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    6. 公關專家不告訴你的「公關溝通」技巧

    公關專家不告訴你的「公關溝通」技巧

    Author 劉義才
    Publisher 菁品文化
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    Released
    2016/01/04
    Language
    Traditional Chinese
    File format
    EPUB Reflowable (534KB), fit in all devices and Pubook
    Pages
    472
    ID
    312552
    ISBN
    9789869231909
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    • Intro

    • Chapters

    • Author

    現代公共關係都有著明確的公關目標。公關目標一般分為總體目標和單項目標,總體目標在於通過有計畫的公關活動,建立起組織與公眾之間的良好關係狀態,增強組織的競爭力,以求得自身的長期發展,這實際上也是任何一個組織的公共關係所要達到的終極目標。單項目標是指組織所開展的某項具體公關活動,或從事的具有公關目的的具體工作所要達到的具體目標。單向目標受總體目標的制約,而總體目標則以單項目標的實現為基礎。對不同公關目標特殊性的準確把握,對於卓有成效地開展公關工作是至關重要的。
    在一些外行的人看來,公共關係工作對人的要求就是“俊男靚女”加“口若懸河”,這其實是對公共關係工作的極大誤解。公共關係工作是一項專業性很強的工作,對其從業人員也有特殊的要求。俊男靚女固然好,口若懸河亦所求,綜合素質若不佳,兩者齊備也枉然。
    公關人員的十大成功因素,大都與公關人員的工作能力相關,由此可以看出,較強的綜合能力對公關人員十分重要。
    本書介紹了公關的內涵、特徵、職能、原則、傳播、程序等基本概念和原理,以及公關專題活動、公關語言藝術、公關禮儀、公關人員素質要求等公關理論和公關技巧,本書注重將公共關係學中涉及的傳播學、市場行銷學、管理學、心理學、社會學、語言學等一系列學科融會貫通,更好地體現完整的知識體系,系統地介紹了公共關係的相關理論和實踐藝術,充分吸收了本學科最新研究成果,並突出公共關係中的重要內容和新內容。
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    前 言
    第一章 公共關係的概念和特徵
    公共關係的定義
    公共關係的基本含義
    公共關係工作的任務和內容
    公共關係的特徵
    公共關係活動的三大原則

    第二章 公共關係的職能
    收集資訊
    諮詢建議
    溝通協調
    塑造形象
    教育引導

    第三章 公共關係的傳播
    傳播的含義和特點
    傳播的類型及原則
    人際傳播
    大眾傳播

    第四章 公共關係的工作程序
    公共關係調查
    公共關係策劃
    公共關係方案實施
    公共關係效果評估

    第五章 公共關係的專題活動
    參觀活動
    宴請活動
    典禮與儀式
    剪綵儀式
    簽約儀式
    記者招待會
    贊助活動

    第六章 公關人員素質要求
    職業道德準則
    公關意識
    知識結構
    創新能力
    組織協調能力
    應變能力
    自信心修煉

    第七章 公關人員形象塑造
    使自己看上去像個人物
    成功者的形象是可以塑造的
    留給人們好的第一印象
    站有站相,坐有坐相
    舉止優雅,富有人情味
    身體語言的號召力
    用你的笑容感染對方

    第八章 公共關係禮儀
    禮儀的概念和特徵
    禮儀的原則
    個人儀容儀表禮儀規範
    接待客人的禮節
    商務電話的禮儀規範
    商務談判中的禮儀
    涉外禮儀

    第九章 公共關係危機處理
    危機的概念和特徵
    危機處理應遵循的原則
    危機處理的步驟
    危機公關不是“遮醜”
    危機公關,將壞事變成好事

    第十章 公共關係語言藝術
    公關語言運用的基本原則
    公關語言要得體
    有效公關語言的四個層次
    公關語言藝術的主要方法
    公關常用語言技巧
    公關體態語運用
    跨文化公關語言策略
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    北京師範大學工商管理碩士MBA,國家銀河培訓工程核定師資,中國品質評價協會評審專家,中華講師網、總裁網特約培訓師。中國“諮詢式實戰培訓”奠基人,擅長以“專題演講、案例分析、沙盤演習、互動問答”的方式授課,注重理論與實際相結合,課堂以“案例豐富、激情幽默、觀點新穎、感染力強”著稱。
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    Details

    Released
    2016/01/04
    Language
    Traditional Chinese
    File format
    EPUB: Fit in all devices
    Provide Adobe DRM
    Does not provide EPUB (Not provided by the publisher)
    Offer DRM free license
    No
    ID
    312552
    ISBN
    9789869231909

    劉義才

    Buy products firstAnd download app to watch

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