卓越公关中双向对等模式的新阐释与发展

New Interpretation and Development of the Two-way Equivalence Model in Excellent Public Relations

卓越公共关系理论的双向对等模式强调对话与共同体意识,在公共关系实践与理论中具有重要价值,并在日常沟通和社会交往中发挥重要作用。数字时代的到来,为公共关系实践与理论发展提供了新的场景与契机,卓越理论和双向对等模式的内涵也不断丰富。文章关注了近十年来双向对等模式的应用发展,并对相关研究成果进行综述,认为企业和政府在数字时代对于公关的实践与研究应该以更平衡的视角和更对等的议程来促进数字公关范式的转变。

The two-way equivalence model of excellent public relations theory emphasizes dialogue and community awareness,which has important value in public relations practice and theory,and plays an important role in daily communication and social interaction.The arrival of the digital era has provided a new scene and opportunity for the development of public relations practice and theory,and the connotation of excellent theory and two-way equivalence model has been constantly enriched.The article focuses on the application and development of the twoway equivalent model in the past decade,and summarizes the relevant research results.It believes that the practice and research of public relations by enterprises and governments in the digital era should promote the transformation of the digital public relations paradigm with a more balanced perspective and a more equal agenda.