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公共關係 理論、策略與研究實例 [新修訂第二版]

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公共關係 理論、策略與研究實例 [新修訂第二版]
Product Code:
216700
Model:
9789570918502
Product by:
正中書局
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Product Information

ISBN: 9789570918502

出版日期: 2009-10-15

作者: 孫秀蕙

裝訂: 平裝.單色印刷.320頁.

 

  形象塑造、宣傳活動、產品行銷、政策宣導、危機處理……以「說服」為前提,公共關係總在最前線擔負起取得認同和共識的重責大任。優秀的公關人員必須熟知新聞價值與媒體報導方向、網際網路的特性及流行議題的創造與規劃等,以不落俗套的方式傳遞訊息,進而完成任務。

  本書結合國內外公關研究理論,以案例說明公關實務運作,並以嚴謹的研究步驟檢測並評估公關實效,是公關業界與學界必備案頭書。

本書特色

  從「理論」、「策略」和「研究實例」三個面向來探討公共關係的基本概念、運作範圍及其影響效益。

  在大眾傳播媒體多元化的趨勢下,公關人員如何面對新的挑戰,有效運用既有的資源,達成符合客戶期望的目標?公關學者又該如何傳承既有的傳播學理,開發重要的研究課題?公共關係作為二十一世紀的企業重要的溝通、管理與行銷概念,將如何影響組織的整體表現?

  本書引用許多西方傳播相關理論,但在公關策略的介紹與分析盡量與台灣社會的脈動相結合,提供本土化角度的思考,期盼對公關實務有所助益。



作者簡介

孫秀蕙

  台灣台南市人

  國立政治大學新聞系畢業

  美國威斯康辛大學麥迪遜校區大眾傳播碩士、博士

  現任
  國立政治大學廣告系教授

  曾任
  華盛頓大學西雅圖校區大眾傳播學院傅爾布萊特訪問學者
  主要研究領域為公共關係、政治傳播、廣告文化研究

  著作
  《廣告文化》(與馮建三合著)
  《走出媒體神話》
  《原住民社區節目發展之研究》(與江冠明合著)
  《公共關係:理論、策略與研究實例》

  譯作
  《溫德斯論電影》

公共關係 理論、策略與研究實例 [新修訂第二版]
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