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。The term public relations is almost everyone's mantra. It has long been regarded as the responsibility of elected officials, candidates, business people, whether they are members of Congress, parliamentarians, employers, government agencies, public institutions, and even education. Institutions and individuals are very concerned about others' impressions of themselves and their work performance. Political parties, religious groups, and community organizations also understand the importance of a good impression. Although public relations can be said to be a product of a democratic and free society, the concepts and actions of public relations are not new, nor are they omnipotent. There are similar views and actions at home and abroad in ancient and modern times. However, taking this concept and practice into a management function, public relations is still a fairly new field, and research in this area has only occurred in recent decades. Public relations is a comprehensive applied discipline that not only involves politics, economics, communication, etc., but also takes into account practical operations in addition to theoretical principles. Public relations may be considered publicity, advertising, marketing (or promotion), press agency, lobbying, etc. These matters may be related to public relations but are not the same as public relations. In addition, some views that regard public relations as building relationships, banquets and entertainment, etc. are even more fanciful and far from the true meaning of public relations.
The teaching scope of this course is not to discuss specific topics such as election public relations, lobbying public relations, school public relations, corporate public relations, or government public relations, etc., but to focus on broader, basic concepts, and By conducting an inspection during the behavioral process, it is hoped that students can establish a deep foundation for their future performance in various professional public relations fields. Therefore, the content of this course will be divided into five parts: the first is the essence of public relations; the second is the grasp of the target public and public opinion of public relations; the third is the many interlocking important tasks in the dynamic process of public relations, such as research plans Communication and feedback; 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 interest 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 execution strategies, effectiveness evaluation, the impact of Internet communications on public relations, etc. It also cooperates with class assignments to evaluate and discuss 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 Jianshun, "Modern Public Relations: Integrated Communication and Public Reporting", Taipei: Zhisheng Culture, 2005
Chen Yixiang, "Public Relations: Theory, Strategy and Application", Taipei: Shuangye Bookstore, 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 |
