Public Relations Practice

Author: Li Lei
Publisher:
Publish Date: 2004-01-01
Features: This book is a textbook written for public relations majors in higher education institutions or related fields such as advertising, journalism, and communication. In terms of content, it systematically discusses the basic procedures and stages involved in public relations—public relations research, public relations planning, public relations implementation, and public relations evaluation. It provides a detailed introduction to the basic "tool systems and media" frequently used in public relations from the perspectives of individual communication, group communication, mass communication, and compound communication. Through some basic exercises, it offers learners methods to master these media tools. At the same time, it conducts a preliminary discussion on several different types of work areas in public relations: the for-profit public relations field, the non-profit public relations field, the government and social management public relations field, the international public relations field, and others. The main purpose of the book is to provide learners with a practical "technique" of public relations, showcasing the foundational knowledge and series of content in this field for those who may pursue public relations careers in the future. The explanation of basic public relations concepts, the presentation of the "four-step method" of public relations work, the systematic instruction and practice of public relations tools and media, and the introduction to major public relations fields ("four major sections") constitute the main content of the book. They also represent a small breakthrough in the writing style of public relations textbooks.