An Exploration Of Developing China's Public Relations Strategy

This research pfejeet-explores Public Relations which as a modern academy of Communication Management and a professional practice field has largely been developed from Communication science and Management science under the background of economic globalization, especially after the more than two decades' implementation of "the Reform and Open to the outside policy". The author believes that the development of Public Relations is the unavoidable result of China's market orientation, and that in the process of being involved in the world economic system, China is in an urgent need for Public Relations practice which deals with the communication process of a social organization and its publics and aims at a mutually beneficial relationship-building. Concerning the aim to construct a sound Public Relations strategy in Chinese society, this thesis takes a close attention to the motivating factors which promoting the flourishing development of Public Relations in the United States. In addition, after researching China's PR development history in the past two decades, the author borrows the analyzing framework from professor James E. Grunig and uses it as a penetrating tool to study the various variables limiting or promoting the development of Public Relations and attempts to put forward some directional advice and ways for China to pursue a suitable Public Relations development strategy in such a society.