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��Ѫ ��ѵ�� "��û�Ъ��ѹ��" �ҡ��ٻ�Ѿ�� 繤ӷ��Ҩҡ��ѧ�� "Public Relations"
Public �� Ъ� �� ЪҪ� �Ҹ�ó��
Relations �� ѹ�� ѹ��ͤ��Ǣ�ͧ��͡�ü١�ѹ

�ѧ�� ҡ�û�Ъ��ѹ�� ¶֧ ��ѹ��Ǣ�ͧ�Ѻ��ЪҪ� �Ҹ�ó��͡��

˹ѧ��Ѿ�ҹء��Ū��¢ͧ��û�Ъ��ѹ�� ¶֧ �Ԩ��軯Ժѵ��ҧ��ͧ��Ἱ��ҧ�� ҧ��Ͷ�� ѷ��㹺ؤ��ʶҺѹ ��û�Ъ��ѹ��Ҩ��͡��»�� û�Ъ��ѹ��ç��¹ ��û�Ъ��ѹ��Ѻ�ç��Һ�� û�Ъ��ѹ��ͧ�Ѱ�� 繵� ��觡�û�Ъ��ѹ��Сͺ�� úǹ�� 4 ��С�� ä鹤��Ң�� ҧἹ ��С�õԴ��Ż��Թ��

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�� (Ivy Ledbetter Lee) �ѡ�ԪҪվ�ҧ��ҹ��û�Ъ��ѹ�� 觶��繺ԴҢͧ��û�Ъ��ѹ�� ¢ͧ��û�Ъ��ѹ�� ô��Թ�ҹ��á��ա��ҧ��ѹ��ѹ�աѺ��ЪҪ��͡��ЪҪ��㨶֧��ô��Թ�ҹ��ЪҪ��ǹ�� ЪҪ��ʹѺʹع�ŧҹ��

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�� (Edward L. Bernays) �ѡ��Ъ��ѹ��Ӽŧҹ��Ъ��ѹ�� ʶҺѹ��֡��Ѱ��ԡ��ͻ� �.�.1923 �ʴ��Դ��ҡ�û�Ъ��ѹ��դ�� 3 ��С�ô��¡� ��͡��ҧ�֧� ��Ѫ ��ѵ��

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��ҹ��Դ��繢ͧ��ЪҪ��Ǣ�ͧ��ҡѺ�ش��Ըա�ô��Թ�ҹ�ͧʶҺѹ

�Ҩ��Ҵ �ѳ�� ҧ��Ѫ ��ѵ�� ӨӡѴ�� û�Ъ��ѹ�� Ըա�âͧʶҺѹ�ѹ��Ἱ��С�á�зӷ��ͧ�ѹ ��ѹ��ҧ��;֧��Դ��ѹ��ѹ�աѺ��ЪҪ��ʶҺѹ �ѹ��繻��ª��ʶҺѹ�� Թ�ҹ��Ŵ� �� ջ�Ъ��Ǻ�÷Ѵ�ҹ�Ӥѭ��

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1. �� ʶҺѹ (Institution on organization) �� Ԩ��÷��ؤ��ͤ�кؤ��Ѵ�Ӣ��»��ʧ��д��Թ�� ѧ��ǧ仵��Ҷ�Ңͧ�ؤ��ͤ�кؤ�Ź�� Ԩ��õ�ҧ � �� Ԩ��ô�ҹ��û��ͧ ʶҺѹ��Ҩ��ٻ��Ѱ�� з�ǧ ��ǧ �� ˹��Ҫ��õ�ҧ � ��繡Ԩ��ô�ҹ�ѧ��ʧ�� ͧ��Ҹ�óС��ŵ�ҧ � �� ŹԸ� ��ʧ�� ͡�ҡ��ѧ�աԨ��ô�ҹ��áԨ �� ѷ ��ҧ��ҹ ��Ҥ�� ʶҺѹ��֡�Ҵ�� Է�� Է�� ç��¹ �繵� ˹��§ҹ ��ͧ��ʶҺѹ��ҹ��е�ͧ��Թ�ҹ��ѵ�ػ��ʧ��¢ͧʶҺѹ�ѧ��Ǣ�ҧ�鹨е�ͧ��Թ�ҹ�١��ͧ��º��ࡳ��ͺѧ�Ѻ��ʶҺѹ��Ǣ�ͧ�Ѻ��ЪҪ�

2. �� ЪҪ� (The Public) ��¶֧ ��ЪҪ��Ǣ�ͧ�ѺʶҺѹ ��ЪҪ� �Ҩ�觵��ѡɳе�ҧ � �� ʹ� �дѺ��֡�� ҹ� �� ͧ��ЪҪ��繡��㴹�鹢��Ѻ�ѡɳ��л��ͧʶҺѹ��

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��ЪҪ��¹͡ (External Public) �� ЪҪ��¹͡ ͧ��ʶҺѹ��ʶҺѹ��Ǣ�ͧ �� ١�� ЪҪ� �� ١˹�� ˹��
��ЪҪ�� (Internal Public) �� ЪҪ��ͧ�� ʶҺѹ �� ˹�ҷ��ͧͧ�� ѡ�ҹ

��ЪҪ��ѧ��Ǣ�ҧ�� դ��Ӥѭ��ʶҺѹ�ҡ��Է�Ծŷ��з��ʶҺѹ��ԭ��˹�� ʹѺʹع �ç�ѹ�� ʶҺѹ��ʹ �ѧ�� Һѹ�е�ͧ�״�� ¹�ŧ��ҡѺ��ЪҪ��ѧ��ա��¹�ŧ��ʹ�� ͤ��ԭ��ͧ�ͧ�Ԩ��

3. �� ѹ��ѹ�� (Good Relationship) �� Ǣ�ͧ��ѹ��ҧͧ�� ʶҺѹ�Ѻ��ЪҪ��ͧ�� Ԩ�� ͧʶҺѹ��Ѵ�Ӣ�鹹Ѻ��Ѵ��ʶҺѹ ��з��Թ�ҹ� � �ͧʶҺѹ� ��è��Դ��ѹ��ѹ�աѺ��ЪҪ��Ǥ�� ЪҪ��դ�� Դ��֧��㨤��㹹�º�� С�ô��Թ�ҹ�ͧʶҺѹ ��㨷��ʹѺʹع��ʹ�� ÷��Թ�ҹ��Ŵ��蹹�� ͧ��ʶҺѹ�ӵ�ͧ�֡�Ҷ֧��Ҿ�ͧ��ЪҪ��ʹ��֡�֡�Դ��ҧ � ��ЪҪ��յ��ʶҺѹ��СԨ��âͧʶҺѹ ��ػ��ǡ�� Դ��ѹ�� (Good Understanding) ��觡ѹ��Сѹ��ͧ��Դ��ѹ�� ͤ��ѹ��ѹ��͡�ʷ��Ѻ��ʹѺʹع�ҡ��ЪҪ��еԴ��

4. �� Ъ�� (Public Opinion) ��ͤ��Դ��繢ͧ��ЪҪ� ��յ��˹�觷��դ��Ӥѭ�� ֡�֡�Դ�ͧ��кؤ��դ��繵��ǡѹ��ʶҺѹᵡ��ҧ�ѹ��͹�ѹ �ѧ��ʶҺѹ��֡�Ҥ��Դ��繢ͧ��ЪҪ� ʹ��繴��ʹѺʹع��ʹѺʹع �¡�äѴ��ҹ��ջ�ԡ��ͺ ��ʶҺѹ��֡��Ҿ��Դ��繢ͧ��ЪҪ��ǡ��ҷҧ��䢤��Ѵ�� ͤ�� 㨼Դ�ͧ��ЪҪ��ҧ��㹡��

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��Ҥ��û�Ъ��ѹ��Ѱ��ԡ� (Public Relation Society of America; PRSA) ��ҧ��Ѫ ��ѵ�� ӨӡѴ��ͧ��û�Ъ��ѹ�� û�Ъ��ѹ�� Ҫվ��ԡ�üŻ��ª��ҧ�١��ͧ��ô��١��ҧ��м��Ҩ�ҧ �Ҫվ��û�Ъ��ѹ��֧��ѵ�ػ��ʧ��鹰ҹ�� ѹ ��Ф��͡ѹ��ҧ��ҧ � ��ʶҺѹ�ѧ��

ʶҺѹ��û�Ъ��ѹ��Ҫ�ҳҨѡ� (The British in Stitute of Public Relations) ��¢ͧ��û�Ъ��ѹ�� û�Ъ��ѹ�� á�зӷ��ա��ҧἹ��ҧ�آ��ͺ�ͺ��դ��Ŵ�� ҧ��ä��и�ç��觤��ѹ��ѹ ��ҧʶҺѹ�Ѻ��ЪҪ��Ǣ�ͧ