期刊名称：European Journal of Business and Social Sciences
印刷版ISSN：2235-767X
出版年度：2015
卷号：4
期号：01
页码：136-143
出版社：European Society of Business and Social Sciences
摘要：Covering a wide area of public relations may be defined as a set of activities aimed at creating an image based on sympathy in the eyes of the target groups. Public relations (PR) is according to some art and according to some science and communication is the starting point of the majority public relations definitions. PR practitioners have to appeal to internal and external publics listed in a wide range at the same time. Hence they need to shape their messages according to the target groups and to take on different roles for this. Role Theory can provide a useful starting point for planning of public relations activities for external publics of an organization. In this study, it will be included a model trial for it.
