Public Relations Tutorial

Author: Yang Jialu
Publisher:
Publish Date: 2005-09-01
Features: Public Relations is an independent discipline that studies the various relationships between organizations and their publics, as well as the principles governing public relations activities. It is a specific application and development of modern communication studies in organizational administration and management. Public Relations is both a component of modern management studies and an applied branch of modern communication studies. This book primarily employs the fundamental principles and methods of communication studies and management studies to comprehensively introduce the theories and practices of public relations. The book consists of seven chapters, divided into three sections. The first section is the Introduction, including Chapters 1 and 2, which introduce the basic issues and development history of public relations. The second section is the Principles, covering Chapters 3, 4, and 5. This part follows the general structure of textbooks, starting from the three core elements of public relations (subject, object, methods, and means) to provide a thorough explanation of its fundamental principles. The third section is the Practices, comprising Chapters 6 and 7, which primarily analyze the operational process of public relations, as well as its daily work and special events. The content of the book is comprehensive and well-structured. To facilitate reading, each chapter begins with a guide and concludes with practical guidance, materials for reflection and discussion, and classic case studies. This book can serve as a teaching resource for higher education institutions and also as a reference for public relations professionals.