The Study Of Public Relation Management Of Newspaper Industry

Along with the reform of Chinese press system, the newspaper industryhas been getting more and more market-oriented. As a proven effectiveway of newspaper marketing, public relation management are more and moreimportant to the current Chinese newspaper. In order to evaluate the realimpact and position of PR management to newspaper industry, this thesiscovers the following 4 aspects:Firstly, it reviews the history of PR management in the newspaper industryof western country, showing how PR management influences the wholeindustry.Secondly, based on the value chain theory, the thesis raises the pointthat PR should take an important role in the management of newspaper valuechain.Thirdly, it discusses about the basic principles of the practice ofnewspaper PR management, as well as the process of the PR management,to fully leverage the PR effectiveness among the newspaper industry.Lastly, the thesis shows about some initiative thoughts about where thenewspaper PR management would be at the higher level in the near future.