本課程從公關概念談起，介紹公關的定義與本質、角色任務、使用的工具、發展趨勢等；接著介紹360度品牌傳播的觀念，餐旅業的公關組織，餐旅公關人才需具備的特質和能力，與消費者活動有關的事件行銷，品牌建立，媒體環境介紹，新聞稿和專題的寫作，記者會之規劃和籌辦，發言人的角色任務，餐旅業危機的處理原則和機制、常見危機來源，客訴處理，公關溝通，企業贊助和異業結盟等相關內容，讓學生能夠了解公關事務與危機處理原則。

This course starts with the concept of public relations, and introduces the definition and nature of public relations, role tasks, tools used, development trends, etc., and then introduces the concept of 360-degree brand communication, public relations organizations in the hospitality industry, and the characteristics of public relations professionals in the hospitality industry. And capabilities, event marketing related to consumer activities, brand building, media environment introduction, press release and feature writing, planning and organizing of press conferences, role of spokespersons, principles and mechanisms for handling the crisis in the hospitality industry, common Crisis sources, customer complaint handling, public relations communication, corporate sponsorship and inter-industry alliances, etc., let students to understand the principles of public relations affairs and crisis management.