“治理”视域下的现代公共关系理论建构

From the Perspective of Governance:The Theoretic Construction of Modern Public Relations

文章基于"治理"的理论视角,梳理公关理论的建构历程,总结目前公关理论的历史局限,在国家治理的格局下,提出公共关系应当是一种"公共利益"的协调机制。现代社会关系呈现出一种多元主体的网络化状态,在这种网状结构的关系中,政府应当处于该"多层次"网络结构的中心位置,提出与其他社会组织的共享规则,并不断促进媒体与公众在公共政策制定与执行、危机管理中的有效参与,实现真正意义上的多维互动,达到共治的目标。

Based on the theory of ＂governance＂, this paper combs the construction process of public re- lations theory, summarizes the historical limitations of public relations theory, and proposes that public re- lations should be a ＂public interest＂ coordination mechanism under the pattern of state governance. Modern social relations present a networked state of pluralistic subjects,in which the government should be at the center of the ＂multi-level＂ network structure and shared with other social organizations. Media and public participation should be promoted in the formulation and implementation of public policy and crisis manage- ment in order to achieve the true multi--dimensional interaction of co-governance.