BusinessSchoolofNankaiUniversityGlossaryembrace:v.toacceptorincludesomething.包括，包含publics:n.peopleingeneral公眾publicity:n.attentioninmagazines,newspaperorTV.宣傳報(bào)道propaganda:n.informationthatagovernmentororganizationspreadsinordertoinfluencepeople’sopinionsandbeliefs.宣傳運(yùn)動(dòng)semantics:n.themeaningofwordsandphrases.語義學(xué)conscience:n.theideasandfeelingsyouhavethattellyouweathersomethingyouaredoingisrightorwrong.良心、道德心criterion:n.standardsthatareusedforjudgingsomethingormakingadecisionaboutsomething.（批評、評判）標(biāo)準(zhǔn)garner:v.tocollectorobtainalargeamountofsomethingusefulorimportant.收集endorsement:n.anoccasionwhensomeonegivesofficialorpublicsupporttoaparticularpersonorthing.贊同，認(rèn)可BusinessSchoolofNankaiUniversityGlossarylegitimacy:n.thefactthatsomethingislegal.合法性，正統(tǒng)性community:n.thepeoplewholiveinanarea.社區(qū)puffery:n.anadvertisementboastingabouttheproducts.吹捧；吹捧廣告preclude:v.topreventsomethingfromhappening.預(yù)防，阻止merchandising:n.thebusinessofarrangingandshowingproductsinshopsinawaythatmakespeoplewanttobuythem.商品化，商品在貨架上如何擺放以吸引顧客的藝術(shù)ethical:adj.involvingtheprinciplesusedfordecidingwhatisrightandwhatiswrong.倫理的；道德的methodology:n.themethodsandprinciplesusedfordoingaparticularkindofwork.方法學(xué)；方法論；一套方法accessible:adj.easyforanyonetoobtainanduse.容易接近的，容易獲得的BusinessSchoolofNankaiUniversityKeyTermsandConceptsglobalizaiton:

Theideathattheworldisdevelopingasingleeconomyandcultureasaresultofimprovedtechnologyandcommunicationsandtheinfluenceofverylargemultinationalcompanies.two-way

communication:Theprocessofgivingormakingemotionsorideasknowntosomeoneandatthesametimereceivingthefeedbackfromthepeoplereceivedthemessageandrespondingaccordingly.public

affairs:Aspecialkindofpublicrelationsthatinvolvescommunityrelationsandgovernmentrelations,therelationsdealingwiththeofficialswithinthecommunityandworkingwiththelegislativegroupsandpressuregroups.public

opinion:Theattitudethatpeopleingeneralhavetowardssomething,orthoughtsofgeneralpublicaboutsomething.BusinessSchoolofNankaiUniversityKeyTermsandConceptsmediaadvertisingAdvertisingspublishedonanyformsofmediaarecalledmediaadvertising.Itisthemajorformofadvertisingusedbybusinessesinadvertisingproducts.targetedgive-awayprogramItisaprogramdesignedfordistributingfreesamplestocustomerswhohavebeencarefullychosenasthetargettoreach.BusinessSchoolofNankaiUniversitytextTheRealitiesofPublicRelationsThepublicrelationpractitionersserveasanintermediarybetweentheorganizationthatheorsherepresentsandallofthatorganization’spublics.Consequently,thePRpractitionershaveresponsibilitiesbothtotheinstitutionandtoitsvariouspublics.Heorshedistributesinformationthatenablestheinstitution’spublicstounderstanditspolicies.Publicrelationsinvolvesresearchintoallaudiences:receivinginformationfromthem,advisingmanagementoftheirattitudesandresponse,helpingtosetpoliciesthatdemonstrateresponsibleattentiontothemandconstantlyevaluatingtheeffectivenessofallPRprograms.Thisinclusiveroleembracesallactivitiesconnectedwithascertainingandinfluencingtheopinionsofagroupofpeople.But,justasimportant,publicrelationsinvolvesresponsibilityandresponsivenessinpolicyandinformationtothebestinterestsoftheorganizationanditspublics.BusinessSchoolofNankaiUniversitytextThecomplexityofPR’srolepromptedthePublicRelationSocietyofAmericatodefinefourteenactivitiesgenerallyassociatedwithpublicrelations:(1)publicity,(2)communication,(3)publicaffairs,(4)issuesmanagement(5)governmentrelations,(6)financialpublicrelations,(7)communityrelations,(8)industryrelations,(9)minorityrelations,(10)advertising,(11)pressagency,(12)promotion,(13)mediarelations,(14)propaganda.Anotherdefinitionofpubicrelationsas“reputationmanagement”hasgainedcurrency.TheBritishInstituteofPublicRelationsoffersthis:Publicrelationsisaboutreputation-----theresultofwhatyoudo,whatyousayandwhatotherssayaboutyou.PublicRelationsPracticeisthedisciplinewhichlooksafterreputationwiththeaimofearningunderstandingandsupport,andinfluencingopinionandbehavior.Asapracticalmatter,goodpublicrelationsinvolvesconfrontingaproblemopenlyandhonestlyandthensolvingit.Inthelongrun,thebestPRisdisclosureofanactivesocialconscience.BusinessSchoolofNankaiUniversitytextTheBasicPrinciplesofPublicrelationsWecandescribethefunctionandroleofpublicrelationspracticebystatingthebasicprinciples:1.Publicrelationsdealwithreality,notfalsefronts.Conscientiouslyplannedprogramsthatputthepublicinterestsintheforefrontarethebasisofsoundpublicrelationspolicy.2.Publicrelationsisaservice-orientedprofessioninwhichpublicinterest,notpersonalreward,shouldbetheprimaryconsideration.3.Sincethepublicrelationspractitionersmustgotothepublictoseeksupportforprogramsandpolicies,publicinterestisthecentralcriterionbywhichheorsheshouldselecttheseprogramsandpolicies.4.Becausethepublicrelationspractitionerreachesmanypublicsthroughmassmedia,whicharethepublicchannelsofcommunication,theintegrityofthesechannelsmustbepreserved.5.BecausePRpractitionersareinthemiddlebetweenanorganizationanditspublics,theymustbeeffectivecommunicators------conveyinginformationbackandforthuntilunderstandingisreached.BusinessSchoolofNankaiUniversitytext6.Toexpeditetwo-waycommunicationandtoberesponsiblecommunicators,publicrelationpractitionersmustusescientificpublicopinionresearchintensively.7.Tounderstandwhattheirpublicsaresayingandtoreachtheneffectively,publicrelationpractitionersmustemploythesocialsciences----psychology,sociology,socialpsychology,publicopinion,communicationsstudyandsemantics.8.BecausealotofpeopledoPRresearch,thePRpersonmustadapttheworkofother,relateddisciplines,includinglearningtheoryandotherpsychologytheories,sociology,politicalscience,economicandhistory.9.Pubicrelationspractitionersareobligatedtoexplainproblemstothepublicbeforetheseproblemsbecomecrises.10.Apublicrelationspractitionershouldbemeasuredbyonlyonestandard:ethicalperformance.

BusinessSchoolofNankaiUniversitytextPRANDRELATEDACTIVITIESPublicrelationsinvolvesmanyactivities.People’sparticipationintheactivitiesofpublicrelationsandtheirsubsequentassertionthat,therefore,theyare“inpublicrelations”oftencauseconfusioninothers’understandingofwhatpublicrelationsis.TheactivitiesofPRpracticeinclude:pressagency,promotion,publicity,publicaffairs,research,graphic,advertising,marketingandmerchandisingsupport.Butpublicrelationsissomethinggreaterthanjustthiscollectionofactivities.Changesintheenvironmentforpublicrelationscanshifttheemphasisfromoneactivitytoanotherovertime.Recently,advancesintechnology-----suchassignificantdifferenceinthewaythenewsmediaoperate-----havedrivenmanyoftheseshifts.Anotherresultoftheseadvanceshasbeenincreasedglobalization,affectingbothinternalandexternalcommunicationandsignificantlyalteringthewaycrisesarehandled.Allcrisesnowgetglobalrecognitionwhichcreatesconsiderableurgencyofappropriateorganizationalresponsethataredestinedtobeweightedintheworldcourtofpublicopinion.BusinessSchoolofNankaiUniversitytextPressAgentryBecausePR’soriginsareassociatedwithpressagency,manypeoplethinkthatpressagentryandpublicrelationsarethesame.Butpressagentryinvolvesplanningactivitiesorstagingevents------sometimesjuststunts------thatwillattractattentiontoaperson,institution,ideaorproduct.Thereiscertainlynothingwrongwithattractingcrowdsandgivingpeoplesomethingtoseeortalkabout,providedthatnodeceptionisinvolved.Today’spressagentsarepolishedproswhosteerclearoffraudandpuffery,unlessitisdonestrictlyinfunandisclearlyrecognizableassuch.BusinessSchoolofNankaiUniversitytextPromotionAhazylineseparatesyesterday’spressagentryfromtoday’spromotion.Althoughpromotionincorporatesspecialeventsthatcouldbecalledpressagentry,itgoesbeyondthatintoopinionmaking.Promotionattemptstogarnersupportandendorsementforaperson,product,institutionoridea.PromotionalcampaignsdependfortheireffectivenessontheeffectiveuseofvariousPRtools,andinmanycasesmoreisnotbetter.Examplesofpromotionarethevariousfund-raisingdrivesconductedbycharities,health-caregroupsandconservationinterests.Promotion,fundraisingandalltheattendantdrumbeatingconstituteonevarietyofPRactivitiesthatmaybeincorporatedintoanoverallpublicrelationsprogram.Whatmakespromotionactivitiesworthwhileisthemeritofthecause.Thelegitimacyofthecauseisalsoimportantfromapurelypragmaticviewpoint:Itwon’treceivemediacoverageifitisn’tlegitimatenewsandifitcan’tmaintainpubicsupport.BusinessSchoolofNankaiUniversitytextPublicityBecausepublicityisusedtocallattentiontothespecialeventsortheactivitiessurroundingapromotion,thereisconfusionaboutthisterm.Publicrelationsisoftenusedasasynonymforpublicity,butthetwoactivitiesarenotthesame.Publicityisstrictlyacommunicationsfunction,whereasPRinvolvesamanagementfunctionaswell.Essentially,publicitymeansplacinginformationinanewsmedium-----eitherinamassmediaorinaspecializedmedium.Publicistsarewriters.Useofthetermpublicrelationsbyinstitutionstodescribepublicityjobsisunfortunate.Publicistsperformavitalfunction-----disseminatinginformation-----buttheygenecounselors,usuallyattheexecutivelevel,areinapositiontoeffectsubstantivemanagementchanges.

BusinessSchoolofNankaiUniversitytextPublicityisn’talwaysgoodnews.Inacrises,forexample,it’softenimportantfortheorganizationtotellitsstorybeforethenewsmediadevelopitontheirown.Inthesesituations,thepublicistisaninsidereporterforinternalandexternalmedia.Publicityisnotpublicrelations.Itisatoolusedbypublicrelationspractitioners.Somewritersdochoosecareersasinformationwriters,buttheyarepublicists,notpublicrelationspractitioners.BusinessSchoolofNankaiUniversitytextPublicAffairsManypublicrelationspeopleusethetermpublicaffairstodescribetheirwork,butthisismisleading.Publicaffairesisactuallyahighlyspecializedkindofpublicrelationsthatinvolvescommunityrelationsandgovernmentalrelations-------thatis,dealingwithofficialswithinthecommunityandworkingwithlegislativegroupsandvariouspressuregroupssuchasconsumers.Itisacriticalpartofapublicrelationsprogram,butitisnotthewholeprogram.BusinessSchoolofNankaiUniversitytextInagenciesofthegovernment,includingthemilitary,thetermpublicaffairsiscommonlyusedtodesignateabroaderresponsibilitythanpublicinformation,whichconsistsmerelyofpublicity-----handingoutinformation.Thusapubicinformationofficerisapublicist,whereasapublicaffairspersoningovernmentoftenhaspolicymakingresponsibility.Becausearathershortsightedlawprecludegovernmentuseofpeopleidentifiedaspublicrelationspersonnel,militarypublicaffairsofficersoftenhaveresponsibilityforallfacetsofinternalandexternalpublicrelations.BusinessSchoolofNankaiUniversitytextResearchThefoundationofgoodpublicrelationsstrategyisresearch------researchonpublicsandpublicopinion,aswellasonthesituationandcircumstancesthathavecreatedtheenvironmentforpublicopinions.Publicrelationspeopledoresearchtoidentifyanorganization’spublicsandtodiscoverwhattheythink.Thisresearchinvolvesaskingpeoplequestionsandobservingtheirbehavior.Otherobservationsincludelookingatthebackgroundbehindasituationorproblemtofindoutwhatissuesorconcernsareinvolvedandhoweventshaveaffectedorbeenaffectedbypublicopinion.Publicrelationspractitionersmustthinkinbroadtermsaboutresearchandresearchmethodologies;thisentailsrecognizingtheneedforresearchandunderstandinghowtoapplyresearchresults.

BusinessSchoolofNankaiUniversitytextPRpeopledobothprimaryandsecondaryresearch.Primaryresearchmeansgeneratingnewinformation.Secondary