
公共关系 (PR) 管理组织与公众之间的信息流。
PR involves obtaining information about the general public, including its demographics, interest topics, and current events. The purpose behind an organization’s public relations department is to message to its customers, stakeholders, investors, partners, and employees about its leadership, management, and product and services. Great PR efforts can involve winning social awards, participating in local welfare activities, working closely with the press, and effectively communicating with an organization’s employees.
PR 的好处
管理层利用公共关系向公众宣传其组织政策和程序。公共关系使组织及其周围社会能够相互适应。这是一个战略沟通过程,可能对组织和公众都有利。公共关系部门分析事件的发展趋势,预测后果,为组织管理层提供建议,并相应地实施计划。
了解利益相关者的重要性
公共关系是一门艺术,而非科学。它需要特殊的技能,以及对公众的最新了解。公共关系直接涉及人性,人性变化无常且难以预测,并考虑到社会科学原理,如社会学、心理学和人类学。公共关系专家在计划和执行任何活动之前,必须考虑与目标人群相关的文化和人口因素。
公关如何运作
PR aims to inform the general public through both internal and external communications, including marketing campaigns, promotions, advertisements, special events, and public exposure. Many companies hire PR experts as full-time employees or consultants. The PR industry may have to reshape itself in order to adapt to current business management trends. Contemporary PR techniques combine advanced technological techniques for information proliferation with opinion polls in an effort to evaluate the general public’s impression of an organization. The general public’s opinion of an organization may help an organization implement better products and services. Market research can be an effective tool to gauge the public’s opinion of a company’s policies and products.
公共关系涉及的领域可能会随着时间的推移而发展。这些技能包括传播、艺术、心理学、政治、社会学、伦理学以及管理和行政研究。公关专家可能服务于各种社会机构,例如政府机构、非政府组织、政党和工会。公关专家可能服务于组织的危机管理、公共事务、舆论制造、投资者关系和员工关系部门。
机遇与挑战
公关面临的挑战之一是人们对公关专家的负面印象。消除公关专家负面刻板印象的一些方法可能包括教育公众了解道德和不道德行为、聘请有信誉的人担任公关专家、奖励良好行为、宣传良好做法以及颁发执照。这些解决方案可能难以实施,但可能会带来有利的结果。
公共关系领域面临的另一个挑战是人类需求和偏好的不断变化。解决这个问题的一种方法可能是使用最新的市场研究技术来衡量公众对某个组织的看法。