Historical Traceability And New Development: The Rhetoric Of Public Relations

Lewin(1951)once said,"Nothing is more practical than a good theory." Any problem,the only way to fundamentally solve the problem is theoretically resolved.Therefore,the development and innovation of its theory is essential to the development of public relations practice.The history of modern public relations has been more than a hundred years.Public relations academics have formed major schools such as management school,rhetorical school and relational school,among which the management school has occupied the mainstream,but its economic and management thinking emphasis more on practice and interests.With the development of the network and new media,rhetorical school's ideas and skills have had a profound impact on public relations."Rhetorical and Critical Approach to Public Relations",published in1992 by Toth & Heath.And in the next 20 years,they continue to absorb the rhetoric of the theoretical essence,to explore the rhetoric of public relations,and how the rhetoric technology and application of art to achieve the recognition between rhetor and audience.This paper focuses on the development of public relations rhetoric theory,the combination and development of public relations and rhetoric theory.Among them,the discussion of a total of three key: public relations rhetor,audience of public relations rhetoric,and propagation mode of public relations rhetoric.Firstly,PR rhetoric combines classical rhetoric theory and public relations,setting "persuade"-the core concept of Aristotle's rhetoric as the ultimate goal of public relations,combined with its definition of the audience,classification and how to deal with the relationship with the audience and so on,putting forward the concept of public relations rhetoric and its system theory.With the increasing influence of public relations rhetoric,public relations rhetoric proposed a new core concept,the "persuasion" evolved into "identity",and perfected the audience views and rhetoric and other theories.The introduction of Universal audience theory,strong audience,identity,new media and other public relations concepts,makes the theoretical system of public relations rhetoric more complete.This paper analyzes the value and significance of public relations rhetoric theory comprehensively by combing the theoretical research results of public relations rhetoric school,and introduces the theoretical research and development direction ofpublic relations rhetoric to the domestic public relations scholars and practitioners,hoping to draw the question of public relations rhetoric theoretical interest and research,for the domestic public relations academic development to make a little contribution.At the same time,we hope that our public relations will combine the theory of public relations rhetoric with our public relations practice,play the power of public relations rhetoric,and promote the comprehensive development of public relations in China.