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“学术的进步在于创新”。董天策先生的新著《公关理论导引》(四川大学出版社1996年10月第1版),在公关理论的探索和创新上是引人注目的。这主要体现在以下几个方面。首先,该书提出了公关理论的新构架。这又得力于作者独具慧眼提出公关四要素:“组织”、“公众”,联系两者的则是“关系状态”与“实务活动”。作者说,关系状态是实务活动的基础和出发点;实务活动的开展又是为了建构理想的关系状态。两者构成了“(原有)关系状态—(开展)实务活动—(新的)关系状态”这样一个不断循环往复的过程。这“四要素”比国内大多数公关书籍一致认为的“三要素”(组织、公众、传播),理论分析更透彻,解释事实更合理。作者
“Academic progress is in innovation.” Mr. Dong Tienze’s new “Guide to Public Relations Theory” (Sichuan University Press, October, 1996, 1st edition) is remarkable in the exploration and innovation of public relations theory. This is mainly reflected in the following aspects. First, the book presents a new framework for PR theory. This is again due to the author’s discerning eye on the four elements of public relations: “organization” and “the public”, the relationship between the two is the “relationship status” and “substantive activities.” The author states that the relationship status is the basis and starting point of substantive activities, and the substantive activities are carried out in order to construct the ideal relationship status. Both constitute the process of “(original) relational state - (conducting) substantive activity - (new) relational state”. The “three elements” (organization, public, communication) that these “four elements” agree with most public relations books in China are more thorough theoretical analysis and more reasonable explanations. Author