Public Relations Practice

Qiu Weiguang / Luo GuozhenEast China Normal University Press1996

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Summary

This book is a textbook on public relations practice edited by Qiu Weiguang and Luo Guozhen. First published in 1996 by East China Normal University Press, it is aimed mainly at teaching in relevant higher education programs while also serving the self-study and practical reference needs of working managers. Taking "practice" as its footing, the book briefly explains the basic concepts, historical development, and constituent elements of public relations before focusing on the operational process of public relations work, covering in turn public relations research, planning, implementation of public relations plans, and evaluation, and explaining the public relations organizational structure and the basic qualities of practitioners. On this basis, the book discusses by category the characteristics and operational key points of corporate public relations, government public relations, institutional and organizational public relations, and commercial and service-industry public relations. Public psychology, interpersonal communication skills, and public relations etiquette are also incorporated into the system, emphasizing the practical application of public relations work in daily communication and image building; special activities such as crisis management, sponsorship events, press conferences, exhibitions, and celebrations are also covered. The book is organized chapter by chapter, giving equal weight to theoretical exposition and practical methods, and is suitable for use as an introductory and practical training textbook for public relations courses.

Editor's review

在公共关系类教材中，本书的定位相当明确：它不追求繁复的理论推演，而是把重点落在“怎么做”上。从公关调研、策划到实施与评估，全书按实际工作流程依次展开，读者可以沿着一条清晰的实务路径建立起对公关工作的整体认识。书中关于企业、政府、事业团体与商业服务业等不同类型公共关系的分章讨论，也便于读者对照自身所处的组织环境选取相应内容。公众心理与人际交往两章，提醒读者公关并非单纯的技巧堆砌，而要以理解和把握沟通对象为前提；礼仪、危机管理、专题活动等章节则提供了可直接迁移到工作中的操作思路。作为1996年出版的教材，书中的媒介环境与案例语境带有明显的时代印记，读者在使用时宜结合当下的新媒体环境加以辨析和补充。总体而言，本书适合作为系统了解公共关系实务框架的入门读物，也适合作为高校课堂教学的辅助材料。

Who it's for

A good fit for

高等院校新闻传播、行政管理、市场营销等专业的学生，可用于课程学习与实训参考。
初入公共关系、品牌传播岗位，需要系统了解公关工作流程的从业者。
企事业单位中负责对外沟通、活动组织与形象建设的行政管理人员。
希望以教材方式系统入门公共关系知识的自学者。

Not a good fit for

希望获取新媒体时代的舆情监测、社交平台运营等前沿实操方法的读者。
期望读到大量近年一手案例、数据与行业调研报告的专业读者。

Reading tips

可按“概念—要素—流程—类型—专题”的顺序通读，先建立整体框架，再回看重点章节。
阅读调研、策划、实施、评估四章时，尝试结合自己所在单位的一次真实活动做推演练习。
遇到礼仪、危机管理等操作性强的内容，建议对照实际工作场景做笔记并整理成清单。
注意区分书中1990年代的媒介与案例语境与当今传播环境，必要时补充阅读较新的公关著作。

About the publisher

East China Normal University Press China · Founded in 1957

Adhering to the publishing purpose of "broad education," East China Normal University Press extends beyond its three main areas of textbooks, academic works and general-interest books, and its catalogue clearly reflects a vision that bridges Chinese and foreign humanities and social sciences. In foreign literature it offers classics such as Yasunari Kawabata's Snow Country and The Old Capital (translated by Chen Dewen), Jane Austen's Pride and Prejudice, and Rilke's annotated edition of The Notebooks of Malte Laurids Brigge (translated by Chen Zao); in architecture, Chen Congzhou's two-volume Appreciation Dictionary of Chinese Gardens; in social psychology, The Social Animal: 12th Edition; and it also includes philosophy titles, traditional-culture works such as the six-volume Paintings for the Protection of Life, and education books. Its authors include renowned Chinese and foreign writers and skilled translators, showing a publishing profile that balances classic translation, scholarly accumulation and public reading. Public information is limited; the above is based only on the books in the catalogue.

FAQ

这本书的作者和出版社是？

本书由邱伟光、罗国振主编，1996年由华东师范大学出版社出版，属于面向高校教学的公共关系类教材。

这本书适合零基础读者吗？

适合。全书从公共关系的基本概念与历史沿革讲起，再逐步进入工作流程和实务方法，零基础读者可以循序渐进地阅读。

现在读这本1996年的教材还有价值吗？

作为了解公共关系实务基本框架的入门读物仍有参考价值，但书中案例与媒介环境带有时代印记，建议结合新近的公关与传播类著作补充阅读。

书中是否包含危机管理内容？

有。据公开的目录资料，本书设有危机管理相关章节，涉及危机的概念、处理原则与管理方法等内容。

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About the author

Qiu Weiguang Author

Qiu Weiguang is an author about whom limited public information is available; what can be confirmed is that he wrote the book Public Relations Practice. The work is categorized under economics, finance, and management, suggesting that it addresses applied areas such as organizational management, communication, and coordination. Judging from the title and category, the author focuses on how public relations is carried out in practical work rather than on abstract theoretical exposition, and the content likely covers common topics such as information dissemination, relationship maintenance, crisis response, and image management. Because more records of his life and academic background are lacking, it is difficult to assess his professional experience or the full scope of his writing, but the existing work shows a combination of management knowledge and public communication and may serve readers who wish to understand public relations practice.

Luo Guozhen Author

Luo Guozhen is a Chinese book author whose publicly available personal information remains limited: no clear records of birth and death dates, nationality, or educational background have been found. According to the holdings, Luo Guozhen has only one work, Public Relations Practice, which is commonly classified under economics and personal finance as well as management. The book covers the basic theories and practical operations of public relations and is aimed at readers who need to understand PR methods and communication strategies. Based on the available information, the author's life experience is not sufficient to form a complete profile, nor is it possible to judge the full range of his writing style. It can be confirmed, however, that his writing orientation tends toward the applied and the operational, focusing on turning public relations knowledge into methods that can be used for practical reference. For readers seeking an introduction to the field of public relations, this work can serve as reference material for understanding related practices.