Dancing Above The News And Advertising

Public relation news is a special genre of text type combining the characters of news and advertisement. Its subject is generally business enterprise or media press. Through releasing the standpoint or view of the subject, the recent achievement and progress of some projects about the subject in the form of news, report, interview and in-depth report, it reaches the goal that the subject communicates smoothly with the public and would be highlyPublic relation news is an accompaniment of political and economical activities and is accepted generally in western countries. However, in the background of fierce competition and dramatic reform in Chinese media, its combined features of news and advertisement cause itself to be one of the most attractive and disputed forms of text type. Researchers analyze it widely from different perspectives like journalism, communication, law, media management. We argue that it is necessary to research public relation news as a type of writing from the point of writing.The research begins with the revolution of the public relation writing, then argues about the issues like its form, stylistic features, developing structures and writing methods, and finally puts forward the proposition that the public relation news writing should combine the characters of news and advertisement, and should follow the principle of win-win and value to reach the balance of goals between both the subject demonstration and social interests and public appetites, which would be like dancing upon news and advertisement.