Research Of Public Relations Online

With the continuous development of network technology, Net Communication becomes more and more important in this Information Age. At the same time, public relations, which takes communication as the main means, has been impacted greatly.According to the "fourth media" concept, which was formally proposed in the United Nations Information Committee's Annual, 1998, Internet media has become one of the the mass media. Internet media has been taking competition and integration with traditional mass media since the date of birth. Its features, such as instant communication, effective repeat reading, direct targets, multimedia, and globalization, effect more than traditional public relations work. The two-way symmetrical model becomes achieved.Based on the analysis of the characteristics of net media, the paper focus on how to achieve online public relations functions, including how do the organizations involved in the image display and maintenance of the network, guide of online public opinion, the online information collection and monitoring, and crisis public relations online. In addition, With "Carrefour incident," the case, how to establish a highly efficient network of public relations management system was analyzed.Public Relations Online has been more and more demonstrated their superiority, and will certainly become a public relations practice in the development of important trends.