Study On Public Relations News

As a kind of management function, public relations want to establish and maintain a kind ofsound and mutual benefit relation between organization and public. Organization pay attention tomaking use of media to carry on public relations, in order to set up image, mold brand,construct good reputation and loyalty, create harmonious development environment. Along withthe development of public relations business by leaps and bounds in our country, various societyorganization increasingly attach importance to public relations. Compare with other publicrelations means such as public relations advertisement, organization publicity, public relationsnews has advantages of truth and strong influence. The public relations news means such asaffairs marketing, news planning etc, become important contents of organization public relations.Mass media become the main body and object of organization public relations, due to thecharacteristic of quick dissemination speed, wide dissemination scope, big influence sphere. Agreat deal of public relations news which public relations worker plan out, continuously flow outtoward the public's media everyday, Face upsurge of organization public relations, how does thejournalist choose and take or reject the news of public relations? What role does thenewspaperman play in reporting the public relations news? which negative influence is made tothe media created by the public relations news, how to evade it? Face pre-eminent "talking thekey question" of the public relations company, how to operate for medium according to the newsdissemination regulation, in the meantime of realizing the double benefit goal, all is worthy ofthorough study.This text investigate from the angle of public relations, communication theory and marketingetc, on the foundation of trying to systematically analyze the relation of public relations news,medium and society organization, search how public relations news exist, analyze the form andcategory of public relations news of various society organization, study the negative influence ofpublic relations news bringing to the medium and the means of evading the bad influence bymedium, analyze which role a reporter play in reporting the public relations news and enhanceconsciousness of gate keeping, put forward in the end of the article how the medium compete andcooperate with public relations organization, set up a kind of mode of double benefit.