摘要
美国著名的公关专家詹姆斯·格鲁尼格教授反对在公共关系中使用“形象”和“塑造形象”这两个词语，认为塑造形象意味着为组织说好话而无需对公众负责任。本文认为，公共关系是塑造形象的学问，而且强调塑造良好的形象必须以负责任的行为和实际的业绩为基础。
James E. Grunig, one of the famous American experts in public relations, says that he always avoids using the expressions “image”and “portray the image”, because “portraying the image” would mean saying goods words for an organization without bearing responsibility to the public. This paper maintains that, in fact, public relations is a knowledge of portraying the image, and while portraying a good image, an organization must base its words on its responsible actions and actual achievements.
