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Jingdong book

卫生公共关系学

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Jingdong book

卫生公共关系学

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《卫生公共关系学》是对卫生公共关系学的理论性和概括性总结，主要涉及卫生公共关系的思想、职能和目的；卫生公共关系的工作方式和活动种类；卫生组织内部和外部公共关系；卫生公共关系中的人际交往理论与技术；卫生公共关系语言艺术；卫生公共关系传播；卫生公共关系机构与人员；卫生公共关系写作；卫生公共关系综合活动；卫生公共关系调查、策划、实施与评估；卫生公共关系危机管理；卫生公共关系案例分析等内容。
Catalogue

第一章 卫生公共关系学概论
第一节 公共关系的含义
第二节 公共关系的形成与发展
第三节 卫生公共关系的研究内容和范围

第二章 卫生公共关系的思想、职能和目的
第一节 卫生公共关系的思想
第二节 卫生公共关系的职能
第三节 卫生公共关系的目的

第三章 卫生公共关系的工作方式和活动种类
第一节 卫生公共关系工作的规划、目标和预算
第二节 卫生公共关系工作的工作方式
第三节 卫生公共关系的活动种类

第四章 卫生组织内部公共关系
第一节 卫生组织内部公共关系的宗旨和目标
第二节 卫生组织中的工作人员关系
第三节 卫生组织中科室之间的关系
第四节 卫生组织中的非正式群体

第五章 卫生组织外部公共关系
第一节 卫生组织外部社会环境
第二节 卫生组织外部公共关系类型
第三节 卫生公共关系在外部沟通中的作用

第六章 卫生公共关系中的人际交往理论与技术
第一节 人际交往的内涵
第二节 人际交往的类型与特征
第三节 人际交往情境下的个人行为反应
第四节 最佳交往的时机选择
第五节 人际交往空间的设计
第六节 人际交往心理障碍的排除

第七章 卫生公共关系语言艺术
第一节 卫生公共关系语言的内涵与语言艺术表现方法
第二节 卫生公共关系语言艺术的运用
第三节 卫生公共关系无声语言艺术

第八章 卫生公共关系传播
第一节 卫生公共关系的传播方式
第二节 选择传播媒介的原则
第三节 各种传播媒介的特点
第四节 卫生公共关系的传播效果
第五节 卫生公共关系广告

第九章 卫生公共关系机构与人员
第一节 卫生公共关系机构设置的必要性及其设置原则
第二节 卫生公共关系机构
第三节 卫生公共关系人员

第十章 卫生公共关系写作
第一节 特写
第二节 简报
第三节 新闻稿
第四节 函牍
第五节 公文
第六节 会议纪要
第七节 工作总结
第八节 调查报告
第九节 演讲词
第十节 广告

第十一章 卫生公共关系综合活动
第一节 展览会
第二节 社会赞助
第三节 日常接待
第四节 宴请
第五节 谈判
第六节 组织会议

第十二章 卫生公共关系调查、策划、实施与评估
第一节 卫生公共关系调查
第二节 卫生公共关系的策划
第三节 卫生公共关系的实施与评估

第十三章 卫生公共关系危机管理
第一节 卫生公共关系危机的概念
第二节 卫生公共关系危机的类型、特点及原则
第三节 卫生公共关系危机处理程序
第四节 卫生公共关系危机的预防

第十四章 卫生公共关系案例分析
第一节 公共关系案例分析的意义与方法
第二节 卫生公共关系案例选析

附录
一、国际公共关系协会职业行为准则
二、英国公共关系协会职业行为准则
三、美国公共关系协会职业行为准则
四、美国公共关系顾问协会职业行为准则
五、尼日利亚公共关系协会职业行为准则
参考书目
Book Abstract

第一章 卫生公共关系概论
第一节 公共关系的含义
一、公共关系的基本含义和特征
（一）公共关系的基本含义
公共关系是英文public relations的直译，public做形容词为“公开的”、“公共的”，做名词则可翻译为“公众”。从公共关系的角度来说，公众是指与组织机构有关的内部或外部特定利益的群体，也可理解为是受社会组织的政策和行为的影响而形成的面临共同问题的群体，如卫生组织机构的内部和外部公众，就是卫生组织机构的相关公众。relations是复数，说明不是一种关系，而是众多的关系，一般认为public relations被翻译为公众关系更为贴切，但由于“公共关系”这一名词流传已广，故人们普遍将之称为公共关系。
美国哈罗博士（Harlow）曾经收集了472个定义，对公共关系做出解释，经过他的分析归纳，得出的释义是：“公共关系是帮助一个社会组织与相关公众建立良好的关系，并保持两者顺畅的传播沟通和合作的一种管理功能，它涉及各种问题和矛盾的处理，使管理部门了解公众舆论并做出反应，明确和强调管理部门服务于公共利益的责任，帮助管理部门随时掌握变化情况，并有效地运用变化的情势，帮助预测发展趋势，以做早期预报系统，运用研究方法和健全、正当的传播技能作为主要工具。”这个定义虽然冗长，但它说明了三点：第一，公共关系并非一般的交往关系，而是社会组织与其相关公众的合作关系；第二，公共关系所涉及的内容虽说庞杂，但主要是对各种舆论的传播和处理；第三，公共关系重视职业道德和服务于公众利益的责任。
……
Introduction

卫生公共关系学是一门新兴的边缘性、交叉性学科，它是卫生公共关系实践的理论性和概括性总结。作为一种科学的现代管理方法，卫生公共关系是协调现代卫生组织之间、卫生组织与社会公众之间的各种关系，保证卫生事业成功的一门不可缺少的学问。在当今卫生事业改革的进程中，卫生公共关系将起到举足轻重的作用。
卫生公共关系学主要研究如何运用各种信息传播，双向沟通的手段，为卫生组织创造良好的社会关系环境，进而使卫生组织和相关的社会公众之间保持和谐的合作关系，以求健康地生存与发展。
任何一个卫生组织机构在其医疗卫生服务和经营管理的过程中，若懂得应用卫生公共关系学的理论和科学方法，主动而有计划地开展公共关系活动，则有利于提高卫生事业的科学管理水平；增进服务意识，改善服务态度和服务质量；增进卫生组织的内部凝聚力，调动卫生工作人员的积极性；增进卫生工作人员为卫生组织塑造良好形象的公共关系思维和意识。
事实上，卫生组织在维护人们的健康，开展医疗、预防、保健等工作的过程中，每天都要不断地和各种类型的社会公众打交道，要想赢得其好感、理解、支持和合作，每个卫生工作人员必须建立自觉的公共关系意识，用公共关系思想武装头脑。随着卫生行业的竞争加剧，愈来愈多的卫生工作人员开始逐步重视卫生公共关系学这门前沿性的应用性、综合性学科，并加入其研究和应用的行列。

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