公共關係一詞，幾為人人的口頭禪，長久以來也一直被視為是民選官員、候選人、企業人士的責任，不論是國會議員、議員、雇主、政府機構、公共事業單位，甚至於教育機構及人士都十分在意別人對自己及工作表現的印象，政治黨派、宗教團體、社區組織、也都了解良好印象的重要性。儘管公共關係可稱為是民主自由社會的產物，然而公共關係的觀念與行動並不稀奇，亦非萬能，古今中外都有類似的看法與作為。但把這種觀念與作為形成一種管理的職能，公關仍然是一個相當新的領域，而且對這方面的研究也是近幾十年的事。公共關係是一種綜合應用學科，不僅牽涉到政治、經濟、傳播等方面，而且在理論原則之外更要兼顧實際的運作。公共關係可能被視為宣傳、廣告、行銷（或推銷）、新聞代理、遊說......等，這些事項或與公共關係有關但不就等於公共關係。此外一些看法，把公共關係看作拉關係、宴飲應酬等，更是風馬牛，與公共關係的真意相差甚遠。
本課的授課範圍不在於針對選舉公關，遊說公關，學校公關，企業公關，或政府公關......等各種特定議題做專題討論，而是從較寬廣的，基本概念的，及其行為過程中做一檢視，期能讓學生建立一深層的基礎，以作為日後各專業公關領域的發揮。因此，本課內容將分為五部分：第一是公共關係的本質；其次是公共關係的目標公眾與民意的掌握；第三是公共關係動態過程中許多連鎖性的重要工作，如研究 計畫 傳播及回饋；第四是介紹公關工作的一些技巧與方法；最後是分析社會責任與公眾利益這兩個概念及他們與公共關係的責任。Public relations, which is a few of the orals of everyone, has been regarded as the responsibility of elected officials, candidates, and business personnel for a long time, whether it is a member of the National Assembly, appointee, an employer, a government agency, a public service unit, or even an education. Institutions and people are very concerned about other people's impressions of themselves and work performance, and political parties, religious groups, and community organizations are also aware of the importance of a good impression. Although public relations can be called products of democratic and free society, the concepts and actions of public relations are not uncommon, nor are they capable of. Similar views and actions have been found in ancient and modern times, both in China and abroad. But to form a management role, public relations are still a relatively new field, and research on this aspect has been happening in the past decade. Public relations is a comprehensive application subject that not only involves politics, economy, communication, etc., but also requires practical operations in addition to theoretical principles. Public relations may be regarded as publicity, advertising, marketing (or promotion), news agency, game talk, etc. These matters may be related to public relations but are not equivalent to public relations. In addition, some views regarding public relations as ties, banquets and remuneration, etc. are even more dangerous, and the true meaning of public relations is very different.
The scope of this course is not to discuss the specific topics such as selection of public relations, traveling public relations, school public relations, enterprise public relations, or government public relations, etc., but rather from broader, basic concepts, and Make an inspection in the process of behavior, hoping to enable students to establish a deep foundation to develop various professional public relations areas in the future. Therefore, the content of this course will be divided into five parts: the first is the essence of public relations; the second is the goal of public relations, the mastery of public opinion; the third is many important work that is closed in the dynamic process of public relations, such as research plans Publish and reply; the fourth is to introduce some skills and methods of public relations work; the last is to analyze the two concepts of social responsibility and public interests and their responsibilities with public relations.
本課程探討公共關係的基本概念、相關理論、公共關係執行策略，效益評估，網路通訊對公共關係之衝擊等，並配合隨堂作業，對公共關係事件做評估及探討。
This course explores the basic concepts of public relations, related theories, public relations implementation strategies, benefits assessment, online communications impact on public relations, etc., and cooperates with the Suicang industry to evaluate and explore public relations events.
劉建順，《現代公共關係學：整合傳播與公共報導》，台北：智勝文化，2005
陳一香，《公共關係：理論、策略與應用》，台北：雙葉書廊，2013
Liu Jianshu, "Modern Public Relations Studies: Integrated Communication and Public Reporting", Taipei: Smart Culture, 2005
Chen Yixiang, "Public Relations: Theory, Strategies and Applications", Taipei: Double Ye Library, 2013
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 課堂出席率課堂出席率 Class attendance |
30 | 含上課討論率 |
| 期中考期中考 Midterm exam |
30 | |
| 期末報告期末報告 Final report |
40 | 含學期作業 |
