20073~20076

*

650() 0935-946-699

*

490() 0935-946-699

*

250()

*

210()220()

*

Section 1

*

*

*

()?

*

(The Institute of Public RelationsIPR)(Public Relations of AmericaPRSA)(Philip Kotler)PENCILSPublication()Event()News()Community relations()Identity media()Lobby()Social cause marketing()(1)

*

()Harlow(2)

*

*

()

*

*

*

(Crisis Management)

*

*

POLOGIORDANO

?

*

4PSP

*

*

4P(tell story)

Advertisement tell customer what.PR tell customer why.

*

Good advertisement you pay for it.

Good PR you pray for it.

*

*

(stakeholders)/Face Off

*

Section 2

*

()

*

*

17

*

(Wilcox, Ault & Agee,1995) (Press Agency)(Phineas Barnum)

*

(Publicity)1828(Henry Ford)1903

*

(Counseling)19001918751900(Muckraking)

*

19001917(ex.)(Ivy Lee)1903

*

1900

*

(Edward Bernays)(Edward Bernays)1891191219131916?

*

(torches of freedom)=1970(Virginia Slim)

*

(sophists)

*

*

Section 3--

*

*

= = = = = = = Paper Work = = = Face to Face () =

*

& EQ

*

&

*

?QHigh EQ

*

112

*

vs.

*

--(target audience)

*

Lasswell Who says what to whom in which channel with what effects? Whomwhat effectsWhyororororWhat/Who channel--Where

*

*

*

*

*

()

*

() (publicity)

*

WHATS( Whole Company Public Relations)(Honesty as Best Policy)(Action Concurrent with Words)(Two-Way Communication)(Symmetrical Communication)

*

Section 4

*

(International Public Relations AssociationIPRA)195551 ()

(Public Relations Society of AmericaPRSA)1947

*

(Institute of Public RelationsIPR)1948

(Canadian Public Relations SocietyCPRS)1948

*

1980 1978198119891989

*

1997

(PRSJ)1980

(Institute of Public Relation MalaysiaIPRM) 1962

*

194619501954111958()

*

19561966199012199110199445: 1997320034

*

19851987

*

Section 5

*

Truth

*

*

() :

*

()

*

*

() (public affairs) (corporate communications)(corporate relations)()

*

()

*

()()()()

*

()()

*

(NPO)NPO

*

()

*

POP(powerpoint)(DM)

*

*

*

*

(Retainer Fee)(Out-of-PocketOOP)(Hourly Fee)(Fixed Project Fee)(Newsletter)

*

*

*

(Elite)19867

*

(Ogilvy PR) 1986 19875 19884200120027

*

(Hill & Knowlton) 19894WPP(1986)1962(Eric White Associates)19982001

*

(Burson-Marsteller) 199091997102001

*

(Shandwick) 1996780198619892000(Weber)Weber Shandwick2001

*

Section 6

*

(lobby)

*

1. 2.

*

?()()()()

*

?

1.2. 3.()

*

()?

4.5.6.4

*

8:00AM 9:00AM 2:00PM6:00PM 7:00PM

*

---------------

()

*

()()()

*

*

()(5WIH)5W1HWhoWhatWhenWhereWhyHow

*

()E-mail()

*

A4

*

*

*

()

*

()(Digi Film Award)Adobe88903011241271215After Effects 5.0Live MotionIllustrator 9.0Photoshop 6.0Premier 6.0Adobe30

*

60%

*

Section 7

*

(ex.)()(ex.)

*

*

*

PUB

*

()()

*

Coffee ShopPUB

*

a. b. c. d. ()e.

*

(press kit) () // & ()

*

a. Q&Ab. c.

*

Section 8

*

(Crisis Management)

*

()

*

()()

*

()()

*

*

()()()

*

2003SARS20045Nike2005ETC

*

Section 9

*

*

(MPR)(Marketing Public Relations)Thomas Harris

*

(Minnesota Mineral Manufacturer) 3M3M3M3M3M

*

(Mustang)1964Lee Iacocca(Time)(Newsweek)

*

1999

*

vs.

*

(PublicityNews Release)

*

(Cause-Related Marketing ) Harris

*

(special event)

*

Harris

*

()Harris

*

ex.ex.Hello Kitty ex.70500080ex.

*

Section 10

*

(Event)

*

*

2003

*

*

*

Ex. ()(Hello Kitty)()(Extra)(ex.)

*

?

*

*

*

(ex.)(ex.)

*

*

*

*

()(ex. ING); 7-Eleven30

*

*

*

9999()19962000()INGYahoo?()Remy Martin ()