(公共關(guān)系英文版課件）2015 BA public relations section1 ch2 student

1、L/O/G/O( (公共關(guān)系英文版課件）公共關(guān)系英文版課件）2015 BA public 2015 BA public relations section1 relations section1 ch2 studentch2 student6A snapshot of the field today Public relations is a 20th-century phenomenon, barely 100 years old. In the 21st century, the field is evolving and improving every day. Today, most

2、new professionals possess superior intellect and experience. 7How did we get here? Major 20th century trends: Growth of big institutions Heightened public awareness and media sophistication Societal change, conflict, and confrontation Growth of global media, public opinion, and democracy Dominance o

3、f the InternetThe History of PRBefore 16001600-1799: Beginning1800-1899: Communicating/Initiating1900-1939: Reacting/Responding1940-1979: Planning/Preventing1980-Present: Professionalism The History of PR in China China PR 1980-1985: Introduction and Expanding 1986-2000: Blooming 2000-Present: Stabl

4、e DevelopingThe History of PR Before 1600 Example: Ancient Greece Ancient Rome Ancient ChinaAncient Beginnings The Rosetta Stone was basically the first publicity release. Olympic games used promotional techniques to promote athletes as heroes. Julius Caesar used parades, writings posted on walls an

5、d a book, Commentaries, to promote his activities. Saint Paul, the New Testament author, qualifies for the public relations hall of fame. The Middle Ages The Roman Catholic Church was a major practitioner of public relations. Bankers in Venice practiced the art of investor relations to adopt corpora

6、te philanthropy.1600-1799: Beginning Early forms of PR American Revolution Boston Massacre Boston Tea Party The Bill of Rights: First Amendment 1600-1799: BeginningGeorge WashingtonPresident of America 178917971600-1799: Beginning John Adams Thomas Jefferson 1600-1799: BeginningFirst Amendment“Congr

7、ess shall make no law respecting the establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press, or the rights of the people peaceably to assemble, and to petition the government for a redress of grievances.”Why was this constitutional am

8、endment so central to the development of PR in America? 1800-1899 Communicating/Initiating The Era of Press Agentry and Publicity18Later American ExperiencePress agency takes hold in the 1830s with Amos Kendall, the first presidential press secretary, serving under Andrew Jackson.Kendall: wrote spee

9、ches wrote news releases conducted public opinion polls produced an administration newsletter Civil War Western Expansion Industrial Revolution1800-1899 Communicating/Initiating1800-1899 Communicating/InitiatingWestern Expansion: legends made and real estate sold “Go West, Young Man, and Grow Up wit

10、h the Country” -Editorial from New York Tribune1800-1899 Communicating/InitiatingEducation field Yale University: PR and alumni office Harvard University: Publicity bureau1800-1899 Communicating/Initiating Phineas Taylor Barnum (1810-1891)1800-1899 Communicating/InitiatingPhineas Taylor Barnum (1810

11、-1891) “created, promoted and exploitedmany celebrities” “Joice Heth-George Washingtons nurse?” Barnum Effect24Later American Experience Circus master P.T. Barnum gains notoriety with written and verbal PR techniques. Barnum staged bizarre media events and generated coverage of circus performers. Lo

12、ve him or hate him, Barnum pioneered publicity techniques that are still used today.1800-1899 Communicating/InitiatingPress Agentry l “Penny press” l Price rise of advertisementl “Making news”nIn 1888, the Mutual Life Insurance Company hired a journalist to write news releases designed to improve it

13、s image. nIn 1889, Westinghouse Corporation established what is thought to be the first in-house publicity department. nIn 1897, the term public relations was first used by the Association of American Railroads in a company listing.American Developments in 19th Century cont.1900 to 1950: The Age of

14、Pioneers In 1900, the first publicity agency called the Publicity Bureau was established in Boston. In 1904, George F. Parker and Ivy Ledbetter Lee opened a publicity office in New York. During this period the practice of public relations was reformed and the concept moved from press agentry the mor

15、e journalistic approach of distributing accurate public information.1900 to 1950: The Age of Pioneers cont.Henry FordAmericas first major industrialistTeddy RooseveltA master at generating publicityIvy LeeThe first public relations counselorGeorge CreelOrganized a massive public relations effort dur

16、ing World War IEdward BernaysThe “father” of modern public relations1900-1939 Reacting/Responding The Time of Reporters-in-Residence1900-1939 Reacting/Responding Progressive Era/Muckrackers World War Roaring Twenties, Depression1900-1939 Reacting/Responding “Muckraker”investigative journalists Publi

17、cists became spokespersons.32 Upton Sinclair attacks the meat packing industry with “The Jungle” Ida Tarbell writes “History of the Standard Oil Company” “McClures” magazine strikes out at industryEnter the Muckrakers33Now its your turnWhat is the connection between the muckrakers and the rise of pu

18、blic relations in the late 19th century? 1900-1939 Reacting/Respondingl Ivy Ledbetter Lee (1877-1934): “The father of Public Relations”l “Declaration of Principles” (1906)35The father of modern public relations Ivy Ledbetter Lee entered PR work in 1903. Lee: based his work on honesty and candor “The

19、 public be informed” emphasized news value over ads or publicity stunts believed companies must strive to earn public confidence1900-1939 Reacting/Responding “Our plan is, frankly and openly to supply the press and public of the United States prompt and accurate information concerning subjects which

20、 it is of value and interest to the public to know about” - Ivy Ledbetter Lee, “Declaration of Principles” (1906)1900-1939 Reacting/Responding “ The relationship of a company to the people involves far more than sayingit involves doing.” - Ivy Ledbetter Lee Four Principles of PR work：Business allyin

21、g itself with the public interestPublic relations programs having the active support of top managementOpen communication with the media always being practicedHumanization of business by good public relations with employees, customers and neighborhood1900-1939 Reacting/Responding The born of Public R

22、elation Businessl 1904, Ivy L. Lee and George F. Parker opened USs third publicity bureau. L/O/G/O The Growth of Modern Public Relations 41Public relations goes to work in government WWI: President Wilson creates the Creel Committee to mobilize public opinion in WWI WWII: The Office of War Informati

23、on spreads the U.S. cause around the world42The counseling era Edward Bernays enters the field in 1913 and becomes the first true “public relations scholar.”Bernays: taught the first PR course at NYU wrote the first seminal works in public relations, including “Crystallzing Public Opinion” Helped pa

24、ve the way for women in PR with wife Doris Fleischman43Corporations As 20th century rolled on, big business came back into style. Smart companies such as General Electric, General Motors and AT&T learned that it takes both words and actions to earn a good reputation. PR legend Arthur W. Page became

25、AT&Ts first public relations vice president in 1927. 1950 to 2000: Public Relations Comes of AgeThe following factors attributed to the expansion of public relations during this period: Economy Major increases in urban and suburban populations The growth of big business, big labor, and big governmen

26、t Scientific and technological advances The communications revolution Financial considerations1950 to 2000: Public Relations Comes of Age cont. In the 1960s, issues management was added to the job description of the public relations professionals. By the 1980s, the concept of public relations as a m

27、anagement function was in full bloom. By 2000, scholars and practitioners conceptualized the practice of public relations as “relationship management.” The concept of dialogue emerged from “relationship management” and focuses more on interpersonal channels rather than mass media distribution.1950 t

28、o 2000: Public Relations Comes of Age cont.The following technological and social changes transformed aspects of public relations during this period:Feminization of the industryThe field changed from a male-dominated one to one with about 70% female practitioners.Recruitment of minoritiesThe number

29、of minorities falls short of equaling the population at large.“The public relations industry, long an enclave of well-paid, college-educated, white professionals, is finally waking up to the reality that it needs to do better PR to attract people of color. - Tannette Johnson-Elie, columnist, Milwauk

30、ee Journal-Sentinel47Public Relations Education 200 Communication and Journalism programs offer concentrated studies in public relations: Up from 12 schools in l951. The Public Relations Society of America, organized in l947, boasts 20,000 members in 117 chapters nationally. The Public Relations Stu

31、dent Society of America, formed in l968, has 6,500 student members at 220 colleges and universities.48Now its your turnRevisit the PR greats of the 20th century online in the Museum of Public Relations at: Transformation of the Field: The Next 50 YearsWhile feminization of the field and the recruitm

32、ent of a more diverse workforce are already established trends, the following are major trends that will transform the industry in the coming years: Recognition of a multicultural world The public demand for transparency for all societys institutions The expanding role of public relations Corporate

33、Social Responsibility Increased emphasis on measurement and evaluation Managing the 24/7 new cycle Fragmentation of mass media The rise of social media Outsourcing of public relations firms The need for lifelong learning Recruitment of minoritiesThe History of PR in China 1980-Present: Professionali

34、sm China PR 1980-1985: Introduction and Expanding 1986-2000: Blooming 2000-Present: Stable Developing中國現(xiàn)代公關(guān)發(fā)展的歷史中國現(xiàn)代公關(guān)發(fā)展的歷史 中國大陸公關(guān)起源于80年代初期 80年代初開始引進(jìn) 82-86年輿論準(zhǔn)備、概念介紹 87-90年進(jìn)入實踐 90年代后進(jìn)入專業(yè)領(lǐng)域 發(fā)展態(tài)勢從沿海向內(nèi)地發(fā)展中國公共關(guān)系的發(fā)展中國公共關(guān)系的發(fā)展中國共產(chǎn)黨的公共關(guān)系活動 革命戰(zhàn)爭時期、抗日戰(zhàn)爭時期、 解放戰(zhàn)爭時期、抗美援朝時期中國現(xiàn)代公關(guān)發(fā)展的歷史中國現(xiàn)代公關(guān)發(fā)展的歷史 公關(guān)人員構(gòu)成： 記者 塑造形象的歷

35、史 外語教師公關(guān)理論與實踐 社會工作者 公關(guān)特點： 理論研究不夠深入 發(fā)展不平衡 缺乏主動介入企業(yè)管理的意識 中國未來公共關(guān)系發(fā)展瞻望中國未來公共關(guān)系發(fā)展瞻望 公關(guān)市場國際化 公關(guān)實務(wù)專業(yè)化 公關(guān)手段高科技化 公關(guān)地位戰(zhàn)略化 公關(guān)人才競爭白熱化解讀中國公關(guān)行業(yè)調(diào)查報告解讀中國公關(guān)行業(yè)調(diào)查報告 市場加速擴張，公關(guān)人均創(chuàng)收和創(chuàng)利能力居前 服務(wù)競爭升級，戰(zhàn)略咨詢和知識管理成為新一輪競爭主旋律 陣營加速分化，綜合型與細(xì)分服務(wù)公司交相輝映 中國，世界公關(guān)業(yè)新的焦點？ 創(chuàng)新，競爭力的核心 市場進(jìn)入差異化競爭時代新世紀(jì)公關(guān)發(fā)展新趨勢新世紀(jì)公關(guān)發(fā)展新趨勢 Trends & Developments in Pu

36、blic Relations 溝通模式及其要素功能和地位的變化 道德約束增強 更加廣泛、深入地應(yīng)用各種社會科學(xué) 戰(zhàn)略公共關(guān)系管理的重要性日益突出 行為和變化的議題將是最大的挑戰(zhàn)Public relations is becoming more and more strategic.公共關(guān)系越來越趨向于戰(zhàn)略化.Reputation management is growing to be a specialty area in public relations.名譽/形象管理成為公關(guān)實踐中的特殊領(lǐng)域.The function of modern PR practice is moving towa

37、rd relationship and understanding building: two-way symmetric approach is gaining strength.現(xiàn)代公關(guān)的功能趨向于關(guān)系建立和理解構(gòu)建 ：雙向均衡模式越來越受到重視和認(rèn)可. 8 Major TrendsCrisis communication & management are becoming more salient.危機傳播和管理的重要性越來越凸現(xiàn)Litigation public relations will take off in near future.訴訟公關(guān)即將粉墨登場.Communicatio

38、n technology is developing so fast and universal that it is scary, and that has been changing the way public relations is practiced.傳播技術(shù)以驚人的速度發(fā)展和普及，乃至正在改變公關(guān)的實踐操作.Major Trends (Contd.)Public relations is turning out to be more global.公共關(guān)系的發(fā)展越來越趨向于全球化.Other related predictions其他相關(guān)發(fā)展預(yù)測.Major Trends (Co

39、ntd.)趨勢一：戰(zhàn)略化趨勢一：戰(zhàn)略化公關(guān)：溝通乎？管理乎？ Public RelationsCommunicationManagementConcept of “Dominant Coalition” The most powerful group of managers who make major policies and decision; thus, control an organization.vStrategic thinking and planning 戰(zhàn)略性思考和計劃戰(zhàn)略性思考和計劃vEnvironmental scanning 環(huán)境檢測環(huán)境檢測vIssue manage

40、ment 議題管理議題管理vReputation management 名譽管理名譽管理vCrisis management 危機管理危機管理vRelationship management 關(guān)系管理關(guān)系管理Being strategic Strategic public relations, therefore, begins with Identifying potential problems/issues in the relationship with the organizations stakeholders and defining the categories of stak

41、eholders that are affected by the problems/issues界定與公司利益關(guān)系者有關(guān)的潛在問題或議題，根據(jù)這些問題或議題確定這些利益關(guān)系者的類別 Segmenting the stakeholders that respond differently to problems/issues細(xì)分對問題或議題持不同反映的利益關(guān)系者 Setting public relations goals/objectives樹立公關(guān)目標(biāo) Evaluating the effects of public relations programs/campaigns評估公關(guān)效果Sh

42、areholdersCustomersTradeAssociationsSuppliersFinancialCommunityPoliticalGroupsUnionsCompetitorsGovernmentActivistGroupsMassMediaKey ExternalStakeholdersPerceptionReality！=認(rèn)知 現(xiàn)實！趨勢二：名譽/形象管理公關(guān)實踐中的特殊領(lǐng)域Trend Two: Reputation Managementspecialty area in public relationsReputation 組織名譽組織名譽Strong Reputation

43、 堅固堅固的名譽的名譽Visibility 可見性可見性Credibility 信譽信譽=+Visibility & CredibilityThe Say, The Look The Do= +Reputation (Contd.)Reputation Cannot be Managed Only the Behavior of Management 名譽是不能經(jīng)營的 但可以經(jīng)營是管理層的行為Corporations ARE what they DO!Reputation (Contd.)企業(yè)形象與企業(yè)本身 取決于企業(yè)行為！Corporate social responsibility has

44、 become critical!Reputation (Contd.)企業(yè)社會責(zé)任感越發(fā)關(guān)鍵！Reputation takes a long time to build but a single event to destroyand it will take even longer to rebuild that reputation.企業(yè)形象的構(gòu)建需要漫長的努力, 但可毀于一旦。而重塑形象則需要更久的時間。具體事實1.Sanlu Group Co., Ltd. brief introductionSanlu Group CO., Ltd. (SJZSGCZ) was a state-ow

45、ned Chinese dairy products company based in Xinhua District, Shijiazhuang, the capital city of Hebei Province. It produced one of the oldest and most popular brands of infant formula in China. New Zealands Fonterra owned 43% of Sanlu.In September 2008, it was involved in an adulterated milk powder s

46、candal, affecting some 294,000 Chinese infants and killing six. Their baby milk powder had been tainted with melamine, which can cause kidney stones and other complications. It received a bankruptcy order from Shijiazhuang Court on 24 December 2008, and several of its top managers were sentenced to

47、long prison terms.Sanlus Milk Contamination Crisis Customers nowadays, are not only buying companys products, but more the company as a whole與其說當(dāng)今的顧客戶是在購買公司的產(chǎn)品，不如說他們是在購買公司包括形象和名譽的全部 The corporate scandals have had a profound impact on how people assess corporations, their leaders etc企業(yè)丑聞的曝光對公眾如何評價企業(yè)

48、及其領(lǐng)導(dǎo)者有著深刻的影響 Companies must become socially-responsible corporate citizens and give back to society to begin to regain public trust企業(yè)必須成為有社會責(zé)任感的企業(yè)公民，并回饋社會以贏得信任ReputationThree months before the Olympics, a massive earthquake struck Wenchuan, Sichuan. The tragedy sparked PR problems for several large

49、multinational corporations (MNCs). The underlying circumstances of the ensuing controversy demonstrate the complexity of PR efforts.Sichuan earthquake關(guān)系決定名譽與形象關(guān)系決定名譽與形象ProduceReputation To acquire a reputation that is positive, enduring, and resilient requires managers to invest heavily in building

50、and maintaining good relationships with their companys constituents.構(gòu)建一個積極, 持久及靈活的聲譽，要求公司管理層投入大量的精力以建立和保持與利益關(guān)系者之間良好的關(guān)系 Public relations practitioners are responsible for building relationships with key stakeholders in a manner that cultivates positive reputation. 而公關(guān)人員的職責(zé)是通過挖掘和強化企業(yè)的正面名譽/形象 以 達(dá)到建立這種良

51、好的關(guān)系的目的Reputation趨勢三：關(guān)系構(gòu)建和雙向均衡公關(guān)趨勢三：關(guān)系構(gòu)建和雙向均衡公關(guān)Trend Three:Relationship Building& Two-way Symmetric Public RelationsRelationship building and Two-way symmetric public relationsOrganizational wealth can be created (or destroyed) through relationships with stakeholders of all kinds - that is managing

52、relationships with stakeholders for mutual benefits.與各種利益相關(guān)者的關(guān)系既可創(chuàng)造也可毀滅企業(yè)的資產(chǎn)。因此, 為了雙方的利益而進(jìn)行關(guān)系管理是必須的 The Two-way Symmetric Public Relations (by James Grunig):雙向均衡公關(guān)的妙用Two-way Symmetric Public RelationsThe principle of symmetrical communication describes the communication strategy that is most effecti

53、ve in building a long-term relationship that satisfies both the organization and its stakeholders.均衡公關(guān)原則所倡導(dǎo)的傳播策略, 要求能有效地建立使企業(yè)與公眾雙雙方方滿意的長期關(guān)系The two-way symmetrical describes a model of public relations that is based on research and that uses communication to manage conflict and collaborate with strat

54、egic stakeholders, basing public relations on negotiation and compromise by taking into account the stakeholders needs and wants.雙向均衡模型建立在研究基礎(chǔ)之上，通過傳播管理沖突, 并與戰(zhàn)略性公眾進(jìn)行合作。這種模式建立的前提是協(xié)商和妥協(xié), 并充分考慮公眾的需求.Two-way Symmetric Public RelationsIt is the most ethical approach to practicing public relations BUT is i

55、t realistic?這是最具道德的公關(guān)實踐。但在現(xiàn)實中可行嗎?趨勢四：危機傳播和管理Trend Four:Crisis Communication & ManagementCrisis Management & Communication相互依賴相互依賴, 迅速及不可預(yù)測性變化導(dǎo)致越來越多的危機產(chǎn)生迅速及不可預(yù)測性變化導(dǎo)致越來越多的危機產(chǎn)生Interdependence and rapid, unpredictable changes lead to more and more crisesReputation management has become a growing field p

56、artly because organizations fear a loss of reputation in crisis鑒于對危機中形象受損的擔(dān)心，形象管理已經(jīng)逐漸成為鑒于對危機中形象受損的擔(dān)心，形象管理已經(jīng)逐漸成為公關(guān)實踐中一個專門領(lǐng)域公關(guān)實踐中一個專門領(lǐng)域The interdependence of nations and institution makes crises especially critical because, when something goes wrong in one place, many others are affected國家和國家國家和國家, 機構(gòu)

57、與機構(gòu)之間相互密切的聯(lián)系和依賴使機構(gòu)與機構(gòu)之間相互密切的聯(lián)系和依賴使危機管理格外關(guān)鍵，城門失火，殃及池魚危機管理格外關(guān)鍵，城門失火，殃及池魚CustomerloyaltyEmployeemorale,recruitmentretentionCommunityacceptance$ReputationimageShare pricePublicsPerception/attitudes/confidenceImpacts而一些不可能出錯的事情，也會出錯Murphys Law如果有什么事情會出錯，它一定會出錯。一旦出錯，就會以最糟糕的方式發(fā)生.If anything can go wrong, I

58、t willand when it does, it will happen in the worst possible way!Things that cant go wrongwill go wrong!The question to askWill this happen?What should we do when it happens危機 和危機 的區(qū)別To prevent an incident/crisis from getting out of control 預(yù)防事故失控To protect an organizations reputation維護(hù)企業(yè)名譽/形象Minimi

59、zing the damagesTaking steps to reverse any harm done盡最大可能減少損失逐步化解已造成的損害What is crisis management？危機發(fā)生時,公眾對于一個企業(yè)的認(rèn)知不僅僅取決于危機管理，而更在于危機傳播A well thought-out and rehearsed communication plan is vitalThe publics perception about a company during a crisis is not based on how the crisis is managed, but how

60、it is communicated一個經(jīng)過深思熟慮且演練的危機傳播計劃至關(guān)緊要 Should go hand in hand with a crisis management危機管理和危機傳播必須緊密相連Crisis communicationAs the saying goesChallengesOpportunitiesCrisisTrend Five:Litigation Public Relations趨勢五：訴訟公關(guān) - 公關(guān)的新領(lǐng)域?The court of public opinion pre-empts the court of law 公眾意見的法庭公眾意見的法庭判決判決為