Based on the theories and research methods of management and communication, public relations is a comprehensive and applied frontier discipline, which studies the social phenomena and activities of public relations. Introduction to Public Relations is an introductory basic theoretical course of public relations.
Public relations is a young and ancient discipline. Public relations belong to the category of social relations, which is the sum total of a series of practical activities such as investigation, consultation and planning conducted by organizations engaged in organizational image management through means of public information dissemination and public relations coordination. As a new profession, public relations has been included in the vocational qualification examination series by the Ministry of Labor and Social Security.
Public relations is an objective existence in the rational behavior of modern organizations, which is independent of human will. Modern people need to learn a lot of knowledge, have a lot of qualities and master many skills, and public relations is one of them. She enables modern people to have the basic ability to understand organizational behavior and deal with the relationship between organizations and the public, so that modern people can easily straighten out the relationship between personal behavior and the organizational behavior they are responsible for, rationally understand their responsibilities in the organization, and create a good organizational image by implementing standardized and effective organizational behavior, so that the organization can provide quality services to the public, benefit the country and human society, and realize personal life value.
Therefore, learning public relations helps learners to improve their professional knowledge and quality skills structure, expand their employment scope, improve their employment competitiveness and enhance their career development potential.
Teaching purpose:
As a public elective course, the teaching purpose of this course is to cultivate vocational skills. In the teaching process, we will follow the relevant provisions of the national public relations vocational training, systematically explain the work content, basic skills and related knowledge requirements stipulated by the primary, intermediate and advanced public relations occupations to the educated, so that the educated can grasp the professional characteristics, professional functions and responsibilities of public relations personnel as a whole, so that no matter what occupation they are engaged in in in in the future, they can use the developed public relations thinking mode and quality skills to meet the basic professional requirements and calmly handle the basic public relations of the institutions they serve.
Teaching content:
The teaching content of this elective course is determined according to the professional training requirements of public relations personnel formulated by the Public Relations Committee of the National Vocational Qualification Working Committee and within the framework of the national professional standards and norms for public relations personnel formulated by the Ministry of Labor and Social Security. The specific contents include:
First, the basic knowledge. This paper expounds the basic theory of public relations, the history of discipline development and professional ethics.
Second, communication and coordination. Including: courtesy, speech and communication skills of junior public relations personnel; Intermediate public relations personnel's public relations, social etiquette handling and writing skills of public relations documents, and define the role requirements of the host of speech activities; Senior public relations staff's reception, negotiation and speech planning skills, as well as public relations planning skills.
Third, information dissemination. Including: the basic knowledge of news media that junior public relations personnel must master, the preparation of news release activities, the writing skills of news propaganda draft, and the knowledge and skills of using other media communication means; Intermediate public relations personnel's mastery of news communication procedures, news article planning and writing skills, internal publications and external publicity manuals; Senior public relations personnel's grasp of news policies and regulations, formulation of media plans and news release plans, determination of news spokesperson system, and planning and production skills of internal audio-visual materials.
Fourth, investigation and evaluation. Including: junior customs officers must master the basic knowledge of investigation, planning, designing and organizing the implementation skills of investigation schemes and methods; Intermediate customs officers must master the evaluation of investigation scheme, method and organization implementation effect, as well as the planning and writing skills of investigation and evaluation report; Senior customs officers must master the macro-control of investigation and evaluation and the optimization skills of investigation methods.
Verb (abbreviation for verb) special event. Including: junior customs officers must master the basic knowledge about small-scale special activities and the basic skills of planning and implementation; Intermediate customs officers must master the basic knowledge of large-scale special activities and the basic skills of planning and implementation; Senior public relations personnel must master the basic knowledge of series activities and the basic skills of planning and execution.
Sixth, crisis management. Including: junior public relations personnel must master the basic knowledge of crisis management and the basic principles, methods and skills of crisis handling; Intermediate customs officers must master the skills of formulating and operating crisis management plans; Senior public relations personnel must master the planning and formulation skills of crisis management and early warning plan and the main points of aftermath.
Seven, public relations management and consulting. Including: junior public relations personnel must master the general principles of organizational image management and consultation; Intermediate customs officers must master the implementation principles and operation methods of organizational image management and consultation; Senior public relations personnel must master the overall planning and operation skills related to organizational image management and consultation.
Teaching methods:
According to the characteristics of teaching modules specified in the teaching content, successful public relations cases are taken as the starting point of teaching analysis, realistic public relations topics are taken as the main carrier of learning analysis, and knowledge, principles and skills training of related disciplines are integrated to construct a teaching method system with disciplinary characteristics in interactive teaching discussion and debate.
Optional suggestions:
The knowledge and skills of public relations are really necessary for modern people. However, if the parties lack organization,
People who have public awareness, are extremely disgusted with communication activities, are extremely uninterested in communication technology, or do not have and are not prepared to acquire basic expression skills through learning are advised not to take this course. Because, even if it is an elective course, it is difficult to really understand the true meaning of public relations, or it is difficult to successfully complete the teaching tasks stipulated in this course. This is bound to waste great youth, isn't it a sin?
Also, be a reporter. ...