Modern Public Relations

Author: Zhang Heying
Publisher:
Publish Date: 1996-10-01
Features: As a course in general financial and economic management institutions (majors), the teaching hours are very limited, approximately 30 hours. However, the content of this course involves knowledge from multiple disciplines. Therefore, the chapters of the first edition have been appropriately revised and deleted to make the content more aligned with the actual needs of teaching. At the end of each chapter, appendices and simulated practices have been added as much as possible, aiming to help students master application techniques through reading cases, materials, and sample documents, as well as simulated practice training. This book has the following characteristics: First, it emphasizes the systematic nature of the discipline. Second, it is easy to understand and highly readable. Third, it is more aligned with societal needs. Public relations studies the basic theories and practical applications of public relations. The theoretical part mainly discusses the emergence and development of public relations, their essence and functions, implementation principles and operational principles, etc.; the practical part mainly combines cases to explain the publicity methods and operational skills of public relations, public relations etiquette, public relations negotiation, the specific operational processes and skills of departmental public relations, and more. Through teaching, students are made to understand the importance of public relations as a management function, business strategy, communication behavior, and modern interaction method in the management activities of organizations, to understand the current development status of China's public relations industry, to cultivate their awareness and skills in public relations, and to lay a solid foundation for becoming high-quality managers and decision-makers, contributing to the construction of organizational images after China's entry into the WTO.