| As public opinion is an important part of the national image,the key element of soft power.Positive public opinions bring cohesion,and promote healthy development of the society,while negative public opinions causes disorder,and even social unrest,losses to people and the country.Therefore,more and more countries list public opinions as the strategic position of national security.In the era when international exchanges have become increasingly close,plus the wide application of the Internet and highly developed media technology,the boundaries between international public opinions and domestic public opinions increasingly blur,intertwine,and mutually influence,and public opinions spread unprecedentedly rapidly,many of which are adverse public opinions.In the face of such situation,we not only need the media to guide,but also make use of public relations thinking and strategy to lead international public opinions.Public relations plays an irreplaceable role in promoting the development of soft power.The dissertation focuses on how to guide the international public opinions through public relations strategy,so as to provide good external public opinion environment for the country.Starting from international relations,on the basis of communication,management and public relations,the dissertation establishes the model of public relations strategy: public relations target — operation mechanism — communication strategy — effect evaluation.Of all,communication strategy includes news spokesperson,lobbying,international event and media.In order to explore how public relations guides international public opinions,the author conducts in-depth analysis and comparative study of official documents,leaders' speeches,media reports and comments from the United States and China.On March 20 th,2003,the U.S.government launched the Iraq War on the grounds that Iraq concealed weapons of mass destruction and was the “axis of evil ”,which was a threat to the United States and the international community.There were such negative public opinions on theUnited States in the world as the following: 1)The United States implemented unilateralism and hegemonism.2)Iraq did not produce or hide weapons of mass destruction.3)Saddam Hussein was not directly connected with Al Qaeda.4)The United States could not liberate the Iraqi people.In order to build the “legitimacy” of the Iraq War and alleviate the anti-America public opinions,the US government guided negative international public opinions through lobbying,press spokespersons,media and international events.Facts have proved that the U.S.anti-terrorism action won sympathy and support from some countries,and basically reached the set goal.The situation in the South China Sea has been tense since the Philippines unilaterally launched the arbitration involving disputes over the South China Sea since January 2013,especially in 2016.In the world,there were unfavorable public opinions on China as follows: First,South China Sea intermittent line was lack of the basis of international law.Second,the South China Sea was not free to sail.Third,for the arbitration results were “legal” and “fair”,China must accept the judgments.The Chinese government implemented international public relations to guide negative international public opinions through the press spokesman,lobbying and media.Through public relations,it,not only,made the international publics from the Philippines,other countries from ASEAN concerned with South China Sea interests,and the United States,the Japanese have correct understanding of the South China Sea,but also showed that China's action was not provocative,but to safeguard its legitimate interests,to maintain regional peace in South China Sea and fight against hegemony.In the end,both China's and the United States' public relations strategies are analyzed based on comparison,and the author offers the advice on the implementation of China's “One Belt and One Road” initiative from the international public relations perspective. |
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