Public Relations

Author: Ju Yan'an
Publisher:
Publish Date: 2005-04-01
Features: With the support and affection of the readers, this book has journeyed from its first to third edition, from its inception to rapid growth, and then to maturity and improvement over fifteen years. It has walked alongside everyone through thick and thin. Every step taken and every footprint left bears the imprint of mutual support and encouragement, understanding, and inspiration. This sincere cooperative relationship is the foundation of the book's success. After the second edition was revised, it sold over 100,000 copies in just one year in 2004. Since its debut in 1989, it has sold over a million copies in total. Concerned readers might ask: Given its immense popularity, why was it revised and republished less than four years after the second edition? There are three reasons for this revision and republishing. As the saying goes, with great fame comes great responsibility. Upon hearing that the book had sold over a million copies, the author, instead of focusing on further boosting its sales, felt a strong urge to reflect on their own shortcomings and strive for greater heights. The readers' support has become a burden and responsibility on the author's shoulders. To deliver a truly worthy masterpiece as a token of gratitude to the readers is the first reason for this revision. At the dawn of the new millennium, in response to the rapid spread of the "new economy" phenomenon and the proliferation of "new PR" experimental proposals, we promptly introduced the second edition with a fresh new look, which was immediately well-received and praised by readers. However, after the second edition was released, major changes occurred in the global political and economic landscape. China's GDP continued to grow at a high speed, showing a trend of solitary brilliance; the challenges posed by the WTO to the Chinese market, the minor setbacks caused by SARS in this land of the East, and the transparent governance and people-oriented new image of the Chinese government all stirred and invigorated the national spirit and morale in the first four years of the new century. Keeping pace with the times and reflecting its characteristics in a timely manner is the second reason for releasing the third edition. Over the past two decades, China's public relations practice and academic research have made significant progress. In recent years, the field of public relations in China has experienced a resurgence, with public relations professionals coming up with new strategies, and the general public showing unprecedented curiosity and enthusiasm for PR. The authors of this book have conducted a comparative analysis of China's recent public relations practices and the development of public relations disciplines both domestically and internationally. The results of this analysis have become the third reason for revising the second edition and quickly releasing the third edition. Compared to the second edition, the third edition has three distinctive features. The first feature is a clearer chapter framework and conceptual system. Since its first edition, this book has been anchored by the concept of the "three elements of public relations," expanding its theoretical and practical explanations of public relations within the frameworks of organization (the subject of PR), public (the object of PR), and communication (the process of PR). This approach not only captures the essence of the public relations discipline but also provides a straightforward, progressive learning path. To maintain the academic rigor and completeness of the book, as well as to make teaching easier for instructors and learning smoother for students, the authors of the third edition have strived to preserve the continuity of the past fifteen years. The second feature is fresher theoretical and practical content. Every new edition of a book aims to offer up-to-date content, and the third edition is no exception. For example, the third edition introduces the new perspective of "relationship management" in multiple places, highlighting the shift in public relations from focusing on immediate communication effects to a long-term strategic planning approach that balances both "relationship management" and short-term PR impacts. Another example is that the third edition avoids the vague concept of "society" but emphasizes and advocates the term "public society," which includes "production publics" and "consumption publics." Additionally, the authors of the third edition discuss numerous fresh concepts and ideas, such as "employees come first, customers come second," the "three-dimensional integration" of modern communication, and the "individualized injection" of public relations. In terms of case studies, the authors of the third edition have timely supplemented new content, including the handling of public health crises and natural disasters, as well as the trial and promotion of China's domestic spokesperson system. The third feature is more refined language expression. The revision of the book lasted six months, with nearly 100,000 words added, deleted, or corrected, each word and sentence carefully polished. For example, in many social science books, terms like "masses" and "public" are frequently used. During the revision, the authors meticulously examined the context in which these terms were used and replaced them with the PR term "public" in many instances. The difference between "masses" and "public" may be just one character, but in the context of public relations, their meanings are vastly different. The authors of the third edition have strived to present a work with a clear and reasonable framework, fresh and accurate concepts, and exquisite language, hoping that readers will find joy in silent reading or recitation while flipping through the pages of this book. The international renowned marketing strategist Al Ries and his daughter Laura Ries co-authored the cautionary work "The Fall of Advertising, The Rise of PR" in 2002, which excited public relations professionals and caused a stir among advertising professionals. Their book contains thought-provoking insights (though some of the exaggerated claims about public relations may be sensationalized), and the public relations success cases they cite are highly instructive. Ries's assertion of the "decline of advertising" is clearly exaggerated, but his and his daughter's advocacy of the "rise of PR" is indeed accurate. At least in China, public relations has once again risen!