The Interplay Research Of Public Relations And News Reporting In Contemporary China

In terms of the interplay history of Public Relations (PR) and news reporting, basically the birth of news agent since the 1800s endeavored to grab publicity for social organizations. Within the past century, modern PR conceptions shaped from journalism. However, one of the most substantial job briefs of PR seemingly remains media contacts. Spurred by the booming market economy in contemporary China, PR functions directly amid journalism, playing a critical role in media organizations both interiorly and exteriorly.This study firstly highlights the concept of "News Planning" as a format of interplay between PR and news reporting on the basis of history scope and professional practices in China. Reviewing the concept of "PR Story" with Chinese characteristics, the professionals have to value both PR principles and media manners while fulfilling PR objectives.With reference to research tactics of the Uses and Gratifications Theory, this study reveals a multi-incentive truth of the interplay. In the case of a more uniquely complicated niche in China where John H. McManus's analysis model inspired in market-driven journalism calls for localization and modification, Chinese media organizations using PR strategies abide by three criterions: administration, market and journalism. This study meanwhile attempts to specialize how PR practices facilitate or impede news reporting by introducing the concept of "noise" from Shannon's model.Whereas most of the previous researches in this field are lack of quality evaluation steps in the interplay research on PR and news reporting, the study raises a two-dimension analysis model as a response while the research on diminishing marginal utility is employed to help improve the evaluation process. Games Theory is also introduced to probe the possibility of a positive-sum game as an interplay outcome.