界定中的公共关系

• 作 者: 丁桂兰
• 机 构: 中国财经大学政法系 副教授
• 出 处: 公关世界
• 发表日期: 1996年03期
• 关键词: 公关人员 传播管理 美国贝尔 史蒂文 组织决策 理查 动态方式 平成 办公设备 比加

公关实践活动的深入发展,使有关公关定义的讨论几乎成了所有教科书的重要内容。笔者最近读到美国贝尔威瑟出版社出版的“Public Relations as Communication Management”(《公共关系与传播管理》一书,将其中有关公关的定义转述于此,供同行们参考。该书的作者,美国普度大学(Purdue University)教授理查德·E·克拉博(Richard E Crable)和史蒂文·L·维伯特(Steven L Villert)认为,“公关可以定义为:包括研究、分析、影响和再评价一个组织及其所处环境之间关系的综合传播管理功能。”这个定义清晰地指出了公关的主要活动以及

The further development of public relations practice has made the discussion on the definition of public relation almost an important part of all textbooks. The author recently read “Public Relations as Communication Management,” a book published by Bellevue Press in the United States, in which the definition of public relations is refered to for reference by colleagues. The author, Purdue University professors Richard E Crable and Steven L Villert argue that “public relations can be defined as including research, analysis, impact, And an integrated communications management function that re-evaluates the relationship between an organization and its environment. ”This definition clearly identifies the PR’s main activities as well as