论文部分内容阅读
随着公共关系行业的迅速发展,公共关系效果评估的可靠性与测量工具之间的差异日益显现。本研究对我国大学生公共关系策划大赛的计划案进行内容分析,结合公共关系业界人士的定性访谈研究,试图展现我国高校公共关系专业所提供的关于公共关系活动目标设定、效果测量工具的理论教育和业界在实际活动中所运用测量工具的现状。研究发现,我国大学生策划案中关于公共关系目标的设定,主要包括品牌形象、知晓度、受众的情感维度等方面。而效果测量的内容和工具中,媒介内容的数量以及受众态度和观念的改变,表明我国的公共关系教育、研究与公众关系概念化与操作化的理论前沿存在距离;同时,科学的公共关系效果研究和测量工具的业界使用频率不高,妨碍了公共关系行业的专业化发展。
With the rapid development of public relations industry, the difference between the reliability of public relations effectiveness evaluation and measurement tools is increasingly apparent. In this study, we analyze the contents of the plan of our university public relations planning competition and try to show the theoretical education about the setting of public relations activities and the tools of effect measurement provided by the public relations professionals in our country. And the status quo of the measurement tools used by the industry in actual activities. The study found that the setting of public relations goals in the case planning of college students in our country mainly includes the aspects of brand image, awareness and audience’s emotional dimension. However, the content and tools of measurement of effect, the quantity of media content and the changes of audience attitude and concept show that there is a distance between the conceptualization and operationalization of public relations education, research and public relations in our country. At the same time, the research on the effect of public relations And the use of measurement tools in the industry is not high, hindering the professional development of the public relations industry.