Modern Public Relations - (Revised Third Edition)

Author: Zhang Heying
Publisher:
Publish Date: 2004-05-01
Features: As a course in general financial and economic management institutions (majors), the class 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. Appropriate appendices and simulated practices have been added at the end of each chapter, aiming to help students master applied 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 is a discipline that teaches the basic theories and practical applications of public relations. The theoretical part mainly covers the emergence and development of public relations, their essence and functions, implementation principles and operational mechanisms, etc. The practical part mainly combines cases to explain the promotional methods and operational techniques of public relations, public relations etiquette, public relations negotiation, the specific operational processes and techniques 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. They will also learn about the current state of the development of China's public relations industry, cultivate their awareness and skills in public relations, and 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.