Public Relations

Author: Zhang Kefei
Publisher:
Publish Date: 2002-03-01
Features: This book can be used as a professional textbook for journalism and public relations at universities, and is also suitable for readers in the general workforce. It is a research outcome of the Ministry of Education's "21st Century Teaching Content and Curriculum System Reform Program" and a "21st Century Curriculum Textbook." From the perspective of modern social development and evolution, the book discusses the essence, characteristics, and social value of modern public relations, integrating public relations with the management of intangible assets of organizations. Based on this, it analyzes the functions, roles, and specific methods of communication and coordination in modern public relations from a broader perspective. To highlight the applied nature of the subject, special chapters on public relations research, planning, implementation, and evaluation have been added. The content is novel and unique, enabling students to grasp the essence of public relations theoretically and apply it in practice.