(This information has been selected by PACA and translated from the book Effective Public Relations by Scott M.Cutlip, Allen H.Center, Glen M. Broom, please cite the source when using. Sincere thanks. thanks!)
This is a book about building and maintaining relationships. Each individual or organization engages in relationships that satisfy each other's needs and desires. However, in modern society, increasing independence requires even more complex socio-political-economic interactions. Thus, establishing and maintaining relationships at all levels of the social system is important in research and professional practice.
For example, interpersonal relationships, marital relationships, and personal relationships are terms commonly used in the study and management of personal relationships. To a greater extent, international relations deals with relations between states—the largest social system. There have been many courses or research papers on these relationships, as well as relationships in families, teams, groups, organizations, or other social formations.
This book deals with the relationships between organizations and public groups who are in some way related to or influencing those organizations. The term "public relations" refers to the management of relationships between an organization and the public, which is one of the fastest growing areas of the professional job market.
However, in everyday conversation as well as in the media, people use the term "public relations" to refer to many things without paying attention to the exact definition. For example, some users use "it's just public relations" as a description of what they see as insincere (we call it "diplomacy") gestures. Some other people say "Good PR!" or "Great PR!" When you see a story in a magazine or on an evening TV program, it inadvertently scratches PR with everything that attracts the press. Worse, if PR is seen as an attempt to hide the truth or try to defuse bad news. In short, PR means different things to different people, and often has negative connotations.)
The authors' definition of the concept of "public relations". This definition comes from looking back at how concepts of PR have changed over time.
PR is a management function that establishes and maintains mutually beneficial relationships between an organization and the public groups on which the success or failure of the organization depends.
(Public Relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.)
(to be continued)
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