the same time, public relations and news dissemination depend on the media.

References:

[1] Li Liangrong, Introduction to Journalism (2nd Edition). Shanghai: Fudan University Press, 2004.

[2] Zhang et al., Principles of Communication, Shanghai: Fudan University Press, 2005.

[3] Jenny. Public relations. Beijing: Machinery Industry Press, 2006.

[4] Guo Communication course. Beijing: Renmin University of China Press, 2002

[5] Living in Yan 'an. Public relations. Shanghai: Fudan University Press, 2008.

[6] Peng Juhua. Principles of news. Beijing: Communication University of China Press, 2006.

[7] Li lei Public relations practice. Beijing China Radio and Television Press 2004

[8] Hu. Public relations. Beijing: Renmin University of China Press, 2008.

[9] Child soldiers. Introduction to theoretical news and communication. Beijing: Renmin University of China Press, 2003

Model essay on news communication and public relations The second part is about public relations communication.

Whether it is the public relations thought flowing in the long river of human culture or the ancient public relations science matured in the early 20th century, it not only created great wealth for the development of material civilization in human society, but also injected infinite spiritual strength into the development of spiritual civilization in human society. In the new century, we have ushered in an era characterized by informationization and economic globalization. In this rapidly changing era, competition and cooperation have become the theme of interpersonal communication. As a tool for social survival, people pay more and more attention to the concept and method of public relations. In China, because the research on public relations started late, people showed infinite desire for public relations in terms of ideas and thinking methods.

Public relations communication is a process of information exchange and an important means for social organizations to carry out public relations work. Without communication, the public cannot understand the organization, and the organization cannot understand the public. If social organizations are regarded as the main body of public relations work and the public as the object of public relations work, then communication is the link and bridge between them. The communication between organizations and the public depends on information dissemination to a great extent, and the misunderstanding between organizations and the public is often caused by poor information. Therefore, a social organization should not only have clear goals, policies and measures in line with public interests, but also make full use of communication means to carry out public relations activities, win public favor and public opinion support, and obtain good economic and social benefits.

First, the definition of public relations communication

Communication refers to the process of information transmission, reception, communication, sharing and communication in human society. Due to the influence of people's early communication thoughts and communication research methods, and the traditional understanding of the word communication in China, people are used to understanding communication only as a one-way, large-scale and extensive prose to spread some information. This is far from what we call communication in modern times. Modern? Spread? The meaning of this word should at least include:

(1) information transmission. In other words, the information source transmits information to the destination.

(2) Two-way communication. In other words, both parties are participants in information transmission, and they influence each other to form an information exchange relationship.

(3) Information sharing. That is to say, in communication, the two sides share information, so as to reach a consistent understanding, knowledge, understanding or intention to some extent, and achieve mutual communication.

(B) the difference between public relations communication and mass communication.

Mass communication is a process in which specialized groups transmit a large number of copied information to scattered readers, listeners and viewers through various technical means of mass media, such as publicity activities carried out by enterprises through television, newspapers, magazines and radio. It has the general characteristics of public relations communication and is an integral part of public relations communication.

First of all, the main body of mass communication is a group or individual whose occupation is to spread information; The main body of public relations communication is a general social organization, which is a public relations institution or public relations personnel who exercise the communication function on behalf of the organization.

Secondly, the content of mass communication is information compiled by professional communicators according to the law of news value, which needs to be informed to the public; Public relations spreads information beneficial to the organization, which is compiled by the people who exercise the communication function in the organization department according to the public relations plan.

Third, the channels of mass communication are generally not composed of senses and simple expression tools, but include large-scale communication equipment and communication systems based on advanced technology. Therefore, specialized information dissemination agencies need not only sufficient funds and equipment, but also a large number of specialized personnel. Public relations communication is not limited by technical level and special government, and the production process is relatively simple.

Fourth, the process of mass communication is one-way to a great extent, because its leader is always the disseminator, and the audience is uncertain and unstable, so it is difficult to get direct feedback. The communication object of public relations is known and relatively stable, and its communication process has obvious two-way characteristics. Compared with mass communication, public relations communication can get feedback more timely and effectively.

(3) The basic connotation of public relations communication.

Public relations communication is an organized, planned and large-scale information exchange activity. Its purpose is to communicate the information link between communicators and the public, so that the organization can establish a good image in the public.

There are many media available for public relations communication. However, in today's society, the most favorable means to realize extensive information exchange with the public is mass media. This is determined by the characteristics of mass media itself.

The object of public relations communication is the public. The public is generally composed of two parts, one part is the internal public of the organization, and the other part is the external public with certain connection with the organization. Internal public is the basic factor that constitutes an organization. It is indispensable to an organization, just as people are to a country. One of the purposes of public relations communication is to communicate and dredge the information links between the upper and lower levels and members within the organization, eliminate all kinds of unfavorable factors and create favorable conditions for the development of the organization.

The external public is the main object of public relations communication, and for government agencies, it is the part of the masses they face; For industrial and commercial enterprises, they are collaborators, competitors, users and consumers closely related to the organization. An important task of public relations communication is to influence this part of the public, change their attitudes and cause behaviors corresponding to organizational expectations.

Second, the basic elements of public relations communication

1948, the famous American political scientist Harold? Lasswell added the formula of five factors in the communication process:? Who is it? Say what? Through what channels? To whom? What's the effect? Although this formula describes the one-way propagation phenomenon, it provides a simple model for us to analyze the propagation process. Because it contains the basic elements of communication: disseminator, content, channel, audience and effect.

Public relations communication is a process in which an organization transmits information to the public by means of communication. It has gone through the whole process from the communicator to the receiver, so it should also include five elements of the communication process.

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; 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 a recent incident in an organization, which usually includes five? W? For example, reports on opening stores, closing exhibitions, appearance of new products and overfulfilling output value. The latter is an enlarged description of the panorama or one side of the event, including not only five? W? And it also includes the outline of 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.

(D) 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. 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, know yourself and know yourself, and win every battle. Besides, in the process of information dissemination, we should pay attention to experts, scholars and celebrities? Opinion leader? The role of public transport, trying to influence the public through them.

Third, the mode of public relations communication.

The starting point of public relations communication is the organization, which is an individual or institution that exercises the communication function on behalf of the organization.

From the internal structure of the organization, the general organization (for-profit organization is obvious) can be divided into three levels: decision-making level, management level and execution level. The decision-making layer is the real power organ of the organization, which is generally composed of decision-makers within the organization. It is responsible for determining the organization's objectives, programs and implementation plans, and carrying out macro-control. Management is the subordinate organization of decision-making level, including production management department, planning management department, material management department and sales management department. Its responsibility is to implement the principles and policies formulated by the decision-making level into the work of various functional departments, and to organize, manage and coordinate daily work. Under the leadership of the decision-making level and the coordination of the management, the executive level transforms the organizational goals into concrete actions through various technical means. These three layers are independent and interrelated, and jointly safeguard the development of the organization itself.

Interpersonal communication in public relations communication mainly displays in two aspects. One is interpersonal communication within the organization, such as staff meeting, work report meeting, work experience exchange meeting and so on. The second is the face-to-face contact between public relations personnel and the target public. Its forms are also varied, such as receiving visitors, holding exhibitions, convening consumers to hold symposiums and so on.

The process of transmitting information to the mass media within an organization is the most commonly used form of raw materials, which includes two parts: the disseminator provides news articles to the media and uses the media to advertise.

In short, it is essential for an organization to find ways to attract the media, let the mass media take the initiative to understand and collect the information of the organization, and transmit the information within the organization to the mass media. They have their own characteristics, advantages and disadvantages. In practical work, public relations personnel can choose and use according to the specific situation faced by the organization.

References:

[1] Public Relations (Third Edition), Li Daoping, Economic Science Press.

[2] Basic Course of Public Relations, Geng Yicheng, Che Guangji, Northeast Normal University Press.

[3] A Concise Course of Public Relations, Liao Zhu, Sun Yat-sen University Press, 1989.

[3] Public Relations, translated by Ding, Zhai Nianxiang, Anhui University Press, 1996.