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<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">2019-08-01 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>「危机公关策略」最˜q‘,围绕着高校全日制本¿U‘专业的åŽÈ•™åQŒå‘生了一场小ž®çš„风æ‡L。风波虽已上˜q‡åŽ»åQŒå´å€¼å¾—我们æ·?.....</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <div><p style="align:center;width:400px;"><img src="/uploads/allimg/190801/141101N36-0.jpg"></p></div>「危机公关策略」最˜q‘,围绕着高校全日制本¿U‘专业的åŽÈ•™åQŒå‘生了一场小ž®çš„风æ‡L。风波虽已上˜q‡åŽ»åQŒå´å€¼å¾—我们深入反思。事件的起因是相兌™Œèƒ½éƒ¨é—¨æ‹Ÿå–消公关专业。据¿UîC¸»è¦æœ‰ä¸‰ä¸ªåŽŸå› åQŒä¸€æ˜¯è®¾¾|®çš„学校不多åQŒå…¨å›½ä¸€å…?6所åQ›äºŒæ˜¯å…¶ä¸­æœ‰äº›å­¦æ ¡ç›¸å¯¹å±‚‹Æ¡è¾ƒä½Žï¼Œå¯èƒ½åŠžå­¦æ¡äšg不èƒöåQ›ä¸‰æ˜¯æ‰€å½’属的一¾U§å­¦¿U‘不¾lŸä¸€åQŒæœ‰äº›å½’属于公共½Ž¡ç†åQŒæœ‰äº›å½’属于新闻传播。职能部门在学科讄¡½®ç›®å½•çš„征询稿中拟ž®†å…¬å…³ä¸“业合òq¶å…¥è¡Œæ”¿½Ž¡ç†ã€‚经˜q‡å„æ–šw¢çš„力争,职能部门同意保留公关专业。但我认为,˜q™åœºž®é£Žæ³¢äñ”生背后的原因åQŒåƈ没有因此而过去,如果我们不再一‹Æ¡æ·±å…¥æ€è€ƒå…¬å…³çš„本质和含义,¾cÖM¼¼çš„事件还会发生。关äº?ldquo;什么是公共关系”å’?ldquo;公共关系是什ä¹?rdquo;åQŒå…¶å®žæ˜¯æœ‰åŒºåˆ«çš„两个问题。前者问的是公共关系的性状åQŒåŽè€…问的是公共关系的属性。前者要回答公共关系与其他事物的区别åQŒåŽè€…要回答公共关系与相关事物的联系。很可惜åQŒå¯¹˜q™ä¸¤ä¸ªé—®é¢˜ä»Žæ¥æ˜¯ä¼—说¾UïLº­åQŒæ²¡æœ‰ç›¸å¯¹å…¬è®¤çš„½{”案。也正因为如此,一斚w¢åQŒæœ‰çš„认为公共关¾pÀL˜¯“好东è¥?rdquo;åQŒæœ‰çš„认为是“坏东è¥?rdquo;åQ›å¦ä¸€æ–šw¢åQŒæœ‰çš„强调它是传播,有的å¼ø™°ƒå®ƒæ˜¯½Ž¡ç†åQŒæœ‰çš„强调它是传播管理,也有å¼ø™°ƒå®ƒæ˜¯å½¢è±¡å¡‘造。我在最˜q‘一‹Æ¡æ€»è£ç­çš„讲学中遇åˆîCº†ä¸ªåˆ«å­¦å‘˜çš„质疑,他认为我讲的æ˜?ldquo;好公å…?rdquo;、是“正面的公å…?rdquo;åQŒä½†å®žè·µä¸­é€šè¡Œçš„都æ˜?ldquo;坏公å…?rdquo;、是“反面的公å…?rdquo;åQŒå³ä¸ÞZº†è¾‘Öˆ°ç›®çš„不择手段åQŒç”¨“公关”æ?ldquo;æ”Õd…³”。不可否认,从高层领导到普通百姓,对公关的作用是早ž®Þp®¤åŒäº†çš„,但对它发挥的是正面的作用˜q˜æ˜¯åé¢çš„作用,认识也是泾渭分明。公兌™¿›å…¥ä¸­å›½ä¹Ÿå¿?0òq´äº†åQŒäؓ什么至今对公关的认识不¾lŸä¸€å‘¢ï¼Ÿæˆ‘以为其中最重要的一个原因是å¯?ldquo;外来的公å…?rdquo;å’?ldquo;中国的文åŒ?rdquo;两者的关系¾~ÞZ¹æ·±å…¥çš„ç ”½IӞ¼Œæ¢è¨€ä¹‹ï¼Œåœ¨ä¸­å›½æ–‡åŒ–的语境中没有特别强调公共关¾pȝš„ç‰ÒŽ®Šå«ä¹‰å’Œæœ¬è´¨ã€‚什么是公共关系åQŸæˆ‘的最新感悟是åQšå®ƒé¦–先指的是一¿Uæ´»åŠ¨ã€‚所谓公共关¾p»ï¼Œ½Ž€è€Œè¨€ä¹‹ï¼Œå³äؓ了获得好感和认同而主动开展的‹zÕdŠ¨ã€‚你能够通过˜q™æ ·çš„活动来获得对象çš?ldquo;好感与认å?rdquo;åQŒä½ ž®±æ˜¯åœ¨æž“公关”ã€?ldquo;搞公å…?rdquo;ž®±æ˜¯æžæ´»åŠ¨ï¼Œæžæ”¹å˜å…³¾pȝŽ°çŠ¶çš„‹zÕdŠ¨åQŒé€šè¿‡˜q™æ ·çš„活动来获得好感与认同。对于这样一个定义,需要做几点必要的说明。第一åQŒå¼ºè°ƒå…¬å…±å…³¾pÀL˜¯ä¸€¿U?ldquo;‹zÕdŠ¨”åQŒåƈ不排斥它同时是一¿U?ldquo;关系”。例如,当我们讲“危机公关”的时候,其中çš?ldquo;公关”指的是一¾pÕdˆ—的活动,而如果我们没有这¿Uæ„è¯†å’Œ‹zÕdŠ¨åQŒæˆ‘们也ž®×ƒ¸ä¼šæŠŠé‡åˆ°çš„危机称之äؓ“公关危机”。第二,在最½Ž€å•çš„公关定义中,“ä¸ÕdŠ¨æ€?rdquo;是不可缺ž®‘的一个内宏V€‚它既是区分公共关系ä¸ÖM½“和客体的唯一æ ÒŽ®åQŒåŒæ—¶ä¹Ÿæ˜¯å…¬å…±å…³¾pÕd†…在动力的昄¡Ž°ã€‚第三,公共关系作äؓ‹zÕdŠ¨åQŒå”¯ä¸€çš„目的是获得对象的好感与认同。有äº?ldquo;好感与认å?rdquo;åQŒå…³¾pÕd½“然也ž®±æ”¹å–„了。由此可见,公共关系本质上是做äh心的工作。这¿Uå·¥ä½œå¯ä»¥è§¦çŠ¯æ³•å¾‹ã€å¯ä»¥è¿èƒŒé“德吗åQŸå½“然不可以åQè€Œè¿™ž®±æ˜¯å…¬å…³ä¸?ldquo;伪公å…?rdquo;的区别。äؓ了达到目的而不择手ŒDµï¼Œä¾‹å¦‚用色情、較赂、欺骗等手段来达到目的,˜q™ç§çŽ°è±¡ä¸ç‹¬çŽ°åœ¨ã€ä¸ç‹¬ä¸­å›½ï¼Œå¤å·²æœ‰ä¹‹ã€æ¦‚无例外,因而是不能把它归咎äº?ldquo;公共关系”的。恰恰相反,公共关系å¼ø™°ƒ“获得对象的好感与认同”åQŒä»Žæ ÒŽœ¬ä¸Šå°±ä¸Žè¿™¾c?ldquo;伪公å…?rdquo;有了分野åQŒå› ä¸ø™¿æ³•å’Œ¾~ºå¯d不可能赢得äh心,˜q™æ˜¯æ‹–äh下水、同‹¹åˆæ±¡ï¼Œæœ€¾lˆä¸ä¼šæœ‰å¥½ç»“果。由于中国的文化传统中有着æ ÒŽ·±è’‚固的以“¿Uäº¤”来办事的习惯åQŒæ›´å› äؓ中国当前在法制和道å¯då»ø™®¾æ–šw¢æ»žåŽäºŽç»‹¹Žå¾è®¾ï¼Œ“伪公å…?rdquo;在实践中比比皆是åQŒç”šè‡Ïxœ‰å¯èƒ½æ˜?ldquo;压倒性的多数”。这说明公关界本íw«è¿™æ–šw¢çš„å…¬å…Ïx²¡æœ‰åšå¥½ã€‚公关界如何ä¸ø™‡ªå·?ldquo;正名”åQŸå¦‚何大张旗鼓地为真正的、典型的、有影响力的公关案例åQˆä¾‹å¦‚奥˜qå…¬å…Ÿë€ä¸–博公兟뀁成都和¾ŸŽå›½æ¢¦å·¥åŽ‚合作推出《功夫熊çŒ?》的“熊猫公关”½{‰ï¼‰åšå‡ºæœ‰åŠ›çš„推òq¿ï¼Œææ€•æ˜¯å½“务之急、重中之重。我以äؓ我们面对的是公关界由来已久的最大的“公关危机”åQŒäºŸéœ€å¯åŠ¨“危机公关”。取消公关专业äؓ何引发风æ³?张云 - 《国际公兟뀋华东师范大学教授,品牌文化与公共关¾pȝ ”½I¶ä¸­å¿ƒä¸»ä»Õdå¤§ç½‘¾lœå…¬å…³ä¹‹ä¸€åQŒå›½å†…颇å…ïL«žäº‰åŠ›çš„网¾lœå…¬å…›_…¬åæ€¹‹ä¸€åQŒä¸“注于政府企业危机公关的处理,以危机公兟뀁舆情监‹¹‹ã€æ•´åˆè¥é”€ä¸ÞZ¸»è¦ä¸šåŠ¡çš„服务机构åQŒã€‚关于「危机公关策略ã€? <p><strong>转蝲è¯äh³¨æ˜Žå‡ºå¤„ã€?/strong></p> </div> <!-- 心情 --> <div class="mood"> <div id="cyEmoji" role="cylabs" data-use="emoji"></div> </div> <!-- @心情 --> <div class="tag"> <div class="tagtitle"></div> <div class="share"> <a href="javascript:;" class="sharea1">分äín到新‹¹ªå¾®å?/a> <a href="javascript:;" class="sharea2">分äín到腾讯微å?/a> <a href="javascript:;" class="sharea3">收藏</a> </div> </div> <div class="avow"> <div class="avowtitle"></div> <!-- 声明 --> <p>1.本站遵åó@行业规范åQŒä“Q何è{载的½E¿äšg都会明确标注作者和来源åQ?.本站的原创文章,误‚{载时务必注明文章作者和来源åQŒä¸ž®Šé‡åŽŸåˆ›çš„行为我们将˜q½ç©¶è´£ä“QåQ?.作者投½E¿å¯èƒ½ä¼š¾læˆ‘们编辑修æ”ÒŽˆ–补充ã€?/p> <!-- @声明 --> </div> <div class="ad"><a href="/" target="_blank"><img src="/templets/style/html/images/img24.jpg" alt="" /></a></div> <div class="correlation"> <div 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