Public Relations - (Latest Edition)

Author: Li Daoping
Publisher:
Publish Date: 2003-09-01
Features: This book is a new-generation public relations textbook launched for the new century. It includes: basic theories of public relations, the history of public relations, public relations organizations and personnel, the target audiences of public relations work, the three major objectives of public relations work, organizational image building, public relations communication management, public relations coordination, and the four major steps of public relations work. The book has six distinctive features: , it constructs a brand-new public relations discipline system. The entire book takes the "three elements," "three objectives," "three methods," and "four steps" of public relations as the backbone to form a new system framework. Second, it integrates the major academic schools of thought in China's public relations field for the first time. Image building, communication management, and relationship coordination are combined for the first time, expanding the new horizons and new era of public relations research. Third, the book contains many innovative elements. It extensively uses new perspectives, new methods, new knowledge, new materials, and new cases, giving the book a completely fresh look. Fourth, it gathers a team of top public relations experts, making the book highly authoritative and influential. Fifth, it emphasizes both theory and practice. It is easy to read and practical to apply. Sixth, it follows a standardized and complete format with new innovations. The book is primarily intended for use as a textbook in various universities, party schools, administrative academies, and management schools. It is also suitable for senior civil servants, corporate leaders, professional managers, and a broad readership for self-study.