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英國作業范文:如何在數字時代改變公關角色How have PR roles changed in the digital

時間:2019-03-14 15:33來源:未知 作者:anne 點擊:
導讀:此文是一篇英國作業,說的是在數字時代,公關角色發生了很大的變化,從輿論的控制轉變為輿論的領導者,從組織形象的維護者轉變為符合公眾利益的人,從信息生產者轉變為信息控制
導讀:此文是一篇英國作業,說的是在數字時代,公關角色發生了很大的變化,從輿論的控制轉變為輿論的領導者,從組織形象的維護者轉變為符合公眾利益的人,從信息生產者轉變為信息控制者。顧的自我品牌成功與他在戰略中扮演正確的公關角色有著密切的關系。
1.0 Introduction引言
公共關系(PR)是指社會組織利用溝通手段,在自身與公眾之間形成雙向溝通,以實現雙方相互理解和相互適應的管理活動(侯,2016)。良好的公關對于企業的成功起著重要作用(Cheng、Huang和Chan,2016)。值得注意的是,在數字時代,由于網絡技術帶來的不同的溝通方式、信心溝通和消費者行為,公關的角色發生了重大變化(Charest、Bouffard和Zajmovic,2016;Allagui和Breslow,2016)。如何正確理解這一變化已成為當代企業和組織取得成功的關鍵因素(Lee等人,2015)。本研究將關注公關在數字時代中的角色變化,以香港娛樂圈中的一位明星古巨基為例,以自我品牌為例,分析如何適應這一變化,以求成功。
Public relations (PR) refer to the management activities that a social organization uses the means of communication to form a two-way communication between itself and the public to achieve the mutual understanding and mutual adaptation of the two sides (Hou, 2016). Good PR plays an important role in the success of an enterprise (Cheng, Huang and Chan, 2016). It is worth noting that in the digital eras, the roles of PR have undergone significant changes due to the different modes of communication, communication of confidence and consumer behavior brought by network technology (Charest, Bouffard and Zajmovic, 2016; Allagui and Breslow, 2016). How to correctly understand this change has become the key factor for a contemporary enterprise and organization to achieve success (Lee et al., 2015). This study will focus on the changes in the roles of PR in the digital eras, taking a star in the amusement circle in Hong Kong named Leo Ku as an example of self branding to analyze how to adapt to this change to be successful.
2.0 Body主體
2.1 Change from a controller of information into a leader of public opinion從信息控制者轉變為輿論領袖
信息獲取的開放性在于數字化時代的公關角色從信息控制者轉變為輿論領袖(Toledano和Avidar,2016)。傳統公關活動必須通過廣播電視等大眾媒體進行(侯,2016)。大眾傳媒資源稀缺,擁有支配信息資源的特權,具有形成或塑造輿論的能力(Allagui和Breslow,2016)。現在,任何具有一定計算機或網絡知識和技能的人都可以通過網站的建立、發送電子郵件等網絡功能發布新聞、傳播信息(Toledano和Avidar,2016年),這使得一些人通過控制媒體來控制和操縱輿論變得一文不值。
傳統的公關媒體受信息傳播速度、地域和時間的限制,難以實現快速有效的傳播(Lee等人,2015)。信息時代的信息傳播工具具有無與倫比的快速、及時的優勢,使組織能夠盡快獲得信息,信息也能迅速地從組織向公眾傳播,從而實現組織間更有效的互動和溝通,從而使組織間的信息交流真正成為現實。公共關系可能的有效溝通(Allagui和Breslow,2016年)。
The openness of information acquisition lies in that PR roles in the digital eras change from the controller of information to the leader of public opinion (Toledano and Avidar, 2016). Traditional PR activities must be carried out through the use of mass media such as radio and television (Hou, 2016). The mass media have scarce resources and the privilege of dominating information resources, which makes them have the ability to form or shape public opinions (Allagui and Breslow, 2016). Now, anyone with a certain degree of computer or network knowledge and skills can publish news, disseminate information through network functions such as the establishment of the Website, sending e-mail (Toledano and Avidar, 2016), which makes a few people’s control and manipulation of public opinion through controlling the media become naught.
Traditional PR media is limited by the speed, region and time of the information transmission, which makes PR difficult to achieve the rapid and effective communication (Lee et al., 2015). The information communication tool in the information age has unparalleled fast and timely advantages, making organizations have an access to information as soon as possible, and the information can also be spread rapidly from the organizations to the public to achieve a more effective interaction and communication between them, which make real timely and effective communication of PR possible (Allagui and Breslow, 2016).
 In the digital eras, it is almost impossible for organizations to control public opinion freely by controlling the absolute right of speech to affect the public (Charest, Bouffard and Zajmovic, 2016), to take public recognition as an example, the existence of the network brings a large number of sources of information, the public have the opportunity to fully express their views, the public are through the analysis, debate and exchange of events to ultimately form their own views and attitudes to be divided into different social groups, and ultimately forming their own identification. Considering from the process of formation of identification in the digital eras, the decisive role of PR in the formation of identification has lost, the public plays an increasingly important role in the process of formation of identification. However, it should be noted that PR in the digital eras does not completely lose its function, it still plays the role of public opinion leader. In the digital age, the monopoly of traditional media towards information is broken, on the premise that organizations do not violate laws and professional ethics, they can make use of network communication tools, according to their own wishes to publish information to all types of the public, including the media, and paying attention to effective interaction with them (Allagui, and Breslow, 2016). In this way, organizations will be able to grasp the initiative in PR activities, they have a direct impact on the public, and thus playing a good role of a public opinion guider.
2.2 Change from a defender of corporate image into a role to satisfy public interest
In the past, one of the main roles of a government or enterprises in the implementation of PR management strategies is maintenance of their own public image (Hou, 2016), in the digital age, the role of PR is transformed into a defender of public interest.
PR scholars point out that there are four PR practice models: news agent model, public information model, bidirectional asymmetric model and bidirectional symmetric model (Hou, 2016; Cheng, Huang and Chan, 2016). Among them, the bidirectional symmetric mode is considered to be the most ideal. However, in the PR communication activities which mainly use traditional media, sender of information copies and transmits the mass information to the audience through the mass media. The audience only accepts the information passively, and they often have no right to speak. Such "one-to-many " or "minority-to-many ", top-down mode is difficult to achieve the two-way symmetry of transmission (Lee et al., 2015). Therefore, organizations or the media usually fails to understand what the public demand for, but in the digital eras, with the development of the trend of consumerism, individualism, the public prefer to express self to cause everyone's attention, they pay more attention to whether their personal needs can be met, while the emergence of the network allows those who have an access to the Internet can convey their views, opinions, suggestions to many people. This communication essentially guarantees the two-way nature and symmetry of transmission. This interactive nature makes it possible for the public to truly participate in the whole PR process. The initiative of the public to participate is increased, and their initiative of making a choice is also strengthened, which requires that organizations should provide personalized information services to the public with diverse needs. Therefore, the role of PR in the digital eras will be transformed into a role to satisfy public interest.
2.3 Change from an information publisher into an information manager
Excessive and random information the digital eras poses a significant barrier to PR personnel to identify valuable information (Allagui and Breslow, 2016). Since anyone can publish information, have an access to information and exchange information online, it also brings a series of problems such as information explosion on the Internet, information pollution and so on. In the past, PR department is mainly responsible for information dissemination, but the digital eras, PR department must redefine their duties and roles, their traditional role of an information publisher is changed into an information manager. In this network society with excessive and random information, how to distinguish useful information and useless information, how to determine the flow of information has become a crucial issue. For example, in the digital age, an organization should observe the development trend of the whole society, the public opinion, the public speech, use the information and opportunity which is beneficial to the organization to make the public understand the enterprise's policy, policy and development prospect to establish the good relationship between the enterprise and the society, so as to strive to improve its corporate brand image. At the same time, as PR personnel, they need to take the initiative to fully and accurately collect information to understand the public’s psychology, needs and trends, and then taking targeted measures to affect the public psychology and decision-making.


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