中国媒介公关运作：问题与优化

进入21世纪以来，媒介公关越来越为新闻媒体所热捧，而其真正内涵还尚未定论。无论学界还是业界都纷纷探讨，关于媒介公关的定义和意义还存在很多分歧，以至在实践运作中出现了很多问题。其中，既有媒体运作不当的原因，也有“伪公关”活动鱼目混珠。作为媒介公关的运作主体，新闻媒体有必要从新闻采编和经营管理两个方面给予高度重视，要充分利用各种资源，积极发挥媒介公关的真正效用。

China＇s Media Public Relations： Problems ＆ Optimization

Since 21st century, media public relations are used more and more by many kinds of media. However, while being discussed both academically and professionally, there is still not a definite definition of it, which causes many problems in practice. This is not only because of inappropriate media operations, but also because of some ＂pseudo public relations＂. All the above limit the further development of media. As the main body of media public relations, media needs to attach great importance to gathering and editing as well as operation and management. What＇s more, the media needs to make full use of current resources so as to realize real value of media public relations.