What does public relations refer to

Public **** relations is the science of establishing a good relationship between employees inside and outside the organization, and between organizations in order to achieve a specific goal. It is a conscious management activity. A good public **** relations establishment in the organization, it needs good public **** relations activities planning to implement and achieve. However, there is now a popular misconception in society, mistakenly understood as public relations "public relations lady" and other things, which is extremely detrimental to the science and art of public relations in the development of our country, hope that the comprehensive study of public relations, to establish a correct sense of public relations. [Edit Paragraph] First, "public relations" the origin of the word ① public **** relations this concept, is the beginning of the 20th century in the United States first appeared at the time of the earliest use of this concept, is a U.S. news reporter - Ivy Lee. 1904, Ivy Lee used public relations this word to come. Lee used the word public relations to describe the concept of public **** relations, and later people shortened it to PR, which is the abbreviation of public **** relations. According to Kim Jung-kun, an expert in etiquette, the concept of public relations is better translated as public relations. In fact, in Hong Kong and Macao, it is called public relations. 1807 U.S. "Wechsler's New Nine Edition of the College Dictionary" publicrelations abbreviated to "PR"

② 1903 to become a specialized occupation

③ 1923 to become a discipline, more translated into "public **** relations", polysemous, multi-layered meaning [edit paragraph] Second, the connotation of public relations (1) the art of shaping the image of the organization, innovative, well-conceived

(2) the science of management, focusing on the hearts and minds of the people

(3) the internal unity, the external development of the management philosophy

(4) the intangible assets, "the" intangible assets, "the"

(4) the "public relations", the "public relations", the "public relations", the "public relations", the "public relations", the "public relations". Intangible assets, "soft competition" means [Edit Paragraph] Third, the definition of public relations 1.Original attributes

Public relations is a social organization with the environment that constitutes its existence, affecting its survival and development of that part of the public social relations.

2. Comprehensive functional definition

Public relations is the science and art of social organizations in order to survive and develop, through the dissemination of communication, image shaping, balancing interests, coordinating relations, optimizing the social and psychological environment, and influencing the public.

(1) PR consists of three elements:

Communication - social organizations - the public

Communication: the subject intermediary object

Core work: shaping the image of the organization, coordination of interests

Purpose: organizational survival and development

Scope: the psychological environment of organizational survival

1. Definition of Extended Attributes (abridged)

①refers to public relations activities

②Public relations profession

③Public relations

④Public relations awareness (concepts)

Ministry of Labor and Social Security on the definition of the profession:

Persons specializing in the investigation, consultation, planning and implementation of public information dissemination, relationship coordination and image affairs of organizations. [edit paragraph] Fourth, the basic characteristics of public relations (a) to the public as the object

(b) to the reputation of the purpose

(c) to the principle of reciprocity

(d) to the long-term approach

(e) to the sincerity of the creed

(f) to the communication as a means of communication

PR consists of three elements: the social organization, the public, and communication. .

Public relations is a social organization in order to survive and develop, through the dissemination of communication, shaping the image, balancing interests, coordinating relations, optimizing the social and psychological environment, the science and art of influencing the public.

Public relations classification

1, communicative public relations

Public relations work in interpersonal communication. It is most often used in the form of group and individual interactions.

2,Publicity-type public relations

Use of mass media and internal communication methods to carry out publicity work and establish a good image of the organization.

3, tactical public **** relations activities

4, social public **** relations

Organizations use the organization of a variety of social, public welfare, sponsorship activities to create a good image of the organization.

5, service-oriented public **** relations

To provide quality services as the main means. The purpose is to obtain the understanding and praise of the society through practical actions and to build up a good image of the organization.

6,Crisis-type public **** relations

In the media environment and the industry environment, the impact of corporate crisis is inevitable, crisis-type public **** relations aimed at helping companies to crack the crisis public relations problems.

7, consulting type public **** relations

To collect social information. In order to understand the public opinion, to provide advice for the organization's management decision-making.

8Constructive public relations

Specifically refers to the organization's efforts in public relations to create a new situation.

9Maintaining public relations

The use of social organizations to consolidate a good image at a time of stable development.

10,Offensive public relations

Social organizations take the initiative to build and maintain a good image.

11, defensive public relations

Social organizations in order to prevent their own public **** relations dysfunction to take a public **** relations activities. [Edit Paragraph] V. Public relations strategy Sociologist Ai Jun in 1994 by the Modern Publishing House published "Contemporary Business" for the concept of public **** relations, the concept of the problem of this description, first, public **** relations is an "imported", is recognized as originating in the United States, and is for a political need to be produced. For example, the "abolitionist movement", the "constitutional movement", the "presidential campaign", etc., in which public relations played a major role, gradually moved from political needs to other areas. Public relations is a discipline, it is the same as the natural sciences, "physics, mathematics", has its independence, but also with other disciplines of the connection. Because everything has its own particularity and connectedness, so not because of public relations in some aspects and other disciplines have similar, similar or related characteristics, blindly categorized and confused. Secondly, the organizational concept of public **** relations must be emphasized. Public **** relations emphasize the organization of a group of people in which talents are present, not individuals or objects. Thirdly, the function of public **** relations is mainly manifested in helping the organization to establish a credibility, coordinating internal and external relations, and improving the organization's visibility and reputation.

From this it defines public **** relations as follows. Public **** relations is the science of establishing a good relationship between employees inside and outside the organization and between organizations in order to achieve a specific goal. It is a conscious management activity. A good public **** relations establishment in an organization, it needs good planning of public **** relations activities to be implemented and achieved. (2004, Modern Publishing House, "Contemporary Business" 254 pages, by Ai Jun)

Tied PR strategy

Tied PR strategy sociologist, public **** relations scholars, Ai Jun in 1993, a public **** relations publicity strategy.

In 1994 by the Modern Publishing House published in the "contemporary business" Ai Jun so expressed, tied to the public relations strategy for how to improve the organization and individual visibility, to mobilize effective publicity campaign, overnight fame is a proven publicity strategy. The means of doing this is to "create news" and "skillfully participate in the use of news".

The earliest successful example of Ai Jun's use of the tied public relations strategy was the first case of copyright dispute in show business in China in 1992. 1992, China's first case of copyright dispute in show business - the title song of "The Story of Qianlong", "Ask for Love" singing dispute. The singer Zhang Jihong became an instant celebrity with the "tied public relations strategy". 1992 TV series "The Story of Qianlong" was on the air, but the singer of the title song "Ask for Love" became a secret because the movie was not signed by the name. Singer Zhang Jihong talked about this cause of worry in his heart. When this incident shows that the famous thing, business card, if then find just for Li Guyi when the lawyer sued Wei Wei a famous Gong Sha as a lawyer, will certainly become the journalists to track the news point. "Famous lawyers playing celebrity lawsuit will be a good show to see, Zhang Jihong sued the 'Qianlong master', Zhang Jihong to the Beijing Film Studio," and so on are all news points. Facts have proved that my judgment is correct, the people, bright, in the youth, the legal system and so on dozens of media have asked for the first. The entire copyright dispute went smoothly and ended with Zhang Jihong winning the case.

This case shows that the "tied" public relations strategy skills: its means that, to create news events conducive to publicity; looking for events or sensational news cleverly interspersed with "tied together", so that journalists are interested in and the article will be you still can not fall off, can not be removed! The effect of publicity is to create news events that are favorable to propaganda. (1994, Modern Publishing House, "Contemporary Business" 292 pages, by Ai Jun) [Edit paragraph] six, PR communication (key point PR original theory PR communication 5B principles)

Binding point Binding point: PR communication is for the long-term brand building services. Whether the direction of PR communication is correct or not depends fundamentally on whether it is in line with the brand's personality; whether PR communication is effective and powerful depends on whether it has tapped into the core connotation of the brand, and whether it has found the strongest binding point with the brand. Otherwise, it will go in the opposite direction, failing to achieve the goal of communication and causing damage to the brand. Backstop support point: Brand building is not a castle in the air, do not do PR communication is not empty, all communication must have landing measures to support.

Bright point: How can you get twice the result with half the effort? The first thing you need to do is to get the public's attention and the media's excitement. Why did Huang Jianxiang become one of the hottest celebrity hosts? Just because of his howl in the commentary of the World Cup match.

Boiling point: Even if the water burns to 99 degrees, if you don't add the last fire to make the water burn to 100 degrees, it's not boiling water. The same is true for PR communication, which must ensure enough volume to achieve the desired communication effect.

Bodyguard Protection Points: In the era of media pluralism and "grassroots media", the process of PR communication attracts attention, and is bound to trigger a certain degree of skepticism. How can you stay calm and turn a crisis into an opportunity? Everything in advance is established, not in advance is invalid. To really make public opinion always in accordance with the intended direction of guidance, so that everything under control, it is necessary to find beforehand at all levels and in all aspects of the protection point, do a good job of crisis management, as a good bodyguard for public relations communication, escort.