本文選題：政府公共關(guān)系 + 機(jī)構(gòu)設(shè)置�。� 參考：《東華大學(xué)》2013年碩士論文

【摘要】：公共關(guān)系在中國已有30年的發(fā)展歷程,它的出現(xiàn)為企業(yè)和政府部門塑造良好的形象、提高知名度與美譽(yù)度創(chuàng)造了契機(jī),也給企業(yè)帶來了巨大的利潤。迄今為止,我國大部分企業(yè)都紛紛建立了專門從事公共關(guān)系事務(wù)的機(jī)構(gòu),相比之下,我國政府部門公共關(guān)系機(jī)構(gòu)建設(shè)相對滯后,只是將政府的公共關(guān)系工作職能設(shè)置于一些職能性部門或一些部門的辦公室、宣傳、聯(lián)絡(luò)、信訪、人事等機(jī)構(gòu)之中。這一背景下的公共關(guān)系工作雖然已成為政府職能的一部分,起到一定的溝通效果,但依然導(dǎo)致了諸如相關(guān)部門專業(yè)功能發(fā)揮有限和政府公關(guān)工作缺少統(tǒng)一規(guī)劃等問題,使得公共關(guān)系工作的作用未能在政府工作中得到充分的發(fā)揮,進(jìn)而影響了政府工作的效率。作為新時(shí)期政府公關(guān)的行為主體,政府部門如何協(xié)調(diào)好政府組織機(jī)構(gòu)之間的利益矛盾以及政府與社會之間的微妙關(guān)系,深入挖掘、充分利用現(xiàn)有和潛在的公共關(guān)系資源,實(shí)現(xiàn)統(tǒng)籌兼顧,進(jìn)而提高特殊事務(wù)的反應(yīng)能力,打造“品牌中國”,是一個(gè)不容忽視的現(xiàn)實(shí)問題。 關(guān)于建立政府公共關(guān)系機(jī)構(gòu)的問題,一些發(fā)達(dá)國家和新型經(jīng)濟(jì)體已經(jīng)形成了自己的觀念。他們針對自身的政治基礎(chǔ)、經(jīng)濟(jì)環(huán)境、人文特色和國際形象,就建立政府公共關(guān)系機(jī)構(gòu)問題進(jìn)行了積極的探索,早在多年以前便找到了符合本國發(fā)展的規(guī)律和方向,并組建了具有戰(zhàn)略性意義的、有利于總統(tǒng)、企業(yè)和國家競爭力的政府公關(guān)機(jī)構(gòu),為其整體國家戰(zhàn)略的實(shí)施提供了豐富的內(nèi)力和外力資源,讓國家從該機(jī)構(gòu)的發(fā)展中獲益。國外相關(guān)經(jīng)驗(yàn)啟示我們,提升專業(yè)公共關(guān)系機(jī)構(gòu)在我國政府中的地位十分必要。在新的歷史時(shí)期、新的發(fā)展階段,塑造政府形象、提高政府能力的客觀需要,決定了政府公共關(guān)系建設(shè)在中國政府工作中有著廣闊的發(fā)展前景。 本文基于國際化的視野,通過分析若干海外政府公共關(guān)系機(jī)構(gòu)現(xiàn)狀及公關(guān)活動案例,說明政府公共關(guān)系機(jī)構(gòu)職能的特點(diǎn)及優(yōu)勢；從我國市場經(jīng)濟(jì)的發(fā)展、社會轉(zhuǎn)型的客觀需要、政府職能的提升和國家與政府形象的塑造等方面,論證了新時(shí)期設(shè)立我國政府公共關(guān)系機(jī)構(gòu)的必要性；從行政機(jī)構(gòu)設(shè)置的角度闡述了政府公共關(guān)系機(jī)構(gòu)的地位、合理性以及存在的價(jià)值。論文在分析國內(nèi)外相關(guān)研究成果的基礎(chǔ)上,緊密結(jié)合我國社會發(fā)展實(shí)際,就設(shè)立政府公共關(guān)系機(jī)構(gòu)的問題進(jìn)行了初步的探討,為今后對此一命題的深入論證進(jìn)行了基礎(chǔ)性研究。
[Abstract]:Public relations has been developing for 30 years in China. Its appearance has created an opportunity for enterprises and government departments to create a good image, improve their popularity and reputation, and also bring huge profits to enterprises.Up to now, most enterprises in our country have set up institutions specialized in public relations affairs. In contrast, the construction of public relations institutions of government departments in our country is relatively lagging behind.Only the public relations work functions of the government are set up in some functional departments or offices of some departments, propaganda, liaison, letters and visits, personnel and other institutions.In this context, although public relations work has become a part of the government's functions and has played a certain communication effect, it still leads to problems such as the limited use of professional functions by relevant departments and the lack of unified planning for government public relations work.The role of public relations work has not been given full play in the government work, thus affecting the efficiency of government work.As the main body of government public relations in the new period, how to coordinate the conflicts of interests between government organizations and the delicate relationship between the government and society, and how to fully utilize the existing and potential public relations resources, and how to make full use of the existing and potential public relations resources.It is a realistic problem to realize overall consideration, to improve the ability to respond to special affairs and to build "brand China".Some developed countries and emerging economies have formed their own ideas about the establishment of government public relations agencies.In view of their own political foundation, economic environment, humanistic characteristics and international image, they have actively explored the issue of establishing government public relations agencies, and have found the law and direction in line with their country's development many years ago.And set up the government public relations organization which has the strategic significance, is advantageous to the president, the enterprise and the national competitive power, has provided the abundant internal force and the external force resources for its overall national strategy implementation, let the country benefit from the development of the organization.The relevant experience of foreign countries enlightens us that it is necessary to promote the position of professional public relations institutions in our government.In the new historical period, the new stage of development, the objective need of shaping the image of the government and improving the ability of the government, determines that the construction of the government's public relations has a broad development prospect in the work of the Chinese government.Based on the view of internationalization, this paper, by analyzing the present situation and public relations activities of some overseas government public relations organizations, explains the characteristics and advantages of the functions of government public relations institutions, and the objective needs of social transformation from the development of our country's market economy, the development of our country's market economy, and the needs of social transformation.The promotion of government functions and the shaping of the image of the state and government demonstrate the necessity of setting up public relations agencies of our government in the new period, expound the status of government public relations agencies from the perspective of administrative agencies.Rationality and the value of existence.On the basis of analyzing the related research results at home and abroad and combining closely with the reality of social development in our country, the paper makes a preliminary discussion on the establishment of government public relations institutions, and makes a basic research for the further demonstration of this proposition in the future.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：D630;C912.3

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