加载中…公共关系
(2022-03-31 17:48:48)
标签：
公共关系管理学百科全书翻译 |
分类： 翻译 |
PUBLIC RELATIONS as a field of activity concerned with building mutual understanding between an organization and its constituent publics. A public may be defined as a group of people with a common interest. An organization seeks to explain to its publics the organization’s policies, promote its goods or services, or build financial support. All this is done with the objective of bringing to an organization the support and cooperation it requires in order to accomplish its mission.
公共关系是涉及组织与其组成的公众之间建立相互了解的一个活动领域。公众可被定义为具有共同兴趣的一群人。一个寻求向公众解释组织的政策，推广其产品或服务，或建立财政支持的组织。做这一切的目标是给予组织完成其使命所需要的支持和合作。
Public relations has evolved since 1900 in response to the increasing complexity of society, increased power of public opinion, and greater knowledge of the motivations of individuals and groups. Gaining the support and cooperation of others through persuasion is an essential part of the work of government agencies, business firms, trade associations, labor unions, professions, welfare agencies, universities, and various “cause” groups.
自1900年以来，公众关系为应对日趋复杂的社会，公众舆论力量的增强以及对个人和群体动机更多的了解而逐渐形成。通过说服来获得其他人的支持和合作是政府机构、商务公司、贸易协会、工会、行业、福利机构、大学以及各种“事业”团体工作的重要组成部分。
Public Relations Activities. Those engaged in public-relations work generally perform several functions. They monitor public opinion and analyze an organization’s relationships, with its publics, such as employees, shareholders, students, alumni, government, or news media. They counsel management on effective ways to influence these opinions. They implement a program of action and communication to advance the mission of the organization. A well-planned public-relations program normally includes these four steps: (1) fact-finding and feedback; (2) planning and programming; (3) action and communication; and (4) evaluation.
公共关系活动。那些从事公共关系工作的人通常履行着几项功能。他们监视公众舆论，分析一个组织与其公众的关系，诸如雇员、股东、学生、校友、政府或新闻媒体。他们对影响这些看法为管理层提供有效的方法。他们为行动和交流计划提供方法来促进组织的使命。一个精心设计的公共关系计划通常包括这四个步骤：（1）发现实事并反馈；（2）编制计划和制定规划；（3）行动和交流；（4）评估。
Public relations as a recognized vocation date from the late 19th century. Its dimensions are clear, although the work varies from organization to organization. A wide variety of activities parades under the public-relations banner. These include:
公共关系作为一种公认的职业可追溯到19世纪末。它的范围是清晰的，虽然该项工作因组织而不同。但在公共关系的旗帜下出现了多种多样的活动。它们包括：
Press agentry, which was born in the entertainment and political worlds of the 19th century to increase the revenues for theaters, sports events, resorts, and similar commercial activities, relies primarily on stunts, staged events, and showmanship to get public attention.
传媒代理，它诞生于19世纪的娱乐和政界，为增加剧院、体育赛事、度假村，以及类似商业活动的收益，主要依靠绝技、举办活动和表演技巧来获得公众的关注。
Publicity is the dissemination of information to the new media or through other channels to make information known or to persuade on behalf of an organization. Publicity is a major tool of public relations but not its equivalent.
宣传是将信息传播到新媒体上，或通过其它渠道使信息为人所知，或代表组织进行游说。宣传是公共关系的一个重要工具，但它不等同于公共关系。
Product promotion, an important function in business, is utilized to supplement paid advertising in support of marketing through the placement of publicity in the news media or by staged events.
产品促销，商业的一项重要功能，通过新闻媒体或举办活动进行宣传，用它来补充广告，支持促销。
Lobbying is an effort to influence public policy and governmental actions with information and persuasion. Every institution has a host of relationships with the proliferating agencies of governments, activities that require the skills of opinion analysis, mediation, and communication. Relationships with government once were almost wholly the work of lawyers and ex-legislators. Today public-relations personnel share in this activity.
游说是用信息和劝说影响公众政策和政府行为的一种努力。每个机构都与迅速增加的政府机构、需要看法分析的技巧、调解以及沟通的活动有着众多的关系。与政府的关系曾经几乎全部都是律师和前立法委员的工作。今天，公共关系人员参与了这项活动。
Advertising is the purchase of space in print or time on the air to convey the sponsor’s message in the language and manner of the sponsor without editorial intervention. Once used almost exclusively to sell goods and services, advertising is now also used to convey public-relations messages.
广告就是购买印刷版面或广播时间，在没有编辑干预的情况下，用赞助商的语言和方式， 传达赞助商的信息。它曾经几乎只用于销售商品和服务，现在，广告也被用于传达公共关系信息。
Public Affairs, as used by government agencies, is a term coming into increased use as a synonym for public relations. When used in industry, the term usually refers to relationship with governmental agencies. Such relationships have multiplied in number and complexity.
公共事务，作为政府机构使用的术语，作为公共关系的同义词是一个使用越来越多术语。当在工业中使用时，该术语通常指与政府机构的关系。这种关系在数量和复杂性方面已有了成倍的增长。
A much older term, propaganda, is often confused with one or more of these elements in the public-relations spectrum. That word was born in the 17th century when the Roma Catholic Church established the Congregation for the Propagation of the Faith. Neutrally defined, propaganda means simply the propagation of a faith, doctrine, or a cause. After World War I the word came to mean communication that was dishonest or one-sided. Because of its pejorative meaning, the word is rarely used by persons engaged in public relations. See PROPAGANDA.
宣传，一个更为古老的术语，通常与公共关系领域中的一个或多个元素相混淆。该词诞生于17世纪，当时罗马天主教会为宣传信仰建立了教堂会众。中立地定义，宣传不过是对信仰、教义，或事业的简单宣传。第一次世界大战后，该词意味着不诚实或片面的交流。因为它的贬义，从事公共关系的人员很少使用这个词。
Tools and Techniques. In carrying out their responsibilities to receive communications and to communicate to other persons, public relations personnel use these tools:
工具和技巧。在履行他们接受沟通和与他人沟通的职责时，公共关系人员要用这些工具：
Incoming Information comes from public-opinion surveys, both those conducted for the organization and those conducted by a research agency; news intelligence, supplied by clipping services or broadcast-monitoring services; newsletters related to a particular field or activity; special reports and surveys such as those supplied by the organization’s trade or professional body; personal contacts; consultants; advisory committees; mail analysis; sampling of field-agent or sales reports; mail questionnaires; consumer panels; toll-free telephone “hot-lines”; ombuds-men; and other channels of information from an organization’s publics.
来自公众舆论调查刚收到的信息，就是对组织进行分析的那些信息和由研究机构进行分析的那些信息；由报刊剪辑服务或广播监听服务提供的信息情报；与特定领域或活动相关的时事通讯；诸如由组织的行业或专业团体提供的那些特别报道和调查；私下交往；咨询顾问；咨询委员会；邮件分析；实地调查员的抽样或销售报告；调查问卷邮件；消费者专家咨询组；免费“热线”电话；调查官；以及来自该组织公众的其它渠道的信息。
Outgoing communication aimed at specific publics utilizes employee or special public magazines or newspapers, bulletin boards, motion pictures, annual or quarterly reports, videotape cassettes, Telex networks, call-in telephone lines for recorded messages, handbooks, information racks, payroll or bill inserts, public address systems, displays and exhibits, plant tours and open houses, the news media, advertising, public service announcements for broadcast media, speakers, slide-film talks, meetings, conferences, special mailings, and staged events such as a plant dedication or a pageant.
外向沟通，针对特定公众利用员工或者专门的公众杂志或报纸、布告栏、电影、年度或季度报告、录像带、电传网络、留言电话、手册、信息架、工资表或账单夹、公众地址系统、展示与展览、参观工厂和开放参观日、新闻媒体、广告、广播媒体的公益广告、演说者、幻灯片演讲、集会、会议、特殊邮件以及像工厂落成典礼或露天表演这类举办的活动。
Persons performing public-relations work for an organization fall into one or both of these categories: (1) those who are employed full time by the organization; and (2) those who work in independent public-relations agencies and serve a number of clients, much in the manner of advertising agencies, providing counsel and communications service for a fee. A few agencies provide both public-relations and advertising services. Many organizations, mainly large corporations, use both an inside staff and an outside agency. The latter may be used only for special projects.
为一个组织从事公共关系工作的人员可分成这些类别中的一类或两类：（1）由该组织全职雇用的那些人；以及（2）在独立的公共关系机构工作，多数以广告代理商的方式，为许多客户有偿提供咨询和通讯服务的那些人。一些机构既提供公共关系服务，也提供广告服务。许多组织，主要是些大型公司，既使用内部员工，也雇用外部机构。不过后者只会用于特殊的项目。
Since the Publicity Bureau was founded in Boston, Mass., in 1900 to publicize such clients as Harvard University and the railroads when the latter came under attack, the practice of public relations has grown into a major force in the United States. Persons employed in public relations constitute an influential and integral component of the nation’s public-information system on which citizens depend to make their political judgments and many daily decisions.
自从在马萨诸赛州的波士顿成立宣传局以来，1900年当铁路公司受到攻击时，为诸如哈佛大学和铁路公司这样的客户作宣传，在美国，公共关系的实践已成长为一股主要力量。从事公共关系的人员构成了国家公共信息系统的一种有影响力和完整的组成部分，依靠它，公民做出他们的政治判断和许多日常决定。
Public-relations personnel work outside the spotlight for the most part. The number of people employed in the field of communications who are beholden only to their readers or viewers has declined in comparison with the numbers who dispense information and undertake persuasion in the acknowledged interest of private employers or public agencies. Several studies support the generalization that nearly half of the news media content comes directly or indirectly from public-relations sources.
公共关系人员大部分时间都在聚光灯下工作。在通信领域的那些只依靠他们的读者或观众的从业人数与那些公认的为私人雇主或公共机构利益提供信息和进行说服的人数相比，人数已经减少。有几项研究支持这一概括，几乎有一半的新闻媒体内容直接或间接地来自公共关系资源。
Client. Public-relations personnel work in most organizations and institutions dependent on public support.
客户。在大多数组织和机构中公共关系人员的工作都依赖于公众的支持。
Business and Industry. Business and industrial firms represent the major field of practice. Corporations have been compelled to expand their public-relations programs to counter growing public distrust. Corporations have been charged with abusing the environment and political systems, and these abuses have been reflected in opinion polls, in the growing strength of consumerism, and in increased government regulation. Also, corporations have been required to strengthen their financial-relations programs because of the shortage of needed capital and because of the stiffer public-reporting requirements imposed by exchanges and governmental regulatory commission. There has been a discernible shift from emphasis on corporate and product publicity to more precisely targeted efforts to increase business’ voice in public policy.
商业与工业。商业和工业公司代表了主要的实践领域。为了抵消增长的公众不信任，公司被迫扩大他们的公共关系计划。公司被指控滥用环境和政治制度，而这些滥用在民意调查中，在日益增长的消费主义势力中，以及在增强的政府监管中都有所反映。此外，由于缺乏所需要的资金，而且因为交易所和政府监管委员会强制实行更严厉的公开报告的需要，公司被要求加强他们的财务关系计划。为增强公司在公共政策中的话语权，从对公司的强调和产品宣传到更准确的有针对性的努力已有了明显转变。
Corporate public relations usually involves these primary functions, although assigned duties vary considerably from corporation to corporation:
企业公共关系通常涉及这些主要功能，尽管公司与公司间的职责差别很大：
Internal Publics. Public-relations personnel communicate with employees and stockholders, survey the attitudes of employees, provide corporate executives with intelligence on an ever-changing public opinion, and prepare speeches and scripts for corporate spokesmen.
内部公众。公共关系人员与员工和股东的交流，反映了员工的态度，为企业高管提供了时刻变化的公众舆论情报，并为企业发言人准备了发言内容和角本。
（待续）
（译者注：该词条位列《大美百科全书》1985年版，第22卷，第760至763页）
喜欢
0
赠金笔