Public Relations

Author: Wen Xiaoqing
Publisher:
Publish Date: 2004-07-01
Features: This book systematically elaborates on the meaning and elements of public relations, their emergence and development, functions and roles, as well as the fundamental theories of public relations. It specifically introduces the organizational structure of public relations, its practitioners, work procedures, and information dissemination. It comprehensively analyzes internal and external public relations, and focuses on discussions on public relations networking, public relations negotiation, corporate image building, and specialized public relations activities. Based on the general principles of public relations and grounded in the practical context of corporate public relations, the book embodies the combination of theoretical rigor, systematicity, applicability, and operationality. Therefore, it aligns with the original intent and requirements of the Contemporary Marketing Management Series, making it suitable as a textbook for marketing and related disciplines in higher education. It can also be used by public relations professionals and business management personnel for learning, as well as serving as a reference for researchers in related fields.