网络公共关系探析
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摘要
随着网络技术的不断发展,网络传播在信息时代的重要性日益凸现出来,同时也给以传播为主要手段的公共关系带来了重大的影响。
根据1998年联合国新闻委员会年会上正式提出的“第四媒体”的概念,网络媒体已经大众媒体的一种。网络媒体从诞生之日起就与传统媒体开始了竞争与融合,其即时传播、有效重复阅读、目标公众直达、多媒体整合传播、全球化信息覆盖等传播特性更使得网络公共关系在传统公共关系传播的基础上得到极大的提高,从而真正实现了双向对称传播这一公共关系最理想的实践模型。
本文在分析了网络媒体的传播特征之后,重点探析了网络公共关系职能如何实现,涉及到组织形象的网络展示与维护、网络舆论的引导、网络信息的搜集与监测,以及网络危机公关。此外,本文结合“家乐福事件”的案例,对于如何建立高效的网络公共关系管理体系进行了分析。
网络公共关系在已经越来越多地显示了其优越性,且必将成为公共关系实践的发展的重要趋势。
With the continuous development of network technology, Net Communication becomes more and more important in this Information Age. At the same time, public relations, which takes communication as the main means, has been impacted greatly.
According to the "fourth media" concept, which was formally proposed in the United Nations Information Committee's Annual, 1998, Internet media has become one of the the mass media. Internet media has been taking competition and integration with traditional mass media since the date of birth. Its features, such as instant communication, effective repeat reading, direct targets, multimedia, and globalization, effect more than traditional public relations work. The two-way symmetrical model becomes achieved.
Based on the analysis of the characteristics of net media, the paper focus on how to achieve online public relations functions, including how do the organizations involved in the image display and maintenance of the network, guide of online public opinion, the online information collection and monitoring, and crisis public relations online. In addition, With "Carrefour incident," the case, how to establish a highly efficient network of public relations management system was analyzed.
Public Relations Online has been more and more demonstrated their superiority, and will certainly become a public relations practice in the development of important trends.
根据1998年联合国新闻委员会年会上正式提出的“第四媒体”的概念,网络媒体已经大众媒体的一种。网络媒体从诞生之日起就与传统媒体开始了竞争与融合,其即时传播、有效重复阅读、目标公众直达、多媒体整合传播、全球化信息覆盖等传播特性更使得网络公共关系在传统公共关系传播的基础上得到极大的提高,从而真正实现了双向对称传播这一公共关系最理想的实践模型。
本文在分析了网络媒体的传播特征之后,重点探析了网络公共关系职能如何实现,涉及到组织形象的网络展示与维护、网络舆论的引导、网络信息的搜集与监测,以及网络危机公关。此外,本文结合“家乐福事件”的案例,对于如何建立高效的网络公共关系管理体系进行了分析。
网络公共关系在已经越来越多地显示了其优越性,且必将成为公共关系实践的发展的重要趋势。
With the continuous development of network technology, Net Communication becomes more and more important in this Information Age. At the same time, public relations, which takes communication as the main means, has been impacted greatly.
According to the "fourth media" concept, which was formally proposed in the United Nations Information Committee's Annual, 1998, Internet media has become one of the the mass media. Internet media has been taking competition and integration with traditional mass media since the date of birth. Its features, such as instant communication, effective repeat reading, direct targets, multimedia, and globalization, effect more than traditional public relations work. The two-way symmetrical model becomes achieved.
Based on the analysis of the characteristics of net media, the paper focus on how to achieve online public relations functions, including how do the organizations involved in the image display and maintenance of the network, guide of online public opinion, the online information collection and monitoring, and crisis public relations online. In addition, With "Carrefour incident," the case, how to establish a highly efficient network of public relations management system was analyzed.
Public Relations Online has been more and more demonstrated their superiority, and will certainly become a public relations practice in the development of important trends.
引文
[1]车跃丽.论网络时代的公共关系[J].江淮论坛.2002,(2):33-39.
[2]陈先红,郭丽,殷卉.中国大陆近十年公共关系研究实证报告[J].华中科技大学学报(社会科学版),2005,(2):102-106.
[3]陈先红.公共关系生态轮[M].武汉:华中科技大学出版社,2006:5-86.
[4]杜骏飞.弥漫的传播[M].北京:中国社会科学出版社,2002:97-143.
[5]冯乔.网络媒体与传统媒体的融合[J].网络传媒.2007,(11):34-35.
[6]郭庆光.传播学教程[M].北京:中国人民大学出版社,1999:59.
[7]何煜.“新传媒”时代的“把关人”[J/OL].http://www.zjonline.com.cn,2001-06-13.
[8]黄明胜.网络媒体的危机管理[EB/OL].http://www.chinapr.com.cn/Guide/ShowArticle.asp?ArticleID=22512&Page=3,2008.
[9]蒋宇.“沉默的螺旋”与网络传播[J].重庆交通大学学报.2007,(7):61-63.
[10]金加宝,奚立明.网络媒体如何实现“一时间”引导——湖州在线新闻网参与突发公共事件报道的实践[J].新闻实践,2007,(3):19-21.
[11]李道平.社会组织与公众协调在公共关系中的核心地位[EB/OL].http://www.chinapr.com.cn,2002-07-21.
[12]李建林.Web2.0时代的网络公关应用[J].国际公关,2005,(6):53-59.
[13]李杰,熊英子.刍议网络环境下的危机公关[J].电子商务,2004,(35):17-19.
[14]李希光,周庆安.软力量与全球传播[M].清华大学出版社,2005:99.
[15]廖为建.公共关系管理初论[R].中国国际公共关系大会,2000.
[16]廖为建.公共关系学[M].北京:高等教育出版社,2000:31.
[17]刘刚.危机管理[M].北京:中国经济出版社,2004:3.
[18]刘秋梅.论网络媒体的舆论导向[J/OL].http://hzrb.gxnews.com.cn,2005-5-26.
[19]闵大洪.数字化时代与数字化传媒[J/OL].http://www.zjonline.com.cn,2001-06-13.
[20]潘彤.YOU时代如何管理网络危机[J/OL].http://finance.qq.com,2008-05-23.
[21]秦启文,周永康.对公共关系学科定位的思考[J].中国高教研究,2005,(5):84-85.
[22]谭伟.网络舆论概念及特征[J].湖南社会科学,2003,(5):188-190.
[23]屠忠俊,吴廷俊.网络新闻传播导论[M].武汉:华中科技大学出版社.2002:233-360.
[24]王朝霞.网络品牌传播应注意的问题[J/OL].http://www.tianyablog.com,2006-10-04.
[25]王晓晖.浅析网络媒体对公共关系实践活动的影响[J].国际关系学院学报,2002(6):60-62.
[26]王耀民.当前我国大众传媒对受众认识的误区及相应的建议[J].湖南师范大学社会科学学报,2005,(3):84-87.
[27]吴继雁,高山.Web发展新模式[J].黑龙江科技信息.2007(10):52.
[28]徐志斌.网络媒体公关随想:借势、共生、发展,及升华[J/OL].http://blog.sina.com.cn,2005-06-13.
[29]于中涛,景庆虹.公共关系学[M].北京:中国农业大学出版社,2004:68
[30]翟学智.论网络媒体的预警作用[J].理论与思考.2007.(6):6-7.
[31]张行舟.网络传播,“传者本位论”的回归与超越[J/OL].http://www.zjonline.com.cn,2001-11-05.
[32][美]Brenda Kienan.健莲科技(译).电子商务管理实务[M].北京:清华大学出版社,2002:27-30.
[33][美]当·戴博雷克,初研砚,赵锦兰(译).渗透营销[M].北京:企业管理出版社,2002:12.
[34][美]弗雷泽P.西泰尔,梁皎洁、罗惟正、江林(译).公共关系实务[M].北京:机械工业出版社,2004:7-53.
[35][美]詹姆斯·格鲁尼格,卫五名(译).卓越公共关系与传播管理[M].北京:北京大学出版社,2008:30-259.
[36][美]罗伯特·希斯.王成、宋炳辉、金瑛(译).危机管理[M].北京:中信出版社,2003:38.
[37][美]沃尔特·李普曼.林珊(译).舆论学[M].北京:华夏出版社,1989:58.
[38][美]谢尔·霍兹,吴白雪,杨楠(译).网上公共关系[M].上海:上海复旦大学出版社,2001:427-502.
[39][英]大卫·菲利普斯,陈刚、袁泉(译),网络公关[M].北京:北京大学出版社,2005:53-233.
[40][英]希瑟·萨维尼.张文镝(译).公众舆论、政治传播与互联网[J].国外理论动态.2004(9):39-43.
[41]Carl Botan.Introduction to the paradigm struggle in public relations[J].Public Relations Review,1993,19:156-159.
[42]Gerard Goggin and Christopher Newell.Digital disability:the Social Construction of Disability in New Media.Oxford:Rowman & Littlefield,2003:47-212.
[43]John h.Ledingham and Stephen D.Bruning.Relationship management and public relations:dimensions of an organization-public relationship[J].Public Relations Review,1998,24:74-80.
[44]John h.Ledingham.Government-comunity relationships:extending the relational theory of public relations[J].Public Relations Review,2001,27:69-71.
[45]Martin Lister.New Media:A Critical Introduction.London,New York:Routledge,2003:518-570.
[46]Mary A.Ferguson." Building Theory In Public Relations:Interorganizational Relationships"[R].paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication.Gainesville,Florida,1984.
[47]Morton LP,Lin L Y.content and citation analyses of public relations[J].Public Relations Review.1995,21:37-41.
[48]Scott M.Cutlip,Allen H.Center and Glen M.Broom.Effective Public Relations[M].Englewood Cliffs,NJ:Prentice-Hall,Inc.,1994:25-273.
[2]陈先红,郭丽,殷卉.中国大陆近十年公共关系研究实证报告[J].华中科技大学学报(社会科学版),2005,(2):102-106.
[3]陈先红.公共关系生态轮[M].武汉:华中科技大学出版社,2006:5-86.
[4]杜骏飞.弥漫的传播[M].北京:中国社会科学出版社,2002:97-143.
[5]冯乔.网络媒体与传统媒体的融合[J].网络传媒.2007,(11):34-35.
[6]郭庆光.传播学教程[M].北京:中国人民大学出版社,1999:59.
[7]何煜.“新传媒”时代的“把关人”[J/OL].http://www.zjonline.com.cn,2001-06-13.
[8]黄明胜.网络媒体的危机管理[EB/OL].http://www.chinapr.com.cn/Guide/ShowArticle.asp?ArticleID=22512&Page=3,2008.
[9]蒋宇.“沉默的螺旋”与网络传播[J].重庆交通大学学报.2007,(7):61-63.
[10]金加宝,奚立明.网络媒体如何实现“一时间”引导——湖州在线新闻网参与突发公共事件报道的实践[J].新闻实践,2007,(3):19-21.
[11]李道平.社会组织与公众协调在公共关系中的核心地位[EB/OL].http://www.chinapr.com.cn,2002-07-21.
[12]李建林.Web2.0时代的网络公关应用[J].国际公关,2005,(6):53-59.
[13]李杰,熊英子.刍议网络环境下的危机公关[J].电子商务,2004,(35):17-19.
[14]李希光,周庆安.软力量与全球传播[M].清华大学出版社,2005:99.
[15]廖为建.公共关系管理初论[R].中国国际公共关系大会,2000.
[16]廖为建.公共关系学[M].北京:高等教育出版社,2000:31.
[17]刘刚.危机管理[M].北京:中国经济出版社,2004:3.
[18]刘秋梅.论网络媒体的舆论导向[J/OL].http://hzrb.gxnews.com.cn,2005-5-26.
[19]闵大洪.数字化时代与数字化传媒[J/OL].http://www.zjonline.com.cn,2001-06-13.
[20]潘彤.YOU时代如何管理网络危机[J/OL].http://finance.qq.com,2008-05-23.
[21]秦启文,周永康.对公共关系学科定位的思考[J].中国高教研究,2005,(5):84-85.
[22]谭伟.网络舆论概念及特征[J].湖南社会科学,2003,(5):188-190.
[23]屠忠俊,吴廷俊.网络新闻传播导论[M].武汉:华中科技大学出版社.2002:233-360.
[24]王朝霞.网络品牌传播应注意的问题[J/OL].http://www.tianyablog.com,2006-10-04.
[25]王晓晖.浅析网络媒体对公共关系实践活动的影响[J].国际关系学院学报,2002(6):60-62.
[26]王耀民.当前我国大众传媒对受众认识的误区及相应的建议[J].湖南师范大学社会科学学报,2005,(3):84-87.
[27]吴继雁,高山.Web发展新模式[J].黑龙江科技信息.2007(10):52.
[28]徐志斌.网络媒体公关随想:借势、共生、发展,及升华[J/OL].http://blog.sina.com.cn,2005-06-13.
[29]于中涛,景庆虹.公共关系学[M].北京:中国农业大学出版社,2004:68
[30]翟学智.论网络媒体的预警作用[J].理论与思考.2007.(6):6-7.
[31]张行舟.网络传播,“传者本位论”的回归与超越[J/OL].http://www.zjonline.com.cn,2001-11-05.
[32][美]Brenda Kienan.健莲科技(译).电子商务管理实务[M].北京:清华大学出版社,2002:27-30.
[33][美]当·戴博雷克,初研砚,赵锦兰(译).渗透营销[M].北京:企业管理出版社,2002:12.
[34][美]弗雷泽P.西泰尔,梁皎洁、罗惟正、江林(译).公共关系实务[M].北京:机械工业出版社,2004:7-53.
[35][美]詹姆斯·格鲁尼格,卫五名(译).卓越公共关系与传播管理[M].北京:北京大学出版社,2008:30-259.
[36][美]罗伯特·希斯.王成、宋炳辉、金瑛(译).危机管理[M].北京:中信出版社,2003:38.
[37][美]沃尔特·李普曼.林珊(译).舆论学[M].北京:华夏出版社,1989:58.
[38][美]谢尔·霍兹,吴白雪,杨楠(译).网上公共关系[M].上海:上海复旦大学出版社,2001:427-502.
[39][英]大卫·菲利普斯,陈刚、袁泉(译),网络公关[M].北京:北京大学出版社,2005:53-233.
[40][英]希瑟·萨维尼.张文镝(译).公众舆论、政治传播与互联网[J].国外理论动态.2004(9):39-43.
[41]Carl Botan.Introduction to the paradigm struggle in public relations[J].Public Relations Review,1993,19:156-159.
[42]Gerard Goggin and Christopher Newell.Digital disability:the Social Construction of Disability in New Media.Oxford:Rowman & Littlefield,2003:47-212.
[43]John h.Ledingham and Stephen D.Bruning.Relationship management and public relations:dimensions of an organization-public relationship[J].Public Relations Review,1998,24:74-80.
[44]John h.Ledingham.Government-comunity relationships:extending the relational theory of public relations[J].Public Relations Review,2001,27:69-71.
[45]Martin Lister.New Media:A Critical Introduction.London,New York:Routledge,2003:518-570.
[46]Mary A.Ferguson." Building Theory In Public Relations:Interorganizational Relationships"[R].paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication.Gainesville,Florida,1984.
[47]Morton LP,Lin L Y.content and citation analyses of public relations[J].Public Relations Review.1995,21:37-41.
[48]Scott M.Cutlip,Allen H.Center and Glen M.Broom.Effective Public Relations[M].Englewood Cliffs,NJ:Prentice-Hall,Inc.,1994:25-273.