(2021年整理)公共关系学教学大纲

1、公共关系学教学大纲公共关系学教学大纲 编辑整理：尊敬的读者朋友们：这里是精品文档编辑中心，本文档内容是由我和我的同事精心编辑整理后发布的，发布之前我们对文中内容进行仔细校对，但是难免会有疏漏的地方，但是任然希望（公共关系学教学大纲）的内容能够给您的工作和学习带来便利。同时也真诚的希望收到您的建议和反馈，这将是我们进步的源泉，前进的动力。本文可编辑可修改，如果觉得对您有帮助请收藏以便随时查阅，最后祝您生活愉快 业绩进步，以下为公共关系学教学大纲的全部内容。参与本物业的竣工验收，并在物业移交接管时，与甲方办理物业管理书面交接手续；本物业交付使用后的质量标准.说课标就是要把课程标准中的课程目标（三维

2、目标）作为本课题教学的指导思想和教学依据，从课程论的高度驾驭教材和指导教学设计。grass-roots governance according to law is an important foundation for promoting the construction of rule of law, but also the most basic development environment. despite my good social order in general, but there are law-abiding consciousness, social order is

3、 not standard, regardless of faith, twining visit visit and other outstanding problems. we want to actively promote the field of multi-level governance according to law, promote the continuous improvement of the social environment. to promote universal compliance. actively foster the rule of law cul

4、ture, carry out law publicity and education on honesty and trustworthiness, guide the masses and consciously abide by the law, failing to find method, problem-solving method, method of gradually changing the world, he is not looking for but someone unspoken rules, formed all law law, abide by the go

5、od atmosphere. to strengthen the comprehensive management of public security. deepening peace xingan construction, strongly against violence crime, mafia and serious criminal offences, to protect the legitimate rights and interests of citizens, legal persons, carry out criminal policy of temper just

6、ice with mercy, the maximum stimulating social vitality, and earnestly safeguard social harmony and stability. to resolve social conflicts by law. to further smooth channels of reporting social conditions and public opinion, improving regulation, arbitration, as well as dispute resolution mechanisms

7、, implement fully the petitioners cases third-party hearings and supervising system of letters and calls, and to resolve the involved law lawsuit into the orbit of rule of law, vexatious, twining visit visit, disturbing social order and other malicious extortion, resolutely crack down. five, improvi

8、ng cadres vitale, provide strong protection for forest development xi general secretary stressed that the comprehensive revitalization in northeast china, needs a high quality, solid style, cadres of the dare to play. cadre cadres is a pledge, should want to do work and able to do good, enthusiasm i

9、s paramount. treat party cadres, it is necessary to strict management, and warm care, enable the broad masses of cadres work hard work, this is two parallel principles. in strict accordance with the standards of good cadres selection and appointment, the real officers, dare officers, those who want

10、to play, good as excellent cadres at all levels of leadership in the past. at present, some leading cadres work initiative is not high, beyond political, idle, lazy governance governance, not as, slow, messy and a phenomenon still exist to varying degrees, affected and restricted economic and social

11、 development. we must mobilize the enthusiasm of cadres as an urgent task, adhere to combination of incentives and constraints, and adhere to the strict management and warm care, practical solution for the officers not to problem, motivate cadres and better lead the masses to an undertaking, the cad

12、res and create the new achievement in a dare to play, good at shows as new. to identify the problem, accurate pulseof law to visit and contribute to make visits to the vexatious visits arrogance. on these issues, we need to have a proper understanding, should take the lead to establish a sense of fe

13、ar of the law, strengthen the application of the rule of law and the rule of law work of thinking and take up responsibility for the construction of the rule of law. put learning first. premise is ignorant of the law, abide by the law. leading cadres at all levels should take the lead in studying th

14、e constitution and laws and regulations closely related to work assumed by, an accurate grasp of the basic position of our party to address the issue of the rule of law, known for the scale to do things, figure out how to use it right, what things do, what not to do, it can never legal literacy. to

15、enhance the awareness of the rule of law. firmly establish the supremacy of constitutional law, legal equality before the, right by the law makes the right to statutory, as well as the rule of law, develop habits of rule of law, to discard the rule and cannot, must not get overridden by authority, a

16、t the right pressure. should take the lead to abide by. fulfil its mandate in strict accordance with statutory authority and procedures, no matter what you want to adhere to the law, thought of rule by law and the rule of law to tackle hot issues, effective statutory duty must be, without authorizat

17、ion, is not available. such as construction areas, some cadres are because there is no procedure is followed by the rules, paid a heavy price, we should learn from them, in strict accordance with the law on bidding and implementation . promised to give preferential policies for enterprises, hesitant

18、 to cash or cash not at all. masses feel strongly about these issues, it is necessary to be solved. to accelerate decentralization. specification list list list of powers, responsibilities and negative, clearance, revocation does not adapt to the current situation of the development of policy docume

19、nts, especially the right to administrative examination and approval, the cancellation must be canceled, the delegation must be decentralized to achieve zero-wait, one-stop, seamless, improve administrative efficiency and service levels. in particular, the delegation of powers must be caught properl

20、y, never able to loft is no answer, no one cares, cause backfire, people work harder. to carry out the campaign. crack down on law enforcement regulations, uncivil and not as, as undermining economic development, such as environmental problems, pay close attention to the grass-roots level weaknesses

21、, strictly investigate and deal with the grass-roots level corruption and denial of justice against the interests of the masses, such as corruption and corruption, ruthless people around flies, further optimization of the development environment. in particular, strengthening the construction of gove

22、rnment credit, and trustworthy practice for companies and investors, and must not break faith with the people, promises and the promise to the society. to build a newof law to visit and contribute to make visits to the vexatious visits arrogance. on these issues, we need to have a proper understandi

23、ng, should take the lead to establish a sense of fear of the law, strengthen the application of the rule of law and the rule of law work of thinking and take up responsibility for the construction of the rule of law. put learning first. premise is ignorant of the law, abide by the law. leading cadre

24、s at all levels should take the lead in studying the constitution and laws and regulations closely related to work assumed by, an accurate grasp of the basic position of our party to address the issue of the rule of law, known for the scale to do things, figure out how to use it right, what things d

25、o, what not to do, it can never legal literacy. to enhance the awareness of the rule of law. firmly establish the supremacy of constitutional law, legal equality before the, right by the law makes the right to statutory, as well as the rule of law, develop habits of rule of law, to discard the rule

26、and cannot, must not get overridden by authority, at the right pressure. should take the lead to abide by. fulfil its mandate in strict accordance with statutory authority and procedures, no matter what you want to adhere to the law, thought of rule by law and the rule of law to tackle hot issues, e

27、ffective statutory duty must be, without authorization, is not available. such as construction areas, some cadres are because there is no procedure is followed by the rules, paid a heavy price, we should learn from them, in strict accordance with the law on bidding and implementation . promised to g

28、ive preferential policies for enterprises, hesitant to cash or cash not at all. masses feel strongly about these issues, it is necessary to be solved. to accelerate decentralization. specification list list list of powers, responsibilities and negative, clearance, revocation does not adapt to the cu

29、rrent situation of the development of policy documents, especially the right to administrative examination and approval, the cancellation must be canceled, the delegation must be decentralized to achieve zero-wait, one-stop, seamless, improve administrative efficiency and service levels. in particul

30、ar, the delegation of powers must be caught properly, never able to loft is no answer, no one cares, cause backfire, people work harder. to carry out the campaign. crack down on law enforcement regulations, uncivil and not as, as undermining economic development, such as environmental problems, pay

31、close attention to the grass-roots level weaknesses, strictly investigate and deal with the grass-roots level corruption and denial of justice against the interests of the masses, such as corruption and corruption, ruthless people around flies, further optimization of the development environment. in

32、 particular, strengthening the construction of government credit, and trustworthy practice for companies and investors, and must not break faith with the people, promises and the promise to the society. to build a new公共关系学教学大纲public relations课程编码： 学分：2 课程类别：专业基础课计划学时： 32 其中讲课： 32 实验或实践： 0 上机：0适用专业:市

33、场营销专业推荐教材：陶应虎主编，公共关系原理与实务，清华大学出版社,2006年参考书目:1、doug newsom主编,公共关系精要，东北财经大学出版社，1998年2、jerry a.hendrix 著,公共关系案例,东北财经大学出版社，1998年3、美斯科特科特利普著，公共关系教程, 华夏出版社，2000年4、史有春著,公共关系学,南京大学出版社,2002年5、肖辉主编实用公共关系学，北京大学出版社， 2001年课程的教学目的与任务课程主要内容包括公关的起源和发展、公关三要素、公关策划四步骤、cis、公关写作、公关礼仪和危机公关处理等。课程的主要目的是让学生掌握公关的基本原理、基本理论和具体

34、方法，让学生对公共关系的产生与发展、主要内容和管理过程有系统地了解，结合案例分析，提高学生运用公关理论和相关公关技巧营造组织良好经营环境的能力。课程的基本要求1、使学生掌握公共关系活动的基本知识和基本原理，明确公共关系在现代市场经济中的地位和作用。 2、使学生在掌握公共关系的基本知识和原理的基础上,能运用相关的公共关系理论分析各种公共关系活动，提高公共关系实务能力和技巧，从而为组织生存和发展创造良好的内外部环境.3、注重突出理论联系实际，重视开展公共关系实务活动。各章节授课内容、教学方法及学时分配建议（含课内实验）第一章：导论 建议学时：2教学目的与要求 通过本章的学习，掌握公共关系的定义和要

35、素，理解公共关系的特征和功能,了解若干与公共关系相关的概念，掌握公共关系的基本原则,熟悉公共关系的对象和内容。教学重点与难点 公共关系的定义和要素,公共关系的对象和内容.授 课 方 法 以课堂讲授为主，课堂讨论和课下自学为辅。授 课 内 容第一节公共关系概述一、 公共关系的含义二、 公共关系与若干相关概念的辨析第二节公共关系的要素和特征一、 公共关系的基本要素和特征二、 公共关系的特征第三节公共关系的功能、职能及基本原则一、 公共关系的功能二、 公共关系的职能三、 公共关系的基本原则 第四节作为一门学科的公共关系学一、 公共关系学的研究对象二、 公共关系学的研究内容三、 公共关系的学科特点四、

36、 公共关系学的学习方法第二章： 公共关系的起源与发展 建议学时:2教学目的与要求 通过本章学习,了解公共关系产生的历史过程和发展趋势；分析公共关系形成和发展的历史条件。准确和科学的把握公共关系的思想和理论；通过对公共关系沿革的了解，深入认识其优势和弱点，开拓有中国特色的公共关系事业。教学重点与难点 现代公共关系的产生授 课 方 法 以课堂讲授为主，课堂讨论和课下自学为辅。授 课 内 容第一节古代公共关系的起源第二节现代公共关系的产生一、 现代公共关系发展的几个历史阶段二、 现代公共关系产生的原因第三节现代公共关系在国外的发展现状一、 公共关系在国外的发展二、 国际性公共关系组织的成立第四节、公

37、共关系在中国的兴起和发展一、 中国公共关系的发展历程二、 中国公共关系发展中的问题三、 中国公共关系发展的对策四、 中国未来公共关系的发展与瞻望第三章： 公共关系主体、机构与从业人员 建议学时：2教学目的与要求 掌握公共关系主体的涵义和特征。了解公共关系部和公共关系公司两类公共关系机构，了解公共关系人员应具备的知识、能力和职业准则.教学重点与难点 公共关系主体的涵义和特征授 课 方 法 以课堂讲授为主，课堂讨论和课下自学为辅。授 课 内 容第一节公共关系主体一、 公共关系主体的涵义和特征二、 公共关系主体的类型第二节公共关系机构一、 公共关系部二、 公共关系公司三、 公共关系社团第三节公共关系

38、从业人员一、 公共关系从业人员的基本素质二、 公共关系从业人员的职业准则第四章： 公共关系的对象-公众 建议学时：2教学目的与要求 公共关系的工作对象是公众，要做好公共关系工作，就必须了解和研究公众.通过本章的学习，掌握公众的涵义、特征、公众的分类。对公众进行全方位各层次的分析。教学重点与难点 公共关系对象的特点、分类和分析。授 课 方 法 以课堂讲授为主,课堂讨论和课下自学为辅.授 课 内 容第一节公众的概念和特征一、 公众的含义二、 公众的特点第二节公众的分类第三节公众的分析一、 对公众个体心理的分析二、 影响公众行为的群体心理第五章： 公共关系传播 建议学时:2教学目的与要求 通过本章的

39、学习，了解公共关系传播的基本知识，同时掌握各种公共关系传播实务活动的特点。教学重点与难点 公共关系传播的实务操作。授 课 方 法 以课堂讲授为主，课下参与实践活动。授 课 内 容第一节公共关系传播一、 传播及公共关系传播的含义二、 公共关系传播的特点三、 传播的基本过程四、 公共关系传播的基本内容五、 公共关系传播的任务及目的第二节公共关系传播的基本类型一、 组织传播二、 群体传播三、 大众传播四、 人际传播第三节公共关系传播活动的实务操作一、 记者招待会二、 展览会三、 开放参观四、 沟通性会议五、 庆典活动六、 社会服务七、 赞助活动八、 联谊活动九、 公共关系公告十、 策划新闻事件第六章

40、: 公共关系形象 建议学时:2教学目的与要求 通过本章学习，了解组织形象的涵义、设计原则、组织形象塑造的内容,掌握ci的涵义、内容、结构,了解ci设计途径以及导入过程。教学重点与难点 组织形象的塑造。授 课 方 法 以课堂讲授为主,课堂讨论和课下自学为辅.授 课 内 容第一节组织形象策划一、 组织形象的含义和设计原则二、 组织形象塑造第二节ci商务组织形象识别系统一、 ci的含义二、 ci的内容三、 ci的结构第三节ci设计途径一、 理念识别系统设计二、 行为识别系统设计三、 视觉识别系统设计第四节ci导入过程一、 ci导入时机二、 ci导入战略第七章： 公共关系调查 建议学时：2教学目的与要

41、求 通过本章的学习，主要了解公共关系调查的意义、调查的内容及调查的基本程序；理解并掌握公共关系调查的原则、常用的调查方法及其优缺点，能够撰写公共关系调查报告。教学重点与难点 公关调查的程序和公关调查报告的撰写。授 课 方 法 以课堂讲授为主,参与公关调查实践活动。授 课 内 容第一节公共关系调查的意义及内容一、 公共关系调查的意义二、 公共关系调查的内容第二节公共关系调查的程序一、 确定调查选题二、 制定调查方案三、 搜集资料和实施调查方案四、 分析处理调查结果五、 撰写调查报告第三节公共关系调查的原则及方法一、 公共关系调查的原则二、公共关系调查的方法第八章： 公共关系策划 建议学时:2教学

42、目的与要求 主要了解公共关系策划的涵义及意义。理解并掌握具有普遍意义的公共关系策划原则和科学有效的公共关系策划基本程序，能够撰写公共关系策划书，同时还应掌握和运用常用的策划方法。教学重点与难点 公关策划的程序和公关策划书的撰写。授 课 方 法 以课堂讲授为主,参与公关策划实践活动。授 课 内 容第一节公共关系策划概述一、 公共关系策划的含义二、公共关系策划的意义第二节公共关系策划的一般程序一、确定公共关系策划的目标二、分析策划目标的对象公众三、公共关系策划方案第三节公共关系策划的原则及方法一、 公共关系策划的原则二、公共关系策划的方法第九章： 公共关系实施与评估 建议学时：2教学目的与要求 了

43、解公共关系实施及评估的意义和概念， 熟练掌握公共关系实施的原则和方法,结合实际科学的把握公共关系评估的标准、内容和方法.教学重点与难点 公共关系的实施及评估标准。授 课 方 法 以课堂讲授为主，课堂讨论和课下自学为辅。授 课 内 容第一节公共关系实施一、 公共关系实施的意义二、 影响公共关系实施的因素三、 公共关系实施的原则和方法第二节公共关系评估的意义一、 公共关系评估的概念和意义二、 公共关系评估的分类第三节公共关系评估的程序和内容一、 公共关系评估的程序二、 公共关系评估的依据和方法三、 公共关系评估的内容 第十章: 组织内外部公共关系 建议学时：4教学目的与要求 了解良好的组织内外部公共关系对组织发展的重要意义，掌握企业与员工关系、企业与顾客关系、企业与社区关系、企业与政府关系企业与新闻媒介关系的处理技巧。教学重点与难点 建立良好内外部公共关系的方法和技巧。授 课 方 法 以课堂讲授为主,课堂讨论和课下自学为辅.授 课 内 容第一节组织内部公共关系一、 组织内部公共关系的内涵二、 内部公共关系的种类三、 内部公共关系的种类四、 内部公共关系的沟通目的和形式第二节建立良好的员工关系一、 物质激励和精神激励二、 关系员工三、 让