《现代管理学 Modern Management》课程教学课件（讲稿）Organization Communicaiton（Public Relations MANAGEMENT）

MODERN MANAGEMENT PUBLIC RELATIONS MANAGEMENT Chang Jinghui erin2007@foxmail.com MODERN MANAGEMENT

Modern ManageMent Modern ManageMent PUBLIC RELATIONS MANAGEMENT Chang Jinghui erin2007@foxmail.com

MODERN MANAGEMENT Public relations is a growth industry in the 21st century! In numbers: ● PR is a multibillion-dollar business practiced by 320,000 professionals in the U.S.alone. Employment growth is increasing faster than average through the year 2012. PR has grown rapidly across the globe, from Europe to China,Latin America to Africa

Modern ManageMent

MODERN MANAGEMENT 1.So what is public relations? P Let's define the field

Modern ManageMent

MODERN MANAGEMENT One definition to consider: "Public relations is a planned process to influence public opinion,through sound character and proper performance,based on mutually satisfactory two-way communication

Modern ManageMent One definition to consider:

MODERN MANAGEMENT Another definition from PRSA: "Public relations helps an organization and its publics adapt mutually to each other. Public relations is an organization's efforts to win the cooperation of groups of people

Modern ManageMent “Public relations helps an organization and its publics adapt mutually to each other. Public relations is an organization’s efforts to win the cooperation of groups of people

MODERN MANAGEMENT Public relations The methods and activities employed by an individual organization,corporation,or government to promote a favorable relationship with the public." .(American Heritage Dictionary)

Modern ManageMent Public relations l The methods and activities employed by an individual organization, corporation, or government to promote a favorable relationship with the public.” l (American Heritage Dictionary)

MODERN MANAGEMENT Public Relations .is the management function that builds and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends

Modern ManageMent

MODERN MANAGEMENT Other Terms for Public Relations Public Relations is an umbrella term Some positive terms: ate with older o hip. noun ●Corporate Communications 2 something that comm ommunication a letter or mess ●Public affairs ●Corporate relations Some negative terms: ●Flack .Spin doctor

Modern ManageMent

MODERN MANAGEMENT No matter how PR is defined, two elements guide the process 1.Management To succeed,PR must report to top management, unimpeded by any other group. 2.Action True PR cannot take place without ethical,consistent action.No amount of persuasion will cover up for poor performance

Modern ManageMent

MODERN MANAGEMENT Public relations,marketing,and advertising. aren't they all the same thing? NEXT4M

Modern ManageMent