Public Relations Studies Zhang Quying

Author: Zhang Naiying, Editor-in-Chief
Publisher:
Publish Date: 1999-03-01
Features: This textbook of "Public Relations" strives to embody the four major characteristics of "emphasis on theory, emphasis on practice, emphasis on materials, and emphasis on distinctive features." The book is characterized by a balance of theory and practice, with a broad scope of application. It can serve as teaching material for full-time junior colleges, evening colleges, and correspondence colleges, be used by management personnel in enterprises and institutions, and also be referenced by public relations professionals for their activities. The book provides an in-depth elaboration and analysis of the historical significance, scientific concepts, and practical effectiveness of public relations from three aspects: basic theories, applied practices, and case studies. The main content includes: the history of public relations, the subjects and objects of public relations, public relations communication, public relations planning, public relations work procedures, public relations surveys, public relations practices, public relations techniques, public relations advertising, public relations psychology, corporate culture, international public relations, and case studies and analyses. The book is characterized by a balance of theory and practice, with a broad scope of application. It can serve as teaching material for full-time junior colleges, evening colleges, and correspondence colleges, be used by management personnel in enterprises and institutions, and also be referenced by public relations professionals for their activities.