[筆記]Introduction to Public Relations in New Media Environment
Welcome! In this section, we are covering the nuts and bolts of the PR industry. We will learn what Public Relations is, what a PR job looks like, and what are the trends in the PR industry. We will describe the PR process and look at the different steps of the process. Finally, we will also learn about how technology and global culture are shaping the practice of Public Relations.
As a student of PR, please develop a habit of reading news and information about the PR industry. Here are some good sources.
I find PR Newswire to be an excellent global resource on the nature and trends of PR. Here is a link to PR Newswire: http://www.prnewswire.com/
You might also consider searching for information about PR industry trends on the website of the Global Alliance for Public Relations and Communication Management. Here is the link to the Global Alliance website: http://www.globalalliancepr.org/
Finally and most importantly, in addition to all these resources I have suggested, please learn to use search engines effectively and efficiently. Please do note that it is important to evaluate closely the quality of information you gather from search engines. For instance, if I conduct a search “Public relations in China”, I will come up with a number of search results. As a communication practitioner, I have to then evaluate effectively the quality of the search results.
Suggesting some additional readings for you if you would like to learn more about the PR industry and PR trends covered in module one. Please note that these readings are not necessary, but are good places to go to if you would like to learn more. Please note that you would have to pay for these books if you would like to read them and that different books have different editions. My suggestion is to pick the book and edition that works with your budget.
- The Art of Perception: Memoirs of a Life in PR, by Robert Leaf
- Crystallizing Public Opinion by Edward L. Bernays
- Cutlip, S. M., Center, A. H., & Broom, G. M. Effective Public relations. Upper saddle River, NJ: Prentice Hall.
- Wilcox, Dennis L., Glen T. Cameron. Public Relations Strategies and Tactics, Boston, MA: Allyn and Bacon.
Public Relations is defined as, the management of the relationship between an organization and its publics.
Public relations is the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization, and the various publics on whom its success or failure depends.
a) Identifying mutually beneficial relationships.
b) Establishing these relationships. And
c) maintaining them
PR practitioner is thus, in an ideal sense, one that
Rrepresents both the interests of key publics and the interest of the organization, thus creating a mutually meaningful place.
The key terms and the definition of PR are deliberate, planned, performance driven, operating in the public interest, two-way communication, and strategic management function.
TA, spelling, grammar
Write in a linear form. Claim-Evidence-Key Elements.
Data, information, number to evidence
Synthesis, comparison, integration of data points, make decision.
Critical / Analytical Thinking
Understanding of Data
Flair for Communication
communication department of an organization typically will perform a wide range of functions such as
media relations, communication strategy, crisis communication, communication policy, executive communication, reputation management, internal or employee communication, social media, internet communication, preparing the annual report, issues management, and community relations.( 媒體的關係，傳播策略、危機溝通、傳播政策、行政溝通、聲譽管理、內部員工溝通、社交媒體、互聯網通信，準備年度報告，問題管理，與社區的關係。)
You heard the key points that they laid out, being conversant with data, I’ve been repeating that again and again, being able to understand diversity, diverse cultures, diverse ways of doing things, diverse ways of communicating, and being open to diversity.
Now PR firms offer a wide range of services starting from marketing communications, to executive speech training, research and evaluation, crisis communication, media analysis, community relations, events management, public affairs, branding, corporate reputation, financial relations(公關公司提供廣泛的服務，從行銷傳播，到執行演講培訓，研究和評估，危機溝通，媒體分析，社區關係，事件管理，公共事務，品牌，企業聲譽，財務關係。)