Government Public Relations And Government Advertising

It’s a long road s since the idea of Public relation were introduced in China. The government public relations is to satisfy the public interest, and shape good government image, in order to get public support, so as to achieve the government’s public value. Our government public relations have been in the dark walking, and made some achievements, but far from meeting the needs in the practical work yet.At the same time, the government advertising,which be seen as the functions of the government management and the important means of image, also began to take on more and more responsibility, the Chinese government has gradually began to use the means of advertising in government public relations work. But these ads are mostly single case, the fusion of government advertising and public relations is not enough as in the commercial area-the government advertising is just pure propaganda in many cases and pay few attention to communication, which contradicts with public relations idea.But with the awareness of government’s public relations our government public relations activities gradually become system and relevant, there were many papers about government’s public relations and government advertising be published. But the author have stood100academic article, found to analyzing the government behavior from the angle of public relations is few, the study had no depth, and lack of theory being able to connect up both forming. The author catch the concept in common-the government image to search a compatible mode. According to their function in shape the image of the government, the author proposed the tetantive plan-they are strategy and tactics.In addition to theoretical study, the author also study China national image AD as a-case, including commercial advertising, excavation depth of all government advertising public relations significance, and puts forward a new way and measures to guide the actual operation of the government advertising behavior. The author advise that the government can set up special public relations agencies making public relations strategy. In the future practice, the concept of public relations will regulate the government advertising behavior, and the mature advertising operation can guide thet immature public relations practice, to promoting public relations idea, finaly, realize the the public relations advertising, which can shape the image of the government in future.