积极公共关系:学术视野、理论旨趣与实践指向

Positive Public Relations:Vision,Theory,and Practice

有关积极公共关系的想象不仅是对公共关系研究新思潮的一种理论化探索,还是对公共关系研究本土化的一种中国式设计。作为一个新兴的本土化学术议题,积极公共关系在学术视野、理论旨趣与实践指向三个方面区别于既往研究:在学术视野上,它试图突破以“问题矫治”为中心的“病理式”研究路径,将目光聚焦到公共关系本身具有的力量和贡献上来;在理论旨趣上,它强调理论与实践的一体性,将自身设定为一种兼具经验性和规范性的实践性话语;在实践指向上,它主张创新性地对公共关系学科进行中国式的理论建构,以期实现构建公共关系自主知识体系的学术抱负。

The imagination of positive public relations is not only a theoretical exploration of the new trend of public relations research,but also a Chinese design of the localization of public relations research.As a new localized academic topic,positive public relations is different from previous studies in three aspects:academic vision,theoretical purport and practical direction:From the academic perspective,it tries to break through the"pathological"research habit centered on"problem correction"and focus on the positive force and contribution of public relations itself;In terms of theoretical purport,it emphasizes the integration of theory and practice,and sets itself as a practical discourse with both experience and standardization.What it wants to explore and develop is the theoretical study of public relations as social practice;In terms of practice,it advocates to creatively construct a Chinese style theory of public relations based on western classical public relations theories and traditional Chinese ideological resources,in order to realize the academic ambition of Chinese theory to explain Chinese practice.