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美国公共关系协会(PRSA)曾这样定义公共关系:公共关系是一种战略化的传播过程,它为组织与公众之间建立互利互惠的关系。听上去很简单,但真正成为一个专业公关人士,需要拥有以下6项技能:1.讲故事专业公关人的沟通能力必须很强,你所传达的是品牌的声音,要为自己的客户建立和维护其品牌在公众心目中的正面形象。为此,公关人得想办法让客户的品牌故事免费出现在报纸、电视、广播、杂志和网站这些媒体上。此处关键词:免费,而不是付费广告。此时,你的讲故事能力决定了能否正确引导受众。
PRSA has defined public relations in the sense that public relations is a strategic process of communication that establishes a mutually beneficial relationship between the organization and the public. It sounds simple, but really become a professional PR people, you need to have the following six skills: 1. Storytelling PR professionals must have strong communication skills, you are conveying the brand’s voice, to build for their clients and Maintain the positive image of its brand in the public mind. To this end, PR people have to find ways to make their clients’ brand stories free of charge in newspapers, television, radio, magazines and websites. Keywords here: free, not paid advertising. At this point, your storytelling ability determines whether you can guide the audience correctly.