Ch01 Defining Public Relations（课件）- 《公共关系实务》同步教学（清华大学版）

The Practice of Public Relations Fourteenth Edition Chapter 1 Defining Public Relations . If this PowerPoint presentation contains mathematical equations, you may need to check that your computer has the following installed: 1) MathType Plugin 2) Math Player (free versions available) 3) NVDA Reader (free versions available) 1 Learning Objectives 1.1 To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century. 1.2 To explore the various publics of public relations, as well as the field’s most prominent functions. 1.3 To underscore the ethical nature of the field and to reject the notion that public relations practitioners are employed in the practice of “spin.” 1.4 To examine the requisites – both technical and attitudinal – that constitute an effective public relations professional. . . Developing Skills for Your Career Public relations knowledge and skills have value to all majors Set communications objectives, strategies, and tactics that build support for ideas and goals Bolster confidence in writing, speaking, and independent thinking Approach decisions from a foundation of fairness and ethical conduct . . An understanding of the practice of public relations is important to all students, independent of their majors. Public relations is essentially focused on collaborative communications that help build mutually beneficial relationships, which are even more important for effective public relations in today’s connected world. The knowledge gained will include how to set communications objectives, strategies, and tactics. The skills gained will include writing, speaking, and independent thinking that motivates others to act. The book also emphasizes a foundation of fairness and ethical conduct. 3 Opening Example: Public Relations Conundrum Public relations has never been more powerful or valuable Trump uses public relations techniques effectively However, Trump does not adhere to public rel