{"id":726,"date":"2022-03-04T00:54:40","date_gmt":"2022-03-04T00:54:40","guid":{"rendered":"https:\/\/bigbobchang.com\/?p=726"},"modified":"2022-03-05T07:55:37","modified_gmt":"2022-03-05T07:55:37","slug":"public-relations-guide","status":"publish","type":"post","link":"https:\/\/bigbobchang.com\/zh\/public-relations-guide\/","title":{"rendered":"PR \u5165\u95e8\u6307\u5357"},"content":{"rendered":"<p>\u200b\u5f53\u63d0\u53ca\u201c\u516c\u5173\u201d\u4e00\u8bcd\u65f6\uff0c\u4f60\u9996\u5148\u60f3\u5230\u7684\u662f\u4ec0\u4e48\uff1f<br \/>\n315 \u665a\u4f1a\uff1fPR Box \u5f00\u7bb1\u89c6\u9891\uff1f\u6216\u8005\u7f8e\u5267<a href=\"https:\/\/movie.douban.com\/subject\/30395072\/\" target=\"_blank\" rel=\"noopener\">\u300a\u516c\u5173\u300b\uff1f<\/a><br \/>\n\u6291\u6216\u4ee5\u4e0b\u5df2\u7ecf\u201c\u51b7\u5374\u201d\u7684\u5fae\u535a\u70ed\u641c\u3002<\/p>\n<ul class=\" list-paddingleft-2\">\n<li>#\u817e\u8baf\u56de\u5e94\u5e94\u5c4a\u751f\u56e0\u52a0\u73ed\u95ee\u9898\u6012\u603c\u7ba1\u7406\u5c42#<\/li>\n<li>#B \u7ad9\u56de\u5e94\u5458\u5de5\u8fc7\u5e74\u52a0\u73ed\u731d\u6b7b#<\/li>\n<li>#\u5b57\u8282\u8df3\u52a8\u786e\u8ba428\u5c81\u5458\u5de5\u79bb\u4e16#<\/li>\n<li>&#8230;&#8230;.<\/li>\n<\/ul>\n<p>\u672c\u6587\u9996\u5148\u7b80\u5355\u4ecb\u7ecd\u51fa\u6d77\u7535\u5546\u7684 PR \u5de5\u4f5c\uff0c\u7136\u540e\u501f\u7528\u7ecf\u5178\u6559\u6750\u89e3\u91caPR \u7684\u76f8\u5173\u77e5\u8bc6\uff0c\u6700\u540e\u56de\u5f52\u5230\u5b9e\u64cd\uff0c\u8bf4\u660e PR \u7684\u6700\u4f73\u5b9e\u8df5\uff0c\u540c\u65f6\u5206\u4eab\u4e00\u4e9b\u5b66\u4e60\u8d44\u6599\u3002<\/p>\n<p><!--more--><\/p>\n<p>\u5185\u5bb9\u76ee\u5f55<\/p>\n<p>\u4e00\u3001\u51fa\u6d77\u7535\u5546 PR<\/p>\n<ul>\n<li>1.1 PR \u901a\u7a3f<\/li>\n<li>1.2 \u5a92\u4f53\u6d4b\u8bc4<\/li>\n<\/ul>\n<p>\u4e8c\u3001PR 101<\/p>\n<ul>\n<li>2.1 PR \u5b9a\u4e49<\/li>\n<li>2.2 PR \u53d1\u5c55\u5386\u7a0b<\/li>\n<li>2.3 PR \u76f8\u5173\u7406\u8bba<\/li>\n<li>2.4 PR \u6d41\u7a0b<\/li>\n<li>2.5 PR \u4f26\u7406<\/li>\n<\/ul>\n<p>\u4e09\u3001\u5982\u4f55\u505a PR<\/p>\n<ul>\n<li>3.1 PR \u7684\u5de5\u4f5c<\/li>\n<li>3.2 PR \u7684\u4e00\u5929<\/li>\n<li>3.3 PR \u5b66\u4e60\u8d44\u6599<\/li>\n<\/ul>\n<p>\u56db\u3001\u603b\u7ed3<\/p>\n<h2>\u4e00\u3001\u51fa\u6d77\u7535\u5546 PR<\/h2>\n<p>\u5173\u4e8e PR\uff0c\u56fd\u5185\u51fa\u6d77\u7684\u5546\u5bb6\u8f83\u591a\u4f7f\u7528\u7684\u662f PR \u901a\u7a3f\u4ee5\u53ca\u5a92\u4f53\u6d4b\u8bc4\u3002\u7535\u5546\u91cd\u9500\u552e\u989d\u548c ROI\uff0c \u6240\u4ee5\u5728\u4ee3\u8a00\u4eba\u3001\u53d1\u5e03\u4f1a\u3001\u5a92\u4f53\u91c7\u8bbf\u3001\u6d3b\u52a8\u8d5e\u52a9\u7b49\u6b64\u7c7b\u504f\u54c1\u724c\u5411\u6d3b\u52a8\u4e0a\uff0c\u4e2d\u5c0f\u5546\u5bb6\u8f83\u5c11\u6d89\u8db3\u3002\u50cf<a href=\"https:\/\/www.ces.tech\/\" target=\"_blank\" rel=\"noopener\"> CES<\/a>\u3001\u65f6\u88c5\u5468\u8fd9\u4e9b\u5c55\u4f1a\uff0c\u4e00\u4e9b\u5546\u5bb6\u4e5f\u4f1a\u53c2\u4e0e\u3002<\/p>\n<figure id=\"attachment_425\" aria-describedby=\"caption-attachment-425\" style=\"width: 894px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-425\" src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2021\/11\/Top-China-brands-by-BobzNotes.png\" alt=\"Top China brands by BobzNotes\" width=\"894\" height=\"732\" srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2021\/11\/Top-China-brands-by-BobzNotes.png 894w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2021\/11\/Top-China-brands-by-BobzNotes-300x246.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2021\/11\/Top-China-brands-by-BobzNotes-768x629.png 768w\" sizes=\"(max-width: 894px) 100vw, 894px\" \/><figcaption id=\"caption-attachment-425\" class=\"wp-caption-text\">Source: BobzNotes<\/figcaption><\/figure>\n<h3>PR \u901a\u7a3f<\/h3>\n<p>\u51fa\u6d77\u5546\u5bb6\u591a\u901a\u8fc7 PRNewswire, Business Wire \u8fd9\u7c7b\u5de5\u5177\u53d1\u5e03\u516c\u53f8\u76f8\u5173\u65b0\u95fb\uff0c\u4ee5\u89e6\u8fbe\u76ee\u6807\u53d7\u4f17\u3002<\/p>\n<p>\u5982\u4e0b\u56fe\uff0c\u79d1\u6c83\u65af\u901a\u8fc7 PRNewswire \u5206\u53d1\u7684\u65b0\u95fb\u7a3f\u3002<br \/>\n\u5176\u516c\u53f8\u5b98\u7f51\u7684 <a href=\"https:\/\/www.ecovacs.com\/us\/about-ecovacs\/newsroom\/official-news\/ECOVACS-Expands-T8-Series\" target=\"_blank\" rel=\"noopener\">Newsroom<\/a> \u4e0a\u4e5f\u6709\u53d1\u5e03\u8fd9\u7bc7\u7a3f\u4ef6\u3002\u4e0d\u8fc7\u66f4\u65b0\u505c\u5728\u4e86 2020 \u5e74\u3002<\/p>\n<figure id=\"attachment_729\" aria-describedby=\"caption-attachment-729\" style=\"width: 1213px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-729 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/ECOVACS-news-release.png\" alt=\"ECOVACS news release\" width=\"1213\" height=\"798\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/ECOVACS-news-release.png 1213w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/ECOVACS-news-release-300x197.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/ECOVACS-news-release-1024x674.png 1024w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/ECOVACS-news-release-768x505.png 768w\" data-sizes=\"(max-width: 1213px) 100vw, 1213px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1213px; --smush-placeholder-aspect-ratio: 1213\/798;\" \/><figcaption id=\"caption-attachment-729\" class=\"wp-caption-text\">Source: PRNewswire<\/figcaption><\/figure>\n<h3>\u5a92\u4f53\u6d4b\u8bc4<\/h3>\n<p>\u5728<a href=\"https:\/\/bigbobchang.com\/mass-media-affiliate-marketing\/\" target=\"_blank\" rel=\"noopener\">\u5927\u4f17\u5a92\u4f53\u548c\u8054\u76df\u8425\u9500<\/a>\u4e00\u6587\u4e2d\uff0c\u6211\u4eec\u5df2\u4ecb\u7ecd\u6d77\u5916\u5a92\u4f53\u901a\u8fc7<a href=\"https:\/\/bigbobchang.com\/affiliate-marketing-guide\/\" target=\"_blank\" rel=\"noopener\">\u8054\u76df\u8425\u9500<\/a>\u5b9e\u73b0\u7535\u5546\u5185\u5bb9 \uff08commerce content\uff09\u53d8\u73b0\uff0c\u4e30\u5bcc\u8425\u6536\u6a21\u5f0f\uff1b\u6bd5\u7adf\uff0c Google\uff0cFacebook\uff0cAmazon \u8fd9\u4e09\u5de8\u5934\u5df2\u5360\u636e\u6570\u5b57\u5316\u5e7f\u544a<a href=\"https:\/\/www.emarketer.com\/content\/google-facebook-amazon-account-over-70-of-us-digital-ad-spending\" target=\"_blank\" rel=\"noopener\">\u5927\u534a\u58c1\u201c\u6c5f\u5c71\u201d<\/a>\u3002<\/p>\n<figure id=\"attachment_730\" aria-describedby=\"caption-attachment-730\" style=\"width: 1779px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-730 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/LilySilk-PR.png\" alt=\"LilySilk PR\" width=\"1779\" height=\"690\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/LilySilk-PR.png 1779w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/LilySilk-PR-300x116.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/LilySilk-PR-1024x397.png 1024w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/LilySilk-PR-768x298.png 768w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/LilySilk-PR-1536x596.png 1536w\" data-sizes=\"(max-width: 1779px) 100vw, 1779px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1779px; --smush-placeholder-aspect-ratio: 1779\/690;\" \/><figcaption id=\"caption-attachment-730\" class=\"wp-caption-text\">Source: LilySilk<\/figcaption><\/figure>\n<p>\u8fd9\u79cd\u5a92\u4f53\u8bc4\u6d4b\u8bc4\u4e00\u65b9\u9762\u63d0\u4f9b\u80cc\u4e66\uff0c\u63d0\u5347\u54c1\u724c\u53ef\u4fe1\u5ea6\uff0c\u53e6\u5916\u4e00\u65b9\u9762\u4e5f\u80fd\u5e26\u8d27\u3002\u5a92\u4f53 Commerce content \u7684\u5f62\u5f0f\u4e00\u822c\u6709 \u4ea7\u54c1\u8bc4\u6d4b\u3001\u8d2d\u7269\u6307\u5357\u3001\u597d\u7269\u63a8\u8350\u3001<a href=\"https:\/\/bigbobchang.com\/publisher-dealnews\/\" target=\"_blank\" rel=\"noopener\">\u4ea7\u54c1\u4fc3\u9500 deal <\/a>\u7b49\u3002<\/p>\n<figure id=\"attachment_732\" aria-describedby=\"caption-attachment-732\" style=\"width: 757px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-732 size-full lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/commerce-content-type-Impact.png\" alt=\"commerce content type Impact\" width=\"757\" height=\"298\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/commerce-content-type-Impact.png 757w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/commerce-content-type-Impact-300x118.png 300w\" data-sizes=\"(max-width: 757px) 100vw, 757px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 757px; --smush-placeholder-aspect-ratio: 757\/298;\" \/><figcaption id=\"caption-attachment-732\" class=\"wp-caption-text\">Source: Impact<\/figcaption><\/figure>\n<p>\u6709\u7684 PR \u4ee3\u7406\u4e5f\u4e3b\u6253 Performance PR\uff0c \u5c06 Digital PR \u548c Affiliate Marketing \u7ed3\u5408\u8d77\u6765\uff0c\u5982 \u6237\u5916\u5bb6\u5c45\u54c1\u724c Outer \u5408\u4f5c \u7684\u00a0<a href=\"https:\/\/www.dreamday.la\/about\" target=\"_blank\" rel=\"noopener\">Dreamday<\/a>. Martech Record \u5728<a href=\"https:\/\/www.martechrecord.com\/post\/pr-and-affiliate-the-definitive-guide-for-pr-agencies\" target=\"_blank\" rel=\"noopener\"> PR and Affiliate: The Definitive Guide for PR Agencies <\/a>\u4e00\u6587\u4e2d\u4ecb\u7ecd\u4e86\u8fd9\u79cd\u4e1a\u52a1\u6a21\u5f0f\u3002<\/p>\n<p>\u9664\u4e86\u63a8\u5e7f\u5546\u5bb6\u5b98\u7f51\uff0c\u5a92\u4f53\u4e5f\u4f1a\u52a0\u5165\u4e9a\u9a6c\u900a\u8054\u76df (<a href=\"https:\/\/affiliate-program.amazon.com\/\" target=\"_blank\" rel=\"noopener\">Amazon Associate Program<\/a>)\u3002<\/p>\n<p>\u4e9a\u9a6c\u900a\u63d0\u4f9b\u4e86\u5404\u5f0f\u5404\u6837\u7684\u5546\u54c1\uff0c\u8f6c\u5316\u7387\u4e00\u822c\u9ad8\u4e8e\u72ec\u7acb\u7ad9\uff0c\u5176\u7528\u6237\u8bc4\u8bba\u3001\u7269\u6d41\u3001\u9000\u6362\u8d27\u670d\u52a1\u66f4\u5bb9\u6613\u4fc3\u6210\u7528\u6237\u8d2d\u4e70\u3002\u76f8\u6bd4\u4e4b\u4e0b AliExpress, Shopee \u7b49\u8d2d\u7269\u5e73\u53f0\u5e76\u672a\u53d7\u5230\u8fd9\u4e9b\u5927\u578b\u5a92\u4f53\u9752\u7750\u3002<\/p>\n<h2>\u4e8c\u3001PR 101<\/h2>\n<h3>PR \u5b9a\u4e49<\/h3>\n<p>\u76ee\u524d\uff0c \u5b66\u672f\u548c\u4e1a\u754c\u5bf9 PR\u00a0 (\u516c\u5171\u5173\u7cfb\/\u516c\u5173\uff09\u7684\u5b9a\u4e49\u5e76\u672a\u7edf\u4e00\u3002<\/p>\n<p>\u516c\u5173\u662f\u793e\u4f1a\u7ec4\u7ec7\u4e3a\u5851\u9020\u7ec4\u7ec7\u5f62\u8c61\uff0c\u8fd0\u7528\u4f20\u64ad\u624b\u6bb5\uff0c\u4e0e\u516c\u4f17\u8fdb\u884c\u7684\u53cc\u5411\u4ea4\u6d41\u548c\u6c9f\u901a\uff0c\u4ee5\u8fbe\u5230\u76f8\u4e92\u4e86\u89e3\u3001\u4fe1\u4efb\u548c\u652f\u6301\u5408\u4f5c\u7684\u7ba1\u7406\u6d3b\u52a8\u3002<\/p>\n<p>\u516c\u5173\u9700\u8981\u7ef4\u62a4\u7684\u5173\u7cfb\u5305\u542b\u5a92\u4f53\uff0c\u6d88\u8d39\u8005\/\u5ba2\u6237\/\u5408\u4f5c\u4f19\u4f34\uff0c\u4f01\u4e1a\u5458\u5de5\uff0c\u653f\u5e9c\u673a\u6784\uff0c\u6295\u8d44\u8005\u7b49\u3002<\/p>\n<p>\u6211\u4eec\u5148\u4e86\u89e3\u4e0b <a href=\"https:\/\/www.prsa.org\/about\/all-about-pr\" target=\"_blank\" rel=\"noopener\">PRSA<\/a> \uff08Public Relations Society of America , \u7f8e\u56fd\u516c\u5171\u5173\u7cfb\u534f\u4f1a\uff09\u7684\u5b9a\u4e49\uff1a\u516c\u5173\u662f\u5728\u673a\u6784\u548c\u516c\u4f17\u4e4b\u95f4\u5efa\u7acb\u4e92\u5229\u5173\u7cfb\u7684\u6218\u7565\u6c9f\u901a\u8fc7\u7a0b\u3002<\/p>\n<blockquote><p>\u201cPublic relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.\u201d\u2014\u2014PRSA<\/p><\/blockquote>\n<p>\u4e3a\u4f7f\u5f97\u4f7f<a href=\"http:\/\/prdefinition.prsa.org\/index.php\/2012\/04\/11\/the-modern-definition-of-public-relations\/\" target=\"_blank\" rel=\"noopener\">\u516c\u5171\u5173\u7cfb\u7684\u5b9a\u4e49\u73b0\u4ee3\u5316<\/a>\uff0cPRSA \u96c6\u5408\u591a\u5bb6\u4e4b\u8a00\uff0c\u7ecf\u8fc7 1447\u6b21\u6295\u7968\uff0c\u4e8e 2012 \u5e74 3 \u6708 2 \u65e5\u5ba3\u5e03\u4e86\u4ee5\u4e0a\u83b7\u80dc\u7684\u73b0\u4ee3\u516c\u5171\u5173\u7cfb\u5b9a\u4e49\u3002<\/p>\n<p>\u7ecf\u5178\u6559\u6750 <em>Cutlip and Center\u2019s Effective Public Relations<\/em> \u5bf9 PR \u7684\u5b9a\u4e49\u4e3a<\/p>\n<blockquote><p>the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.<\/p><\/blockquote>\n<p>PR \u7684\u6838\u5fc3\u5173\u952e\u8bcd\u6709\uff1amanagement function, relationship-building, two way communication, mutually-beneficial, strategic, planned and deliberate, persuasive, measurable&#8230;<\/p>\n<p><strong>\u516c\u5173 vs\u00a0\u8425\u9500 vs \u5e7f\u544a<\/strong><\/p>\n<p>\u975e\u4e13\u4e1a\u4eba\u58eb\u5bb9\u6613\u6df7\u6dc6 PR, Marketing \u548c Advertising \u8fd9\u4e9b\u6982\u5ff5\u3002<\/p>\n<p>\u4e0d\u59a8\u5148\u4e86\u89e3\u8425\u9500\u7ec4\u5408 4P \uff08Product, Price, Place, Promotion \uff09\u5373\u4ea7\u54c1\uff0c\u5b9a\u4ef7\uff0c\u6e20\u9053\u548c\u4fc3\u9500\u3002\u5176\u4e2d\u4fc3\u9500 Promotion \u4e5f\u79f0\u4e3a marketing communication (MarCom, \u8425\u9500\u4f20\u64ad).<\/p>\n<p>\u8425\u9500\u4f20\u64ad\u5305\u542b advertising, PR, sales promotion, direct response, personal selling \u7b49\u3002<\/p>\n<figure id=\"attachment_762\" aria-describedby=\"caption-attachment-762\" style=\"width: 898px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-762 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/IMCmodel.png\" alt=\"IMCmodel\" width=\"898\" height=\"388\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/IMCmodel.png 898w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/IMCmodel-300x130.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/IMCmodel-768x332.png 768w\" data-sizes=\"(max-width: 898px) 100vw, 898px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 898px; --smush-placeholder-aspect-ratio: 898\/388;\" \/><figcaption id=\"caption-attachment-762\" class=\"wp-caption-text\">Source: Public Relations: Strategies and Tactics<\/figcaption><\/figure>\n<p>\u7b80\u5355\u6765\u8bb2\uff0c\u5e7f\u544a\u662f\u81ea\u5df1\u8bf4\u81ea\u5df1\u597d\uff0c\u516c\u5173\u662f\u8ba9\u522b\u4eba\u8bf4\u81ea\u5df1\u597d\u3002<\/p>\n<p>\u5728 <a href=\"https:\/\/www.prweek.com\/article\/1350303\/peso-makes-sense-influencer-marketing#:~:text=The%20PESO%20model%2C%20which%20Dietrich,as%20leaders%20within%20their%20industry.\" target=\"_blank\" rel=\"noopener\">PESO \u6a21\u578b<\/a>\u4e2d\uff0c \u5e7f\u544a\u88ab\u5f52\u4e3a Paid media, \u800c\u516c\u5173\u4e3a Earned Media. \u9700\u8981\u6ce8\u610f\u7684\u662f\uff0c \u6709\u7684\u5c06<a href=\"https:\/\/bigbobchang.com\/influencer-marketing-guide\/\">\u7ea2\u4eba\u8425\u9500<\/a>\u4e5f\u653e\u5230 PR \u4e4b\u4e2d\uff0c\u800c\u7ea2\u4eba\u8425\u9500\u591a\u6570\u6d89\u53ca\u5bc4\u6837\u6216\u4ed8\u8d39\u5408\u4f5c\u3002<\/p>\n<figure id=\"attachment_751\" aria-describedby=\"caption-attachment-751\" style=\"width: 878px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-751 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/owned-Paid-shared-and-Earned.png\" alt=\"owned, Paid, shared and Earned\" width=\"878\" height=\"594\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/owned-Paid-shared-and-Earned.png 878w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/owned-Paid-shared-and-Earned-300x203.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/owned-Paid-shared-and-Earned-768x520.png 768w\" data-sizes=\"(max-width: 878px) 100vw, 878px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 878px; --smush-placeholder-aspect-ratio: 878\/594;\" \/><figcaption id=\"caption-attachment-751\" class=\"wp-caption-text\">Source: Public Relations<\/figcaption><\/figure>\n<div id=\"ContentPlaceholder_T8112D8CB001_Col01\" class=\"sf_colsIn interior-layout__main\" data-sf-element=\"Column 2\" data-placeholder-label=\"Main Content\">\n<div>\n<div class=\"sf-Long-text\">\n<p>PRSA \u5bf9\u00a0<a href=\"https:\/\/www.prsa.org\/about\/all-about-pr\" target=\"_blank\" rel=\"noopener\">PR \u7684\u804c\u80fd\u4ecb\u7ecd<\/a>\u5305\u62ec\u4f01\u4e1a\u6c9f\u901a\uff0c\u5371\u673a\u516c\u5173\uff0c\u9ad8\u7ba1\u6c9f\u901a\uff0c\u5185\u90e8\u6c9f\u901a\uff0c\u6295\u8d44\u8005\u5173\u7cfb\u6c9f\u901a\uff0c\u8425\u9500\u4f20\u64ad\uff0c\u6574\u5408\u8425\u9500\/\u6574\u5408\u8425\u9500\u4f20\u64ad\uff0c\u5a92\u4f53\u5173\u7cfb\uff0c\u5185\u5bb9\u521b\u4f5c\uff0c\u6d3b\u52a8\uff0c\u793e\u4ea4\u5a92\u4f53\uff0c\u58f0\u8a89\u7ba1\u7406\uff0c\u65b0\u95fb\u5b66\u7b49\u3002<\/p>\n<\/div>\n<\/div>\n<\/div>\n<h3><strong>PR \u53d1\u5c55\u5386\u7a0b<\/strong><\/h3>\n<p>The Museum of Public Relations \u5728<a href=\"https:\/\/www.prmuseum.org\/pr-timeline\" target=\"_blank\" rel=\"noopener\"> Public Relations Through the Ages<\/a> \u4e00\u6587\u4e2d\uff0c\u8be6\u7ec6\u5730\u68b3\u7406\u4e86 PR \u53d1\u5c55\u5386\u7a0b\u3002\u867d\u7136\u5386\u53f2\u53ef\u4ee5\u56de\u6eaf\u5230\u5f88\u4e45\u4ee5\u524d\uff0c\u4f46\u662f\u516c\u5173\u4f5c\u4e3a\u4e13\u4e1a\u9886\u57df\u4ecd\u7136\u662f\u76f8\u5f53\u65b0\u7684\u3002<\/p>\n<p>Dennis L.Wilcox \u7b49\u4eba\u6240\u8457\u7684 <em>Public Relations: Strategies and Tactics <\/em>\u5c06 PR \u53d1\u5c55\u5206\u4e3a\u4ee5\u4e0b\u51e0\u4e2a\u9636\u6bb5\uff1a<\/p>\n<ul>\n<li>Early Beginnings<\/li>\n<li>The 1800s: The Golden Age of Press Agentry<\/li>\n<li>1900 to 1950: The Age of Pioneers<\/li>\n<li>1950 to 2000: Public Relations Comes of Age<\/li>\n<li>2000 to the Present<\/li>\n<\/ul>\n<p><em>Cutlip and Center&#8217;s Effective Public Relations<\/em> \u4e00\u4e66\u4e2d\uff0c\u5217\u4e3e\u4e86 PR \u76f8\u5173\u7684\u4e00\u4e9b\u91cd\u8981\u4e8b\u4ef6\u3002<\/p>\n<figure id=\"attachment_774\" aria-describedby=\"caption-attachment-774\" style=\"width: 656px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-774 size-full lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/timeline-of-Defining-Events-and-People-in-Public-Relations-e1646280081439.png\" alt=\"timeline of Defining Events and People in Public Relations\" width=\"656\" height=\"539\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/timeline-of-Defining-Events-and-People-in-Public-Relations-e1646280081439.png 656w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/timeline-of-Defining-Events-and-People-in-Public-Relations-e1646280081439-300x246.png 300w\" data-sizes=\"(max-width: 656px) 100vw, 656px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 656px; --smush-placeholder-aspect-ratio: 656\/539;\" \/><figcaption id=\"caption-attachment-774\" class=\"wp-caption-text\">Source: Cutlip and Center&#8217;s Effective Public Relations<\/figcaption><\/figure>\n<p>\u5176\u4e2d\uff0c<\/p>\n<ul>\n<li>1990, \u7b2c\u4e00\u5bb6\u516c\u5173\u516c\u53f8\u6210\u7acb\uff0c Publicity Bureau of Boston<\/li>\n<li>1947, Public Relations Society of America (PRSA) \u6210\u7acb<\/li>\n<li>1950, PRSA Code of Professional Standards \u6b63\u5f0f\u5f62\u6210<\/li>\n<li>2000, PRSA Code of Ethics \u4fee\u8ba2<\/li>\n<\/ul>\n<p>\u503c\u5f97\u6ce8\u610f\u7684\u662f\uff0c\u5b66\u672f\u754c\u5bf9\u516c\u5173\u7684\u7406\u89e3\u968f\u7740\u65f6\u4ee3\u800c\u53d1\u5c55\uff0c\u56db\u79cd\u516c\u5173\u5b9e\u8df5\u6a21\u5f0f\u4e3a\u65b0\u95fb\u4ee3\u7406\u6a21\u5f0f\uff0c\u516c\u5171\u4fe1\u606f\u6a21\u5f0f\uff0c\u53cc\u5411\u4e0d\u5e73\u8861\u6a21\u5f0f\uff0c\u53cc\u5411\u5e73\u8861\u6a21\u5f0f\u3002<\/p>\n<p>PR \u7531\u539f\u6765\u7684\u5355\u5411\u4f20\u64ad\u53d8\u6210\u53cc\u5411\u6c9f\u901a\uff0c\u5e76\u5f3a\u8c03\u6218\u7565\u6c9f\u901a\uff0c\u7ba1\u7406\u529f\u80fd\uff0c\u5173\u7cfb\u5efa\u7acb\uff0c\u4f01\u4e1a\u793e\u4f1a\u8d23\u4efb (CSR) \u4ee5\u65b0\u5a92\u4f53\u7b49\u3002<\/p>\n<figure id=\"attachment_755\" aria-describedby=\"caption-attachment-755\" style=\"width: 709px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-755 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/Four-models-of-public-relations.-history.png\" alt=\"Four models of public relations.-history\" width=\"709\" height=\"554\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Four-models-of-public-relations.-history.png 709w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Four-models-of-public-relations.-history-300x234.png 300w\" data-sizes=\"(max-width: 709px) 100vw, 709px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 709px; --smush-placeholder-aspect-ratio: 709\/554;\" \/><figcaption id=\"caption-attachment-755\" class=\"wp-caption-text\">Source: Public Relations<\/figcaption><\/figure>\n<p><strong>PR \u91cd\u8981\u4eba\u7269<\/strong><\/p>\n<ul>\n<li><a href=\"http:\/\/www.biography.com\/people\/pt-barnum-9199751\" target=\"_blank\" rel=\"noopener\">P.T. Barnum<\/a>, \u65e9\u671f\u516c\u5173\u5927\u5e08\uff0c\u4f46\u5229\u7528\u5a92\u4f53\u7092\u4f5c\u5176\u5c55\u54c1\uff0c\u4ee5\u5ba3\u4f20\u540d\u4e49\u8fdb\u884c\u6b3a\u9a97\uff0c\u906d\u4eba\u8bdf\u75c5\u3002<\/li>\n<li>Ivy Lee, 1906\u5e74\uff0c\u5927\u897f\u6d0b\u57ce\u706b\u8f66\u5931\u4e8b\uff0c\u827e\u7ef4-\u674e\u53d1\u5e03\u4e86\u6709\u53f2\u4ee5\u6765\u7b2c\u4e00\u4efd\u65b0\u95fb\u7a3f\u3002\u88ab\u7ea6\u7ff0\u00b7\u6234\u7ef4\u68ee\u00b7\u6d1b\u514b\u83f2\u52d2\u96c7\u7528\uff0c\u5e76\u5e2e\u52a9\u6d1b\u514b\u83f2\u52d2\u6539\u53d8\u516c\u4f17\u5f62\u8c61\uff0c\u4ece\u4e00\u4e2a\u88ab\u8bcb\u6bc1\u7684\u77f3\u6cb9\u5927\u4ea8\u53d8\u6210\u4e00\u4e2a\u6df1\u53d7\u559c\u7231\u7684\u6148\u5584\u5bb6\u3002<\/li>\n<li>Edward Bernays, \u88ab\u79f0\u4e3a \u201c\u516c\u5173\u4e4b\u7236\u201d , 1923 \u5e74\u51fa\u7248\u4e86\u7b2c\u4e00\u672c\u516c\u5173\u4e66\u7c4d <em>Crystallizing Public Opinion<\/em>.<\/li>\n<li>Arthur W. Page,\u00a0 \u5bf9\u4f01\u4e1a\u516c\u5171\u5173\u7cfb\u6709\u7740\u5f00\u521b\u6027\u8d21\u732e\uff0c\u63d0\u51fa\u4e86<a href=\"https:\/\/www.bellisario.psu.edu\/page-center\/about\/arthur-w-page\/the-page-principles\" target=\"_blank\" rel=\"noopener\">7 \u6761\u539f\u5219<\/a>\u81f3\u4eca\u4ecd\u7136\u88ab\u63a8\u5d07\u3002<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-771 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/Arthur-W.-Page-Principles-2.png\" alt=\"\" width=\"1027\" height=\"501\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Arthur-W.-Page-Principles-2.png 1027w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Arthur-W.-Page-Principles-2-300x146.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Arthur-W.-Page-Principles-2-1024x500.png 1024w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Arthur-W.-Page-Principles-2-768x375.png 768w\" data-sizes=\"(max-width: 1027px) 100vw, 1027px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1027px; --smush-placeholder-aspect-ratio: 1027\/501;\" \/><\/p>\n<ul>\n<li>Dan Edelman, \u5efa\u7acb\u4e86\u516c\u5173\u516c\u53f8 \u00a0<a href=\"https:\/\/www.edelman.com\/about-us\/our-history\" target=\"_blank\" rel=\"noopener\">Edelman<\/a>\uff0c\u6781\u5927\u5730\u5f71\u54cd\u4e86\u516c\u5171\u5173\u7cfb\u7684\u65b9\u6cd5\u8bba\u3002<\/li>\n<li>James Gruning, \u516c\u5171\u5173\u7cfb\u7406\u8bba\u5bb6\uff0c1984\u5e74\uff0c\u683c\u9c81\u5c3c\u683c\u7684\u529b\u4f5c\u4e0e\u6258\u5fb7\u00b7\u4ea8\u7279\u5408\u8457 \u300a\u7ba1\u7406\u516c\u4f17\u5173\u7cfb\u5b66\u300b\u3002<\/li>\n<\/ul>\n<h3>PR \u76f8\u5173\u7406\u8bba<\/h3>\n<p>\u516c\u5171\u5173\u7cfb\uff0c\u5e7f\u544a\u5b66\u4ee5\u53ca\u4f20\u64ad\u5b66\u7684\u7814\u7a76\u4e0e\u793e\u4f1a\u5b66\u3001\u5fc3\u7406\u5b66\u3001\u65b0\u95fb\u5b66\u3001\u653f\u6cbb\u5b66\u3001\u7b26\u53f7\u5b66\u3001\u8bed\u8a00\u5b66\u90fd\u6709\u7d27\u5bc6\u8054\u7cfb\u3002<\/p>\n<p>\u4f20\u64ad\u5b66\u7684 5W \u6a21\u578b\u53ef\u4ee5\u8f83\u4e3a\u7b80\u5355\u5730\u7406\u89e3\u8425\u9500\u4f20\u64ad\uff1a \u201cWho (says) What (to) Whom (in) Which Channel (with) What Effect\u201d.<\/p>\n<figure id=\"attachment_779\" aria-describedby=\"caption-attachment-779\" style=\"width: 952px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-779 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/human-communication-process-.png\" alt=\"human-communication-process-\" width=\"952\" height=\"366\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/human-communication-process-.png 952w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/human-communication-process--300x115.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/human-communication-process--768x295.png 768w\" data-sizes=\"(max-width: 952px) 100vw, 952px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 952px; --smush-placeholder-aspect-ratio: 952\/366;\" \/><figcaption id=\"caption-attachment-779\" class=\"wp-caption-text\">Source: M Advertising<\/figcaption><\/figure>\n<p>\u54c8\u7f57\u5fb7\u00b7\u62c9\u65af\u97e6\u5c14 (Harold Lasswell) 1948 \u5e74\u53d1\u8868\u300a\u793e\u4f1a\u4f20\u64ad\u7684\u7ed3\u6784\u548c\u529f\u80fd\u300b\uff0c\u63d0\u51fa\u4e86\u4f20\u64ad\u8fc7\u7a0b\u4e2d\u7684 \u4e94\u79cd\u8981\u7d20\u3002<\/p>\n<p>Five W&#8217;s of communication:<\/p>\n<ul>\n<li>Who (advertiser)<\/li>\n<li>says What (message)<\/li>\n<li>in Which channel (medium)<\/li>\n<li>to Whom (target audience)<\/li>\n<li>with What effect (measurement\/ROI)<\/li>\n<\/ul>\n<figure id=\"attachment_785\" aria-describedby=\"caption-attachment-785\" style=\"width: 904px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-785 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/\u5e7f\u544a.png\" alt=\"\u5e7f\u544a\u5b66\" width=\"904\" height=\"434\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/\u5e7f\u544a.png 904w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/\u5e7f\u544a-300x144.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/\u5e7f\u544a-768x369.png 768w\" data-sizes=\"(max-width: 904px) 100vw, 904px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 904px; --smush-placeholder-aspect-ratio: 904\/434;\" \/><figcaption id=\"caption-attachment-785\" class=\"wp-caption-text\">Source: \u5b81\u6ce2\u5927\u5b66MOOC-\u597d\u73a9\u7684\u5e7f\u544a\u5b66<\/figcaption><\/figure>\n<p>\u5176\u4ed6\u7684\u4e00\u4e9b\u4f20\u64ad\u7406\u8bba\u4e5f\u53ef\u4f9b\u5b66\u4e60\u3002<\/p>\n<figure id=\"attachment_758\" aria-describedby=\"caption-attachment-758\" style=\"width: 991px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-758 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/PR-\u7406\u8bba2.png\" alt=\"PR \u7406\u8bba2\" width=\"991\" height=\"457\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/PR-\u7406\u8bba2.png 991w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/PR-\u7406\u8bba2-300x138.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/PR-\u7406\u8bba2-768x354.png 768w\" data-sizes=\"(max-width: 991px) 100vw, 991px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 991px; --smush-placeholder-aspect-ratio: 991\/457;\" \/><figcaption id=\"caption-attachment-758\" class=\"wp-caption-text\">Source: Public relations: The Profession and The Practice<\/figcaption><\/figure>\n<p>\u503c\u5f97\u4e00\u63d0\u7684\u662f Agenda-Setting Theory \uff08\u8bae\u7a0b\u8bbe\u7f6e\u7406\u8bba\uff09\u3002<\/p>\n<p>1972\u5e74\uff0c\u8096\u4e0e\u9ea6\u514b\u65af\u97e6\u00b7\u9ea6\u5e93\u59c6\u65af\u6559\u6388\u5171\u540c\u63d0\u51fa\u4e86\u5927\u4f17\u4f20\u64ad\u5a92\u4ecb\u7684\u8bae\u7a0b\u8bbe\u7f6e\u7406\u8bba\uff0c\u6307\u51fa\uff0c\u5927\u4f17\u4f20\u64ad\u5f80\u5f80\u4e0d\u80fd\u51b3\u5b9a\u4eba\u4eec\u5bf9\u67d0\u4e00\u4e8b\u4ef6\u6216\u610f\u89c1\u7684\u5177\u4f53\u770b\u6cd5\uff0c\u4f46\u662f\u53ef\u4ee5\u901a\u8fc7\u63d0\u4f9b\u4fe1\u606f\u548c\u5b89\u6392\u76f8\u5173\u7684\u8bae\u9898\u6765\u6709\u6548\u5730\u5de6\u53f3\u4eba\u4eec\u5173\u6ce8\u54ea\u4e9b\u4e8b\u5b9e\u548c\u610f\u89c1\uff0c\u4ee5\u53ca\u4ed6\u4eec\u8ba8\u8bba\u7684\u5148\u540e\u987a\u5e8f\u3002<\/p>\n<p>\u8bae\u7a0b\u8bbe\u7f6e\u95ee\u9898\u7684\u7814\u7a76\u6700\u65e9\u8bde\u751f\u4e8e\u4f20\u64ad\u5b66\uff0c\u800c\u540e\u6269\u6563\u5230\u653f\u6cbb\u5b66\u3001\u56fd\u9645\u5173\u7cfb\u5b66\uff0c\u7136\u540e\u53c8\u53cd\u9988\u5230\u4f20\u64ad\u5b66\u4e2d\uff0c\u4fc3\u8fdb\u4e86\u4f20\u64ad\u5b66\u7684\u53d1\u5c55\u3002<\/p>\n<h3>PR \u6d41\u7a0b<\/h3>\n<p>PR \u6d41\u7a0b\u6709\u51e0\u4e2a\u7c7b\u4f3c\u7684\u6a21\u578b\u3002<\/p>\n<ul>\n<li>RACE: Research, Action and Planning, Communication, Evaluation,<\/li>\n<li>RPIE: Research, Planning, Implementation, Evaluation<\/li>\n<li>ROPES: Research, Objectives, Programming, Evaluation, Stewardship<\/li>\n<\/ul>\n<p>\u4e3b\u8981\u6d41\u7a0b\u4e3a<\/p>\n<ul>\n<li>\u7814\u7a76\u95ee\u9898 \uff08\u73b0\u72b6\u5206\u6790\uff0c\u95ee\u9898\u9648\u8ff0\uff09What&#8217;s the problem?<\/li>\n<li>\u5236\u5b9a\u8ba1\u5212 \uff08\u4f20\u64ad\u76ee\u6807\uff0c\u6218\u7565\u548c\u7b56\u7565\uff09What&#8217;s going to be done about it?<\/li>\n<li>\u6267\u884c\u65b9\u6848 \uff08\u4e8b\u9879\uff0c\u4eba\u5458\uff0c\u6392\u671f\uff0c\u9884\u7b97\uff09How will the public be told?<\/li>\n<li>\u6548\u679c\u8bc4\u4f30 \uff08\u9879\u76ee\u8ddf\u8fdb\u3001\u8c03\u6574\u548c\u590d\u76d8\uff09Was the audience reached, what&#8217;s the effect?<\/li>\n<\/ul>\n<figure id=\"attachment_773\" aria-describedby=\"caption-attachment-773\" style=\"width: 996px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-773 size-full lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/Public-Relations-Strategic-Planning-Outline-e1646279937373.png\" alt=\"Public Relations Strategic Planning Outline\" width=\"996\" height=\"1231\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Public-Relations-Strategic-Planning-Outline-e1646279937373.png 996w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Public-Relations-Strategic-Planning-Outline-e1646279937373-243x300.png 243w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Public-Relations-Strategic-Planning-Outline-e1646279937373-829x1024.png 829w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Public-Relations-Strategic-Planning-Outline-e1646279937373-768x949.png 768w\" data-sizes=\"(max-width: 996px) 100vw, 996px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 996px; --smush-placeholder-aspect-ratio: 996\/1231;\" \/><figcaption id=\"caption-attachment-773\" class=\"wp-caption-text\">Source: Cutlip and Center&#8217;s Effective Public Relation<\/figcaption><\/figure>\n<h3>PR \u4f26\u7406<\/h3>\n<p>\u4f01\u4e1a\u9700\u8981\u9075\u5b88\u5f53\u5730\u6cd5\u5f8b\u6cd5\u89c4\u3002<\/p>\n<p>\u7f8e\u56fd\u5e38\u89c1\u7684\u653f\u5e9c\u673a\u6784\u6709\uff1a<a href=\"https:\/\/www.ftc.gov\/\" target=\"_blank\" rel=\"noopener\">FTC,<\/a><a href=\"https:\/\/www.fda.gov\/\" target=\"_blank\" rel=\"noopener\">\u00a0FDA,<\/a>\u00a0<a href=\"https:\/\/www.sec.gov\/\" target=\"_blank\" rel=\"noopener\">SEC<\/a><a href=\"https:\/\/www.eeoc.gov\/\" target=\"_blank\" rel=\"noopener\">.<\/a><\/p>\n<p>\u8054\u90a6\u8d38\u6613\u59d4\u5458\u4f1a\uff08FTC\uff09\u65e8\u5728\u662f\u4fc3\u8fdb\u6d88\u8d39\u8005\u4fdd\u62a4\u53ca\u6d88\u9664\u5f3a\u8feb\u6027\u5784\u65ad\u7b49\u53cd\u7ade\u4e89\u6027\u5546\u4e1a\u884c\u4e3a \u3002\u5982\uff0cFTC \u53d1\u5e03\u4e86<a href=\"https:\/\/www.ftc.gov\/system\/files\/documents\/plain-language\/1001a-influencer-guide-508_1.pdf\" target=\"_blank\" rel=\"noopener\">\u00a0 Disclosures 101 for Social Media Influencers, <\/a>\u00a0\u8981\u6c42\u7ea2\u4eba\u63a8\u5e7f\u5546\u5bb6\u4ea7\u54c1\u670d\u52a1\u65f6\u8fdb\u884c\u62ab\u9732\u3002<\/p>\n<p>\u7f8e\u56fd\u98df\u54c1\u836f\u54c1\u76d1\u7763\u7ba1\u7406\u5c40\uff08<span lang=\"en\">FDA<\/span>\uff09\u4e3b\u8981\u804c\u80fd\u4e3a\u8d1f\u8d23\u5bf9\u7f8e\u56fd\u56fd\u5185\u751f\u4ea7\u53ca\u8fdb\u53e3\u7684\u98df\u54c1\u3001\u81b3\u98df\u8865\u5145\u5242\u3001\u836f\u54c1\u3001\u75ab\u82d7\u3001\u751f\u7269\u533b\u836f\u5236\u5242\u3001\u8840\u6db2\u5236\u5242\u3001\u533b\u7597\u8bbe\u5907\u3001\u653e\u5c04\u6027\u8bbe\u5907\u3001\u517d\u836f\u548c<a href=\"https:\/\/bigbobchang.com\/florasis-case-study\/\" target=\"_blank\" rel=\"noopener\"><strong>\u5316\u5986\u54c1<\/strong><\/a>\u8fdb\u884c\u76d1\u7763\u7ba1\u7406\u3002<\/p>\n<p>\u7f8e\u56fd\u8bc1\u5238\u4ea4\u6613\u59d4\u5458\u4f1a (SEC), \u7b80\u79f0\u8bc1\u76d1\u4f1a\u3002\u8d1f\u8d23\u7f8e\u56fd\u7684\u8bc1\u5238\u76d1\u7763\u548c\u7ba1\u7406\u5de5\u4f5c\u3002<\/p>\n<p>\u81f3\u4e8e\u516c\u5173\uff0c\u4e1a\u5185\u6682\u65e0\u660e\u6587\u6cd5\u89c4\u3002<\/p>\n<p>PRSA \u7f8e\u56fd\u516c\u5171\u5173\u7cfb\u534f\u4f1a\u5236\u5b9a\u4e86 <a href=\"https:\/\/www.prsa.org\/about\/prsa-code-of-ethics\" target=\"_blank\" rel=\"noopener\">PRSA Code of Ethics<\/a>\uff0c PRSA \u9053\u5fb7\u89c4\u8303\u9002\u7528\u4e8e PRSA \u4f1a\u5458\u3002\u8be5\u5b88\u5219\u65e8\u5728\u6210\u4e3a PRSA \u4f1a\u5458\u5c65\u884c\u5176\u9053\u5fb7\u8d23\u4efb\u65f6\u7684\u6709\u7528\u6307\u5357\u3002<\/p>\n<p>IPRA \u56fd\u9645\u516c\u5171\u5173\u7cfb\u534f\u4f1a <a href=\"https:\/\/www.ipra.org\/member-services\/code-of-conduct\/\" target=\"_blank\" rel=\"noopener\">IPRA Code of Conduct <\/a>\u5236\u5b9a\u4e86\u4e00\u7cfb\u5217\u7684\u5b88\u5219\uff0c\u4e3a\u804c\u4e1a\u6d3b\u52a8\u63d0\u4f9b\u4e00\u4e2a\u9053\u5fb7\u6846\u67b6\u3002\u5728\u52a0\u5165 IPRA \u65f6\uff0c\u6240\u6709\u7684\u4f1a\u5458\u90fd\u627f\u8bfa\u7ef4\u62a4\u8fd9\u4e9b\u5b88\u5219\u3002<\/p>\n<p>\u4e0a\u6587\u8c08\u5230\u7684 Arthur J. Page \u63d0\u5230\u7684\u793e\u4f1a\u89c4\u8303\u53ef\u4f9b\u53c2\u8003\u3002<\/p>\n<figure id=\"attachment_753\" aria-describedby=\"caption-attachment-753\" style=\"width: 564px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-753 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/A-Guide-for-ethical-Decision-Making.png\" alt=\"A Guide for ethical Decision-Making\" width=\"564\" height=\"316\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/A-Guide-for-ethical-Decision-Making.png 564w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/A-Guide-for-ethical-Decision-Making-300x168.png 300w\" data-sizes=\"(max-width: 564px) 100vw, 564px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 564px; --smush-placeholder-aspect-ratio: 564\/316;\" \/><figcaption id=\"caption-attachment-753\" class=\"wp-caption-text\">Source: Public Relations<\/figcaption><\/figure>\n<p><strong>\u5371\u673a\u516c\u5173<\/strong><\/p>\n<p>\u5fae\u535a\u4e0a\uff0c\u6211\u4eec\u89c1\u8fc7\u4e0d\u5c11\u7684\u4f01\u4e1a\u9053\u6b49\u8bf4\u660e\u3002<\/p>\n<p><a href=\"https:\/\/blog.hubspot.com\/service\/crisis-communication-plan\" target=\"_blank\" rel=\"noopener\">Hubspot<\/a> \u5217\u4e3e\u4e86\u4e00\u4e9b\u6700\u5e38\u89c1\u7684\u5371\u673a\u7c7b\u578b\uff1a<br \/>\n\u8d22\u52a1 &#8211;\u00a0 \u8d22\u52a1\u635f\u5931\uff0c\u5982\u5ba3\u5e03\u7834\u4ea7\u6216\u5173\u95ed\u5546\u5e97\u3002<br \/>\n\u4eba\u4e8b &#8211; \u53ef\u80fd\u5f71\u54cd\u8fd0\u8425\u6216\u58f0\u8a89\u7684\u4eba\u5458\u53d8\u52a8\uff0c\u5982\u5458\u5de5\u4f11\u5047\u6216\u88c1\u5458\u3002<br \/>\n\u7ec4\u7ec7 &#8211; \u56e0\u7ec4\u7ec7\u505a\u6cd5\u5bfc\u81f4\u7684\u4e0d\u5f53\u884c\u4e3a\u6216\u9519\u8bef\u884c\u4e3a\u800c\u9053\u6b49\u3002<br \/>\n\u6280\u672f &#8211; \u6280\u672f\u6545\u969c\uff0c\u5bfc\u81f4\u6545\u969c\uff0c\u9020\u6210\u529f\u80fd\u51cf\u5c11\u6216\u529f\u80fd\u4e27\u5931\u3002<br \/>\n\u81ea\u7136 &#8211; \u81ea\u7136\u5371\u673a\uff0c\u9700\u8981\u5ba3\u5e03\u6216\u6539\u53d8\u7a0b\u5e8f\u3002\u4f8b\u5982\uff0c\u5728\u5065\u5eb7\u5371\u673a\u4e2d\u5b9a\u4e49\u5b89\u5168\u9884\u9632\u63aa\u65bd\u3002<\/p>\n<p>\u300a\u5965\u7f8e\u7684\u89c2\u70b9\uff1a\u8d62\u5728\u516c\u5173\u300b\u5bf9\u5371\u673a\u516c\u5173\u7ba1\u7406\u63d0\u4f9b\u4e86\u4ee5\u4e0b\u5efa\u8bae\u3002<\/p>\n<blockquote><p>\u5371\u673a\u7ba1\u7406\u7684\u6700\u7ec8\u76ee\u7684\u662f\u8981\u9762\u5bf9\u548c\u54cd\u5e94\u793e\u4f1a\u516c\u4f17\u7684\u671f\u5f85\u4e0e\u60c5\u7eea\uff0c\u53d6\u5f97\u793e\u4f1a\u516c\u4f17\u7684\u8c05\u89e3\u548c\u7406\u89e3\uff0c\u751a\u81f3\u91cd\u83b7\u4fe1\u4efb\u3002\u56e0\u6b64\uff0c\u5176\u5e94\u5bf9\u7b56\u7565\u65e2\u8981\u57fa\u4e8e\u6cd5\u7406\u4e8b\u5b9e\u53c8\u8981\u5173\u7167\u60c5\u7eea\u7ba1\u7406\uff0c\u8981\u91c7\u7528\u60c5\u751a\u4e8e\u7406\u3001\u758f\u751a\u4e8e\u5835\u7684\u601d\u7ef4\u3002<\/p><\/blockquote>\n<p>\u5371\u673a\u7ba1\u7406 <a href=\"https:\/\/ogilvypr.pixnet.net\/blog\/post\/33130324\" target=\"_blank\" rel=\"noopener\">DISCO \u539f\u5219<\/a><\/p>\n<ul>\n<li>\u6c9f\u901a\u884c\u52a8\u548c\u7ba1\u7406\u884c\u52a8\u53cc\u7ba1\u9f50\u4e0b (Dual-Path Process)\u3002<\/li>\n<li>\u5728\u7b2c\u4e00\u65f6\u95f4\u505a\u51fa\u5bf9\u7684\u56de\u5e94 (Immediate Response)\uff1a<br \/>\n\u6c38\u8fdc\u5c06\u6c11\u4f17\u5065\u5eb7\u548c\u5b89\u5168\u4f5c\u4e3a\u7b2c\u4e00\u8003\u91cf\u3002 \u79c9\u6301\u5728\u610f\u3001\u8bda\u6073\u4e14\u5ba1\u614e\u7684\u6001\u5ea6\u3002\u867d\u7136\u4f01\u4e1a\u65e0\u6cd5\u201c\u77e5\u65e0\u4e0d\u8a00\u201d\uff0c\u4f46\u81f3\u5c11\u9700\u6c9f\u901a\u201c\u53d1\u751f\u4ec0\u4e48\u4e8b\u201d\u4ee5\u53ca\u201c\u6b63\u5728\u505a\u4ec0\u4e48\u201d\u4ee5\u907f\u514d\u5371\u673a\u518d\u6b21\u53d1\u751f\u3002<\/li>\n<li>\u51b3\u5b9a\u5e76\u5224\u65ad\u5229\u76ca\u76f8\u5173\u8005\u7684\u6c9f\u901a\u4f18\u5148\u987a\u5e8f\u00a0 (Stakeholder) \uff0c\u5305\u62ec\u5a92\u4f53\u8bb0\u8005\uff0c\u653f\u5e9c\u90e8\u95e8\uff0c\u6e20\u9053\u4f19\u4f34\uff0c\u5185\u90e8\u6c9f\u901a\u3002<\/li>\n<li>\u63a7\u5236\u53d1\u5c55\u60c5\u51b5\u00a0 (Containment)\u3002<\/li>\n<li>\u8d1f\u8d77\u5e94\u6709\u7684\u8d23\u4efb (Ownership)\u3002\u4e8e\u60c5\uff0c\u662f\u793e\u4f1a\u671f\u5f85\u4f01\u4e1a\u7684\u8d23\u4efb\uff1b\u4e8e\u7406\uff0c\u662f\u4f01\u4e1a\u5b8c\u5584\u7ba1\u7406\u5e94\u8d1f\u7684\u8d23\u4efb\uff1b\u4e8e\u6cd5\uff0c\u662f\u6cd5\u5f8b\u7ea6\u675f\u4f01\u4e1a\u5e94\u8d1f\u7684\u8d23\u4efb\u3002<\/li>\n<\/ul>\n<p>\u9664\u4e86\u9053\u6b49\uff0c\u4f01\u4e1a\u66f4\u9700\u8981\u91c7\u53d6\u884c\u52a8\u5f25\u8865\u9519\u8bef\uff0c\u8ba9\u7c7b\u4f3c\u4e8b\u4ef6\u4e0d\u518d\u53d1\u751f\u3002<\/p>\n<p>\u9632\u60a3\u4e8e\u672a\u7136\u3002\u4f01\u4e1a\u9700\u8981\u6709\u5371\u673a\u7ba1\u7406\u673a\u5236\u3002\u901a\u8fc7\u8206\u60c5\u76d1\u63a7\u3001\u5371\u673a\u9884\u9632\u7b49\u4e3b\u52a8\u63aa\u65bd\u6765\u7ef4\u62a4\u6b63\u9762\u7684\u54c1\u724c\u5f62\u8c61\u3002<\/p>\n<figure id=\"attachment_754\" aria-describedby=\"caption-attachment-754\" style=\"width: 649px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-754 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/ISSUE-LIFE-CYCLE.png\" alt=\"ISSUE LIFE CYCLE\" width=\"649\" height=\"529\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/ISSUE-LIFE-CYCLE.png 649w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/ISSUE-LIFE-CYCLE-300x245.png 300w\" data-sizes=\"(max-width: 649px) 100vw, 649px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 649px; --smush-placeholder-aspect-ratio: 649\/529;\" \/><figcaption id=\"caption-attachment-754\" class=\"wp-caption-text\">Source: Public Relations<\/figcaption><\/figure>\n<p>Hubspot <a href=\"https:\/\/offers.hubspot.com\/crisis-management-communication-kit\" target=\"_blank\" rel=\"noopener\">\u5371\u673a\u516c\u5173\u4e0e\u7ba1\u7406\u6a21\u677f<\/a>\u53ef\u4ee5\u53c2\u8003\u3002<\/p>\n<p>\u53e6\u5916\uff0c<a href=\"https:\/\/instituteforpr.org\/corporate-social-responsibility\/\" target=\"_blank\" rel=\"noopener\">\u4f01\u4e1a\u793e\u4f1a\u8d23\u4efb<\/a> \uff08CSR\uff09\u4e5f\u662f\u9700\u8981\u5f15\u8d77\u91cd\u89c6\uff0c\u4ee5\u5efa\u7acb\u826f\u597d\u7684\u4f01\u4e1a\u5f62\u8c61\u3001\u54c1\u724c\u7f8e\u8a89\u5ea6\u3002\u5982 SHEIN \u5b98\u7f51\u7684 <a href=\"https:\/\/us.shein.com\/sustainability-social-impact-a-1183.html\" target=\"_blank\" rel=\"noopener\">Social Responsiblity<\/a> \u9875\u9762\u3002<\/p>\n<h2>\u4e09\u3001\u5982\u4f55\u505a PR<\/h2>\n<h3>PR \u7684\u5de5\u4f5c<\/h3>\n<table width=\"408\">\n<tbody>\n<tr>\n<td colspan=\"2\" width=\"251\">\u6d77\u5916PR \u516c\u53f8\u00a0 (The Holmes Report)<\/td>\n<td width=\"157\">\u56fd\u5185 \u4e0a\u5e02 PR \u516c\u53f8<\/td>\n<\/tr>\n<tr>\n<td>\u7231\u5fb7\u66fc<\/td>\n<td>Edelman<\/td>\n<td>\u84dd\u8272\u5149\u6807<\/td>\n<\/tr>\n<tr>\n<td>\u4e07\u535a\u5ba3\u4f1f<\/td>\n<td>Weber Shandwick<\/td>\n<td>\u79d1\u8fbe\u80a1\u4efd \uff08\u7231\u521b\u5929\u6770\uff09<\/td>\n<\/tr>\n<tr>\n<td>\u535a\u96c5\u51ef\u7ef4<\/td>\n<td>Burson Cohn &amp; Wolfe<\/td>\n<td>\u534e\u626c\u8054\u521b<\/td>\n<\/tr>\n<tr>\n<td>\u798f\u83b1\u56fd\u9645<\/td>\n<td>Felishman Hillard<\/td>\n<td>\u4e2d\u9752\u535a\u8054<\/td>\n<\/tr>\n<tr>\n<td>\u51ef\u65cb\u516c\u5173<\/td>\n<td>Ketchum<\/td>\n<td>\u591a\u60f3\u4e92\u52a8<\/td>\n<\/tr>\n<tr>\n<td>\u660e\u601d\u529b<\/td>\n<td>MSL Group<\/td>\n<td>\u667a\u8005\u54c1\u724c<\/td>\n<\/tr>\n<tr>\n<td>\u4f1f\u8fbe\u516c\u5173<\/td>\n<td>Hill Knowlton Strategies<\/td>\n<td>\u65f6\u7a7a\u89c6\u70b9<\/td>\n<\/tr>\n<tr>\n<td>\u5965\u7f8e\u516c\u5173<\/td>\n<td>Ogilvy<\/td>\n<td>\u541b\u4fe1\u54c1\u724c<\/td>\n<\/tr>\n<tr>\n<td>\u84dd\u8272\u5149\u6807<\/td>\n<td>Blue Focus<\/td>\n<td>\u4f17\u5f15\u4f20\u5a92<\/td>\n<\/tr>\n<tr>\n<td>\u535a\u7136\u601d\u7ef4<\/td>\n<td>Brunswick<\/td>\n<td>\u81ea\u5728\u4f20\u5a92<\/td>\n<\/tr>\n<tr>\n<td colspan=\"3\">Source: PR \u516c\u53f8 \u300a\u6210\u4e3a\u516c\u5173\u9ad8\u624b\u300b<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><strong>PR \u5c97\u4f4d\u8981\u6c42<\/strong><\/p>\n<p>\u516c\u5173\u4e4b\u4e0b\u6709\u4e0d\u540c\u7684\u5c97\u4f4d\u3002\u53ef\u80fd\u5305\u62ec media relations manager, account manager, social media manager, community manager.<\/p>\n<p>\u6211\u4eec\u5148\u53c2\u8003\u4e0b <a href=\"https:\/\/jobs.apple.com\/en-us\/details\/200293587\/pr-manager\" target=\"_blank\" rel=\"noopener\">Apple \u5b98\u7f51<\/a> PR Manager \u7684 JD.<\/p>\n<blockquote>\n<figure id=\"attachment_795\" aria-describedby=\"caption-attachment-795\" style=\"width: 1263px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-795 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/Apple.png\" alt=\"Apple PR manager\" width=\"1263\" height=\"583\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Apple.png 1263w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Apple-300x138.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Apple-1024x473.png 1024w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Apple-768x355.png 768w\" data-sizes=\"(max-width: 1263px) 100vw, 1263px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1263px; --smush-placeholder-aspect-ratio: 1263\/583;\" \/><figcaption id=\"caption-attachment-795\" class=\"wp-caption-text\">Source: Apple<\/figcaption><\/figure><\/blockquote>\n<p>\u5173\u952e\u8bcd\uff1amedia relations, events, issues, strategy, planning, execution<\/p>\n<p><strong>PR \u6280\u80fd<\/strong><\/p>\n<p>\u300a\u6210\u4e3a\u516c\u5173\u9ad8\u624b\u300b\u4e00\u4e66\u4e2d\uff0c\u5c06\u516c\u5173\u7684\u5de5\u4f5c\u5185\u5bb9\u5206\u4e3a\u4e09\u7c7b\uff0c\u5185\u5bb9\u751f\u4ea7\u3001\u5371\u673a\u9632\u63a7\u548c\u5173\u7cfb\u7f51\u7edc\u6784\u5efa\u7ef4\u62a4\u3002\u4e3b\u8981\u6280\u80fd\u5305\u62ec\uff1a\u6c9f\u901a\u548c\u534f\u540c\u5de5\u4f5c\u3001\u65b0\u5a92\u4f53\u548c\u8206\u60c5\u76d1\u7763\u3001\u5185\u5bb9\u751f\u4ea7\u548c\u7532\u4e59\u65b9\u5bf9\u63a5\u3002<\/p>\n<figure id=\"attachment_793\" aria-describedby=\"caption-attachment-793\" style=\"width: 988px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-793 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/\u516c\u5173\u804c\u8d23\u5217\u8868.png\" alt=\"\u516c\u5173\u804c\u8d23\u5217\u8868\" width=\"988\" height=\"371\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/\u516c\u5173\u804c\u8d23\u5217\u8868.png 988w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/\u516c\u5173\u804c\u8d23\u5217\u8868-300x113.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/\u516c\u5173\u804c\u8d23\u5217\u8868-768x288.png 768w\" data-sizes=\"(max-width: 988px) 100vw, 988px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 988px; --smush-placeholder-aspect-ratio: 988\/371;\" \/><figcaption id=\"caption-attachment-793\" class=\"wp-caption-text\">Source: \u300a\u6210\u4e3a\u516c\u5173\u9ad8\u624b\u300b<\/figcaption><\/figure>\n<p><strong>\u5a92\u4f53\u5408\u4f5c\u53ca\u65b0\u95fb\u7a3f\u5199\u4f5c<\/strong><\/p>\n<p>\u5a92\u4f53\u6c9f\u901a\u548c\u65b0\u95fb\u7a3f\u5199\u4f5c\u662f\u516c\u5173\u4eba\u5458\u7684\u65e5\u5e38\u5de5\u4f5c\u3002<\/p>\n<p>\u9996\u5148\u8981\u4e86\u89e3\u5a92\u4f53\u3002<\/p>\n<p>\u9664\u4e86 Google, Facebook, Amazon, \u4f20\u7edf\u7684\u5a92\u4f53\u96c6\u56e2\u62e5\u6709\u4f17\u591a\u5b50\u54c1\u724c\u3002<\/p>\n<ul>\n<li><a href=\"https:\/\/www.webfx.com\/blog\/internet\/the-6-companies-that-own-almost-all-media-infographic\/\" target=\"_blank\" rel=\"noopener\">The 6 Companies That Own (Almost) All Media<\/a><\/li>\n<li><a href=\"https:\/\/www.visualcapitalist.com\/who-owns-your-favorite-news-media-outlet\/\" target=\"_blank\" rel=\"noopener\">Who Owns Your Favorite News Media Outlet<\/a><\/li>\n<li><a href=\"https:\/\/www.npr.org\/sections\/alltechconsidered\/2016\/10\/28\/499495517\/big-media-companies-and-their-many-brands-in-one-chart\" target=\"_blank\" rel=\"noopener\">Big Media Companies And Their Many Brands \u2014 In One Chart<\/a><\/li>\n<\/ul>\n<figure id=\"attachment_788\" aria-describedby=\"caption-attachment-788\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-788 size-full lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/publisher-landscape.png\" alt=\"publisher landscape\" width=\"1024\" height=\"768\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/publisher-landscape.png 1024w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/publisher-landscape-300x225.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/publisher-landscape-768x576.png 768w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/768;\" \/><figcaption id=\"caption-attachment-788\" class=\"wp-caption-text\">Source: Luma<\/figcaption><\/figure>\n<p>\u8bb0\u8005\u9700\u8981\u65b0\u95fb\uff0c\u6211\u4eec\u80fd\u63d0\u4f9b\u6709\u4ef7\u503c\u7684\u65b0\u95fb\u5417\uff1f\u7ad9\u5728\u8bb0\u8005\u89d2\u5ea6\u601d\u8003\u95ee\u9898\uff0c\u8fd9\u4e2a\u6545\u4e8b\u5a92\u4f53\u7684\u8bfb\u8005\u4f1a\u611f\u5174\u8da3\u5417\uff1f\u6211\u4eec\u5e0c\u671b\u5728\u65b0\u95fb\u7a3f\u4e2d\u8bb2\u8ff0\u4e00\u4e2a\u80fd\u5f15\u8d77\u8bb0\u8005\u53d7\u4f17\u5174\u8da3\u7684\u6545\u4e8b\u3002<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-790 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/press-release-basics.png\" alt=\"\" width=\"887\" height=\"488\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/press-release-basics.png 887w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/press-release-basics-300x165.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/press-release-basics-768x423.png 768w\" data-sizes=\"(max-width: 887px) 100vw, 887px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 887px; --smush-placeholder-aspect-ratio: 887\/488;\" \/><\/p>\n<p>\u65b0\u95fb\u4ef7\u503c\u4e94\u8981\u7d20\u5305\u62ec\u65f6\u65b0\u3001\u91cd\u8981\u3001\u663e\u6548\u3001\u771f\u5b9e\u3001\u8da3\u5473\u201d\u3002\u6211\u4eec\u9700\u8981\u4ee5\u53d7\u4f17\u611f\u5174\u8da3\uff0c\u613f\u610f\u53c2\u4e0e\uff0c\u4e50\u4e8e\u5206\u4eab\u7684\u65b9\u5f0f\u6765\u6784\u5efa\u6211\u4eec\u7684\u65b0\u95fb\u3002<\/p>\n<figure id=\"attachment_752\" aria-describedby=\"caption-attachment-752\" style=\"width: 598px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-752 size-full lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/NEWSWORTHINESS.png\" alt=\"NEWSWORTHINESS\" width=\"598\" height=\"410\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/NEWSWORTHINESS.png 598w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/NEWSWORTHINESS-300x206.png 300w\" data-sizes=\"(max-width: 598px) 100vw, 598px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 598px; --smush-placeholder-aspect-ratio: 598\/410;\" \/><figcaption id=\"caption-attachment-752\" class=\"wp-caption-text\">Source: Public Relations<\/figcaption><\/figure>\n<p>\u9664\u4e86 Press Release,\u00a0 PR \u4e5f\u9700\u51c6\u5907\u597d Media Kit \uff08\u516c\u53f8\u4ecb\u7ecd\uff09\uff0c Backgrounder \uff08\u516c\u53f8\u80cc\u666f\u6216\u8005\u54c1\u724c\u5386\u53f2\uff09, Fact Sheet \uff08\u516c\u53f8\u3001\u54c1\u724c\u3001\u4ea7\u54c1\u7b49\u771f\u5b9e\u4fe1\u606f\uff09\uff0c\u4ee5\u5e2e\u52a9\u8bb0\u8005\u66f4\u65b9\u4fbf\u83b7\u53d6\u6240\u9700\u8d44\u6599\u3002<\/p>\n<ul>\n<li><a href=\"https:\/\/www.ikea.com\/us\/en\/newsroom\/media-resources\/documents-and-reports-pub3b485f10\" target=\"_blank\" rel=\"noopener\">IKEA U.S. Newsroom<\/a><\/li>\n<li><a href=\"https:\/\/www.lego.com\/en-us\/aboutus\/newsroom\" target=\"_blank\" rel=\"noopener\">Lego News<\/a><\/li>\n<li><a href=\"https:\/\/www.cision.com\/about\/media-kit\/\" target=\"_blank\" rel=\"noopener\">Cision Media Kit<\/a><\/li>\n<\/ul>\n<p>\u65b0\u95fb\u7a3f\u5199\u4f5c\u8981\u4e86\u89e3\u51e0\u70b9\u3002<\/p>\n<p>1.\u5012\u91d1\u5b57\u5854\u7ed3\u6784\u3002\u91cd\u8981\u7684\u4e8b\u60c5\u5148\u8bb2\uff0c\u5f00\u95e8\u89c1\u5c71\u3002<\/p>\n<figure id=\"attachment_789\" aria-describedby=\"caption-attachment-789\" style=\"width: 863px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-789 size-full lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/Inverted-Pyramid.png\" alt=\"The Inveted Pyramid\" width=\"863\" height=\"482\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Inverted-Pyramid.png 863w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Inverted-Pyramid-300x168.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Inverted-Pyramid-768x429.png 768w\" data-sizes=\"(max-width: 863px) 100vw, 863px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 863px; --smush-placeholder-aspect-ratio: 863\/482;\" \/><figcaption id=\"caption-attachment-789\" class=\"wp-caption-text\">Source: Coursera<\/figcaption><\/figure>\n<p>2. AP Style<\/p>\n<p>\u7f8e\u8054\u793e\u6587\u4f53 (<a href=\"https:\/\/owl.purdue.edu\/owl\/subject_specific_writing\/journalism_and_journalistic_writing\/ap_style.html\" target=\"_blank\" rel=\"noopener\">Associated Press\u00a0 style<\/a>) \u4e3a\u65b0\u95fb\u5199\u4f5c\u63d0\u4f9b\u6307\u5bfc\u3002\u7f8e\u56fd\u7684\u8bb8\u591a\u62a5\u7eb8\u3001\u6742\u5fd7\u548c\u516c\u5171\u5173\u7cfb\u529e\u516c\u5ba4\u90fd\u4f7f\u7528\u8be5\u6587\u4f53\u3002\u8be6\u89c1 <a href=\"https:\/\/www.apstylebook.com\/\" target=\"_blank\" rel=\"noopener\">AP Stylebook<\/a>.<\/p>\n<p>3. Pitch (\u9080\u7ea6\u4fe1\uff09<\/p>\n<p>\u59cb\u7ec8\u7ad9\u5728\u5bf9\u65b9\u7684\u89d2\u5ea6\u601d\u8003\u95ee\u9898\u3002\u626a\u5fc3\u81ea\u95ee\uff1a\u6211\u7684\u65b0\u95fb who cares?<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-791 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/Example-pitch-1.png\" alt=\"\" width=\"916\" height=\"334\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Example-pitch-1.png 916w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Example-pitch-1-300x109.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Example-pitch-1-768x280.png 768w\" data-sizes=\"(max-width: 916px) 100vw, 916px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 916px; --smush-placeholder-aspect-ratio: 916\/334;\" \/><\/p>\n<p>4. PR \u5de5\u5177<\/p>\n<p>\u9664\u4e86\u5355\u72ec\u8054\u7cfb\u7f16\u8f91\uff0c\u54c1\u724c\u4e5f\u53ef\u4ee5\u901a\u8fc7 PR Newswire \u8fd9\u7c7b\u5de5\u5177\u5206\u53d1\u65b0\u95fb\u3002<\/p>\n<p>Hubspot \u6bd4\u8f83\u4e86\u4e00\u4e9b <a href=\"https:\/\/blog.hubspot.com\/marketing\/press-release-distribution\" target=\"_blank\" rel=\"noopener\">Press Release Distribution Services, <\/a>\u53ef\u4f9b\u53c2\u8003\u3002<\/p>\n<ul>\n<li>Newswire<\/li>\n<li>eReleases<\/li>\n<li>EIN Presswire<\/li>\n<li>PR Distribution<\/li>\n<li>PR Newswire<\/li>\n<li>24-7 Press Release<\/li>\n<li>PR Web<\/li>\n<li>Response Source Press Release Wire<\/li>\n<li>Presswire<\/li>\n<li>PR Fire<\/li>\n<li>Business Wire<\/li>\n<\/ul>\n<p>Cision \u7684 Help a Reporter Out (<a href=\"https:\/\/www.helpareporter.com\/\" target=\"_blank\" rel=\"noopener\">HARO<\/a>) \u5de5\u5177\u5f88\u591a\u8bb0\u8005\u4f1a\u7528\u3002<\/p>\n<p><a href=\"https:\/\/www.cision.com\/engagement\/\" target=\"_blank\" rel=\"noopener\">Cision, <\/a><a href=\"https:\/\/muckrack.com\/\" target=\"_blank\" rel=\"noopener\">MuckRack<\/a><a href=\"https:\/\/www.cision.com\/engagement\/\" target=\"_blank\" rel=\"noopener\">, <\/a><a href=\"https:\/\/www.meltwater.com\/\" target=\"_blank\" rel=\"noopener\">Meltwater <\/a>\u7b49\u4e5f\u62e5\u6709\u5a92\u4f53\u548c\u7ea2\u4eba\u6570\u636e\u5e93\uff0c\u63d0\u4f9b\u8206\u60c5\u76d1\u63a7\u3001\u5206\u6790\u7b49\u529f\u80fd\u3002\u56e0\u4e3a PR \u4e5f\u6d89\u53ca\u793e\u5a92\uff0c\u7ea2\u4eba\uff0c\u5185\u5bb9\u8425\u9500\u7b49\u5408\u4f5c\uff0cHootsuite, Sproutsociall, BuzzSumo \u7b49\u5de5\u5177\u4e5f\u4f1a\u51fa\u73b0\u5728\u4e00\u4e9b\u63a8\u8350\u540d\u5355\u4e2d\u3002<\/p>\n<h3>PR \u7684\u4e00\u5929<\/h3>\n<p><em>Cutlip and Center&#8217;s Effective Public Relations<\/em> \u4e00\u4e66\u4e2d\u63d0\u4f9b\u4e86\u516c\u5173\u8d26\u6237\u7ecf\u7406\u7684\u4e00\u5929\u5de5\u4f5c\u7684\u793a\u4f8b\u3002<\/p>\n<figure id=\"attachment_775\" aria-describedby=\"caption-attachment-775\" style=\"width: 856px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-775 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/03\/Day-in-the-Life-Senior-Account-Executive.png\" alt=\"Day in the Life- Senior Account Executive\" width=\"856\" height=\"701\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Day-in-the-Life-Senior-Account-Executive.png 856w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Day-in-the-Life-Senior-Account-Executive-300x246.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/03\/Day-in-the-Life-Senior-Account-Executive-768x629.png 768w\" data-sizes=\"(max-width: 856px) 100vw, 856px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 856px; --smush-placeholder-aspect-ratio: 856\/701;\" \/><figcaption id=\"caption-attachment-775\" class=\"wp-caption-text\">Source: Cutlip and Center&#8217;s Effective Public Relations<\/figcaption><\/figure>\n<p>\u5f53\u7136\uff0c\u6211\u4eec\u4e5f\u53ef\u4ee5\u5728 Google \u6216 Youtube \u4e0a\u641c\u7d22\u66f4\u591a\u201c\u6d6e\u751f\u4e00\u65e5\u201d\u7684\u6545\u4e8b\u3002<\/p>\n<ul>\n<li>Public Relations Job | <a href=\"https:\/\/www.youtube.com\/watch?v=XeZmleOs0r8&amp;ab_channel=SuannyGarcia\" target=\"_blank\" rel=\"noopener\">Day in the Life\u00a0\u00a0<\/a><\/li>\n<li>Working in Public Relations | <a href=\"https:\/\/www.youtube.com\/watch?v=Ys4vsMjD8s4&amp;ab_channel=kchoi\" target=\"_blank\" rel=\"noopener\">All About PR<\/a><\/li>\n<li>Alexa Chung: How PR Works &amp; Normcore | S2, E2 | Future of Fashion |<a href=\"https:\/\/www.youtube.com\/watch?v=xtaaPlgt-QI\" target=\"_blank\" rel=\"noopener\"> British Vogue\u00a0<\/a><\/li>\n<li>PR News \u5236\u4f5c\u4e86\u4e00\u7cfb\u5217 <a href=\"https:\/\/www.youtube.com\/watch?v=eHTpO6cfETs&amp;ab_channel=PRNEWS\" target=\"_blank\" rel=\"noopener\">A Day in the Life of PR<\/a> \u7684\u77ed\u89c6\u9891\u3002<\/li>\n<\/ul>\n<h3>PR \u5b66\u4e60\u8d44\u6599<\/h3>\n<p><strong>\u4e13\u4e1a\u8ba4\u8bc1<\/strong><br \/>\nIABC \u7684 <a href=\"https:\/\/www.iabc.com\/Career\/Certification\/ABCs\" target=\"_blank\" rel=\"noopener\">ABC<\/a> (Accredited Business Communicator)<br \/>\nPRSA \u7684 <a href=\"https:\/\/www.prsa.org\/professional-development\/accreditation-in-public-relations-(apr)\" target=\"_blank\" rel=\"noopener\">APR<\/a>(Accredited in Public Relations)<\/p>\n<p><strong>\u534f\u4f1a<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.prsa.org\/\" target=\"_blank\" rel=\"noopener\">PRSA<\/a> (Public Relations Society of America), \u7f8e\u56fd\u516c\u5171\u5173\u7cfb\u534f\u4f1a, \u65d7\u4e0b\u00a0 PRSSA (Public Relations Student Society of America ).<\/li>\n<li><a href=\"https:\/\/www.iabc.com\/\" target=\"_blank\" rel=\"noopener\">IABC<\/a> (International Association of Business Communicators), \u56fd\u9645\u5546\u4e1a\u4f20\u64ad\u8005\u534f\u4f1a\u3002<\/li>\n<li><a href=\"https:\/\/www.ipra.org\/\" target=\"_blank\" rel=\"noopener\">IPRA (<\/a>International Public Relations Association)\uff0c\u56fd\u9645\u516c\u5171\u5173\u7cfb\u534f\u4f1a\u3002<\/li>\n<\/ul>\n<p><strong>\u5176\u4ed6\u534f\u4f1a<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.nspra.org\/\" target=\"_blank\" rel=\"noopener\">NSPRA<\/a> National School Public Relations Association<\/li>\n<li><a href=\"https:\/\/hprausa.org\/\" target=\"_blank\" rel=\"noopener\">HPRA<\/a>\u00a0 \u00a0Hispanic Public Relations Association<\/li>\n<li><a href=\"https:\/\/nbprs.org\/\" target=\"_blank\" rel=\"noopener\">NBPRA<\/a>\u00a0 National Black Public Relations Association<\/li>\n<li>AU<a href=\"https:\/\/www.pria.com.au\/\" target=\"_blank\" rel=\"noopener\"> PRIA<\/a> \u00a0Public Relations Institute of Australia<\/li>\n<li>CN\u00a0 <a href=\"https:\/\/www.cipra.org.cn\/\" target=\"_blank\" rel=\"noopener\">CIPRA<\/a>\u00a0 China International Public Relations Association<\/li>\n<li>CA\u00a0 <a href=\"https:\/\/www.cprs.ca\/\" target=\"_blank\" rel=\"noopener\">CPRS<\/a>\u00a0 Canadian Public Relations Society<\/li>\n<li>UK <a href=\"https:\/\/cipr.co.uk\/\" target=\"_blank\" rel=\"noopener\">CIPR<\/a>\u00a0 Chartered Institute of Public Relations<\/li>\n<li>DE\u00a0 <a href=\"https:\/\/dprg.de\/\" target=\"_blank\" rel=\"noopener\">DPRG<\/a> Deutsche Public Relations Gesellschaft<\/li>\n<li>MY<a href=\"https:\/\/iprm.org.my\/\" target=\"_blank\" rel=\"noopener\"> IPRM<\/a> \u00a0Institute of Public Relations Malaysia<\/li>\n<li>BR\u00a0 <a href=\"http:\/\/conferp.org.br\/\" target=\"_blank\" rel=\"noopener\">CONFERP<\/a><\/li>\n<li>FR\u00a0 \u00a0<a href=\"https:\/\/www.infopressecom.org\/\" target=\"_blank\" rel=\"noopener\">Information Presse &amp; Communication\u00a0<\/a><\/li>\n<li><a href=\"https:\/\/www.globalalliancepr.org\/\" target=\"_blank\" rel=\"noopener\">Global Alliance for Public Relations and Communication Management<\/a><\/li>\n<\/ul>\n<p><strong>\u7814\u7a76\u673a\u6784<\/strong><\/p>\n<ul>\n<li>Institute for Public Relations (<a href=\"http:\/\/www.instituteforpr.org\" target=\"_blank\" rel=\"noopener\">IPR)<\/a>,<\/li>\n<li><a href=\"https:\/\/annenberg.usc.edu\/research\/center-public-relations\" target=\"_blank\" rel=\"noopener\">The USC Center for Public Relations<\/a> at the University of Southern California (USC) Annenberg School for Communication<\/li>\n<li><a href=\"https:\/\/www.bellisario.psu.edu\/page-center\/\" target=\"_blank\" rel=\"noopener\">The Arthur W. Page Center<\/a> at Pennsylvania State University. Its goal is \u201cthe study and advancement of ethics and responsibility in corporate and public communication.\u201d<\/li>\n<li><a href=\"http:\/\/plankcenter.ua.edu\/\" target=\"_blank\" rel=\"noopener\">The Plank Center for Leadership in Public Relations<\/a> at the University of Alabama<\/li>\n<li><a href=\"http:\/\/www.egpr.nccc.edu\" target=\"_blank\" rel=\"noopener\">The Center for Global Public Relations<\/a> at the University of North Carolina, Charlotte.<\/li>\n<\/ul>\n<p><strong>\u5b66\u672f\u671f\u520a<\/strong><\/p>\n<ul>\n<li>Public Relations Review<\/li>\n<li>Journal of Public Relations Research<\/li>\n<\/ul>\n<p><strong>\u89c6\u9891\u8bfe\u7a0b <\/strong><\/p>\n<p>1. Biola University \u5728 Youtube \u516c\u5f00\u7684\u8bfe\u7a0b <a href=\"https:\/\/www.youtube.com\/watch?v=8uRh4XYa__M&amp;list=PLVHY3HvnI6yPwHQMXC_jeaeIBOixEggPk&amp;ab_channel=BiolaUniversity\" target=\"_blank\" rel=\"noopener\">Introduction to Public Relations. <\/a>\u8be5\u6821\u7684 Public Relations and Strategic Communication \u5b66\u4f4d<a href=\"https:\/\/www.biola.edu\/degrees\/u\/public-relations-and-strategic-communication-ba\/courses\" target=\"_blank\" rel=\"noopener\">\u8bfe\u7a0b\u5927\u7eb2<\/a>\u4e5f\u53ef\u53c2\u8003\u3002<\/p>\n<p>2. University of Colorado Boulder\u5728 Coursera \u63d0\u4f9b\u7684 <a href=\"https:\/\/www.coursera.org\/specializations\/introduction-to-public-relations-and-the-media#courses\" target=\"_blank\" rel=\"noopener\">Introduction to Public Relations and the Media Specialization<\/a> \u4e13\u9879\u8bfe\u7a0b\uff0c\u53ef\u65c1\u542c\u3002<\/p>\n<ul>\n<li><a href=\"https:\/\/www.coursera.org\/learn\/principles-of-public-relations?specialization=introduction-to-public-relations-and-the-media\" target=\"_blank\" rel=\"noopener\">Principles of Public Relations\u00a0<\/a><\/li>\n<li><a href=\"https:\/\/www.coursera.org\/learn\/working-with-the-media?specialization=introduction-to-public-relations-and-the-media\" target=\"_blank\" rel=\"noopener\">Working with the Media<\/a><\/li>\n<li><a href=\"https:\/\/www.coursera.org\/learn\/the-nuts-and-bolts-of-public-relations?specialization=introduction-to-public-relations-and-the-media\" target=\"_blank\" rel=\"noopener\">The Nuts and Bolts of Public Relations\u00a0<\/a><\/li>\n<\/ul>\n<p>3. \u5176\u4ed6\u89c6\u9891<\/p>\n<ul>\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=6bcviGzi84c&amp;ab_channel=JoJones\" target=\"_blank\" rel=\"noopener\">HOW TO DO PUBLIC RELATIONS<\/a>. A BEGINNER&#8217;S GUIDE TO PR FROM A PR BOSS -Jo Jones, 2019<\/li>\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=KAAALpyg2r4&amp;ab_channel=TEDxTalks\" target=\"_blank\" rel=\"noopener\">A Recipe for PR Success<\/a> &#8211; TED, 2016<\/li>\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=IETYNekTZlA&amp;ab_channel=TEDxTalks\" target=\"_blank\" rel=\"noopener\">Public Relations<\/a> -TEDx Learning Series, 2013<\/li>\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=uIDn_15_Ukw&amp;ab_channel=MaRSStartupToolkit\" target=\"_blank\" rel=\"noopener\">PR Fundamentals for Startups<\/a> &#8211; MaRS Best Practices, 2012<\/li>\n<\/ul>\n<p><strong>\u4e66\u7c4d<\/strong><\/p>\n<ul>\n<li>Tom Kelleher &#8211; <em>Public Relations<\/em>-Oxford University Press, USA (2020)<\/li>\n<li>Dennis L.Wilcox, Cameron, Glen T.Reber, Bryan H &#8211; <em>Public Relations: Strategies and Tactics<\/em>-Pearson-Global -17th (2015)<\/li>\n<li>Lattimore, Dan &#8211; Public relations: <em>The Profession and The Practice<\/em>-McGraw-Hill_Connect Learn Succeed -4th (2013)<\/li>\n<li>Glen M. Broom, Bey-Ling Sha &#8211; <em>Cutlip and Center&#8217;s Effective Public Relations<\/em>-Pearson -11th (2012)<\/li>\n<li>David Meerman Scott-<em>The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly<\/em> (2020)<\/li>\n<li>\u300a\u6210\u4e3a\u516c\u5173\u9ad8\u624b\u300b<\/li>\n<li>\u300a\u5965\u7f8e\u7684\u89c2\u70b9\uff1a\u8d62\u5728\u516c\u5173\u300b<\/li>\n<\/ul>\n<p><strong>\u65b0\u95fb<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.odwyerpr.com\/\" target=\"_blank\" rel=\"noopener\">O Dwyer&#8217;s PR News<\/a><\/li>\n<li><a href=\"https:\/\/www.prnewsonline.com\/\" target=\"_blank\" rel=\"noopener\">PR News<\/a><\/li>\n<li><a href=\"https:\/\/www.prdaily.com\/\" target=\"_blank\" rel=\"noopener\">PR Daily <\/a>\u548c<a href=\"https:\/\/www.ragan.com\/\" target=\"_blank\" rel=\"noopener\"> Ragan.com<\/a><\/li>\n<li><a href=\"https:\/\/www.prweek.com\/us\" target=\"_blank\" rel=\"noopener\">PR Week<\/a><\/li>\n<li><a href=\"https:\/\/www.provokemedia.com\/\" target=\"_blank\" rel=\"noopener\">PRovoke Media<\/a><\/li>\n<li>PRSA\u2019s <a href=\"https:\/\/www.prsa.org\/publications-and-news\/strategies-tactics\" target=\"_blank\" rel=\"noopener\">Strategies &amp; Tactics<\/a><\/li>\n<\/ul>\n<p><strong>\u535a\u5ba2<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/holtz.com\/\" target=\"_blank\" rel=\"noopener\">SHEL HOLTZ<\/a><\/li>\n<\/ul>\n<h2>\u603b\u7ed3<\/h2>\n<p>\u51fa\u6d77\u7535\u5546\u7684\u516c\u5173\u4e0d\u5e94\u53ea\u662f\u65b0\u95fb\u7a3f\u548c\u5a92\u4f53\u6d4b\u8bc4\u3002\u6211\u4eec\u5fc5\u987b\u601d\u8003\u591a\u4e2a\u5229\u76ca\u76f8\u5173\u7684\u4eba\u6216\u8005\u7fa4\u4f53\uff0c\u6bd4\u5982\uff0c\u653f\u5e9c\u5173\u7cfb\u3001\u793e\u4f1a\u8d8b\u52bf\u3001\u80a1\u5e02\u3001\u4ea7\u4e1a\u3001\u5185\u90e8\u5458\u5de5\uff0c\u6d88\u8d39\u8005\u53ea\u662f\u5176\u4e2d\u4e00\u4e2a\u5bf9\u8c61\u3002<\/p>\n<p>\u4f60\u53c8\u4f1a\u5982\u4f55\u8bb2\u8ff0\u4f60\u7684\u54c1\u724c\u6545\u4e8b\u5462\uff1f<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u200b\u5f53\u63d0\u53ca\u201c\u516c\u5173\u201d\u4e00\u8bcd\u65f6\uff0c\u4f60\u9996\u5148\u60f3\u5230\u7684\u662f\u4ec0\u4e48\uff1f 315 \u665a\u4f1a\uff1fPR Box \u5f00\u7bb1\u89c6\u9891\uff1f\u6216\u8005\u7f8e\u5267\u300a\u516c\u5173\u300b\uff1f \u6291\u6216\u4ee5\u4e0b\u5df2\u7ecf\u201c\u51b7\u5374\u201d\u7684\u5fae\u535a\u70ed\u641c\u3002 #\u817e\u8baf\u56de\u5e94\u5e94\u5c4a\u751f\u56e0\u52a0\u73ed\u95ee\u9898\u6012\u603c\u7ba1\u7406\u5c42# #B \u7ad9\u56de\u5e94\u5458\u5de5\u8fc7\u5e74\u52a0\u73ed\u731d\u6b7b# #\u5b57\u8282\u8df3\u52a8\u786e\u8ba428\u5c81\u5458\u5de5\u79bb\u4e16# &#8230;&#8230;. \u672c\u6587\u9996\u5148\u7b80\u5355\u4ecb\u7ecd\u51fa\u6d77\u7535\u5546\u7684 PR \u5de5\u4f5c\uff0c\u7136\u540e\u501f\u7528\u7ecf\u5178\u6559\u6750\u89e3\u91caPR \u7684\u76f8\u5173\u77e5\u8bc6\uff0c\u6700\u540e\u56de\u5f52\u5230\u5b9e\u64cd\uff0c\u8bf4\u660e PR \u7684\u6700\u4f73\u5b9e\u8df5\uff0c\u540c\u65f6\u5206\u4eab\u4e00\u4e9b\u5b66\u4e60\u8d44\u6599\u3002<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[25,1],"tags":[34,54],"class_list":["post-726","post","type-post","status-publish","format-standard","hentry","category-digital-marketing","category-affiliate-marketing","tag-branding","tag-pr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - 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