Study On Public Relations Of Airlines Under The Background Of Internationalization

China has entered a new period of all-round opening up to the outside world.Internationalization has become a new pattern for China’s opening.The trend of internationalization is the theme of the new era of Chinese companies,including Chinese airlines.However,because of the political system and ideological differences,many countries,especially the traditional western powers,are still not ready to treat China and Chinese airlines as equal partners.It is far from enough for Chinese airlines to change the status quo by offering high-quality products and service.In a more diverse and complex environment,Chinese airlines need to enhance their international competitiveness and discourse power through a large number of public relations.On the basis of combing the evolution and analysis of the connotation of public relations at home and abroad,the author determines the study ideas and methods of this paper.The concept definition part points out that the main functions of public relations of airlines are to set up corporate brand image,to communicate,to coordinate relations,to fulfill social responsibility,and to manage the crisis.The influence of the international background on the public relations of the airlines is analyzed,(1)increasing the difficulty of public relations,(2)the higher requirement of the timeliness of public relations,(3)the public relations bear social responsibility,and(4)the report of overseas social responsibility becomes a new public relationship based on social responsibility.Combined with the four stages of China civil aviation development,the author teases out the transition of Chinese airlines’ public relationsconcept and practice,and analyzes the prospects and current situation of domestic airlines under the background of internationalization.China Eastern Airlines Co.LTD,(hereinafter referred to as "CES")is selected as the study object.CES is a large state-owned aviation enterprise in China,which is an important part of the national public sector and social public transport system.The related studies on public relations of CES have public and social demonstration effects.Through the study,the author lists the problems and difficulties in the public relations of CES,(1)the management system is not suitable for the public relations working procedures,(2)lacking of high quality professionals,(3)high rate of the employees dimission,and(4)the methods and effects of overseas public relations are limited,(5)weakness of public crisis management,and find out the deep underlying reasons.The author compares the mature experiences of the competitive airlines,such as cultivating the public relations awareness and ability of the whole staff,the perfect information disclosure mechanism of overseas social responsibility,the establishment of special public relations institutions,scientific and rigorous management on public opinion and crisis.This paper provides specific countermeasures and suggestions for the public relations work of Chinese airlines under the background of internationalization.Pointing out clear directions and ideas for improvement(1)strengthening the internal construction of public relations in airlines,(2)legislation on corporate social responsibility or to establishing the industry standard,(3)disclosure of overseas social responsibility information to enrich the path of public relations,(4)strengthening the crisis management of public opinion,in order to make full use of the new marketing method of public relations for Chinese airlines,and to create a fairer and more harmonious international context,more favorable living and developing environment to provide valuable,meaningful reference.