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>字号+</a> <span class="spanimg1">作者:½{±æžœèµ„讯 </span> <span class="spanimg2">来源åQ?a href="#" title="未知" target="_blank">未知</a></span> <span class="spanimg3">2019-08-09 00:00</span> <span class="spanimg4"><a href="#cm">我要评论</a>(<i><a href="#SOHUCS" id="changyan_count_unit"></a> <script type="text/javascript" src="http://assets.changyan.sohu.com/upload/plugins/plugins.count.js"></script></i>)</span> </p> </div> <div> <div class="say"><p>「危机公兛_£°æ˜Žã€åœ¨è®¨è®ºä¹‹å‰åQŒæˆ‘们先看两个典型案例:案例一åQšæ®ã€ŠXXXã€?009òq?æœ?0日报道,被成为武汉最牛蟩楼秀å¯?.....</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <div><p style="align:center;width:400px;"><img src="/uploads/allimg/190809/1H91H055-0.jpg"></p></div>「危机公兛_£°æ˜Žã€åœ¨è®¨è®ºä¹‹å‰åQŒæˆ‘们先看两个典型案例:案例一åQšæ®ã€ŠXXXã€?009òq?æœ?0日报道,被成ä¸?ldquo;武汉最牛蟩楼秀导演”的章和进åQŒè‡ªä»?008òq´åˆä»¥æ¥ã€‚äؓ讨薪无门的农民工½{–划˜q‡å¤šèµ?ldquo;集体è·Ïx¥¼”讨薪事äšgåQŒæ¯‹Æ¡éƒ½é¢„先向多家媒体和有关部门报料。结果大多数½{–划都取得预期目的。章和进æ€È»“成功的经验,认äؓ记者的报道是关键。案例二åQšæ®ã€ŠXXã€?004òq?1æœ?7日报道,深圳一个小奛_­©å€©å€©èín患肿瘤,家中无钱åŒÀL²»åQŒå…¶æ¯ä¸€½{¹èŽ«å±•ã€‚有个新é—ȝº¿äºÞZؓ了ä‹É事äšg更富于新é—ÀL€§ï¼Œž®Þp®©˜q™ä½æ¯äº²æ²¿è¡—乞讨。然后,他向媒体报料。此事报道出来后åQŒå¼•èµ·äº†½C¾ä¼šçš„关注。短短几天就为倩倩捐‹Æ‘Ö‡ ä¸‡å…ƒã€‚案例一中的“è·Ïx¥¼”和案例二中的“沿街乞讨”两个事äšg环节。虽焉™ƒ½æ˜¯å®¢è§‚事实,但是很明显。它们都å…ähœ‰äºÞZؓ½{–划痕迹。他们这么做。目的主要是ä¸ÞZº†å‘公众明½CÞZ¸€äº›ä¿¡æ¯ã€‚某¿Uç¨‹åº¦ä¸Šè¯´æ˜¯ä¸ÞZº†“上媒ä½?rdquo;åQŒæ‰€ä»¥å¯ä»¥çœ‹ä½œæ˜¯“新闻事äšg½{–划”。那么,˜q™äº›“新闻事äšg½{–划”属于什么范畴呢?它具有哪些特ç‚?目前åQŒç±»ä¼¼çš„情况日渐普遍åQŒåª’体对此又该持何种态度å‘?一、范畴探讨制造新é—ÖMº‹ä»¶æ˜¯å…¬å…±å…³ç³»½{–划常用的一个方法,可以叫作公关新闻½{–划。所以,我们自然地想刎ͼšä¸Šè¿°æ–°é—»äº‹äšg½{–划也属公共关系范畴å?对公共关¾pȝš„定义多种多样。难以统一。但有一个共识是åQŒå…¬å…±å…³¾pȝš„利益ä¸ÖM½“是社会组¾l‡ã€‚例如公共关¾pÕd­¦çš„经典著作《公共关¾pÀL•™½E‹ã€‹è®¤ä¸ºï¼š“公共关系是这样一¿Uç®¡ç†åŠŸèƒ½ã€‚它建立òq¶ç»´æŠ¤ä¸€ä¸ªç»„¾l‡å’Œå†›_®šå…¶æˆè´¥çš„各类公众之间的互惠互利关¾p…R€?rdquo;国内的公共关¾p»è‘—作绝大多æ•îC¹Ÿéƒ½ä¸»å¼ å…¬å…±å…³¾pȝš„利益ä¸ÖM½“是社会组¾l‡ï¼Œç›¸åº”圎ͼŒå…¬å…³æ–°é—»½{–划也被认äؓ是组¾l‡å®žæ–½çš„形象½Ž¡ç†æ‰‹æ®µã€‚所谓组¾l‡ï¼ŒæŒ‰ç…§ã€ŠçŽ°ä»£æ±‰è¯­è¯å…¸ã€?1996òq´ç¬¬ä¸‰ç‰ˆ)的解释是åQ?ldquo;按照一定的宗旨和系¾lŸå¾ç«‹è“v来的集体ã€?rdquo;按照˜q™ä¸ªå®šä¹‰ã€‚若要判定这些新é—ÖMº‹ä»¶ç­–划是公关新闻½{–划åQŒé¦–先遭遇的障碍便是利益ä¸ÖM½“çš„èín份问题,因äؓ˜q™äº›æ–°é—»äº‹äšg的利益主体åƈ不是¾l„织。其中案例二的利益主体是那位妇女åQŒæ˜¯ä¸ªä½“åQ›æ¡ˆä¾‹ä¸€ä¸­çš„利益ä¸ÖM½“是那¾Ÿ¤æ°‘工,严格说来åQŒä¹Ÿä¸æ˜¯¾l„织åQŒå› ä¸ºï¼Œ˜q™äº›æ°‘工没有作äؓ一个组¾l‡å¿…备的¾l“æž„¾pȝ»Ÿã€‚至多只能视ä¸ÞZ¸€ä¸ªç»„¾l‡çš„萌芽形态,不属于真正意义上的组¾l‡ï¼Œæ­£å¦‚¿Uå­çš„芽不属于成熟的植物、蝌蚪不½Ž—青蛙一栗÷€‚但是,½W”者认为,公共关系的利益主体åƈ不局限于½C¾ä¼š¾l„织åQŒå…¬å…±å…³¾pÀL¦‚念也应该有更具包å®ÒŽ€§çš„定义。将公共关系限定在社会各¾l„织固然有其合理性,从实践层面上è¯ß_¼Œå®žæ–½è€…通常是企业、政府、医院等各种¾l„织åQ›ä»Žç†è®ºå±‚面上说åQŒå°†å…¬å…±å…³ç³»çš„定义限定äؓ¾l„织åQŒæœ‰åˆ©äºŽå­¦æœ¯å¯¹è¯çš„通畅。但是,我们不能不看刎ͼŒ¾l„织òq¶ä¸æ˜¯å…¬å…±å…³¾pȝš„唯一的利益主体ã€?ldquo;公共关系”的英æ–?ldquo;public relations”ä¸?ldquo;public”的意思是“公众çš?rdquo;ã€?ldquo;与公众有关的”åQŒæ‰€ä»?ldquo;public 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