第3章沟通（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3章 沟通 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 3.1讨论现代沟通与公共关系实践相关的目标和理论。 3.2 探讨词汇和语义在传递信息并说服他人接受自己的观点方面的重要性及其正确用法。 3.3 讨论影响沟通的各种要素，其中包括媒体、接收者偏见以及传递信息的个体或实体。 3.4 考察反馈在评估沟通及形成持续沟通方面的必要性。 学习目标 Chapter 3 begins Part 2, which talks about the preparation/process of public relations. It emphasizes communication. 2 比特币 以数字形式存在的加密货币 比特币和区块链有风险且很少有人明白它们是什么，但却是抢手货 名称里带有区块链的公司的市场估值提升了 Few people understood bitcoin, and it came down in value as quickly as it went up, but it still affected markets. In fact, companies that had little to do with bitcoin but referenced it in their brand names were rewarded by the stock market. For example, Long Island Tea Company’s stock surged 200% when it changed its name to Long Blockchain Corp because it wanted to buy a crypto currency business. 3 沟通 在21世纪都很重要 你如何传递信息 你说些什么 你所传递的信息 网络和社交媒体将世界各地的人们连接到一起 “安静的沟通”时代已经一去不复返了 Nearly the whole world is wired. The world has become a global village in which communication is a powerful tool, and communications must be handled with great care. 4 公关人员=职业沟通师 必须清楚如何进行沟通 信息交流 观点传授 使自己被人了解的过程 有效的沟通需要理解；信息必须按预期被接受 公关人员必须比大多数人更善于沟通 Public relations practitioners can earn the respect of management after they master writing, speaking, listening, promoting, and counseling. The public relations practitioner must be the best communicator in the organization. 5 学习目标 3.1 讨论现代沟通与公共关系实践相关的目标和理论。 Every communication must have a goal, an objective, and a purpose. 6 常见的沟通目标 告知 说服 激励 建立彼此间的理解 When communication is planned, as it should be in public relations, every communication must have a goal, an objective, and a purpose. If not, why communicate in the first place? Typical communication goals: To inform or educate a particular public To persuade people to take certain actions To motivate employees to pull for the team