Media Public Relations Philosophy And Mode Of Operation Research

Media Public Relations indicates the communicating activities undertaken bymedia organizations for the sake of cooperating and revising their relationship withthe related public, with the intention of promoting recognition of media organizationsamong the public, winning over understanding and supporting of the public,constructing favorable operational environment, and consequently molding the imageand extending the influence of media organizations. Distinct from the traditionalconcept of Media Public Relations, the news media in the dissertation play a role ofsubject as particular social organizations.As a result of interaction of political, economic, social, and technologicalelements, Media Public Relations emerged all over the world being a significantmeans of confronting ever-increasing competitions as well as a fresh perceptive forthe news media's sticking to publicity and shouldering social responsibility. Theemergence of Media Public Relations, not only meant a revolution in terms ofjournalist communicating idea and media marketing mode, but its impact reflecteditself on more profound levels of politics, economics, culture, social life andinternational relations, beyond journalist communicating itself.After a few score years of developing, Media Public Relations has stepped fromraw to mature, and increasingly revealed its significance. In the process, though, exista lot of flaws. And Media Public Relations in China is faced with more problems as aresult of setting off late, for example, existing experience needs to be generalized andsome bottle neck be broken through, to name a few. It is a pity that nobody has so farcome up with systematic, comprehensive, theoretic or foresighted research findings.The principal purpose of the dissertation is to conduct a systematic research ofthe idea and operational mode of Media Public Relations, in comparison with foreignMedia Public Relations experience, and consequently discussing the future of MediaPublic Relations in China. It is the author's intention to undertake case studies, tomerge previous fragmentary and dispersed research findings, to seek the core idea andrules, to enrich Media Public Relations theories, and meanwhile to provide freshperspective to the development of Media Public Relations.The dual attributes of media organizations not only make them distinct fromnormal public relations operations, but make the balance between public interest andcommercial interest a dilemma of media administrators as well as a difficulty facing Media Public Relations. How to bring into full play the functional advantage of publicrelations so as to balance public interest and commercial interest of mediaorganizations, is the core problem of the dissertation. Based on that, the authorprobes the balance between media publicity and commerciality on perspective ofpublic relations, in terms of Media Public Relations' idea, practice paths, andoperational modes.The overall research is oriented by communication and public relations researchmethods, weighing much on the union of macroscopic contemplation and microscopicprobe, adopting logic deducing method as well as case studies, so as to conduct"global consideration" and "localization realization" of Media Public Relations ideaand mode.Specifically the main content and opinions are as followed:Chapter 1 is a review of the emergence and progress of Media Public Relations,an overall scan of its developing situation, and a prediction of its future trends. Theauthor's opinion: World Media Public Relations witnessed three phases of shaping,developing and maturing, with the impetuses being the intensification of competition,the maturity of market system, the return of media publicity and the globalcommunication competition. Characteristics of current Media Public Relations likeunsynchronized in developing, unbalanced in distributing, unsystematic in operating,etc., have been revealed, and trends like entertainment-oriented, globalizing,localizing and network-accessed have shown up.Chapter 2 is an analysis of Media Public Relations idea by means of explainingfeatures of the subject, object and process of Media Public Relations. The author'sopinion: the four elements-commercial interest, public interest, citizen standard andintegrated communication—compose the core idea of Media Public Relations, i.e.,the balance between media commercial interest and public interest. The idea is furtherexpanded by explaining respective characteristic of public media PR and commercialmedia PR.Chapter 3 is an analysis of feasibility of the idea of Media Public Relations. Inaspects of journalism theories, journalism practice, media marketing, and mediaadministrative institution, the author proves that the core idea-the balance betweenmedia commercial interest and public interest—is feasible and accessible withpractical paths.Chapter 4 discusses the operational mode of Media Public Relations. The author's opinion: according to the peculiar requirement of Media Public Relations,Bidirectional Symmetry mode is theoretically an ideal choice within the frame of PRoperation paradigm. Tested by practice, Bidirectional Symmetry mode evolutes into anew mode of Symmetrical Bidirectional Communication. In the wake of theemergence of behaviorism and the conflict between the dual attributes of media, latestfindings of game theory has been introduced into the research of Media PublicRelations mode, and has revised the mode into one emphasizing bidirectional andbalanced communication between media and the public in the game in order toachieve win-win.Chapter 5 is a consideration of developing strategy of Media Public Relations inChina. The author's opinion: Media Public Relations in China has passed through 5phases-embryonic, stagnating, shaping, rapid developing and high tiding-fromzero to prosperity. Meanwhile, there exist problems like theory underdeveloped, ideaunclear, mode unrecognized, function simplified and pseudo-PR overflowing. As tothose elements hindering the developing of Media Public Relations, not only are thereones on macro-level like existing media institution and market system, but ones onmicro-level like media's lacking PR sense and unclearness between rights andresponsibilities. The author offers further revolutions as: stick to publicity and set uppeculiar advantage of China's Media Public Relations; model journalistprofessionalism and the principle of separating editing from management and putmedia publicity and commerciality into balance; strategically put great emphasis onMedia Public Relations and give more policy supporting.The conclusion gives a summary of the content and main opinions in thedissertation. The author points out that the core idea of Media Public Relations is howto put media publicity and commerciality into balance in media organizations'operating process. Whether from perspectives of journalism theory, journalismpractice, or media marketing and media administrative institution, the author provesthat the balance above in the vision of PR is accessible, and Bidirectional Symmetrymode as well as the Media Public Relations operational mode revised by game theoryis the carrier to realize the core idea. Within the particular media institution, China'sMedia Public Relations ought to have a global vision and practice localization,modeling and adopting critically existing experiences in the world so as to develop aset of Media Public Relations strategy in accordance with Chinese condition.