Introduction to public relations course

What is public relations?

Public relations course is a compulsory course for business administration and administrative management majors. Through t

Introduction to public relations course

What is public relations?

Public relations course is a compulsory course for business administration and administrative management majors. Through the teaching of this course, students can master the basic principles, methods and skills of public relations, establish the concept of public relations serving market economy and social development, and master the ability of public relations serving social practice.

Public relations is a new comprehensive applied discipline. The main line of the discipline is to establish a good communication relationship between social organizations and the public and establish a good image of social organizations in the public's mind. The main contents of the course are: the basic connotation, definition, research object and research category of public relations; The history of the emergence and development of public relations and the formation of the concept of public relations; The basic function of public relations; Types and characteristics of public relations organizations; The types of public relations practitioners and their scope of work, as well as the basic principles for selecting public relations personnel; Public relations work object and work type; Organize internal public relations work and external public relations work; The implementation of the four-step work law of public relations; Introduce the CIS strategic work of enterprises; Carry out daily activities and special activities of public relations; Public relations advertising and public relations etiquette; Public relations news dissemination; Case analysis of public relations.

The disciplinary characteristics of "public relations" are mainly manifested in the following aspects:

1. The basic theory is large. The main basic theories of "public relations" include: management, marketing, organizational behavior, public and consumer psychology, advertising, market research and prediction, mass communication, interpersonal relationship, speech and eloquence. "Public relations" is an independent comprehensive applied science developed on the basis of these related sciences. At the same time, it has the nature of marginal subject, so it needs to be studied and discussed by quantitative analysis and qualitative analysis.

2. Take management as the leading thought. The four elements of "public relations" are: social organization, public, management function and two-way communication. Among them, the management function runs through the public relations activities. This kind of management function covers all the soft means of management function, and mainly implements the coordination, communication, education and guidance of social organizations to the public. Its management scope goes beyond the walls of specific social organizations. It should not only manage the public inside the organization, but also manage the public outside the organization. It is a form of expanding management scope and softening management means.

3. Theory and practice are closely integrated. "Public Relations" has its own independent discipline system and its own practical skills and methods. The theory of public relations is the core of public relations, but only by combining with the application of public relations can we show the theoretical value of public relations and exert great energy. The application of public relations in social practice provides newer, better and more comprehensive materials for the enrichment, development, deepening and perfection of public relations theory, and tests the correctness and practicability of public relations theory, thus embodying the practicality and operability of "public relations".

2. What is the content of the public relations course?

"Public relations" is a management science to explore and study how social organizations communicate with the public through effective means of communication, so as to improve their image rights and information. As a subject combining theory with practice, its content includes three parts: public relations principle, public relations organization management and public relations practice. Through the study, students can understand the principle, generation and development, personnel and institutions of public relations, master the ways or methods of information management, research, planning, dissemination and evaluation of public relations, and be familiar with CIS and brand strategy, corporate culture construction, public relations activity mode, etiquette, creative thinking and CS. This course involves all aspects of contemporary public relations practice, which is scientific, innovative and operable. It is an indispensable part of the overall knowledge structure of modern outstanding commercial economic talents.

3. What is public relations?

Don't talk nonsense if you don't know

Landlord, in fact, public relations is a very scientific and bright subject, but due to the social situation in China, public relations has caused many misunderstandings.

In an organization (not limited to enterprises), external and internal communication is very important, even non-profit organizations need external publicity. This is especially true for enterprises. It is a common phenomenon that every enterprise on the right track will have a public relations department.

Management of information and information exchange between public relations research organizations and the public. For example, our company wants to tell you what products are available, where they are good and why they are good. It not only involves advertising, but also involves the in-depth communication of the public and the change of purchase intention. You can also visit and try it out, and at a higher level, you can awaken the public's attention and purchasing power with entrepreneurial spirit, such as Anta and Shell.

Advertising: Different from advertising, traditional advertising focuses on products, while public relations advertising focuses on spiritual connotation, such as "convert to the basketball church" and "nothing is impossible". These advertisements do not say how good my shoes are and how great my clothes are, but tell everyone that we are such a company, that is, we think nothing is impossible. We urge everyone to say that basketball is not a sport, but more ideas.

There are too many such things now. Due to the rapid industrial expansion and increasing product supply in China, many manufacturers began to arouse people's spiritual resonance and guide their purchasing consciousness through declarations and spiritual dialogues. Today's consumers are also beginning to transition to the stage of mind+practicality.

The specific scope can be much more: media detection, market research, media management, brand promotion, corporate culture, information collection, marketing and so on ~ ~ ~

Moreover, the landlord, don't hesitate too much because of your personality. Although public relations is a communication-oriented industry, it is too complicated and many things are done by technology. At present, there are many public relations companies in Chinese mainland that are good at methods and schemes, and many positions are specially set up for those who study public relations. Without their in-depth thinking and promotion, the executive department could not succeed. Practice is very important, but there are many opportunities for practice in the future, but how many days can we study and accept the theory with peace of mind? Cherish the present is true.

So, landlord, don't worry too much ~ ~ _

(I think that I refuse to reprint _)

4. What is the main content of public relations?

Public relations is a new interdisciplinary subject that reveals the state of organizational public relations and the law of public relations activities on the basis of communication, management and behavior. This paper mainly studies the basic laws and general methods of public relations activities of the state and social organizations.

Research object:

As a discipline, the research object of public relations, on the whole, must include all social phenomena and activities of public relations. Public relations, as the behavior of social organizations to deal with their various public relations by means of communication, can be reflected in the following three aspects, namely, the three specific objects of public relations research:

First, it is the phenomenon and law of public relations as the management function of social organizations.

The second is the phenomenon and law of public relations as an information dissemination activity between social organizations and the public.

Third, it is a phenomenon and law of public relations to deal with the relationship with various specific public.

The research content of public relations includes nine aspects (main contents):

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

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

(3) the actors of public 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 public relations (explaining "how to do public relations");

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

(7) Public relations practice activities (description: what public relations work mainly does);

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

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

Main course:

Communication, management, marketing, politics, sociology, social psychology, public relations principles, public relations practices and cases, advertising principles, advertising planning and strategies, advertising design, CI strategy, corporate culture, leadership science and art, organizational behavior, interpersonal communication and etiquette, public relations writing, eloquence and speech, negotiation skills, social investigation methods, computer application, mass media research, film and television production.

5. Professional course of public relations.

Communication copywriting, management, marketing, politics, sociology, social psychology, public relations principles, public relations practices and cases, advertising principles, advertising planning and strategies, advertising design, CI strategy, corporate culture, leadership science and art, organizational behavior, interpersonal communication and etiquette, public relations writing, eloquence and speech, negotiation skills, social investigation methods, computer application, mass media research, film and television production.

6. Professional courses of public relations.

Main courses: communication, management, marketing, politics, sociology, social psychology, public relations principles, practice and cases of public relations department, advertising principles, advertising planning and strategy, advertising design, CI strategy, corporate culture, leadership science and art, organizational behavior, interpersonal communication and etiquette, public relations writing, eloquence and speech, negotiation skills, social investigation methods, computer application, etc.

Educational system: 4 years.

Degree awarded: Bachelor of Management

7. What is the main content of public relations?

Public relations is a new interdisciplinary subject that reveals the state of organizational public relations and the law of public relations activities on the basis of communication, management and behavior. This paper mainly studies the basic laws and general methods of public relations activities of the state and social organizations.

Research object:

As a discipline, the research object of public relations, on the whole, must include all social phenomena and activities of public relations. Public relations, as the behavior of social organizations to deal with their various public relations by means of communication, can be reflected in the following three aspects, namely, the three specific objects of public relations research:

First, it is the phenomenon and law of public relations as the management function of social organizations.

The second is the phenomenon and law of public relations as an information dissemination activity between social organizations and the public.

Third, it is a phenomenon and law of public relations to deal with the relationship with various specific public.

The research content of public relations includes nine aspects (main contents):

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

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

(3) the actors of public 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 public relations (explaining "how to do public relations");

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

(7) Public relations practice activities (description: what public relations work mainly does);

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

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

Main course:

Communication, management, marketing, politics, sociology, social psychology, public relations principles, public relations practices and cases, advertising principles, advertising planning and strategies, advertising design, CI strategy, corporate culture, leadership science and art, organizational behavior, interpersonal communication and etiquette, public relations writing, eloquence and speech, negotiation skills, social investigation methods, computer application, mass media research, film and television production.

References:

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8. What courses does public relations include?

Public relations disciplines include: management foundation, public relations principle, public relations practice, public relations investigation and planning, public relations language art, public relations psychology, public relations etiquette, public relations planning and implementation, social investigation, curriculum practice, comprehensive practice, graduation practice, etc. , as well as the main characteristic courses and practical links of each school.

This major trains students to adapt to the needs of modern economy and society, master scientific theoretical knowledge such as management, sociology and communication, have practical skills of public relations and good communication skills, and develop professional ethics.

Applicable to professionals engaged in communication management, social investigation, public planning and crisis public relations management in enterprises, institutions and social organizations.

(8) Extended reading of public relations course introduction.

Graduates majoring in public relations can acquire the following abilities through study:

1, with basic theories and knowledge of management, economics and public relations;

2. Familiar with the development process, present situation and trend of project management at home and abroad;

3. Proficient in social investigation methods and skills and social statistical methods;

4. Strong language and writing skills, interpersonal communication skills and basic ability to analyze and solve practical problems in business public relations;

5. Have a good foreign language level, be able to read relevant documents fluently and communicate orally and in writing;

6. Master the methods of literature retrieval and data query, and have certain practical working ability.

9. University Elective Course: What is "Public Relations"?

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definition

It refers to a comprehensive applied discipline that takes the objective phenomenon and activity law of public relations as the research object, and is a discipline that studies the behaviors, laws and methods of communication between organizations and the public.

Public relations is a highly applied course, which is suitable for individuals and any organizations.

With the needs of China's reform and opening up, social progress and economic development, public relations is a new and highly applied discipline. It is a social relationship formed by social organizations with the same interests as the public in order to establish a good image in the public.

The purpose of this course is to make students master the basic principles and practice of public relations and expand their knowledge to meet the needs of current reform and opening up through systematic study of the theory and practice of public relations.

[Edit this paragraph] object

As a discipline, the research object of public relations, on the whole, must include all social phenomena and activities of public relations. Public relations, as the behavior of social organizations to deal with their various public relations by means of communication, can be reflected in the following three aspects, namely, the three specific objects of public relations research:

First, it is the phenomenon and law of public relations as the management function of social organizations.

The second is the phenomenon and law of public relations as an information dissemination activity between social organizations and the public.

Third, it is a phenomenon and law of public relations to deal with the relationship with various specific public.

[Edit this paragraph]

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 relations (explain "the ins and outs of public relations");

(3) the actors of public 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 public relations (explaining "how to do public relations");

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

(7) Public relations practice activities (description: what public relations work mainly does);

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

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

[Edit this paragraph] Meaning

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 done in accordance with international practice, especially after China's accession to the World Trade Organization (WTO). 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 relationship state (social relations and public opinion) and behavior mode of the organization, so it is necessary to apply 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 relations to expand cooperative relations, strengthen 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 two-way communication with the public, enhance the understanding, understanding, trust and cooperation between the leaders and the led, and form a harmonious social atmosphere.

[Edit this paragraph] How to develop public relations with China characteristics?

Developing public relations with China characteristics is a new topic put forward by China in the process of public relations practice and theoretical research. To answer this question, we must deeply study China's national conditions, study the special problems exposed by China's public relations practice, analyze the environment and conditions of China's public relations practice, and try our best to sum up experience and laws, so as to guide practice.

Studying "national conditions" is the premise of developing public relations with China characteristics. Here, we only analyze the "national conditions" from the perspective of the conditions required for the growth of public relations. From the perspective of cultural mentality, it is generally believed that the basic spirit of China traditional culture includes many aspects, such as taking the right path, valuing harmony, helping others, equality, valuing emotion over reason, etc. By analyzing these traditional cultural spirits, we can see the positive or negative influence of China culture on public communication in China. Economically, China's economy has not yet reached the full level of market economy, but is a combination of planned economy, natural economy and market economy. On the last hand, it is a market economy that has risen in the wave of opening up under the impact of the world economy. Its development in Chinese mainland is neither adequate nor balanced. This is the main reason why the development of public relations in China is different. Finally, from the perspective of management system, it is still a major drawback of China's management system to distinguish between party and government and between government and enterprise. What is particularly striking is that the existing public opinion in China is unified, the media is monopolized, and there are few private newspapers and periodicals. The result is inevitably that the media lacks relative independence, the communication system is rigid, the communication channel is single, and public opinion and its social role are not strong. This will greatly affect the social effect of public relations.

Although the research on public relations in China started late, and although there are still many imperfections and underdevelopment in China's political democratization, economic marketization and social informatization, with the rise of China's socialist market economy, the deepening of system reform, the development of political democratization and the process of modernization, the vigorous development of China's public relations is inevitable and unstoppable, and China-type public relations have an encouraging and brilliant prospect.

[Edit this paragraph] Professional course of public relations

Main courses: communication, management, marketing, politics, sociology, social psychology, public relations principles, public relations practices and cases, advertising principles, advertising planning and strategies, advertising design, CI strategy, corporate culture, leadership science and art, organizational behavior, interpersonal communication and etiquette, public relations writing, eloquence and speech, negotiation skills, social investigation methods, computer application, and mass media research.

Ethics, aesthetics, international relations and so on.

Educational system: 4 years.

Degree awarded: Bachelor of Management

[Edit this paragraph] Employment prospects and establishment of institutions

Employment prospects: engaged in information research, corporate culture, image planning, publicity and promotion, foreign affairs exchange, United front overseas Chinese affairs, etc. In enterprises, institutions and media at all levels.

Distribution organization:

Beijing China Communication University

Shanghai Donghua University, Second Polytechnic University, East China Normal University, Shanghai International Studies University, Shanghai Normal University

Sun Yat-sen University

Hainan University, Hainan City

10. What is public relations and what are its main courses?

1. Public relations course is a compulsory course for business administration and administrative management majors. Through learning, students can master the basic principles, methods and skills of public relations, establish the concept of public relations serving market economy and social development, and master the ability of public relations serving social practice. 2. Relationship is a new comprehensive applied subject. The main line of the discipline is to establish a good communication relationship between social organizations and the public and establish a good image of social organizations in the public's mind. The main contents of the course are: the basic connotation, definition, research object and research category of public relations; The history of the emergence and development of public relations and the formation of the concept of public relations; The basic function of public relations; Types and characteristics of public relations organizations; The types of public relations practitioners and their scope of work, as well as the basic principles for selecting public relations personnel; Public relations work object and work type; Organize internal public relations work and external public relations work; The implementation of the four-step work law of public relations; Introduce the CIS strategic work of enterprises; Carry out daily activities and special activities of public relations; Public relations advertising and public relations etiquette; Public relations news dissemination; Case analysis of public relations.