Study Of Urban Community Public Relations And Development Path

Along the development of market economy in China, commercial residence quarters have sprung up at a fast rate. Hence, many original house owners become community proprietors because of purchasing commercial premises. These proprietors are mainly unit individuals under the planned economy system, people living in the old-styled neighborhoods and villagers going out of the rural area, and so on. They hold little sense of belonging and acceptance to the new-styled communities, which have few contacts and communications with the outside and do not establish good community images, thus enjoying low prestige. In allusion to the construction of community culture which targets at improving the belonging sense to communities, it can be accepted as an effective route to promote public relation in communities. The so-called communication public relation is to apply in the construction of community culture some effective approaches and methods for public relations, so as to improve the sense of belonging and satisfaction of community residents. There are many effective methods for public relations, but which methods are feasible in the construction of community culture? This is the research purpose of this paper.After reading through a large amount of literatures and data, the author makes a systemic arrangement to theories relating to the improvement of sense of belonging to communities and construction of community culture, and formulates a creative hypothesis through preliminary exploration. Then, the author carries out a survey over the present situation of sense of belonging and satisfaction to communities by way of questionnaire, and reveals the present effect of community public relation with the effect parameters for community public relation. Finally, the author analyzes various factors which may influence the effect of community public relation on the bases of relevant sociological theories and knowledge of public relations, so as to reveal the key factors influencing the effect of community public relation and explore reasonable routes for developing community public relation now.The conclusion of studies in this paper illustrates that the general sense of belonging to communities harbored by urban residents is at a "relatively strong" level; most urban citizens still hold a strong feeling to regional communities and community, as a new type of basic organization form of the society, has been generally accepted by urban residents. Most residents feel dissatisfied with the jobs done by neighborhood committees, hold a rather plain attitude toward neighbor relations, and especially feel discontented with the cultural and recreational activities held in communities. The effects of community public relation vary greatly from each other owing to different public relation routes. Effective approaches for the development of community public relation that should be vigorously promoted include:(1) Active community publicity. In particular, the three media, community journal, community publicity column, and community forum, shall be utilized in satisfactory manner; (2) vigorously promoting public relation communication, holding democratic consultation and regular culture salon in communities to establish smooth internal communication channels in communities; (3) Extensive community service activities. Service-oriented community public relation activities shall be utilized to influence attitudes of resident and obtain favorable recognition, so as to establish a more pleasing and harmonious relation between communities and the public and improve the social prestige of communities. (4) Active community activities for public welfare. (5) Interactive public relation based on community teams. The important role of community groups should be recognized, and public relation principles should be adhered to and actual effects stressed in launching activities.