互联网公共关系的研究

论文编号:DZ300  论文字数:14401.页数:22

互联网公共关系的研究

摘  要
在建立网络公共关系应注意的问题：网络公共关系建立的关键和核心都是“人”。这里包括两层含义：第一，网络公共关系的目标是为了使企业亲近受众，树立良好的企业形象和产品形象；第二，网络公共关系是由人来策划和实现的，因此对于公关活动的主体——企业而言，拥有复合型的网络人才是企业成功建立网络公共关系的保障。组织可以在相关宣传媒介上（如组织报纸、产品说明书、产品宣传活页等）来推广组织网站，这一时期，组织的网络公关可以借助专业门户网站或影响大的综合性网站来进行。企业在管理方面应遵循几点原则：（1）企业开展网络公共关系必须建立广泛的网络媒体联络，及时发布信息。（2）企业进行网络公共关系活动时应注重与目标受众的双向沟通，传播的信息应该真实可靠。（3）企业开展公共关系活动时，必须从公众利益出发，重视社会效益。（4）企业开展网络公共关系活动不能抛弃传统的媒体。

关键词  互联网/网络公共关系/公共关系

INTERNET PUBLIC RELATIONS RESEARCH

ABSTRACT
 Public relations in the establishment of the network should pay attention to the problem:The network of public relations on the key and core are "people". Here has two meanings: first, the network of public relations goal is to enable enterprises closer to the audience and establish a good corporate image and product image; second, the network of public relations is by people in planning and implementation, and therefore for the public relations activities of the main - enterprises with a complex network of talent is a successful networking business public relations protection. Advocacy organizations in the relevant medium (such as the Organization of newspapers, product manuals, product promotion loose-leaf, etc.) to promote the organization websit, during this period, the organization''''s network can make use of professional public relations portal, or high-impact integrated websites. Enterprises should be followed in the management of the following principles: (1) enterprises to develop the network of public relations must be to establish a broad network of media contacts, and timely distribution of information. (2) enterprises in the network of public relations activities should focus on two-way communication with the target audience, dissemination of information should be true and reliable. (3) Enterprise to carry out public relations activities, must be from the public interest, attention to Social benefits. (4) enterprises to develop network of public relations activities can not abandon traditional media.
                    
KEY WORDS  Internet, network of public relations, Public Relations

目  录
1 引言 1
 1.1 选题的背景 1
1.2 研究的目的和意义 1
1.3 研究的内容和方法 1
2 初识网络公共关系 2
2.1 网络公共关系的概念 2
2.2 网络公关兴起的背景 3
2.3 网络公关的发展历程 4
3 网络公共关系的结构及形式 5
3.1 网络公关的传播方式 5
3.2 网络公关的渠道及形式 6
4 网络公关的优势及注意事项 7
4.1 网络公关的优势 7
4.2 网络公关应注意的问题 9
5 网络公共关系研究中的实例分析 10
6 互联网公共关系发展应对策略汇总分析 13
结 束 语 17
致 谢 18
参考文献 19