The process of public relations development 50

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1. The definition of public relations is divided into:

1.Management Theory - Rex, USA. Dr. Harrow.

2.Communication Theory – British Frank. Jeff Kings.

3.Communication Management Theory – Professor James Grunig, USA.

4.Consultative Theory - Mexico Declaration, 1978 by the International Public Relations Association.

5.Theory of Social Relations - Professor Zertz of Princeton University, USA.

Public relations is the management of communications between an organization and its associated public, with the aim of building a mutual trust with those publics.

2. Basic elements of public relations:

1.The main body of public relations is the organizational structure.

2.Public relations is communicated to the public.

3.The working tool of public relations is the medium of communication.

4.The process of public relations is a two-way exchange of information.

5.The goal of public relations is to establish a good public image for the organization.

Public relations is an exchange of information.

The third element of the three elements of public relations is the process of public relations, a process of symbolic interaction, a process of communication, and a process of communication, communication and persuasion. In this process, the social organization as a public subject and the public as a public subject exchange information, communicate meanings with each other, and persuade each other, so as to achieve the purpose of mutual understanding and cooperation.

The first of the three elements of public relations is information. That is to say, communication is to communicate with information, and persuasion is to persuade with information. So what is information?

In daily use, information refers to news with new content, new knowledge, filial piety, and hail knowledge.

(1) The degree of professionalism is increasing;

2) the trend of internationalization is increasing;

3) increasingly modern technical means;

4) pluralism of subjects;

5) Scientific and systematic theory.

The internationalization of the public relations market, the specialization of public relations practice, the high-tech of public relations methods, the scale of public relations education, the fierce competition for public relations talents, and the improvement of industry self-discipline.

The four stages of the emergence and development of modern public relations:

1. The gestation period, from the 30s of the 19th century, was marked by the "penny newspaper".

Second, the generation period: at the beginning of the 20th century, marked by "dung transportation and cherry blossom chaos".

In 1903, the United States established the first professional public relations agency, "Propaganda Consulting Agency", marking the birth of modern public relations.

3. Development period: In 1923, it was marked by the opening of a public relations course at New York University.

4. Mature period: After the 50s of the 20th century, the theory and practice of public relations have undergone new developments, marked by the establishment of the "two-way symmetry" model.

1 The actual conditions for the development of China's public knowledge and bend relations.

China's public relations is faced with the following obstacles and difficulties, which urgently need to be overcome and eliminated: First, there are various obstacles in social and economic life, which are not conducive to the healthy development of public relations. Secondly, there are still some problems in political life, which affect the smooth development of public relations.

In addition, the development of public relations in China faces important obstacles in social and cultural life. This is mainly manifested in the following aspects: First, the quality of personnel and the level of management are not high; second, there is a cultural mentality of quick success; Third, the media are relatively backward.

Overcoming these obstacles has become an important issue in the development of China's public relations undertakings.

2. Build a public relationship that is suitable for China's national conditions.

To overcome the difficulties faced by China's public relations and open up China's public relations cause, we must grasp the following basic principles:

First of all, it is necessary to conform to the nature of our society and establish the moral norms and theoretical basis for public relations disturbances with the interests of the state and the people as the highest standard and principle.

Second, it is necessary to establish a public relations action system suited to China's specific conditions according to the level and characteristics of China's economic development.

Third, it is necessary to study in depth the characteristics of the Chinese public, so that public relations can fully reflect the traditional Chinese culture and spirit.

Finally, we must also speed up the pace of standardizing and institutionalizing public relations in our country. As soon as possible, we should construct a complete professional norm, moral code, work system, education system and even assessment system for public relations in China.

Building a public relations system suited to China's national conditions is a very important and arduous systematic project, and we must make a hundredfold effort to do so.

The emergence and development of public relations.

Three stages of generation and development:

First Period: Ivy Lee

to provide truthful information to the public".

Second period: Edward Berners.

"Popular" pioneered the term "public relations consultant".

Launched the first public relations assignment course.

The first monograph on public relations.

Third Period: Catlip, Cent.

Effective Public Relations" "The PR Bible".

Two-way communication "balanced symmetry)

The spread of public relations around the world.

Boya & Co. 1933

Boston University, School of Public Relations, 1947

American PR Institute PRSA 1948

1955 London International Public Relations Federation i pra3PR in China.

Those who win the hearts of the people win the world, and those who lose the hearts of the people lose.

The world "wins the trust of the people".

You can go to the food, go to the soldiers, but you can't believe in the "regimental annihilation."

so that sincerity governs the world".

If Xinyi is written in the four seas, the great cause can be accomplished."

50 60s of the last century Hong Kong and Taiwan.

Domestic tourism.

Guangzhou Baiyunshan Pharmaceutical General Factory collapsed in 1984

1984 86 PR firms.

Shenzhen University 1985

Sun Yat-sen University 1994

Occupation 1999