中国公共关系三十年发展对传媒业的影响分析

作为舶来品的公共关系已经在中国发展了三十年，其对我国社会生活的方方面面均产生了一定的影响，特别是引发了传媒业内在的深刻变化。在国家改革开放深化、经济转型的快速发展中，受企业公共关系实践的影响，传媒业不仅在新闻传播的立场上、新闻工作者的价值观上发生了较大的变化，而且新闻从业者也积极吸纳公共关系理论思想，在新闻传播及报道视角等方面都开始了较高水准的公共关系策划，从而使媒体进一步面向公众，树立起新闻从业的社会责任意识。同时，公共关系在全社会的普及给传媒业也带来了一些负面影响，主要表现在新闻的商业化即公关软文出现，以及大众舆论在某种程度的被操纵。由此，公共关系从业人员和新闻工作者对职业道德的遵守成为今后行业健康发展的重要保证。

An Analysis of the Influence of the 30-year Development of Chinese Public Relations on Media Industry

Public relations(PR) was introduced into China at the beginning of the 1980’s,and has been widely spread in the society,mainly through three channels.The first channel was the practical demonstration of business enterprises;the second channel was the PR courses and theoretical writings at different levels of schools,mainly in universities and colleges;and the last one was lectures given by experts at senior training classes or seminars run by the government.At the same time,mass media has also played an important role in publicizing public relations,and made it spread rapidly in the whole society.In practice,PR has experienced such a basic route: it has developed in pace with the progress of the Chinese society and economy,supporting the country’s reform and opening-up policy as well as the rapid growth of the economy.PR practitioners have showed great initiative and enthusiasm,which has helped PR enter smoothly into a professional road.In the process of PR development,it has experienced the simple imitation in the 1980’s,crazy pursuit of CIS topics in the 1990’s,and the routine management centered on dealing with PR crises in the recent ten years of the new century. The introduction of PR has made a great impact on different aspects of social lives in our country.In particular,it has brought about deep inner changes in the development of mass media.Under the influence of PR practice in enterprises,news media has changed the communication perspectives from the original ″looking up,″ which was oriented by the policies of the Communist Party of China and the government,to ″looking at money,″ that is,paying more attention to economic interests and returns by meeting the needs of enterprises.However,after a series of corporate crises,the news media has returned gradually to ″looking down,″ that is,putting more emphasis on the public.Journalists have changed their values from one-way communication of political direction,and economic benefits — primarily speaking for enterprises,to the correct balance of respecting the public and letting the public make the evaluation.In the sense of profession,the news practitioners have changed from writing a news release simply and taking news articles as a mere formality to actively planning news,launching a higher level of PR news planning activities,thus driving the media to the public further,and establishing a sense of social responsibility of journalists. Needless to say,PR has also brought certain negative influences on the development of the media industry.For example,the appearance of commercialized news,namely,″PR soft articles″and media acting as public opinion control involved in the so-called ″depth PR,″ have led to the public doubt on the news media credibility.Under the supervision of government regulations,such chaos has been controlled to some extent.But this also explains that it is especially important for PR practitioners and journalists to comply with the professional ethics in order to guarantee a sound development of PR industry and media industry.