文档介绍：公共关系概论
An Introduction to Public Relations
第一章公共关系的基本问题
第一节 公共关系的涵义
第二节 公共关系的要素
第三节 公共关系的工作程序
第一节 公共关系的涵义
一、公共关系的定义
二、公共关系的职能
一、公共关系的定义
伯内斯的定义
In 1923, Edward Bernays described the function of his fledgling public relations counseling business as one of providing “information given to the public, persuasion directed at the public to modify attitudes and actions, and efforts to integrate attitudes and actions of an institution with its publics and of publics with those of that institution. ”
《社会学辞典》的定义
In 1944, the Dictionary of Sociology defined the field as “the body of the theory and technique utilized in adjusting the relationships of a subject with its publics. These theories and techniques represent applications of sociology, social psychology, economics and political science, as well as of the special skills of journalists, artists, organizational experts, advertising men, etc. to the specific problems involved in this field of activity.”
英国公关协会的定义
Public relations is a deliberate, planned, and sustained effort to establish and maintain mutual understanding between anization and its publics.
《公共关系:职业与实务》的定义
Public relations is a management function that helps to anizational objectives and philosophy and anizational change. Public relations municate with all relevant internal and external publics in the effort to create consistency anizational goals and societal expectations. Public relations practitioners develop, execute, and anizational programs that promote the exchange of influence and understanding anizations’ constituent parts and publics.
美国公关学会的定义
The public relations profession in servicing the legitimate interests of clients or employers is dedicated fundamentally to the goals of better mutual understanding and cooperation among the diverse groups, institutions and elements of our modern society
国际公关协会的定义
Public relations is a management function, of a continuing and planned character, through which public and anizations and inst