中国公共关系学发展与研究的新思考

On the Development of China's Public Relations of 21st Century

公共关系学是一门诞生于 2 0世纪的新兴综合学科 ,主要研究传播与组织形象塑造之间的互动关系 ,具有很强的实用性。在我国 ,该学科建设尚处于起步阶段 ,在理论体系设置和专业性研究方面都有许多问题需要解决。本文认为 ,2 1世纪的中国公关学危机与机遇并存 ,危机体现在缺乏理论创新 ;

Public relations was a new integrated study created in 20th century which mainly studies the mutual relaionships between transmissions and the public image of organizations. In China, the study of public relations is just in the starting period and many problems, such as theory system offered and the orientaion of the study, need solutions. This paper considers that in 21st century, public relations in China is coordinatedly faced with crisis and opportunity: the crisis is that the theory needs innovation and the opportunity is that it should be nativilized.