國(guó)際公共關(guān)系中議題管理的PIF模型及其應(yīng)用
發(fā)布時(shí)間：2018-11-18 13:49
【摘要】： 在全球化浪潮下越來(lái)越多的組織選擇進(jìn)入國(guó)際市場(chǎng),以尋求自身更廣闊的生存和發(fā)展空間。在這一過(guò)程中,組織必須要處理好異質(zhì)文化環(huán)境中與當(dāng)?shù)毓姷年P(guān)系,尤其面對(duì)國(guó)際受眾在生活方式、風(fēng)俗習(xí)慣、社會(huì)規(guī)則、文化價(jià)值觀等諸多方面的差異,組織必須開(kāi)展靈活性和適應(yīng)性兼具的公關(guān)活動(dòng)使目標(biāo)受眾能迅速接受組織傳遞的信息和對(duì)組織形成良性認(rèn)知,以配合組織達(dá)成其公關(guān)目標(biāo)。本文認(rèn)為,行之有效的議題管理是任何國(guó)際組織要開(kāi)展成功的國(guó)際公關(guān)活動(dòng)理想手段之一。 從20世紀(jì)70年代起,議題管理成為公共關(guān)系學(xué)中值得關(guān)注的新領(lǐng)域,并且隨著公共關(guān)系的觸角伸入國(guó)際市場(chǎng),復(fù)雜的國(guó)際輿論環(huán)境和文化背景各異的受眾更是對(duì)議題管理提出了更高的要求。在國(guó)際環(huán)境中,議題管理能指導(dǎo)公關(guān)人員對(duì)受眾環(huán)境進(jìn)行有效預(yù)測(cè)、分析、評(píng)估,并運(yùn)用自身資源,形成具有高度適應(yīng)性的公關(guān)策劃來(lái)引導(dǎo)議題發(fā)展,避免負(fù)面議題在公眾中傳播和討論給組織帶來(lái)不利影響,促進(jìn)正面議題對(duì)組織發(fā)揮的積極作用,塑造組織形象并爭(zhēng)取效益最大化。 本文在梳理、總結(jié)和借鑒前人研究成果的基礎(chǔ)上,主要運(yùn)用議題管理、公共關(guān)系理論、傳播學(xué)理論、跨文化溝通理論以及文化研究相關(guān)模型,尋求議題管理和國(guó)際公共關(guān)系的契合點(diǎn),為議題管理在國(guó)際公關(guān)活動(dòng)中的應(yīng)用開(kāi)拓更廣闊的空間,并建立了國(guó)際公關(guān)中的議題管理PIF模型。該模型較為完整和詳細(xì)地描述了國(guó)際環(huán)境中應(yīng)用議題管理模型開(kāi)展公關(guān)活動(dòng)的步驟、方法、策略等,較為清晰地勾勒了議題管理活動(dòng)開(kāi)展的全過(guò)程,并通過(guò)世界衛(wèi)生組織消滅天花運(yùn)動(dòng)的案例分析,驗(yàn)證了PIF模型對(duì)公關(guān)實(shí)務(wù)的指導(dǎo)作用。本研究為后續(xù)的國(guó)際公關(guān)模型建構(gòu)提供了參考,同時(shí)為中國(guó)的跨國(guó)組織開(kāi)展以全球市場(chǎng)開(kāi)發(fā)、國(guó)際傳播、國(guó)際形象塑造等為目標(biāo)的國(guó)際公關(guān)實(shí)踐活動(dòng)提出了建設(shè)性的意見(jiàn)和建議。
[Abstract]:Under the tide of globalization, more and more organizations choose to enter the international market in order to seek their own broader survival and development space. In this process, the organization must deal well with the relationship with the local public in the heterogeneous cultural environment, especially in the face of the differences of international audiences in many aspects such as lifestyle, customs, social rules, cultural values, etc. Organizations must carry out flexible and adaptable public relations activities so that the target audience can quickly accept the information transmitted by the organization and form a positive understanding of the organization in order to cooperate with the organization to achieve its public relations goals. This paper holds that effective issue management is one of the ideal means for any international organization to carry out successful international public relations activities. Since the 1970s, issue management has become a new area of public relations, and with the reach of public relations into the international market, The complicated international public opinion environment and the different cultural background audience put forward the higher request to the topic management. In the international environment, issue management can guide public relations personnel to effectively predict, analyze, evaluate and use their own resources to form highly adaptable public relations planning to guide the development of issues. To avoid the negative issues in the public dissemination and discussion of the negative impact on the organization, to promote the positive issues on the organization to play a positive role, to shape the image of the organization and strive for maximum benefit. On the basis of combing, summarizing and drawing lessons from previous studies, this paper mainly uses topic management, public relations theory, communication theory, cross-cultural communication theory and cultural research related models. In order to explore the convergence point between topic management and international public relations, this paper opens up a wider space for the application of topic management in international public relations activities, and establishes the PIF model of topic management in international public relations. The model describes in detail the steps, methods and strategies of using the topic management model to carry out public relations activities in the international environment, and clearly outlines the whole process of the issue management activities. Through the case study of WHO campaign to eliminate smallpox, the PIF model is proved to be a guide to public relations practice. This study provides a reference for the subsequent construction of international public relations model, at the same time for China's multinational organizations to develop the global market, international communication, International image shaping and other international public relations activities for the purpose of constructive suggestions and suggestions.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：D80
[Abstract]:Under the tide of globalization, more and more organizations choose to enter the international market in order to seek their own broader survival and development space. In this process, the organization must deal well with the relationship with the local public in the heterogeneous cultural environment, especially in the face of the differences of international audiences in many aspects such as lifestyle, customs, social rules, cultural values, etc. Organizations must carry out flexible and adaptable public relations activities so that the target audience can quickly accept the information transmitted by the organization and form a positive understanding of the organization in order to cooperate with the organization to achieve its public relations goals. This paper holds that effective issue management is one of the ideal means for any international organization to carry out successful international public relations activities. Since the 1970s, issue management has become a new area of public relations, and with the reach of public relations into the international market, The complicated international public opinion environment and the different cultural background audience put forward the higher request to the topic management. In the international environment, issue management can guide public relations personnel to effectively predict, analyze, evaluate and use their own resources to form highly adaptable public relations planning to guide the development of issues. To avoid the negative issues in the public dissemination and discussion of the negative impact on the organization, to promote the positive issues on the organization to play a positive role, to shape the image of the organization and strive for maximum benefit. On the basis of combing, summarizing and drawing lessons from previous studies, this paper mainly uses topic management, public relations theory, communication theory, cross-cultural communication theory and cultural research related models. In order to explore the convergence point between topic management and international public relations, this paper opens up a wider space for the application of topic management in international public relations activities, and establishes the PIF model of topic management in international public relations. The model describes in detail the steps, methods and strategies of using the topic management model to carry out public relations activities in the international environment, and clearly outlines the whole process of the issue management activities. Through the case study of WHO campaign to eliminate smallpox, the PIF model is proved to be a guide to public relations practice. This study provides a reference for the subsequent construction of international public relations model, at the same time for China's multinational organizations to develop the global market, international communication, International image shaping and other international public relations activities for the purpose of constructive suggestions and suggestions.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：D80
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