Public Relations Psychology

Author: Zhu Jiyu
Publisher:
Publish Date: 2006-08-01
Features: This textbook is one of the series of teaching materials for the professional major of secretarial studies in higher vocational and technical colleges. It closely focuses on the goal of cultivating public relations professionals who can directly enter the workforce, adhering to the spirit of innovation and reform. It reflects a new curriculum system, new teaching content, and new teaching methods, with an emphasis on improving students' overall quality while prioritizing competence-based education, integrating knowledge education, skill education, and psychological education. To this end, the textbook includes additional sections such as "Small Reflections," "Supplementary Reading Materials," and "Case Studies" in its content and format design. At the end of each chapter, it features medium-sized case analyses, practical exercises, and psychological self-tests. At the end of the entire book, it includes a comprehensive training section with large-scale case analyses and psychological self-assessment exercises. With diverse formats and lively content, it aims to enhance students' interest in learning and improve learning outcomes. The book consists of ten chapters, divided into four parts. Part I is an overview of public relations psychology; Part II focuses on the object of public relations—public psychology, covering topics such as the psychological characteristics of the public, the role psychology of the public, the psychological tendencies of the public, and the psychological set of the public. Part III covers the psychological aspects of public relations activities, including the influence of organizations on public psychology, psychological communication between organizations and the public, the external public image of organizations, and the psychological atmosphere within organizations. Part IV explores the subject of public relations—the psychology of organizational groups, including interpersonal communication and relationships among public relations personnel, as well as the psychological qualities of public relations personnel.