Public Relations

Author: Hao Shuren
Publisher:
Publish Date: 2005-09-01
Features: Public relations is a highly creative, strategic, and standardized profession. This book incorporates the strengths of contemporary domestic and international public relations literature, summarizes the experiences of public relations practices both domestically and internationally, and strives to comprehensively, systematically, and scientifically elaborate on the practical techniques of public relations, as well as its fundamental principles. On this basis, it systematically explains the operational mechanisms of public relations work. The content of the book is divided into two parts: the Theory Section and the Practice Section. The first six chapters constitute the Theory Section: the basic theories of public relations, the historical development of public relations, the publics of public relations, public relations organizations, the qualities of public relations personnel, professional ethics and training, and the process of public relations. The last eight chapters constitute the Practice Section: the use of news media, the production of public advertising, speeches, meetings and negotiations, special events, social welfare sponsorships, the introduction of corporate identity systems, and the handling of public relations crises. This book is characterized by its strong practicality, detailed content, and clear system, making it primarily a teaching material for higher education but also a core textbook for the study and training of public relations professional knowledge. It serves as a fundamental reading for public relations professionals, marketing personnel, and business management personnel.