【摘要】： 在全球化浪潮下越來越多的組織選擇進入國際市場,以尋求自身更廣闊的生存和發(fā)展空間。在這一過程中,組織必須要處理好異質(zhì)文化環(huán)境中與當?shù)毓姷年P系,尤其面對國際受眾在生活方式、風俗習慣、社會規(guī)則、文化價值觀等諸多方面的差異,組織必須開展靈活性和適應性兼具的公關活動使目標受眾能迅速接受組織傳遞的信息和對組織形成良性認知,以配合組織達成其公關目標。本文認為,行之有效的議題管理是任何國際組織要開展成功的國際公關活動理想手段之一。 從20世紀70年代起,議題管理成為公共關系學中值得關注的新領域,并且隨著公共關系的觸角伸入國際市場,復雜的國際輿論環(huán)境和文化背景各異的受眾更是對議題管理提出了更高的要求。在國際環(huán)境中,議題管理能指導公關人員對受眾環(huán)境進行有效預測、分析、評估,并運用自身資源,形成具有高度適應性的公關策劃來引導議題發(fā)展,避免負面議題在公眾中傳播和討論給組織帶來不利影響,促進正面議題對組織發(fā)揮的積極作用,塑造組織形象并爭取效益最大化。 本文在梳理、總結和借鑒前人研究成果的基礎上,主要運用議題管理、公共關系理論、傳播學理論、跨文化溝通理論以及文化研究相關模型,尋求議題管理和國際公共關系的契合點,為議題管理在國際公關活動中的應用開拓更廣闊的空間,并建立了國際公關中的議題管理PIF模型。該模型較為完整和詳細地描述了國際環(huán)境中應用議題管理模型開展公關活動的步驟、方法、策略等,較為清晰地勾勒了議題管理活動開展的全過程,并通過世界衛(wèi)生組織消滅天花運動的案例分析,驗證了PIF模型對公關實務的指導作用。本研究為后續(xù)的國際公關模型建構提供了參考,同時為中國的跨國組織開展以全球市場開發(fā)、國際傳播、國際形象塑造等為目標的國際公關實踐活動提出了建設性的意見和建議。
[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.
【學位授予單位】：上海外國語大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：D80

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