| 課程目標 |
教學目標：包含知識、技能、態度、其他等四項
1. 能熟悉公關之歷史演進、理論架構、法規及組織(知識)
2. 能運用各種大眾媒體，實際從事基本公關活動的企劃(技能)
3. 能具備公關人員之專業意識與道德規範(態度)
4. 能廣泛了解公關能運用的各個社會及商業層面，並討論目前國內的公共關係發展現況(其他) |
Objectives |
1. Understand theory, regulations, and organization of public relations (knowledge) 2. Use mass media to engage in basic activities of public relation planning (skills) 3. Develop the ethics and awareness of a professional in public relations (attitude) 4. Apply a broad understanding of public relations to commercial behavior and society; discuss the current development of public relations in Taiwan (other) |
| 教學內容 |
一、概念篇(公共關係的定義；公關與新聞、廣告、行銷的比較；公關的傳播目標、公關人員的特質與技能) 二、操作篇(企劃、情報、創意、新聞宣傳、事件、廣告、評估) 三、應用篇(個人公關、企業公關、組織公關、政府公關) 四、危機處理篇(媒體關係、消費者關係、員工關係、社區關係、 危機管理) |
Syllabus |
This course is aimed to investigate 1. Concepts(definition of PR; the comparison of PR、news、advertising and marketing ;propaganda objectives of PR, traits and personnel skills of PR) 2.Operation (planning, information, creation, propaganda, events, advertising, and evaluation) 3.Application (individual public, enterprise, organization, and government public relations. 4. Crisis management(media relations, consumer realations, employee relations, and community public relations, crisis management) |