| PR news is a new thing which produces by the combine of public relations activities andnews reports, the premise and conditions of its existence as news is, according withauthenticity and having news value. As the important content of public relations informationtransmission, PR news just as a double-edged sword: Has double function as positive andnegative. One side, PR news with their own characteristics, in the interaction of publicrelations and news reports, create great social benefits for social organizations and newsmedia, and wide audience. On the other side, with the further development of public relations,the media competition increasingly fierce, organization public relation behavior to obstructnews media, phenomenon of news reports influence appear frequently. At the meantime, PRnews spread mechanism also in changing, more and more news media start to play the role ofpublic relations subject, make the false Media event, these problems badly impact authenticityand objectivity of news, bring the negative effects to the news media, and damage theinterests of the audience.In the game of commercial interests and social benefits, news media should report PRnews correctly. The problem in PR news reports as a starting point, analysis the root causeand the solution which engendered by the public relationship news report, aimed at avoidproblems of PR news effectively, regulate the behavior of news media in the PR newstransmission, thus, achieve the rationalization, ordering and success of PR news report.For the news media, on the one hand, need to take the public interests as the priorityprinciple, for PR news report, on the other hand, need to seek for the balance of the interestsof all parties hardly in the PR news reports, establish the mechanism transmission interacting,cooperation, co-existence with common prosperity between organizations. Only in this way,PR news could develop, perform its due value and meaning healthily and enduringly. |
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