Enterprise Public Relations Model Research Based On Marketing Ethics

In the interdependent system of modern society, the dependence and complexity among organizations get higher and higher, stemming from rapid economic development, as well as instantly information inflation and augment of contact among social organization. As a result, the vulnerability of a company increases sharply. A useful vehiclefor companies to deal with the situation, even to get loose social and economic environment, is a good public relations. Therefore, enterprises are stepping in an era, which means the companies develop collaborating with other social subjections.It is necessary for enterprises to comply laws and regulations and the moral and ethical requirements strictly, while setting up public relations. All this require companies to assume certain social responsibility. President When said:’ corporations ought to undertake social responsebility, and businessmen should have ethical blood in bodies". So enterprises are requested to be moral, honest and initiative to construct a relatively fare, just, sincere and open public relations environment, taking the need and interest of trading and contacting parties into consideration. No bidirectional symmetry communication system can be set up or maintained between companies and social public, unless achieving the requirement above.As one of the modern competitive "soft power", corporate public relations are paid more attention by the managers and researchers. Although researchers studied the three factors of public relations substantially on the different aspects, there are issues below, according to information and case on public relation activities. Firstly, it is the Pub-lic relations companies or department of public relations that alone take charge of thepublic relations function in majority, therefore ignore the complementary relationships of business functions, as well as limit the extent and result of public relations activities. Secondly, the public relations theory is so simple and general to guide the practice. So we need a theoretical system, which is targeted, global, holistic and longtermed. Demonstratedby massive public relations practices, Enterprises’moral marketing function and public relations activities affect each other deeply, in addition, they have a sym-biotic relationship, for they two share a consistency in the aspect of essence,practice process and final goal.The article analyses twofold respectively the influence that marketing ethics contributes to corporate public relations, and the effect that corporate public relaions react to moral marketing. From a standpoint view of business strategy, we struggle to reveal the symbiotic relationship between moral marketing and public relations, coinciding with exploring the moral factors affecting corporate public relations and what actual functions these factors have. Compared with recent public relations model, a new specific public relations model is put forward based on expanding the media communication extent and adjusting the organization structure and operational mode. In the new model, we combine corporate marketing function and public relations from marketing ethics’perspective. Finally, the paper points out the possible problems may occur while practicing the new public relations model, and also the solutions are given. As a conclusion, the result would play a reference role in marketing practice.