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Introducere in relatii publice

Introducere in relatii publice

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Published by: btco on Apr 21, 2009
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 Introducere în Rela
ţ
ii Publice
Lector univ. drd. Remus PRICOPIE
An universitar 200
1
/2002
 
 
 
1
 
Cuprins
I. Rela
ţ
iile publice Cadru General ............................................................................................... 3I.
1
. Ce sunt rela
ţ
iile publice ................................................................................................ 3I.
1
.
1
. Rex F. Harlow ................................................................................................ 4I.
1
.2. Defini
ţ
ii ale asocia
ţ
iilor de rela
ţ
ii publice .................................................... 6I.
1
.3. Tipologii ale defini
ţ
iilor rela
ţ
iilor publice .................................................... 8I.2. Rela
ţ
iile publice ca proces ................................................................................................
1
0I.2.
1
. Formule liniare ................................................................................................
1
0I.2.2. De la formule liniare la formule ciclice ............................................................
11
 I.2.3. Formule ciclice ................................................................................................
1
3I.3. Activitatea de rela
ţ
ii publice .............................................................................................
1
4I.4. Un subiect deschis ..............................................................................................................
1
6Exerci
ţ
ii ........................................................................................................................................
1
7Note ..............................................................................................................................................
1
7II. Teorii ale rela
ţ
iilor publice ................................................................................................................
1
8II.
1
. Teorii ale comunic
ă
rii ......................................................................................................
1
8II.
1
.
1
. Modele ale comunic
ă
rii ..................................................................................
1
8II.
1
.2. Medii calde
ş
i medii reci .................................................................................. 2
1
 II.
1
.3. Agenda-setting ................................................................................................. 22II.2. Teorii ale persuasiunii, motiva
ţ
iei
ş
i comportamentului .............................................. 23II.2.
1
. Ierarhia nevoilor ............................................................................................. 23II.2.2. Ierarhia efectelor ............................................................................................ 24II.3. Teorii ale organiza
ţ
iilor
ş
i comunic
ă
rii organiza
ţ
ionale .............................................. 24II.3.
1
. Teoria sistemelor ............................................................................................... 24II.3.2. Managementul de risc
ş
i managementul conflictelor .................................. 25II.4. Teorii specifice rela
ţ
iilor publice ....................................................................................... 26II.4.
1
Patru modele ale rela
ţ
iilor publice ................................................................... 26II.4.2. Roata lui Bernstein ............................................................................................ 28Exerci
ţ
ii ........................................................................................................................................ 3
1
 Note .............................................................................................................................................. 3
1
 III. Publicul .......................................................................................................................................... 32III.
1
. Publicurile
ş
i specificit
ăţ
ile .......................................................................................... 32III.2. Publicurile lui Fraser P. Seitel ...................................................................................... 34III.3. Publicurile lui Bernstein
ş
i Hendrix .......................................................................... 36Exerci
ţ
ii ........................................................................................................................................ 42Note .............................................................................................................................................. 42
 
 
2
IV. Evolu
ţ
ia rela
ţ
iilor publice ................................................................................................................. 43IV.
1
. Terminologie
ş
i practic
ă
................................................................................................... 43IV.2. Dou
ă
puncte de vedere ................................................................................................... 44IV.3. Începuturile –secolele XVII
ş
i XVIII ................................................................................ 46IV.3.
1
. Harvard College ............................................................................................... 46IV.3.2. Samuel Adams
ş
i Revolu
ţ
ia American
ă
....................................................... 46IV.4. Epoca încerc
ă
rilor secolul XIX ...................................................................................... 49IV.4.
1
. Amos Kendall, primul consilier de pres
ă
la Casa Alb
ă
.............................. 49IV.4.2. P.T. Barnum omul show business-ului ....................................................... 50IV.4.3. De la
The Public be Fooled
la
The Public be Damned
...................................... 52IV.5. Perioada reac
ţ
ie/r
ă
spuns debutul secolului XX ......................................................... 54IV.5.
1
.
The publicity bureau
– Boston,
1
900 ............................................................... 54
 
IV.5.2. Ivy Lee ............................................................................................................. 54
 
IV.5.3. Comitetul Creel .............................................................................................. 56
 
IV.6. Rela
ţ
iile publice intr
ă
în universit
ăţ
i .............................................................................. 57IV.6.
1
. Edward L. Bernays ........................................................................................ 57
 
IV.6.2. Rex F. Harlow ................................................................................................. 59
 
Exerci
ţ
ii ........................................................................................................................................ 60Note .............................................................................................................................................. 60V. Structuri de rela
ţ
ii publice .................................................................................................................. 62V.
1
. Specialistul în rela
ţ
ii publice ............................................................................................ 62V.
1
.
1
. Aria de acoperire a activit
ăţ
ii de rela
ţ
ii publice ....................................... 62V.
1
.2. Formarea speciali
ş
tilor în rela
ţ
ii publice ................................................... 64V.
1
.3. Zone de competen
ţă
ale speciali
ş
tilor în rela
ţ
ii publice .......................... 66V.2. Departamente de rela
ţ
ii publice ....................................................................................... 67V.2.
1
. Departamete interne ...................................................................................... 67V.2.2. Departamente externe .................................................................................. 69V.2.3. Solu
ţ
ii mixte ................................................................................................... 70Exerci
ţ
ii ........................................................................................................................................ 7
1
 Note .............................................................................................................................................. 7
1
 Bibliografie ................................................................................................................................................... 72

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