Essential Research On The Publicity Of Public Relation

Since the early 1980 s, although Public Relations(PR) idea was introduced into China and got a rapid development, its trajectory is not well. on the one hand, since its birth, the legitimacy of Public Relations under question has been challenged by Journalism, Advertising and Marketing. On the other hand, due to misunderstandings on PR industry brought by traditional Chinese culture, PR practitioners represented themselves to be “advertiser” instead of being misunderstood. Significantly, this kind of misinterpretation, misunderstanding and incomprehension of Public Relations has prevented its normal spreading and sound development. Therefore, it is necessary to clarify the essential property and basic characteristics of Public Relations.But, at present, the research about the nature of Public Relations also has some shortcomings. Firstly, in terms of the understanding of the concept of Public Relations,scholars give different definition, so that is difficult to reach consensus; Secondly, there are a lot of research about the public, but they are Mainly concentrated in the field of Philosophy, Political Science, Management. there are too few scholars from the fields of Public Relations thinking about the link between the public and Public Relations. So far,there is no researcher has ever combing the research about the nature of Public Relations and these studies mostly stay on the level of logic deduction and reasoning.Therefore, focusing on the public nature of Public Relations, this paper tries to provide a comprehensive analysis of PR public nature through theoretical research results of Public Relations and publicity. Based on the concept of publicity and Public Relations, firstly, this article clears the relationship of the two, and then describes the origin of public nature from the aspects of historical changes and practical performance of Public Relations; And, secondly, in terms of 4P theory suggested by Prof ChenXianhong, theoretic analysis framework and four characteristics of PR public nature are provided; Finally, this research applies questionnaire method and focused interview to analyze the the public of PR practitioners, and it is believed that this kind of qualitative research based on quantitative analysis will be an important supplement to PR nature research.