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Pr????????1
- 1. ????? ??????????????????????? ???????????????????????????? ?????? ???????? ?????????????? ?? . ??????? ??????????? ??????????????????????? ?????????????? ????????????????????? Powerpoint ?????????? ???????????????????????? 2803314 ?????? ?????????? 2553
- 2. On propaganda and public relations Edward Louis Bernays (November 22, 1891 ¨C March 9, 1995) ¡° the father of public relations¡±
- 3. ????? ??????????????????????? ???????????????????????????? ?????? ???????? ¡° ????????????????????????????¡± ???????????? ???????????????????????????? ??????????????????????????????????? ????? ... ¡° ???????????????????????????????????????????? ? ¡±
- 4. ??????? ? . ? . 1995 Seib & Fitzpatrick ????????????????? ¡° Public Relations Ethics ¡± ??? ... ???????????????????????????????????????????????????????? (social harmony) ????? ... ¡° ?????????????????? ? ????? ??????????????????????? ???????????????????????????? ?????? ????????
- 5. ?????? / ?????????????? ¡°????????????????¡± ... ?????????? ... ?????????????????????????????????????????? ¡°??????????????????????????????????????????????¡± Seib & Fitzpatrick (1995) ?????? ????????????????????????? ?????????????????????????????????? (mutual understanding) ???????????????????????????????????????????? (peaceful coexistence) ?????????????????????? ??????????????????????????????????????????????????????????????????????????????? - ?????? - ??????????????? ????????????? ????? ??????????????????????? ???????????????????????????? ?????? ????????
- 6. ???????????????????????????????????????????????? Coombs & Holladay (2007) ????????????????????????????????????????????? ??????????????????? ???????????? (spin) ????????????? ???????????????????????????????? (stonewalling) ??????????? (distortion) ?????????????????? (manipulation) ?????????? (lying)
- 7. ???????????????????????????????????????????????? ¡° I¡¯m in P.R. This is where I keep the spin.¡±
- 9. ???????????????????????????????????????????????? We don¡¯t believe a word of this C.V. and we¡¯d like to offer you a job
- 11. ????????????????????????????????????? Mere public relations PR spin PR hype PR rhetoric Public relations stunt PR ploy ????????????????????????????????????????????????
- 12. ????????? PR ??????????????????????????? ???? Tyco Enron Martha Stewart ??????? ????????????????????????????????????????????????
- 13. Ex-Tyco executives get up to 25 years in prison Kozlowski, Swartz punished for stealing hundreds of millions of dollars Andrea Shepard / Reuters http://www.msnbc.msn.com/id/9399803/
- 14. Prosecuting attorneys from the Enron Task Force (front R to L) John Hueston, Kathryn Ruemmler, and Sean Berkowitz hold a press conference after Enron executives Ken Lay and Jeff Skilling were found guilty at the Bob Casey U.S. Courthouse in Houston, Texas, May 25, 2006. UPI Photo/Johnny Hanson http://www.upi.com/enl-win/327cb75a311171999b8b960b59b4e2cf/
- 15. Martha Stewart got herself in hot water in 2003, when the SEC charged the domestic diva and her former stockbroker Peter Bacanovic with securities fraud, claiming they engaged in illegal insider trading regarding ImClone Systems stock. Stewart served a five-month jail sentence. Credit: Craig Warga/Daily News http://www.nydailynews.com/money/toplists/top_25_most_memorable_business_moments_of_the_decade/top_25_most_memorable_business_moments_of_the_decade.html
- 16. ???????? Balco ?????????????????????????????????????????????? ??????????????????????? ???????????????????????? Marion Jones ??????????????????????????????????????? ????? Jones ?????????????????????????????????????????????? ????????????????????????????????????????? Balco ????????????????????????????????????????????????
- 17. http://www.dailytelegraph.com.au/news/world/i-took-drugs-marion-jones/story-e6frev00-1111114574726
- 18. ????????????????????????????? (suspicion) ???????????? ????????????? ??????????????????????? ?????????? ?????????????????????? ?????????????????????????? ???????????????????????????????????????????????? http://strumpette.com/archives/382-MUST-READ-An-Open-Letter-from-Prisoner-31236-112.html
- 19. ???????????????????????????????????????? ¡°????????????????¡± ?????? ????? ... ??????????????????????????????? ?????????????????????????????????????????? ?????????????????????????????????? ¡° publicity¡± ??? ¡° press agentry¡± ????? 5% ????????????????? ????????????????????????????????????? ?? 98 ?????????????????????????? 93% ?????????????? 93 ??????????? 87% ????????????????????????????????????????????????
- 20. ????????????????????? ?????????????????????????????????????????????????????? ¡°??????????¡± ????????????????????? (hide bad behavior) ????????????????? ?????????????????????????????????????????????? ??????? ?????????????????????????????? ???????????????????? / ????????????????????????????????????????????????????? ????????????????????????????????????????????????
- 21. Coombs & Holladay (2007) ??????? ?????????? PR ?? 6 ?????? ??? ?????????????????????????????????????? ¡°?????????????????????????????????????¡± ??????????????????????????? ?????????? ??????????????????? ????????????????????????????????????????????????????????????????? ???????????????????????????????????????????????????????????????????????? ?????????????????????????????????????? ???????? Goebbels ????????????????? Nazi Propaganda ????????????????????????????????????????????????
- 22. ????????????????????????? ??????????????????????????????????????? ( ????????????????? ???? ?????? ?????????? ) ???????????????????????????????????????????????????????? ???????????????????????? (deep pocket) ???????????????????????????????????????????? ?????????????????????????????????? ???????????????????????????????????????????????????????????????????????? ... ?????????? ¡°????????¡± ???????????????????? ????????????????? (publicity) ????????????????????????????????????????????????
- 23. ?
- 24. ????????? ?????????????????????? ????????????????????????????????????????????????????????? ???????????????????????????????????????????????????? (mutuality) ?????????????????????????????????????????????????????? ????????????????????????????????????????????????
- 25. ???????????????????????????????????????????????? ???????????? / ??????????????????????????????????????? ???????????????????????????????????????????????????? ... ???? ??? ???? ¡° dialogue¡± ????????????????? ????????????????????? ?????????????????????? ??????????????????????????????????????????????????????? ???? ? ?????????????????????????????????????????????????????????????????????????????? ??????????????????????????????????
- 26. Coombs & Holladay (2007) ?????? ... ??????????????????????????????????????????????????????????????????????????????? ???????????????????????????????????????????????????????? ????????????????????????????? ¡° boundary-spanning¡± ?????????????????????????????? ¡° care¡± ???????? ¡°?????????¡± ??????????????????????? ??????????????????????? ??????????????????????????? ??????????????????????? (interdependency) ????????????????????????????????????????????????? ¡°???????????????????¡± ??? ¡°?????????????¡± ??????????????? ????????????????????????????????????????????????
- 27. ???????????????????????????????????????????????? PR Corporate centric Non- corporate centric Media consumer
- 28. ?????????