Modern Public Relations Practice

Author: Jiang Chuntang
Publisher:
Publishing Date: 2004-08-01
Features: Public relations is an emerging interdisciplinary social science. In some economically developed countries, public relations theory has been widely applied across various fields to guide the social practices of different organizations. Due to its unique value and role, it has garnered widespread attention. In the West, some people list modern technological standards represented by computers, affluent living standards symbolized by tourism, and managerial efficiency embodied by public relations as the three major indicators for measuring a country's economic development. The rise of public relations in mainland China has only spanned about a decade, yet its impact on the construction of material and spiritual civilization is undeniable. The vigorous development of public relations has called for the cultivation of talent and the flourishing of theory. To adapt to the needs of the times and accelerate the training of advanced public relations professionals, the National Higher Education Self-Study Examination Guidance Committee approved Hubei Province to launch the Higher Education Self-Study Examination Public Relations (Associate Degree) program starting from the second half of 1994, with Hubei University as the main examining institution. When introducing a new major, it is essential to have supporting textbooks that align with the characteristics of the discipline and the training objectives. However, as public relations education in China is still in its early stages, the currently published textbooks related to public relations majors often have one of the following issues: some combine multiple courses within one book, some lack a complete system or sufficient content, and others were published long ago, containing outdated information and are difficult to obtain. In summary, they are not well-suited to the discipline's characteristics and training objectives. To ensure the quality of the self-study examination and the training objectives of the public relations major, we obtained approval from the Hubei Province Higher Education Self-Study Examination Committee and organized a editorial committee and writing team composed of leading academics from relevant universities in our province who have long been engaged in public relations teaching and research and have published works. The members of the editorial committee include: Professor Hu Qingyu from the School of Political and Administrative Management at Wuhan University, Associate Professor Zeng Deguo from the School of Economics at Wuhan University, Associate Professor Lin Hanchuan from the Central South University of Finance and Economics, Associate Professor Huang Shiping from the Central South University of Political Science and Law, Associate Professor Huang Delin from the China University of Geosciences, Associate Professor Zhong Shengkai from the Hubei University of Nationalities, Professor Luo Chi from the International Economics Department at Hubei University, and Associate Professor Jiang Chuntang from Hubei University. This series of textbooks includes seven volumes: "Public Relations Theory," "Negotiation," "Public Relations Practice," "Modern Etiquette," "Public Relations Psychology," "Communication," and "Advertising." "Public Relations Theory" adopts a chief editor system, with Associate Professor Jiang Chuntang from the Public Relations Teaching and Research Office of the International Economics Department at Hubei University serving as the chief editor. The contributors to "Public Relations Theory" are: Jiang Chuntang (, 2nd, 3rd, 6th, 9th, 10th, and 12th chapters), Wu Keming (4th and 5th chapters), Liu Jianjun (7th chapter), Zhou Xuerong (8th chapter), and Chen Daode (11th chapter). This textbook incorporates advanced achievements from both domestic and international sources, featuring unique structural design, thorough and rigorous explanations of fundamental theories, concise and accurate definitions of key concepts, comprehensive and detailed introductions to basic knowledge, and practical applications of theories China's realities. The textbook is coordinated with other professional courses in the public relations self-study examination, ensuring consistency and alignment with the discipline's characteristics and training objectives. It is suitable for use in public relations courses for the Higher Education Self-Study Examination Public Relations major and related disciplines, as well as for public relations principles courses in ordinary universities and related disciplines.