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美国著名学者斯科特·卡特李普等人合著的《有效公众关系》一书,是当代公关界最有影响、最具权威的论著之一。该书的最新版本(第七版)综合了著者的最新研究成果。青岛化工学院的于里教授特将该书的部分章节译出。本刊自本期起连续刊载于里教授所译的该书第一章《当代公众关系学导论》。因限于篇幅,对译文作了少量删节(凡删节处皆以“……”号标明)。另,为尊重译者意见,译文中一律用“公众关系”,而不用“公共关系”。
One of the most influential and authoritative treatises in contemporary public relations is the book “Effective Public Relations” co-authored by the famous American scholar Scott Carter and Lipp. The latest version of the book (Seventh Edition) combines the author’s latest research. Professor Yu Li from Qingdao Institute of Chemical Technology specially translated some chapters of the book. Since the current issue of this issue has been published in the first chapter of the book, “Introduction to Contemporary Public Relations.” Due to space limitations, the translation was made a small amount of abridgement (where the abolition are marked with “......” No. marked). In addition, in order to respect the translators’ opinions, the translation should always use “public relations” instead of “public relations.”