Public Relations
本课程系统介绍公共关系的理论与实践，涵盖公关历史发展、核心概念、职业道德和实务操作。学生将学习媒体关系、危机公关、活动策划、品牌传播、内部沟通、政府关系等主要职能模块，掌握新闻稿撰写、新闻发布会组织、社交媒体运营、利益相关者管理等专业技能。课程结合真实案例分析，培养学生的战略思维和公关策划能力，以及应对复杂传播环境的实践能力。
This course provides a systematic introduction to public relations theory and practice, covering historical development, core concepts, professional ethics, and practical operations. Students learn media relations, crisis PR, event planning, brand communication, internal communication, and government relations, mastering skills like press release writing, press conference organization, social media management, and stakeholder engagement. Real case studies develop strategic thinking and planning abilities.
学生以小组为单位，为一个真实或虚拟的企业/机构设计一套完整的年度公关策划案。内容包括：形势分析（SWOT分析、利益相关者识别）、公关目标设定、目标公众定位、核心信息设计、传播策略与渠道选择、活动策划方案、媒体关系计划、危机预案、预算编制和效果评估方案。最终提交完整策划文档并进行15分钟的提案演示，模拟客户提案场景。
Student teams design a complete annual PR campaign plan for a real or fictional organization. Content includes situation analysis (SWOT, stakeholder identification), PR objectives, target audience positioning, key message design, communication strategy and channel selection, event planning, media relations plan, crisis preparedness, budget, and evaluation metrics. Final deliverables include a complete plan document and a 15-minute client pitch presentation.