国际公共关系中议题管理的PIF模型及其应用
发布时间：2018-11-18 13:49
【摘要】： 在全球化浪潮下越来越多的组织选择进入国际市场,以寻求自身更广阔的生存和发展空间。在这一过程中,组织必须要处理好异质文化环境中与当地公众的关系,尤其面对国际受众在生活方式、风俗习惯、社会规则、文化价值观等诸多方面的差异,组织必须开展灵活性和适应性兼具的公关活动使目标受众能迅速接受组织传递的信息和对组织形成良性认知,以配合组织达成其公关目标。本文认为,行之有效的议题管理是任何国际组织要开展成功的国际公关活动理想手段之一。 从20世纪70年代起,议题管理成为公共关系学中值得关注的新领域,并且随着公共关系的触角伸入国际市场,复杂的国际舆论环境和文化背景各异的受众更是对议题管理提出了更高的要求。在国际环境中,议题管理能指导公关人员对受众环境进行有效预测、分析、评估,并运用自身资源,形成具有高度适应性的公关策划来引导议题发展,避免负面议题在公众中传播和讨论给组织带来不利影响,促进正面议题对组织发挥的积极作用,塑造组织形象并争取效益最大化。 本文在梳理、总结和借鉴前人研究成果的基础上,主要运用议题管理、公共关系理论、传播学理论、跨文化沟通理论以及文化研究相关模型,寻求议题管理和国际公共关系的契合点,为议题管理在国际公关活动中的应用开拓更广阔的空间,并建立了国际公关中的议题管理PIF模型。该模型较为完整和详细地描述了国际环境中应用议题管理模型开展公关活动的步骤、方法、策略等,较为清晰地勾勒了议题管理活动开展的全过程,并通过世界卫生组织消灭天花运动的案例分析,验证了PIF模型对公关实务的指导作用。本研究为后续的国际公关模型建构提供了参考,同时为中国的跨国组织开展以全球市场开发、国际传播、国际形象塑造等为目标的国际公关实践活动提出了建设性的意见和建议。
[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.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：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.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：D80
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