PR 전략론 시험공부(1-기말)

목차

1. What is Public Relations?
2. The Evolution of Public Relations
5. Research
6. Program Planning
7. Communication
11. Reaching Diverse Audiences – 여기서는 Public을 중심으로만

본문내용

The Diversity of Public Relations Work
(괄호넣기 영어로쓰기) PR의 활동영역/분야
*Counseling
Providing advice to management concerning policies, relationships, and communication
*Research
Determining알아내다 attitudes and behaviors of publics in order to plan public relations strategies. Such research can be used to (1) generate mutual상호간의 understanding or (2) influence and persuade publics.
*Media Relations 언론관계
Working with journalists and bloggers in seeking publicity or responding to their interests in the organization.
*Publicity
Disseminating퍼트리다 planned messages through selected media, including social media, to further the organization’s interests.
*Employee/member relations 사내커뮤니케이션
Responding to concerns걱정,관심사, informing, and motivating or organization’s employees or members.
*Community relations 지역사회관계
Planned activity with a community to maintain an environment that benefits both the organization and the community.
*Public affairs 공중문제
Developing effective involvement관여 in public policy and helping an organization adapt조정하다 to public expectations. The term is also used by government agencies to describe their public relations activities and by many corporations as an umbrella상부 term to describe multiple public relations activities.
*Government affairs 정부문제
Relating directly with legislatures입법부 and regulatory규제력을 지닌 agencies on behalf이익 of the organization. Lobbying can be part of a government affairs program.
*Issues management 이슈관리
Identifying and addressing다루다 issues of public concern that affect the organization.
*Financial relations 투자자관계
Creating and maintaining investor confidence and building good relationships with the financial community. Also known as investor relations or shareholder주주 relations.
*Industry relations 산업 내에서 경쟁사들 관계

참고 자료

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