儒学视野中的公共关系

Public Relations under Confucianist View

公共关系作为一门管理哲学,越来越朝着人本化、责任化、生态化的方向发展,这与儒学理论有契合之处。从人本论看,儒家"以人为本"的人本思想对公共关系主体实行人本管理具有启示作用;从义利观看,儒家"义利合一""义以生利"的价值取向促使公共关系主体更加认识到承担社会责任的必要性和重要性;从经权观看,儒家"执经达权""中庸之道"的经权思想对公共关系保持组织的生态平衡具有重要的方法论意义。儒家管理哲学与公共关系的基本理念和精神存在相通之处,这说明儒学能够为建构中国的公共关系理论体系作出贡献,同时也表明儒学在新时代同样具有其经世致用的价值。

Public relations,as a kind of management philosophy,is increasingly human-centered,responsible and ecological,which agrees with Confucianism in some aspects.From the perspective of humanistic theory,the humanistic thought of 'people-oriented' idea has important inspirational function for the host of public relations to implement humanistic management;from perspective of righteousness and benefits,the values of 'spiritual value can create and condition material value' and 'combination of righteousness and benefits' can enable the host of public relations to realize the importance and necessity of taking social responsibility;from the perspective of principle-flexibility,the methodological thought of ' having a strong sense of both principles and flexibility' and 'the golden mean' has a vital methodological significance for social organizations to maintain the ecological balance.It can be concluded that there exists consistency for both Confucian administrative philosophy and the basic theories and spirits of public relations,which shows that Confucianism can contribute to the construction of theoretical system of Chinese public relations,as well as the value of practical utility of Confucianism in new era.