Public Relations Etiquette

Name: Public Relations Etiquette
ISBN: 9787550213746

Jin ZhengkunBeijing United Publishing Co., Ltd. · ChinaApr 2017

3.5

Word count: 112K words
Chapters: 16
ISBN: 9787550213746

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Summary

Public Relations Etiquette has three distinguishing features. First, it remains a conversational work on modern etiquette. Second, it is a specialized work on public relations etiquette—in other words, a monograph on the subject. Third, it is a practical work that focuses chiefly on effective communication.

Editor's review

Professor Jin Zhengkun's Public Relations Etiquette, a classic in his etiquette series, has won wide acclaim since publication for its systematic approach, practicality, and authority. Rather than a superficial list of behavioral rules, the book explores in depth the core of etiquette in public relations activities—the tripartite art of respect, communication, and image building. Drawing on his deep scholarship in communication and public relations, the author deftly integrates traditional Chinese etiquette culture with the interaction rules of modern business society, constructing a theoretical framework that is both culturally grounded and attuned to contemporary practice. His analysis of etiquette details in specific settings—business visits, conference organization, media response, and banquet arrangements—is especially incisive: it not only tells readers "how to do it" but explains the deeper logic of "why do it this way," helping practitioners fundamentally understand the social value of etiquette behavior and thus apply it flexibly and appropriately in different situations. For readers who wish to enhance their professional image and build sound interpersonal networks in the workplace, this book offers an actionable, progressive guide to action and a tool for thinking.

Who it's for

A good fit for

Newcomers in public relations, marketing, administrative management, and related fields who need to quickly establish a professional image
Corporate managers and team leaders seeking to optimize their team's external communication effectiveness and the quality of business interactions
People who frequently attend formal social functions, business banquets, or external reception activities
General readers interested in personal cultivation and the art of social interaction who wish to improve their overall accomplishments

Not a good fit for

Readers expecting extremely simplified, one-step "quick tips"
Academic researchers whose main interest lies in historical textual research or purely folkloric ritual studies

Reading tips

Read the theoretical sections in the first two chapters first to build an overall understanding of the core principles of modern public relations etiquette
Then, based on specific scenarios encountered in work or daily life, selectively read the relevant chapters in depth and conduct scenario simulations
While reading, reflect on and optimize your own past social practices in light of the principles discussed, so as to unite knowledge with action

About the publisher

Beijing United Publishing Co., Ltd. China · Founded in 1993

Beijing United Publishing Co., Ltd. is a publisher known for its literature and history titles, with 2,065 books in the collection. Its publishing covers foreign literature, contemporary Chinese prose and essays, history, folk literature, and cultural books. Its list ranges from Sima Qian's complete edition of the Records of the Grand Historian to foreign classics such as The Book of Disquiet, All Quiet on the Western Front, Snow Country, The Stranger, and Jean-Christophe, as well as modern Chinese works including Teahouse and Dawn Blossoms Plucked at Dusk. Its authors and translators include Yasunari Kawabata, Fernando Pessoa, Erich Maria Remarque, Jin Xinyi, Zhou Miao, and Chen Chao. Public information is limited, but its catalogue reflects a balance between Chinese and foreign literary classics and historical and cultural works.

绪论礼仪就在你身边
第1篇公关概述
第2篇有效沟通
第3篇阳光心态
第4篇修饰形象
第5篇得体着装
第6篇西装成规
第7篇礼宾接待
第8篇会面礼节
第9篇排列位次
第10篇拍照摄像
第11篇馈赠礼品
第12篇安排宴会
第13篇享用西餐
第14篇出席舞会
第15篇国际交往

FAQ

What is the main difference between this book and other etiquette books on the market?

The book's core strength lies in its deep academic foundation and clear practical orientation. Professor Jin Zhengkun deconstructs etiquette from the professional perspective of public relations, emphasizing its function as a communication tool and image-management strategy rather than as isolated behavioral dogma. The content is rigorous and logically coherent, combining theoretical depth with practical guidance.

Are the cases in the book outdated because it was published relatively early?

The book sets out the basic principles and core logic of etiquette, which are highly stable and applicable across eras. Although specific details such as objects and procedures may be adjusted slightly over time, the core ideas concerning respect, communication, sense of propriety, and image building remain valid. Readers should focus on mastering its methodology and apply it flexibly to current situations.

Can readers without a background in public relations understand it?

Absolutely. The book is written in an accessible style, with plain language and vivid examples. The author deliberately translates professional theory into accessible terms, so even readers without a relevant academic background can understand it smoothly and benefit from it. It reads more like an experienced mentor speaking conversationally than a difficult academic paper.

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About the author

Jin Zhengkun Author · China · 1959

Jin Zhengkun, born on November 6, 1959, is a native of Dongyang, Zhejiang, and of Manchu ethnicity. He is a professor and doctoral supervisor in the Department of Diplomacy at the School of International Studies, Renmin University of China, and a well-known expert in etiquette and public relations. He has served as director of the Department of Diplomacy and director of the Center for Etiquette and Public Relations Research. For many years he lectured on etiquette on CCTV's Lecture Room, bringing etiquette knowledge from the classroom to a broad public audience and exerting wide influence in inspirational and personal-growth reading. His writing addresses concrete settings such as the workplace, social life, business, official functions, service, public relations and international exchange, with an emphasis on propriety and practicality, in plain and clearly organized language. Seven of his works are included in the collection, namely Workplace Etiquette, International Etiquette, Service Etiquette, Business Etiquette, Official Etiquette, Public Relations Etiquette and Social Etiquette; he is also the author of Diplomacy, A Course in Social Etiquette and Business Etiquette.