Public relations involves strategic communication to foster positive relationships and manage an entity's reputation.
واژه در 30 ثانیه
- Public relations activities for building good relationships.
- Focuses on communication, trust, and reputation.
- Used by organizations and public figures.
Overview
公关，即公共关系（Public Relations, PR），是一门旨在通过有效的沟通来建立、维护和管理组织与其内部和外部利益相关者之间关系的学科和实践。它不仅仅是简单的宣传或广告，而是更侧重于建立信任、理解和好感。公关活动的目标是塑造积极的公众形象，化解潜在的危机，并在长期内为组织争取有利的社会环境。
在日常交流中，“公关”一词常用来指代公关部门、公关活动或公关人员。例如，人们会说“这家公司有一个很强的公关团队”，或者“这次活动做得很好，公关效果显著”。在新闻报道中，“公关”也经常出现，用来描述企业或政府如何处理负面新闻或如何与公众沟通。它也可以作为动词的组成部分，如“公关危机”（public relations crisis）或“公关策略”（PR strategy）。
公关活动广泛应用于商业、政治、非营利组织等多个领域。在商业领域，公司利用公关来推广产品、处理危机、提升品牌形象。例如，新产品发布会、慈善捐助活动、媒体发布会等都属于公关范畴。在政治领域，政府和政党利用公关来与选民沟通、争取支持、解释政策。在非营利组织中，公关则用于筹款、提高公众意识和倡导理念。此外，在个人层面，名人或公众人物也需要进行公关活动来维护个人形象。
与“广告”（guǎnggào）相比，广告更侧重于付费的、有明确指向性的信息传播，目的是直接促进销售或品牌认知。而公关则更注重通过非付费或低成本的媒体传播、活动策划、意见领袖沟通等方式，建立长期的信任和声誉。与“宣传”（xuānchuán）相比，宣传可能带有更强的目的性或意识形态色彩，有时可能显得单向。公关则强调双向沟通和互动，追求的是相互理解和支持。与“营销”（yíngxiāo）相比，营销是一个更广泛的概念，包括产品开发、定价、渠道、推广等所有与市场相关的活动，公关是营销组合中的一个重要组成部分，但它主要关注沟通和关系建立。
مثالها
这家公司在这次负面新闻事件中，做得非常好的公关。
everydayThe company did a very good job with public relations during this negative news event.
政府发言人就新政策的发布召开了新闻发布会，这是重要的公关举措。
formalThe government spokesperson held a press conference to announce the new policy, which was an important public relations initiative.
他最近因为一些桃色新闻，形象大跌，需要赶紧找人做点公关。
informalHis image has plummeted recently due to some scandals; he urgently needs someone to do some PR.
学术界对企业社会责任的公关策略进行了深入研究。
academicAcademia has conducted in-depth research on the public relations strategies for corporate social responsibility.
ترکیبهای رایج
عبارات رایج
做公关
to do PR
公关危机
PR crisis
危机公关
crisis public relations
公关活动
PR activities
اغلب اشتباه گرفته میشود با
Advertising is paid media placement to promote a product or service directly, while PR focuses on earned media and relationship building for reputation.
Propaganda often implies a strong, sometimes biased, message with a specific agenda. PR emphasizes two-way communication and mutual understanding.
الگوهای دستوری
How to Use It
نکات کاربردی
The term '公关' (gōng guān) is widely used in both formal and informal contexts in Chinese. It refers to the practice and profession of public relations. When discussing specific events, it's common to hear phrases like '公关活动' (PR activities) or '危机公关' (crisis PR).
اشتباهات رایج
Learners might sometimes confuse '公关' solely with advertising or think it's only about managing negative situations. It's important to remember PR is a proactive and ongoing effort to build and maintain positive relationships and reputation.
Tips
Think Relationship Building
PR is about fostering and maintaining positive connections with the public and stakeholders.
Focus on Communication
Effective communication is the core of PR, aiming for mutual understanding and goodwill.
Not Just Advertising
Remember that PR is distinct from advertising; it's not always about direct sales but about reputation.
Importance of 'Mianzi'
In Chinese culture, maintaining 'face' (mianzi) is crucial. Good PR helps preserve and enhance the 'face' of individuals and organizations.
ریشه کلمه
The term '公关' is a direct abbreviation of '公共关系' (gōnggòng guānxì), which translates to 'public relations'. It's a modern term adopted to describe the professional field.
بافت فرهنگی
In Chinese business culture, maintaining good relationships ('guanxi') is highly valued. Public relations plays a significant role in cultivating and managing these relationships, contributing to an organization's overall success and social standing.
راهنمای حفظ
Think of '公' (public) and '关' (relation/concern). Public relations is about managing concerns related to the public.
سوالات متداول
4 سوال公关侧重于建立和维护长期关系与信任，通常通过媒体报道、活动等非直接付费方式。广告则是付费的、直接的宣传，目的是推广产品或服务。
“公关”可以指代公共关系这个概念本身，也可以指代从事公关工作的人员（公关人员）、公关部门（公关部），或者是具体的公关活动。
当一个组织或个人希望改善公众形象、处理负面信息、与利益相关者建立良好沟通时，就需要用到公关。例如，危机发生时、新产品上市时、或需要提升品牌声誉时。
危机公关是指在组织面临突发事件或负面新闻，可能损害其声誉时，所采取的一系列应对和沟通措施，目的是减轻负面影响，尽快恢复公众信任。
خودت رو بسنج
为了提升公司形象，他们聘请了一家专业的 ______ 公司来策划活动。
这里需要一个词来指代负责建立和维护公司与公众关系的机构，因此“公关公司”是最合适的。
公关活动的主要目的是什么？
公关的核心在于通过沟通建立和维护良好的关系及声誉，而非直接的销售或广告投放。
请用“公关”、“危机”、“处理”和“有效”来造句。
“有效处理公关危机”是一个符合语法和逻辑的表述，指成功地应对了公共关系方面的突发事件。
امتیاز: /3
Summary
Public relations involves strategic communication to foster positive relationships and manage an entity's reputation.
- Public relations activities for building good relationships.
- Focuses on communication, trust, and reputation.
- Used by organizations and public figures.
Think Relationship Building
PR is about fostering and maintaining positive connections with the public and stakeholders.
Focus on Communication
Effective communication is the core of PR, aiming for mutual understanding and goodwill.
Not Just Advertising
Remember that PR is distinct from advertising; it's not always about direct sales but about reputation.
Importance of 'Mianzi'
In Chinese culture, maintaining 'face' (mianzi) is crucial. Good PR helps preserve and enhance the 'face' of individuals and organizations.
مثالها
4 از 4这家公司在这次负面新闻事件中，做得非常好的公关。
The company did a very good job with public relations during this negative news event.
政府发言人就新政策的发布召开了新闻发布会，这是重要的公关举措。
The government spokesperson held a press conference to announce the new policy, which was an important public relations initiative.
他最近因为一些桃色新闻，形象大跌，需要赶紧找人做点公关。
His image has plummeted recently due to some scandals; he urgently needs someone to do some PR.
学术界对企业社会责任的公关策略进行了深入研究。
Academia has conducted in-depth research on the public relations strategies for corporate social responsibility.
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واژگان مرتبط
واژههای بیشتر business
本事
A2Skill; ability; capability.
相应地
B1Correspondingly.
账号
A2account (e.g., bank, online)
会计
A2accounting, accountant
客户经理
A2account manager
账户
B1A record of financial transactions for an individual or business, usually at a bank; or a user profile for a digital service.
收购
B1To purchase; to acquire (a company).
商业活动
A2Business activity.
广告费
A2Advertising expenses.
调整
B1To change something slightly in order to make it more correct, effective, or suitable.
