Reflection On The Public Relations Practices In The Internet Age

I started my internship in Shunya Communications Group Shanghai office in February2013and have acted as an AC (Account Coordination) in TCG group since then. I’m mainly engaged in brand communication and public relations (PR) work. Over the past two months, I participated in the pitch of two projects; the implementations of the market and PR work of Opel at Auto Shanghai2013. I’m now also in charge of a project independently. I do my work within the framework of "Survey-Project proposal-Project implementation-Post-project monitoring". All my tasks include writing briefings, conducting analysis, determining target consumers, carrying out appropriate consumer insights, making brand positioning, implementing communication plans, providing on-site supports, making clippings and collecting feedbacks. Every brainstorming inspires me a lot, and I ponder on the innovation and integration of the mode of brand communication during the implementation of each case. From the microscopic content to the macroscopic structure, a complete communication process let me know more about this industry.In this paper, I take my participation in the case of "XX Credit Card Management Tool annual communication program" for instance and talk something about the PR work in the new media age:PR activities play an important role in the process of brand building and brand communication. With the rise of new media, why more and more companies choose electronic PR (PR on-line)? Can we just simply equate electronic PR with "water army (paid posters)"?...