Public Relations Management Synergy In Construction Projects Applied Research,

Nowadays, the development of economy life, social life, political life, and cultural life is rapid, the market competition is fierce, and the contact of interest partners is getting much tighter. The systematic utilization of public relations has become an effective approach to improve the competitive ability and develop the potential of companies. However, few researches have been done on the area of the utilization of public relation in construction project collaborative management. The lack of supporting theories and experiences makes it hard to take the public relations into systematic utilization. Aiming at this problem, this paper did systematic research on the utilization of public relations into construction project collaborative management. The purpose is to do some useful probe into putting the theories of public relations into the collaborative management of construction project.To begin with, both domestic and foreign research accomplishments were introduced. The definitions of public relations and construction project were given, and the scope of public relations in construction project was defined. And then, from different angles, such as the particularity of project team, various subjects the project team has to face, the characteristics of construction project and complexity of interests' relations, the necessities of putting the public relations theories into the practice of construction project management were given.Then, this paper set forth the fundamental theories of the meanings, characteristics, three essentials, basic principles and functions of public relations. The three essentials were introduced, which included the subject of public relations—the organization of construction project, the object of public relations—the shareholders of construction project, and the media of public relations—diffusion and communication. The media connecting the subject and object of public relations were systematic analyzed. The prevalent problems were summarized, and the causes were analyzed. Important relations in construction project were analyzed which includes the communication and collaborative management of the inner parts of construction project organization with the owner, the company, the supervision company and the contractor. In the end, corresponding management approaches were presented to promote communication and realize collaborative relations.And finally, demonstration research of public relations was done with the case of Shiyi Park Project. Organization innovation of setting up the apartment of public relations in Shiyi Park Project and the main functions of the new apartment were introduced. Systematic research was done, which includes the steps, the specific works and utilization of public relations into the total process of collaborative management of construction project. Performances were analyzed, which embodied the application values of putting public relations into the practice of collaborative management of construction project.