Public relations course

A. what is the important part of Edward L. Bowens's public relations thought?

Edward Bowens era-the era of "everyone likes it"

As the founder of modern public

A. what is the important part of Edward L. Bowens's public relations thought?

Edward Bowens era-the era of "everyone likes it"

As the founder of modern public relations, ivy lee put forward a series of unique public relations theories, and because of his vigorous promotion, "telling the truth" was established as an important principle of public relations. However, due to the limitation of historical conditions and personal energy, his theory derived from personal practical experience is not systematic and scientific. With the development of public relations, it is more and more urgent to establish a system theory, which was finally completed by Edward and Bowens.

Edward L. Bowens was born in Vienna, Austria, and later immigrated to the United States. He is the nephew of the famous psychoanalyst Freud. 19 13, was hired as a public relations manager by the famous Ford Motor Company in the United States. After World War I, he and his wife opened a public relations company in new york.

1923, his first monograph "The Cohesion of Public Opinion" (also known as "A Mirror of Public Opinion") came out. In this book, he first put forward the concept of public relations consultation. In his view, public relations consultation has two main functions: one is to suggest policies that industrial and commercial enterprises should adopt, and the implementation of such policies must conform to the public interest; The second is to publicize the reasonable policies adopted and implemented by industrial and commercial enterprises and the behaviors beneficial to the public, and help them win the trust and goodwill of the public. In the same year, he taught public relations for the first time at new york University. 1925, one of his textbooks, The Relationship between Public and Private Relations, was published. 1928, released by public opinion. In this way, through his continuous research and repeated practice, the basic theories, principles and methods of public-to-public relations have initially formed a relatively complete system. Among these principles and theories, his core idea about the relationship between the public and the people is "* * * public is good". He believes that taking the public as the center, understanding the public's preferences, grasping the public's attitude towards the organization's expectations and requirements, and determining the public's values should be the basic work of public relations; Then carry out publicity according to the wishes of the public, so as to do a good job in public relations. (Figure 2-2-3)

With his unremitting efforts, Bornes has made a series of important contributions to the development of modern public relations: the professionalization of public relations; Public relations got rid of the position attached to the press and began to develop independently; This paper summarizes the operating procedures, methods and skills of public-private relations, and puts forward eight basic procedures of the whole operating process. The theoretical system of modern public-private relations was initially established; It emphasizes the important role of public opinion and guides public opinion through good publicity; Advocating public understanding and cooperation should be the basic creed of public relations.

Bowens devoted his whole life to public relations. It is because of his unremitting efforts that he finally established a set of systematic and complete public relations theory, which made public relations an independent discipline and opened the door of "Alibaba" that restricted the development of public relations.

B. What are the characteristics of crisis public relations?

Public relations crisis is the crisis of public relations, which is a term of public relations. It refers to some unexpected events that affect the normal production and business activities of the organization, pose a threat to the survival and development of the organization, and thus cause the image of the organization to suffer losses. From different angles, the definition of crisis is more or less biased. We can define a crisis as an emergency that causes enterprises to suffer serious losses or face the threat of serious losses. This kind of emergency will affect a wide range of social levels in a short time, which will have a bad impact on enterprises or brands. Moreover, this sudden incident, due to the uncertain future, has caused a high degree of tension and pressure. In order to make enterprises survive in the crisis and minimize the losses caused by the crisis, decision makers must make key decisions and specific crisis response measures within a limited time limit.

There are many public relations crises, poor management, poor prevention, traffic accidents and other heavy casualties; Factory fire, food poisoning, machine injury and other major casualties; Heavy losses caused by earthquake, flood, wind disaster, lightning and other natural disasters; Reputation crisis such as sanctions and public opinion opposition caused by product quality or service problems or policies and behaviors of social organizations. In addition, the crisis may also be due to wrong and biased media reports, which in turn leads to the public relations crisis of enterprises or brands. Improper handling of these crisis events will bring disastrous consequences to enterprises or social organizations.

L inevitability and universality

The inevitability of the crisis is that the crisis is inevitable. As long as there is public relations, there is a public relations crisis. Now many enterprises are in the rising stage of business, but for every enterprise, it is always a risk to face crisis public relations, so every enterprise needs to strengthen the disposal of crisis public relations and the construction of defense system. According to the report of SRCNN, a global think tank, 96% of enterprises will face the risk of at least one public relations crisis at different stages of development, which is always inevitable for enterprises. This is because:

First of all, due to the limitations of people's subjective understanding and the concealment of objective laws, people's understanding and control ability of laws will inevitably be biased, so any mistake may become a reality.

Secondly, public relations is a multi-level large-scale system, including many interrelated and complex subsystems. It is a multi-input multi-output multi-interference master control system, and the complexity of uncertain factors increases the inevitability of crisis.

Third, information dissemination is an indispensable factor in public-private relations. The process of public-private relationship is not only a process of information dissemination, but also a process of control. From the perspective of information theory, it is a process in which a source transmits to a destination through a channel and triggers feedback. In the process of information transmission, due to noise interference, distortion will inevitably occur, that is, distortion has errors, errors lead to errors, and errors lead to crises.

Finally, any planning and decision-making is based on information, and the implementation process of the plan is also a process of information dissemination. After multi-layer, multi-channel and multi-stage information transmission, its distortion will become more and more serious, weakening the stability of the system. Once the degree of vibration increases, the crisis will follow.

Therefore, any social organization will encounter crises of different nature and forms in its development process.

L suddenly and gradually

Public relations crisis is an emergency, but it is often formed gradually. Its occurrence is often unexpected, unexpected, unpredictable or not completely foreseeable. Because the public relations system is open, it exchanges and flows with the outside world all the time. Any one of its weak links may be unbalanced and collapse due to some accidental factors, forming a crisis. It is sudden and unpredictable. The crisis of public relations is essentially a process from quantitative change to qualitative change. As far as its own development is concerned, the crisis generally consists of four stages: precursor-intensification-treatment-elimination.

Precursor period: Warning to the organization when the potential crisis appears. A large number of facts show that this is a turning point, when the crisis is in an unstable state. At this time, it is important to make this state change to the good side, curb the possibility of its change to the bad direction, and turn the corner. If we turn a blind eye to the crisis signals in the precursor period, it will expand, and to a certain extent, the organizational public relations crisis will break out and spread rapidly, resulting in a chain reaction, which will suddenly worsen the relationship between the public and the organization and make enterprises unprepared.

Aggravation period: the aggravation period of the crisis has arrived and will not disappear on its own. At this time, the problem was exposed, public complaints, media tracking, and reputation was greatly reduced. During this period, enterprises or the public have clearly understood what happened. Relevant parties participated in the operation and arranged rescue work at the same time. Once the crisis intensifies, any efforts to control the crisis can only become the control of the degree of loss.

Rescue period: the rescue period is the peak of the crisis and disaster, and the rescue work has entered a critical stage. During this period, public relations agencies set up an information center to send the latest news of rescue work to media people on time. The rescue period is as short as one or two days, and as long as several weeks or even longer. When releasing all kinds of news, we must adhere to the principle of "revealing the truth" to avoid the suspicion and inquiry of the news media and the public. Crisis handling period generally includes investigation, self-analysis, appeasing the public and contacting the media.

Elimination period: the elimination period refers to the beginning of evaluation work and the end of rescue work. During this period, besides preparing detailed investigation reports, the competent departments and public relations departments also need to do some concrete things to properly handle the post-crisis work and reassure people. At the same time, rely on public relations to eliminate the influence and correct the image.

L seriousness and constructiveness

Crisis events are public events, and improper actions and measures taken by any organization in the crisis will cause fatal blows to the brand image and reputation of enterprises, and even endanger their survival. Therefore, in order to deal with all kinds of sudden crisis events, modern western enterprises generally incorporate them into their management content, forming a unique crisis management mechanism. For example, in order to avoid the impact of corporate crisis on the stock market, the London Stock Exchange proposed new regulations, requiring listed companies to make crisis management plans, establish crisis management mechanisms, and submit crisis prediction and analysis reports on a regular basis.

Crisis is destructive to social organizations in essence or in fact, and we must try our best to prevent and stop it. However, since the outbreak of the crisis, it has exposed the problems of the organization and provided an opportunity for the organization to check its ability to cope with risks. Properly handling the crisis will also bring new benefits to the organization. From a dialectical point of view: crisis = danger+opportunity.

After the public relations crisis broke out, the organization's public relations system was in an unstable state. Effective public relations work will inevitably build a stronger public relations building in the original disorderly public relations state, and make the disorder move towards order.

Only by understanding the constructive nature of the crisis can we take the initiative to face the crisis calmly and confidently, and find and seize any possible opportunities from it; Only by understanding the constructive nature of the crisis can we realize that the crisis of public relations not only destroys the good state of public relations, but also creates opportunities for organizations to establish a competitive reputation, establish an image and solve major problems.

L Urgency and concern

Public relations crisis always breaks out suddenly in a short time, which makes the organization in a state of preparation immediately and requires public relations personnel to fully grasp the truth at the first time. The great impact of the crisis is remarkable. It has often become the focus and topic of social and public opinion discussion, the content of the press scrambling to report, the clue for competitors to find flaws, and the object of inspection and criticism by the competent authorities.

In short, once the crisis of organizational public relations appears, it will spread rapidly in society like a bomb that suddenly explodes, causing serious impact on society; It will be like a nerve that affects the society, quickly causing different reactions from all walks of life and attracting close attention from all walks of life.

Crisis management is a new management category formed by enterprises on the basis of discussing the law of crisis occurrence and summarizing the experience of dealing with crisis. It is the deepening of crisis management and the advanced response of enterprises to the crisis. The contents of crisis management mainly include: prediction and management before the crisis, emergency treatment in the crisis and aftermath treatment after the crisis. The purpose of crisis management is mainly to analyze and predict the possible crisis according to the enterprise's own situation and external environment, and then formulate targeted measures to nip in the bud, minimize the possibility of crisis outbreak, and nip accidents in the bud; Even once the crisis breaks out, enterprises can solve the crisis in an orderly way, keep losses to a minimum, and even turn the crisis into an opportunity.

C. Professional courses in public relations

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.

D. what courses does the public relations discipline 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.

It is suitable for professionals engaged in communication management, social investigation, public planning and crisis public relations management in enterprises, institutions and social organizations.

(4) Extended reading of Public Relations L course.

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.

E. what is the main purpose of public relations?

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 their own public in order to establish a good image. The purpose of this course is to make students master the basic principles and practice of public-to-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-to-public relations.

Based on the theories and research methods of management and communication, public relations is a comprehensive and applied frontier discipline, which studies the social phenomena and activities of public relations. Introduction to Public Relations is an introductory basic theoretical course in the discipline of public relations.

Public relations is a young and ancient discipline. Public relations belong to the category of social relations, which is the sum of a series of practical activities such as investigation, consultation and planning conducted by organizations engaged in organizational image management through public information dissemination and public relations coordination. Public relations, as a new profession, has been included in the vocational qualification examination series by the Ministry of Labor and Social Security.

Public-private relationship is an objective existence in the rational behavior of modern organizations, which is independent of human will. Modern people need to learn a lot of knowledge, have a lot of qualities and master a lot of skills, and public-private relations is one of them. She enables modern people to have the basic ability to understand organizational behavior and deal with the relationship between organizations and the public, so that modern people can easily straighten out the relationship between personal behavior and the organizational behavior they are responsible for, rationally understand their responsibilities in the organization, and create a good organizational image by implementing standardized and effective organizational behavior, so that the organization can provide quality services to the public, benefit the country and human society, and realize personal life value.

Therefore, studying public relations helps learners to improve their professional knowledge, quality and skill structure, expand their employment scope, improve their employment competitiveness and enhance their career development potential.