公關是主要從事組織機構信息傳播，關系協調與形象管理事務的咨詢，公關策劃，實施和服務的管理職能，公關的主體是社會組織；公關的客體是公眾；公關的手段是傳播。 

 一、公關應具備以下五方面的職能： 
       1、宣傳引導，傳播推廣。 
       2、收集信息，監測環境。 
       3、咨詢建議，形象管理。 
       4、溝通交際，協調關系。 
       5、解決矛盾，處理危機。
 

       "公共關系"一詞來自英語Public Relations，簡稱PR。Public 既可譯做"公共的"，又可譯做"公眾的"。Relations 則譯為關系、交往等。綜合兩個英語詞匯的內涵和特點進行分析，將Public Relations 譯為"公眾關系"更為確切。因為，它是站在一個固定的角度社會組織，來分析其所面臨的各種關系。不同的社會組織，由于其業務特點不同，工作對象不同，因而會面臨不同的公眾對象，從而形成不同的公眾關系。同一個社會組織，由于不同時期工作的重點不同，也會使其面臨著不同的公眾，形成不同的公眾關系。這說明"公眾關系"并不具有"公共"性。但因"公共關系"已約定俗成并廣為流傳，這里也稱"公共關系"。

二、公共關系的表現形式
       公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)這(zhe)一概念(nian)，從不同的(de)(de)(de)角(jiao)度(du)去理解(jie)可以得出不同的(de)(de)(de)表(biao)(biao)現(xian)形式：從靜態(tai)(tai)(tai)(tai)的(de)(de)(de)角(jiao)度(du)來看(kan)，公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)表(biao)(biao)現(xian)為一種(zhong)(zhong)狀(zhuang)(zhuang)態(tai)(tai)(tai)(tai)。它包括原(yuan)始的(de)(de)(de)公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)狀(zhuang)(zhuang)態(tai)(tai)(tai)(tai)和(he)良好的(de)(de)(de)公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)狀(zhuang)(zhuang)態(tai)(tai)(tai)(tai)。原(yuan)始的(de)(de)(de)公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)狀(zhuang)(zhuang)態(tai)(tai)(tai)(tai)是社會(hui)組織不加任何(he)(he)修飾（即不開展任何(he)(he)公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)活(huo)(huo)動(dong)(dong)）的(de)(de)(de)公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)狀(zhuang)(zhuang)態(tai)(tai)(tai)(tai)。這(zhe)種(zhong)(zhong)狀(zhuang)(zhuang)態(tai)(tai)(tai)(tai)具有(you)(you)(you)單純性(xing)(xing)(xing)、自(zi)然性(xing)(xing)(xing)和(he)客(ke)觀(guan)性(xing)(xing)(xing)的(de)(de)(de)特(te)點；良好的(de)(de)(de)公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)狀(zhuang)(zhuang)態(tai)(tai)(tai)(tai)劉社會(hui)組織通過各項(xiang)公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)活(huo)(huo)動(dong)(dong)的(de)(de)(de)開展，改變原(yuan)始的(de)(de)(de)公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)狀(zhuang)(zhuang)態(tai)(tai)(tai)(tai)所要(yao)實(shi)現(xian)的(de)(de)(de)目標(biao)狀(zhuang)(zhuang)態(tai)(tai)(tai)(tai)。這(zhe)種(zhong)(zhong)狀(zhuang)(zhuang)態(tai)(tai)(tai)(tai)具有(you)(you)(you)主(zhu)觀(guan)性(xing)(xing)(xing)、復雜性(xing)(xing)(xing)和(he)多樣性(xing)(xing)(xing)的(de)(de)(de)特(te)點。從動(dong)(dong)態(tai)(tai)(tai)(tai)的(de)(de)(de)角(jiao)度(du)來看(kan)，公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)又(you)表(biao)(biao)現(xian)為一種(zhong)(zhong)活(huo)(huo)動(dong)(dong)。這(zhe)種(zhong)(zhong)活(huo)(huo)動(dong)(dong)是主(zhu)觀(guan)見諸于客(ke)觀(guan)的(de)(de)(de)一種(zhong)(zhong)社會(hui)實(shi)踐。它是由(you)日(ri)常公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)活(huo)(huo)動(dong)(dong)和(he)專(zhuan)門性(xing)(xing)(xing)的(de)(de)(de)公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)活(huo)(huo)動(dong)(dong)構(gou)成。日(ri)常公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)活(huo)(huo)動(dong)(dong)是指(zhi)(zhi)大量的(de)(de)(de)例(li)行性(xing)(xing)(xing)業務工作和(he)臨時性(xing)(xing)(xing)瑣碎工作，它依(yi)賴于組織中全體(ti)工作人員(yuan)共(gong)(gong)(gong)(gong)(gong)(gong)同努力(li)來完(wan)成；專(zhuan)項(xiang)公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)活(huo)(huo)動(dong)(dong)是指(zhi)(zhi)有(you)(you)(you)確(que)定主(zhu)題、確(que)定目標(biao)，由(you)公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)管理者(zhe)或公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)專(zhuan)家具體(ti)策劃，由(you)公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)工作者(zhe)運(yun)用各種(zhong)(zhong)公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)技(ji)術進行實(shi)際(ji)操作的(de)(de)(de)重(zhong)大公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)活(huo)(huo)動(dong)(dong)。任何(he)(he)一項(xiang)公(gong)(gong)共(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)系(xi)(xi)活(huo)(huo)動(dong)(dong)都具有(you)(you)(you)目標(biao)性(xing)(xing)(xing)、主(zhu)觀(guan)性(xing)(xing)(xing)和(he)技(ji)巧性(xing)(xing)(xing)等(deng)特(te)點。 

三、公共關系的定義 
       公共關系學是一門新興的、綜合性的應用科學，在理論上它涉及到不同的學科范疇。因此，在確定公共關系定義時，出現了各種各樣的表達方式。有認定公共關系是信息傳播；有認定公共關系具有管理職能；還有公共關系活動論，公共關系技術論等等。各種定義從不同的角度反映了公共關系的各個側面，說明了公共關系的基本特征，這些特征表現為公共關系的綜合性、實用性和邊緣性。這里我們提出公共關系的完整定義是：公共關系是一個社會組織與其社會公眾之間建立的全部關系的總和。它發揮著管理職能，開展著傳播活動。社會組織通過有效地管理，旨在謀求組織內部的凝聚力與組織對外部公眾的吸引力；通過雙向的信息溝通，旨在爭取社會公眾的諒解、支持與愛戴，謀求組織與公眾雙方的利益得以實現。

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相關標簽：公關(43)

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