The emergence, development and significance of public relations in China.

As a brand-new ideological theory and social occupation, the relationship between the public and the public entered the land of China with the opening of China to the outside world. Before that, after the 196s, with the rapid economic development in Taiwan Province and Hong Kong, the modern relationship between the public and the public began to spread to Taiwan Province and Hong Kong and developed rapidly. Especially in Hong Kong, first of all, some multinational companies set up branches there, set up public relations departments internally, and hired professionally trained public relations personnel to engage in public relations, which made public relations have a high level of development from the beginning. Since then, various types of enterprises, hotels and guesthouses have set up their own public * * * relations institutions, and the number of public * * * relations practitioners is increasing. The education and training of public * * * relations personnel and the theoretical research level of public * * * relations have also been continuously improved, making the social impact and practical role of public * * * relations more and more important. In fact, this created a good condition for the public relations to be introduced to the mainland in time.

1. The development course of China's public-private relations

In view of the development of public-private relations since it was introduced into China's mainland in the early 198s, some people describe it with a poem like this: "A thatched thatch is a mess, and suddenly the sky burns and suddenly it is empty. Competition is like a furnace full of simmering bones, slowly warm. " The first two sentences of this poem say that when the thatch burns, the flame is very big, but it goes out at once. The last two sentences write that the roots are not vigorous but durable when they burn. The meaning of this poem is that when the relationship between the public and the public was just introduced into mainland China, it did appear a rush, chaotic and short-lived development phenomenon. Later, the researchers and practitioners of the relationship between the public and the public gradually adjusted to make the relationship between the public and the public gradually move towards a relatively stable and solid development path. Specifically, from the perspective of the development of public relations in China, it has mainly experienced the following stages:

(1) The initial stage from the early 198s to the mid-198s

As a new management method and technology, public relations were introduced to China, and the spread trend of public relations in China is: from south to north and from east. Topographically, it extends from coastal areas and plains to plateaus and mountains. From the perspective of economic development, it is expanding from developed areas to backward areas; From the perspective of industry sectors, it has expanded from service industries and enterprises to the government, culture, education and the army.

The first public relations craze was formed in the mid-198s, which was characterized by love at first sight, smooth sailing and overnight fame. People fell in love with it at first sight, and it developed smoothly in service industries such as coastal special zones and hotels. After China Hotel in Guangzhou, White Swan Hotel and Beijing Great Wall Hotel took the lead in carrying out public relations activities, in 1984, the first manufacturer to set up public relations department appeared in state-owned enterprises-Guangzhou Baiyun Mountain Pharmaceutical Factory, on December 26, 1984. The Economic Daily reported and introduced the successful experience of Guangzhou Baiyunshan Pharmaceutical Factory in developing public relations, and published an editorial calling on all sectors of society to pay attention to and study socialist public relations, which played an important role in promoting the wide spread of public relations in China and the correct understanding and acceptance of public relations. Through the wide spread of the press, academia and all walks of life, especially the broadcast of the TV series "Miss Public Relations", public relations almost became famous overnight.

(2) The popularization stage from the mid-198s to the mid-199s

can be summarized as internal cold and external heat, internal troubles and foreign invasion, internal communication and external communication. Cold inside and hot outside refers to the hot speculation in the press and academic circles, which makes public relations a topic that people talk about and a profession that they are eager for, while the public relations industry is wandering inside. Internal troubles and foreign invasion refer to "beauty public relations", which cheats in the name of public relations, making public relations "four unlike" and worsening the external growth environment of public relations; Internal communication and external communication means that public relations have laid a theoretical foundation for the growth of public relations by constructing China's characteristic public relations theory of "making foreign things serve China and making the past serve the present"; Externally, we seek a foothold through the docking of advertising, marketing, news, publicity and other related fields.

(3) Since the mid-199s, the relationship between public relations and public relations has entered a period of pioneering and innovation.

The symbol of innovation is that public relations have marched into the planning industry. The proposal of public relations planning has opened a new perspective for the construction of public relations theory, which not only deepened the connotation of public relations theory, but also expanded the extension of public relations discipline and opened up the space for public relations development. Under the guidance of planning theory, public relations planning has changed from single activity planning to CI planning, and public relations planning talents are constantly emerging. At the beginning of the 21st century, the public-private relations are entering a period of rapid growth with bright spring scenery. China's economy has maintained sustained and steady growth, and the rapid development of high-tech and modern communication industries has provided a good environment for the healthy and rapid development of the public-private relations industry and the improvement of the overall level.

2. Major achievements of China's public relations

Generally speaking, the development achievements of China's public relations in recent years are mainly manifested in the following aspects:

(1) The practice of public relations has developed rapidly

Since it was introduced into China, public relations have been widely used in the practical activities of various social organizations. For example, the planning efforts have been intensified, and new contents such as CI design have been introduced. The corporate public-private relations, which focus on marketing and image-building, have created extraordinary achievements, and the service scope and work field of public-private relations have continuously made new breakthroughs. By the end of 25, the China Public Relations Planning Case Competition sponsored by China International Public Relations Association has been held for seven times, and many excellent planning cases have emerged in each competition.

(2) A standardized and systematic system has been gradually established for the education and training of public relations personnel.

Like the practice of public relations, the education and training of public relations has also experienced a process of introduction, absorption, deepening and expansion. This is because the development of public relations practice objectively requires improving the level of public relations. Although the introduction of public relations in China was late, it developed rapidly. At present, there are more than 1, public relations practitioners in mainland China, and more than 1 universities across the country have offered courses on public relations.

At present, the academic education of public relations has formed a complete system of junior college, undergraduate, master's and doctoral education. The Ministry of Education has pushed the vocational education of public relations originally offered by higher vocational schools to ordinary colleges and universities, and the self-study examination of public relations has been upgraded from some provinces and cities to the national unified examination, which has made the professional education of public relations have a broad space. Many key universities closely combine public relations practice, adjust and enrich teaching plans and teaching methods, aim at strengthening quality education and cultivating innovative public relations talents, and combine classroom teaching with professional practice, thus delivering a batch of qualified public relations professionals with solid basic knowledge and international vision, integrating theory with practice for international and local public relations companies.

in January p>1985, Shenzhen Federation of Trade Unions held the first training course on public relations in China. Since the 199s, various public relations forums, lectures and public relations vocational training organized by various public relations associations have also been held. In 2, the normalized public-private vocational education was officially launched. More than 6,7 public-private vocational workers took the vocational qualification examination, and 74% passed and obtained junior, middle and senior vocational qualification certificates. This indicates that the public relations industry has officially embarked on the road of specialization and standardization.

(3) The disciplinary research on the relationship between the public and the public has also entered a new period of prosperity and development.

Chinese public relations theorists pay more attention to studying and summarizing the new problems and experiences in the practice of the relationship between the public and the public in order to meet the objective needs of reform and opening up, the establishment of a socialist market economy and the construction of spiritual civilization. After the introduction and absorption of public relations teaching materials in 198s and 199s, the publication of public relations teaching materials and monographs entered a new stage of deepening, improving and expanding, and made great progress in quantity and quality. Its characteristics are that the construction of serialized teaching materials has begun to take shape, with the combination of professional vertical development (from public relations theory to public relations practice series) and industry horizontal expansion (cross-industry public relations research), and a good situation has emerged in which excellent teaching materials have been printed and reprinted many times, the proportion of monographs has increased, and the proportion of translated works has decreased. Due to the development of network communication technology, China Public Relations Network, founded by China International Public Relations Association, is also in full swing, which provides a good information platform for public relations practitioners to exchange theoretical achievements and practical experience, and further promotes the development of public relations research in China.