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2000年全国公关员职业资格考核的举行,使公关教育开始走上了真正职业化的道路。但是,目前的公共关系教学,离公关职业资格到底有多大的距离呢? 一、当前公关教学的基本特点 1.学术性。在公共关系教学近20年来,每一本教材或专著均可窥见西方公关的痕迹。公关教学中,学术性的味道比较浓烈,学生在接受教学内容上,更多地看重了公共关系的理论性,亦即基本概念、基本信条等,这样就淡化了公共关系学所蕴涵的实践色彩。
In 2000 the national public relations professional qualification examination held so that public relations education began embarked on the road to true professionalism. However, the current public relations teaching, public relations professional qualifications in the end how much the distance? First, the current basic characteristics of public relations teaching 1. Academic. In the past 20 years of teaching in public relations, every textbook or monograph can reveal the traces of western public relations. Public relations teaching, the academic flavor is relatively strong, the students accept the teaching content, more emphasis on the theoretical relations of public relations, that is, the basic concepts, the basic creed, etc., thus diluting the practice of public relations implied in practice .