What Does a Public Relations Executive Do?

Public Relations (PR, "PR" for short) is translated from English "Public Relations". Chinese can be translated as "public relations" or "public relations", whether it is literal or actual All are consistent and refer to the communication and dissemination relationship between the organization and the public environment.

[gng gòng gun xì] Now!

Public Relations (PR, abbreviated as "PR") is translated from English "Public Relations", and Chinese can be translated as "Public Relations" or "Public Relations", whether it is literal

The Origin of Public Relations The term "public relations" first appeared in a 1807 Congressional speech by US President Thomas Jefferson. According to Edward Bernays' definition, public relations is a management function that sets policies and procedures to gain public understanding and acceptance.

Public Relation refers to an organization's

The term public relations is derived from English Public Relations.

With the popularization of the Internet and the use of the Internet by the public more and more frequently, the public relations of the Internet to society and the evaluation of public events have a huge influence. The Internet has become the first source of consumer influence and evaluation on a certain brand or product, and the rapid spread of information on the Internet can have a huge impact in a short period of time. The Internet has increasingly become the main position of corporate public relations activities. Expand publicity and establish corporate brand. The cost of online publicity is relatively low, and it is highly targeted and efficient. The role of online publicity is expanding day by day, and it also plays an important role in promoting the formation of corporate reputation.

As a result of the development of the Internet, most of the Internet public relations companies have emerged in recent years, but it must be said that due to the rapid expansion of the market, the network public relations companies, especially the domestic network public relations industry, appear to be uneven and mixed.

News PR is also called news marketing, that is, the purpose of marketing products or corporate propaganda in the form of news reports. This is a metaphysical and clever marketing method. It also conveys product information to consumers. The publicity and boasting of advertisements can be very disturbing, while the expression of news PR appears objective and fair, and it allows Jun to enter automatically when it comes to it. It can be said that news PR is a clever combination between public relations and marketing strategies.

The core of news PR is communication. The purpose of dissemination is to publicize the benign information of the enterprise, improve the visibility of the enterprise, and finally achieve the purpose of promoting product sales or shaping the corporate brand. There are three levels of application of excellent news PR: thinking innovation, brand communication and event marketing. News PR applications at different levels will have different effects.

This type of definition emphasizes that public relations is a specific communication management behavior and function of an organization. It is believed that public relations are inseparable from communication. Liao Weijian, a public relations scholar in China, holds this view. Its definition is: public relations is the management of communication between an organization and its relevant public.

There are not many scholars holding this view abroad. In American universities, the major of public relations is usually located in the School of Journalism and Communication.

The British Frank Jefkins also believes that public relations are composed of various planned communications to achieve mutual understanding of specific goals. This communication is between the organization and the public. Both introverted and extroverted. Some large encyclopedias or comprehensive dictionaries abroad also define public relations from the perspective of communication or communication. The definition in the American Encyclopedia is that public relations is about building an organization and understanding it with its established public. The British Encyclopedia defines it as such: Public relations are policies or actions designed to convey information about individuals, companies, government agencies or other organizations, and to improve public attitudes towards them. The New Webster's New International Dictionary believes that public relations is to promote the interaction between neighbors and evaluate the public's response through the dissemination of a large number of convincing materials, thereby promoting individuals, companies or institutions with others, various publics and communities Good and friendly relationship.

The definition of "management function theory" regards public relations as the management function of planning and finance. The definition of Dr. Lex Harlow of the American is a typical representative. He believes that public relations is a special management function that helps an organization establish and maintain communication, understanding, recognition and cooperation with the public; it participates in handling various issues and events; it helps management departments understand public opinion, It responds to it; it identifies and emphasizes the company's responsibility to serve the public interest; it acts as a monitor of social trends to help it stay in sync with society; and it uses effective communication skills and research methods as basic tools.

The International Public Relations Association also believes that public relations is a management function, and its definition is: public relations is a management function, which has continuity and planning.

Through public relations, public and private organizations try to win the understanding, sympathy, and support of the people with whom they are involvedwith the help of valuations of public opinion, to coordinate their own policies and practices as much as possible, relying on a planned, broad Disseminate information, win more effective cooperation, and better realize their common interests.

The famous American public relations scholars Scott M. Cutlip and Allen H. Centre believe that public relations is a management function that can establish and maintain a mutually beneficial relationship between an organization and the public. The success or failure depends on the public.

"Communication management theory" This type of definition combines management theory and communication theory, emphasizing that public relations is a specific communication management behavior and function of an organization. Professor James Grunig of the University of Maryland believes that public relations is the management of communication between an organization and its public.

Those who hold this view believe that "relationship" embodies the essential attributes of public relations. Public relations are a specific type of social relations. Correctly understanding and handling public relations is the starting point and destination of public relations.

According to H.L. Chils, a senior public relations professor at Princeton University in the United States, public relations is the general name for the various relationships that occur in various activities we engage in. These activities and relationships are public and both It has social significance.

The British Public Relations Society defines it as: Public relations is an ongoing, purposeful and planned process that establishes and maintains mutual understanding between an organization and its public.

There are several levels of meaning in public relations, and a universally accepted view has not yet been reached. The understanding and definition of its meaning are multi-level. It is generally believed that it can be a state, an activity, a doctrine, and a concept and a profession.

1. Any organization is in a certain state of public relations, which is a form of objective existence.

2. An organization's public relations activities are ongoing for an organization

Public relations is

The structure of public relations is composed of three elements: organization, public, and communication. The subject of public relations is social organization,

Public relations are also called public relations, because the object of public relations is the public. To do a good job in public relations, we must understand and study the public. In public relations, the public is different from the "mass" and "mass." It does not refer to all or most people in social life, nor does it refer to people in a certain aspect or field of social life. It should be specifically called "the public of the organization." There must be interaction and interaction between the public and the organization. The characteristics of the public are: groupness, homogeneity, change, and relevance. Common public classification methods are:

(1) According to the classification of the relationship between the public and the organization, the public can be divided into

When the organization has identified its public relations goals,

The survey methods used in public relations surveys and market surveys are the same, but they differ greatly in the survey objects, survey purposes, and survey methods, as shown in:

1. The survey objects of the two are different. The object of market research is users or customers; the object of public relations research is the public, and it is the object of the organization's public relations work.

2. The purpose of the investigation is different. The purpose of market survey is to grasp the market supply and demand situation and development trend; the purpose of public relations survey is to accurately understand the public relations status of the company and the company's image in the society, and to understand public opinion trends and public opinions.

3. The survey content of the two is different. The main content of the market survey is production and supply, social demand, customer psychology, and purchasing power. The public relations survey focuses on social environment, public opinion environment, and image status.

The relationship between public relations and corporate culture is:

1. Blending corporate culture and public relations;

2. Corporate culture and public relations are interdependent;

3 Corporate culture and public relations affect each other;

4 Mutual penetration of corporate culture and public relations;

5. What builds relationships and spreads culture;

6. Under the guidance of cultural ideas, establish and develop good public relations;

7. Establish public relations and promote the construction of corporate culture and development.

The relationship between public relations and publicity is mainly manifested in the following:

In general, most people refer to advertisements as commercial advertisements, that is, advertisers use various means of communication to pay for the purpose of expanding sales and earning profits.

The relationship between public relations and marketing is close. But the differences between them are also obvious. Public relations work in enterprises, almost integrated with marketing. In other words, a company's public relations work almost exclusively serves marketing activities. As British public relations expert Frank Jeffkins puts it, "Every factor in sales requires

On the surface, the coordination and communication of vulgar relations and public relations are consistent, the purpose is to solve problems or obtain benefits. Therefore, some people think of this kind of improper vulgar relationship as soon as they hear about public relations. They think that public relations is to teach people rhetoric and make mistakes. In fact, this is a great misunderstanding, which in many cases corrupts the reputation of public relations. There is an essential difference between public relations and vulgar relations. It is mainly manifested in:

1. The two have different foundations. Public relations are the product of a highly developed commodity economy, the continuous development of modern democratic systems, and very advanced information means (see Chapter 2 for details); vulgar relations are under the conditions of closed and backward economic conditions, underdeveloped productivity,

I. Briefly describe public relations and research content.

A: The research content of public relations science includes roughly nine aspects:

(1) The concept, category and nature of public relations (explain "what is public relations");

(2) The history of the origin and development of public relations (indicating "the ins and outs of public relations");

(3) Actors and functions of public relations (indicate "Who is doing PR? What?");

(4) Analysis of public objects (indicate "with whom to carry out public relations activities");

(5) The management process of public relations (explain "how to do public relations");

(6) The media of public relations and its application methods (indicate "what means and methods are used for public relations");

(7) Public relations practice activities (explanation: what do public relations work do?);

(8) Professional ethics and legal constraints of public relations;

(9) National conditions and characteristics of the application and research of public relations in China.

2. Talk about the practical significance of studying public relations in connection with China's reform and opening up and the development of the socialist market economy.

Answer: The practical significance of studying public relations can be understood from the following five aspects:

(1) Adapt to the needs of opening up. Opening to the outside world needs to strengthen the dual communication between China and the outside world, especially in the context of today's global economic integration. On the one hand, we must understand the world and on the other hand, spread ourselves to the world. Opening up makes the issue of image management increasingly prominent and needs to be established. Public relations awareness and strengthening of public relations management; opening to the outside world needs to act in accordance with international practices, especially after China's accession to the World Trade Organization (WTO), learning and using public relations is conducive to improving and standardizing organizational behavior.

(2) To meet the needs of system reform, the system reform has promoted the development of horizontal connections, made the social relationship of the organization increasingly complex, and brought new changes to the relationship state (social relationship and public opinion) and behavior of the organization, so it needs to be applied Public relations strengthen organizational social communication and social coordination.

(3) Adapt to the needs of market economy development. The market economy has brought about a wide range of labor division and cooperative relationships and fierce and market competition relationships. Enterprise organizations need to use public relations to expand cooperative relationships, strengthen competitiveness, establish the visibility and reputation of the organization and its products, and promote economic and social benefits. .

(4) Adapt to the needs of the modern information society. The development of modern information communication technology and communication methods has promoted changes in social communication concepts and communication behaviors. In particular, the development of mass communication has increasingly strengthened the role of public opinion, thereby making the issue of organizational image management increasingly prominent. It is necessary to use public relations to understand public opinion, guide public opinion, and improve the organization's survival and development environment.

(5) Adapt to the needs of social stability. The reform and opening up of our country and the development of the market economy require a stable and united political situation. Therefore, we need to strengthen public relations in society, strengthen two-way communication between the government and the public, and enhance understanding, understanding, and trust between leaders and leaders. And cooperation to form a harmonious social atmosphere.

Third, try to describe the connection and difference between public relations and interpersonal relationships, and please give examples.

Answer: Public relations and interpersonal relations are two concepts that are both connected and different. Public relations refers to the communication and communication between the organization and the public. Interpersonal relationships refer to the various social relationships that individuals form in social practice.

The relationship between public relations and interpersonal relationships: (1) From the perspective of work content, public relations include many interpersonal relationships. (2) From the perspective of working methods, public relations work requires the use of interpersonal communication methods and requires public relations personnel to have good interpersonal skills. Good personal relationships help build good public relations.

The difference between public relations and interpersonal relationships: (1) the subject of public relations is organization, and the subject of interpersonal relationships is individuals; (2) the object of public relations is the public, and the object of interpersonal relationships is private relations; It is an organization's management function, and interpersonal relationships are personal communication skills; (4) Public relations emphasize the use of mass communication, and interpersonal relationships are limited to interpersonal communication. (The example is omitted)

4. The combination of social and historical conditions for the generation and development of public relations explains why there was no public relations similar to modern times in ancient China?

A: Public relations originated in the United States and were an inevitable product of the combined effects of cultural, political, economic, and technological conditions at the time. First, in terms of cultural conditions, it has undergone a transition from "rational" to "human nature." A humanistic, open culture that respects human nature, personal feelings and dignity, is the soil where public relations can thrive and grow. Second, in terms of political conditions, democratic politics has replaced authoritarian politics. Although capitalist political democracy has great historical limitations, it promotes the democratization of political life and creates an important condition for the generation and development of public relations. Third, in terms of economic conditions, the market economy has replaced the natural economy, and changes in the way economic activities inevitably lead to the development of public relations concepts and practices. This is the basic condition for the emergence and development of public relations. Finally, in terms of technical conditions, mass communication goes beyond individual communication. With the development of science and the rapid and extensive development of various mass media, the emergence of the "global village" has provided people with the possibility of large-scale exchanges and provided the necessary technologies and methods for the generation of public relations. It is precisely because of the burgeoning of human nature culture at the beginning of this century, the in-depth development of democratic politics, the development of market economy, and the increasing popularization and improvement of mass communication technologies that make the new science of public relations stand out.

In contrast to ancient Chinese society, the situation is just the opposite. In Chinese society before 1840, the meaning and value of individual life were not valued by people; patriarchal concepts and relationships still deeply imprisoned people's thoughts. Therefore, human culture and "human nature" "The management approach" has not produced soil in China. Some are just "granted by the monarch (God)." The concepts of "three outlines and five constants" and "three from four virtues". Autocracy is a major feature of China's feudal society. The so-called " is the country". The "people-oriented" ideology of Chinese feudal society is very different from the wave of democracy that has emerged in the modern West. In the natural economic society before capitalism, the production organization was based on a family and a household as the basic unit, and a village and a village as the boundary of its activities. The social connection was actually a blood, human, and geographical relationship with family villages as the pivot . In such a narrow, fixed, closed economic society, backward economic activities can only produce backward means of communication.

To sum up, it is precisely because ancient China did not have the four basic conditions for public relations, so there was no public relations similar to modern times in ancient China.