第2章公共关系的历史和发展（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2章 公共关系的 历史和发展 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 追溯公共关系实践从古到今的发展过程。 强调艾维·李和爱德华·伯奈斯这两位先驱者对该领域作出的贡献，他们的哲理和政策为当代公共关系奠定了基调。 详细解读公共关系的发展以及它作为21世纪一股主要的社会力量的出场。 考察社交媒体等使得公共关系实践成为21世纪一股强大而有价值的力量的因素。 学习目标 2 公共关系的历史 摄于1956年的电影《一袭灰衣万缕情》暗示，身穿熨烫平整的衣服和经常洗澡是在公关业混得风生水起的主要标准 如今公关业有着数十亿美元营业收入的 图2-1一袭灰衣万缕情 It took over 100 years for public relations to come of age. Gregory Peck’s 1956 portrayal of a harassed and tortured public relations man didn’t do much for the field’s reputation. 3 “泰诺谋杀事件” 强生公司的产品遭到破坏，致使服用产品的顾客死亡 强生处理危机所采用的尊重且公开的方式是公共关系在今天享有声望的一个重要原因 强生的公司价值观的“信条”是全世界公司的榜样 On September 30, 1982, J & J confronted sabotage of company products, which resulted in the murder of company customers. J & J handled the crisis in a respectful and public way. J & J holds its corporate values sacrosanct, and is a model for companies around the world. 4 现代公共关系之源 现代公共关系的历史刚刚超过100年 小约翰·D. 洛克菲勒1914年因拉德罗屠杀案而麻烦缠身 他请记者艾维·李帮助应对这一危机 Figure 2-2 (Photo: Rockefeller Archive Center) John D. Rockefeller Jr. needed public relations help in 1914, when the Colorado coal company he owned was the scene of a massacre. Colorado militiamen and company guards fought against evicted miners and their families. A dozen women and small children were among the fatalities in the massacre. Journalist Ivy Ledbetter Lee was called to help Rockefeller deal with the crisis. Lee would go on to become “the father of public relations.” John D. Rockefeller Jr. would bear responsibility for the birth of a profession built on open communications. 5 打造强势行业(1 of 3) 大机构的增多 大型政治组织 全球媒体和社会网络 全国性银行网络 公众意识和媒体世故的提高 “地球村” 世界各地的人能够实时目睹各种事件 Several society trends have influenced the evolution of public relations theory and practice. Two of the trends are growth in big institutions and heightened public awareness and media sophist