Public Relations Overview

Author: Li Zechao
Publisher:
Publish Date: 2005-01-01
Features: The development of public relations in modern society and its large-scale application across various fields is closely related to the new changes in the international environment and the strong demand from organizations and the public for public relations. "Public relations" has become one of the most trendy and sought-after terms in China today. A wide variety of public relations books and publications have been published, and academic research has become highly active. Public relations has also moved from being a compulsory course in universities in fields such as journalism, advertising, secretarial studies, management, economics, and tourism to being included in the curriculum of various disciplines. This means that the popularization of public relations theory knowledge in China has been strongly promoted. Against this backdrop, our university's Academic Affairs Office has included "Public Relations" as a foundational course in the elective series for all students. This book aims to absorb the valuable achievements of Chinese public relations scholars in recent years and integrate them into its own cognitive framework, striving for innovation in the construction and improvement of the disciplinary system. Additionally, it seeks to closely align with the multidisciplinary backgrounds of students, providing a systematic and comprehensive discussion of public relations from an easy-to-hard approach, helping them grasp the full scope of the discipline within a limited time. The book is divided into ten chapters, with every two chapters forming a part, covering Public Relations Introduction, Public Relations History, Public Relations Structure, Public Relations Process, and Public Relations Practice. Although each part is relatively independent, they all strive to be connected by the main thread of communication management and to understand and define the nature and tasks of public relations work from the perspective of managing organizational intangible assets.