Aside from the means of advertising, public relation can also use news releases, press conferences, speaking engagements, and community service programs to reach its goal. All this is done so that the public would view the organization in a way that it wants to be perceived.
Another difference is that public relation is more of a two-way communication. It not only communicates to the public, collecting the views from the public is also one important part in the PR's agenda. By doing so, the organization would have a clear idea to find out the gap between the ideal image and the reality. And then efforts can be made to lessen this gap.
Many small business owners opt to handle the public relations issues themselves, while others choose to hire a public relations specialist. The in-house public relations department and the external PR agencies both have their own advantages. For example, a PR department within a company has a deeper understanding about the structure, target audience, and the products/ services of the organization and it can also devote all its attention to the organization it is in. While on the other hand, a specialized agency could handle all these issues more professionally, And since a specialized agency deals with PR issues for different organizations, it would easily create some new opportunities and programs for the organization.
Some specialists give a thought-provoking perspective on this issue: public relations should be taken care of in the public interest. From this perspective, organizations attempt to generate good will and position themselves as responsible citizens through a variety of programs conducted in the public interest. Consumer education as well as various other public interest programs belongs to this category.
In the opening paragraph, the author introduces his topic by ______ .
A.justifying an assumption
B.referring to a general understanding
C.explaining a phenomenon
D.making a comparison
第1题
我国签约的国际条约主要有()
A世界版权公约
B录章制品公约
C世界版权公约
D国际条约
E信息条约
第2题
A.《国际海运危险货物规则》
B.《海事劳工公约》
C.《国际防止船舶造成污染公约》
D.《海上人命安全公约》
第6题
A.《国际集装箱安全公约》
B. 《国际货协》
C. 《日内瓦集装箱海关公约》
D. 《1972年集装箱海关公约》
E. 《中华人民共和国海上国际集装箱运输管理规定》
第7题
A.《1982年联合国海洋法公约》
B.《国际海运危险货物运输规则》
C.《1974年国际海上人命安全公约》
D.《政府间海事协商组织公约》
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