Twenty-first Century Corporate Media, Public Relations,

Thanks to the need of long-distance information communication, information resources and technology support, the media industry develops quickly. The modern media has become an omnipresent important power in our society. Neglect of media will hinder the development of enterprises. After the revolution and the implementation of the opening-up policy, Chinese enterprises are learning to manage the relations with media step by step. With the development of society and transform of media function, media Public Relations has entered a new era.The thesis conducts a research into the Public Relations regarding the media as an object. It systematically analyzes the definition and categories, gives a brief introduction of communicative Media PR and reactive Media PR and focuses on the theory origin, basic principles, practical procedures and creative mechanism of the proactive Media PR, that is PR news planning. Aiming at the new characteristics of the media in the 21^st century, it discusses Media PR's applications and ethics in the new areas such as Internet and mobile communication industry, litigation, green-marketing and product recall.This thesis fosters the following initiative aspects:1. Formulate the theoretical and practical system for Media Public Relations and divide Media PR's into three varieties according to their respective functions: communicative Media PR, reactive Media PR and proactive Media PR.2. Try to find a new approach to creative Media PR by building the model of "the Innovation Fountain of PR News Planning Compass".3. Discuss some new modes of Media Relations for discussion, such as Internet PR, Mobile phone PR, Litigation PR, Green PR and Recall PR.