What is the prospect and future of public relations in China?

In the past twenty years, public relations worldwide have developed by leaps and bounds. In a short period of sixteen years, China's public relations career has gone through the stages of entry, climax and calm reflection, and also moved towards the track of healthy and steady development.

The present situation and misunderstanding of public relations

China's public relations has gone through a process from scratch. It is estimated that at present, there are nearly 10,000 people specializing in public relations in China, and there are at least thousands of public relations agencies. There are 20,000-30,000 public relations personnel who have received formal training, and about 400,000-500,000 people who have received public relations education. At present, almost all provinces, municipalities, autonomous regions and cities with separate plans have established public relations associations. Especially the Code of Professional Ethics for Public Relations in China, which was adopted in Xi 'an from 65438 to 0989, can be regarded as a good start for China's public relations to embark on the road of specialization and professionalization.

The popularization of public relations in China is inseparable from the education and publicity of public relations knowledge. Public relations education in Chinese universities is becoming more and more systematic and standardized. From 65438 to 0987, the State Education Commission incorporated the course of public relations into the teaching plan, and 408 colleges and universities nationwide offered public relations courses. This systematic professional education and theoretical study is an important way to cultivate public relations talents in high and intermediate enterprises. The life of public relations lies in practice. In 1990s, China's public relations began to grow healthily and steadily after experiencing "public relations fever" and calm reflection.

This "China Public Relations Phenomenon", which combines popularization with educational activities, is attracting widespread interest and attention from the international public relations community.

However, while the relationship between the public and the public is developing healthily in China, there are also some bad phenomena, even entering various misunderstandings.

A. step into the misunderstanding of vulgar relationship:

When public relations entered Chinese mainland, it was once distorted into a "persuasion" for vulgar entertainment. I mistakenly think that public relations is nothing more than "playing with an egg, playing with a mouth and playing with a wrist", but I don't regard it as a kind of life wisdom and science. Some units even take "young and strong, heavy drinker, under 40 years old" as recruitment conditions. As long as they are full of food and courage, they can sit in the leadership position of the public relations department at any time, stand by and lead the troops in the north and south, seeking advice from the east and the west; Or around the squire and go to the meeting alone. For a time, eating and drinking Lazar, blowing and patting, laughing and laughing seem to be synonymous with public relations.

B. Step into the beauty pageant misunderstanding:

Some enterprises and departments put people's external conditions in the first place when recruiting public relations personnel, but pay little attention to people's internal quality. Some people compare the conditions of public relations trial work in Guangzhou with those of beauty pageant in Hong Kong, and find that many conditions are the same, such as height, weight, chest circumference and waist circumference. Isn't this selection of public relations personnel a beauty contest? Beautiful people may not be able to do public relations, and plain people may not be able to do public relations well. The key is to deeply understand the connotation of public relations and find the correct standards. At the same time, many enterprises stipulate that women are necessary and young when selecting public relations personnel. As we all know, men seem to have an advantage in public relations. Like Japan, there are many young PR gentlemen. At present, the overall quality of public relations personnel in China is low, which restricts the development of public relations. The results of public relations surveys in several hotels in Changsha show that women account for more than 95%, and most of them have high school education. During the conversation, they found that their public relations awareness was not strong and their public relations objectives were unclear. Can enterprises choose such a public relations lady to open up a new situation?

C: step into the pure social misunderstanding:

In the external activities of some enterprises, the public relations staff only undertake some routine reception work and lack active public relations activities, which is caused by the vague meaning of public relations and the lack of public relations target plan. Of course, public relations needs socialization and reception, but socialization and reception are not the whole of public relations, but only a basic work. Therefore, corporate public relations planners or public relations personnel should be clear about public relations and socialization, and don't give up the foundation.

To develop China's public relations healthily, we must get rid of these misunderstandings and start from the following aspects:

First of all, the professional ethics of public relations practitioners should be fully implemented. The implementation of professional ethics standards for western public relations practitioners has received good results for decades. The establishment of China's socialist market economic system also has the conditions to promote the legal society. Market economy is a legal economy, and the time has come to promote the professional ethics of public relations practitioners.

Secondly, comprehensively improve the professional quality of public relations practitioners. Public relations personnel were born in China only 16 years ago, and now most of the public relations practitioners are transferred from other industries. Therefore, improving the professional quality of public relations practitioners in an all-round way is a top priority for all public relations colleagues.

Finally, instill a sense of crisis in an all-round way and recognize the grim situation facing the public relations community. In a short period of 16 years, China's public relations circle has made achievements recognized by the international public relations circle, so that the International Public Relations Association (IPRA) awarded the 199 1 International Public Relations Gold Award to Shenzhen University in China. However, if it develops too fast, it will inevitably lead to deficiency heat and impetuous development. We have to admit that the current public relations profession has not been standardized, and the influence of public relations on the development of market economy is far from reaching its due strength. Real life and social competition have put forward one new topic after another to the public relations field. In this context, can the public relations community have no sense of crisis? If we don't cherish the reputation of public relations, make high-quality public relations products and work hard, we will be far behind by the wave of market economy!

The prospect of public relations

The breakthrough of public relations in the 1990s lies in practice. It can be predicted that the 2 1 century will be the golden age of China's public relations theory and practice. During this period, China's public relations activities will show the following trends:

A. Serving reform and opening up

With the deepening of economic system reform, the party and government will promulgate and implement more principles, policies and measures related to reform. All kinds of public relations organizations and public relations personnel are required to strive for the public's understanding, support and cooperation on the principles, policies and measures of reform through public relations functions. Opening up and invigorating will inevitably bring many new problems and phenomena to our social life. These new problems and phenomena are not only a challenge to China's public relations industry, but also a new opportunity for China's public relations industry to take off.

B the "four modernizations" of public relations is an inevitable trend.

In today's world, peace and development have become two major trends. With the gradual improvement of China's socialist market economic system, the development of China's public relations industry presents the following trends:

A. the main body of public relations activities is diversified. The survival and development of enterprises need public relations, and other economic organizations, political organizations, cultural organizations, mass organizations and religious organizations also need public relations to achieve their goals in the context of China's reform and opening up.

B. professionalization of public relations practitioners. In addition to solid basic theory and skilled basic skills, public relations personnel must also be outstanding in a certain field of public relations. "Specialization in the technical field" is the future development direction of public relations practitioners.

C. professionalization of public relations. The establishment of internal public relations department and the emergence of professional public relations companies mark the professionalization of public relations. As a new sector in the tertiary industry, public relations companies work in a similar way to law firms and advertising companies. It relies on good reputation to attract customers, and uses its professional knowledge and technology to provide services to customers and charge corresponding fees to maintain the normal operation of the company.

D. Internationalization of business scope. Let China go to the world and let the world know about China. Looking forward to the future, China's foreign political, economic and cultural exchanges will become increasingly frequent, and the process of world integration will also be accelerated. At the same time, transnational disputes and frictions are bound to increase sharply, and the tentacles of China's public relations are bound to extend to all parts of the world.

C. Committed to creative public relations

Public relations is a creative comprehensive art. In the late 1990s, creative high-level planning will surely become the dominant trend of public relations activities in China. Creative public relations means that enterprises or other social organizations can boldly reform and make creative new measures to win by surprise when they encounter special circumstances or unprecedented new situations in public relations activities.

D. Emphasize the public relations awareness of all employees in the enterprise.

The public relations consciousness of all employees means that every employee of the enterprise has a strong sense of adding luster to the enterprise. If every employee has a strong sense of adding luster to the corporate image and is proud of it, the enterprise will surely prosper. All-staff public relations is "the highest state of public relations within an organization". Once the public relations consciousness of all employees is formed, it will certainly bring great vitality to the development of enterprises, thus promoting the improvement of economic benefits of enterprises.

E. Take the road of public relations with China characteristics.

As a kind of culture, public relations should first be influenced by the national traditional culture. The longer a nation has a history, the more profound its national consciousness, national spirit and national style will have on public relations. The development of public relations in China must reflect the national conditions and national characteristics of China. Take the road of public relations with China characteristics combined with national cultural traditions.

Looking forward to the future, with the deepening of China's reform and opening up and market economy, the important role of public relations will be more familiar and valued, and China's public relations cause will surely mature.