第1章定义公共关系（课件）-《公共关系实务（第14版）》同步教学（清华大学出版社）

公共关系实务 第1章 定义公共关系 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 学习目标 1.1 给出公共关系实践的定义并强调它作为21世纪一股宝贵而强大的社会力量的重要性。 1.2 探索公共关系的各种群体，以及该领域最显著的功能。 1.3 强调该领域的伦理本性并批驳公关从业人员是被雇来进行“诡辩”的说法。 1.4 审查一名优秀的公关从业人员所需具备的必要条件——技术方面和态度方面。 发展职业技能 公共关系知识和技能对所有专业都有价值 制定沟通目标、策略和策略，为想法和目标提供支持 增强写作、演讲和独立思考的信心 基于公正和道德行为进行决策 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 开篇案例：公关难题 公共关系实践前所未有地有影响力或者说有价值 特朗普高超地运用公关技巧 不过，特朗普并不遵守公关道德 诋毁老牌媒体 贬低他人 自吹自擂 发表误导性声明 图 1-1 公关难题 Donald J. Trump was elected President of the United States in 2016. His campaign utilized public relations tactics at the expense of public relations ethics. 4 公共关系的力量 公共关系实践是一股强大的社会力量 与社交媒体结合后更强大 彻底改革了组织和个人与公众沟通的方式 The combination of social media and public relations is powerful. It has revolutionized the way organizations and individuals communicate to their key constituent publics around the world. Many public figures, like the President of the United States, practice public relations each day. 5 什么是公共关系？ 美国公共关系协会（PRSA）的定义： 公共关系是一个在组织及其公众之间建立互利关系的战略性沟通过程 The PRSA asked more than 200,000 people in the United States and thousands of others overseas who practice public relations to arrive at this definition. The CEO of PRSA admitted, “Like beauty, the definition of ‘public relations’ is in the e