How to explain the relationship between network public and private?

Public-private relationship is a new industry in China, with a history of only 26 years since David PR Company 1984 entered the China market. At present, the public relations industry in China, especially in recent years, has developed at an alarming rate in both quantity and scale. The emergence of online media is in recent years, which is shorter than the history of China's public relations industry. However, the influence of online media in communication is increasing at an alarming rate, and it has become a new public relations platform. The two gradually merged to form a new branch discipline-network public relations (hereinafter referred to as network public relations). Because this sub-discipline has not appeared for a long time, and because the characteristics of online public relations are too different from traditional media and are still changing, there is no fully mature theoretical framework system at present. This paper attempts to explore the basic concepts and knowledge of public relations and network public relations. (1) The background of the rise of online public relations.

The rise of network public relations is due to the development of Internet and e-commerce, which is the innovation of network communication mode relative to traditional communication mode and the need of the development of public relations industry.

Kotler, a world marketing guru, said, "In the past, enterprises relied on high technology and high quality to improve their competitiveness. Now, enterprises should emphasize high service and high relationship." With the rapid development of information technology, the scientific and technological content of products is more and more similar, and the standardization and proceduralization of production management make it difficult for products to compete with similar products in quality. "High service and high relationship" mainly refers to the relationship between the public and the public, and is the main direction of social organization construction and public relations. The competition of enterprises has changed from the competition of tangible assets to the competition of intangible assets such as brand, image and goodwill. [1] In addition, the influence of advertising, which has always been dominant in marketing, is declining. According to statistics, "about 80% of the world's population has begun to lose trust or even dislike advertising, and only about 20% of the population still have varying degrees of trust in advertising." At the same time, the public relations industry has received more attention, and all enterprises, institutions and even the government have begun to carry out public relations. Therefore, it is imperative to develop public relations industry.

However, the development of traditional public relations needs a new platform. Internet has the advantages of personalization, interactivity, information enjoyment and unlimited resources. It integrates personal communication (such as QQ, ICQ mailbox), organizational communication (such as BBS, news group) and mass communication, and has strong integration. At present, the operation of online media is gradually standardized and mature, which has considerable media influence. Internet is becoming the main channel for people from all walks of life to obtain information. According to the statistics of China Internet Network Information Center (CNNIC), as of June 30, 2006, the total number of Internet users in China was 654.38+23 billion, of which 67.4% were teenagers aged 18-35, and 82.2% had technical secondary school education or above. These netizens are young, highly educated and have high incomes. They are the most dynamic consumer groups in the market, the public resources that all kinds of social organizations dream of, and the ideal subject public for organizational image and brand building. And e-commerce is also developing rapidly. According to CNNIC data, as of June 2006, the number of online shoppers in China has reached 30 million, and 1/4 netizens often shop online.

The influence of online media in public relations communication is growing. How to make effective use of the communication power of online media, shape the good image of organizations, especially enterprises, promote the sales of enterprise products and services, and effectively prevent the crisis of online public relations has become an important issue that organizations must face, and it is also one of the important reasons for the rise of online public relations.

(B) the meaning of online public * * *

The relationship between public and private online has just arisen, and there is no unified definition in the industry at present. At present, most scholars believe that online public relations refers to the behavior of enterprises to achieve public relations goals with the help of online networks, computer communication and digital interactive media.

The following are several representative definitions:

PR on line, also known as online public relations or electronic public relations, uses the high-tech expression of the Internet to shape corporate image, providing a new way of thinking, planning ideas and media for modern public relations. [2]

"English original Public Relations' public relations', referred to as public relations, then online public relations also refers to the public relations of enterprises in cyberspace. There are various "groups" in cyberspace. Enterprises can enhance their understanding with the online public through various forms of existence on the network, and maintain good relations and interactions with the public in various ways, thus strengthening the influence of the brand and promoting the promotion of the brand. " [3]

"Internet public relations is an innovative form brought by the rapid development of computer networks to traditional public relations. It uses the Internet as a means of information dissemination to carry out public relations activities, improve its image, enhance market awareness and create more business opportunities for enterprises. "

The first and third definitions point out that the means of online public relations is the internet, and the purpose of public relations is to shape the corporate image, but it does not involve the object of online public relations. The second definition describes three basic elements of public relations: subject, object and means, especially object.

Based on the above three definitions, the relationship between the online public and the online public is that the main body of the enterprise is the enterprise, the media mainly refers to the Internet, and the object is the online public. The purpose of online public relations is to maintain and improve corporate image, enhance brand awareness and gain more business opportunities.

But these definitions are not accurate and comprehensive enough. The following analyzes the connotation and extension of network public relations from the three basic elements of public relations structure.

The subject of network public relations, the enterprise subject is a part of the subject of network public relations, but it is not the only subject, including various social organizations and individuals such as the government, collectively referred to as network social organizations. Enterprise network public relations is the driving force of the development of network public relations and the "pioneer" of exploring the development of network public relations. The meaning of public relations, from the literal meaning of network public relations, the media of network public relations is the network. From a technical point of view, networks include telecommunication networks, cable TV networks and computer networks, all of which are important means of communication in public relations. Therefore, the media of network public relations include not only computer networks, but also telecommunication networks and cable TV networks. The object of online public relations is the online public. First of all, only internet users who often browse the web pages can become the target of online public relations. The public relations target is a targeted target audience, and online public relations is no exception. The object of online public relations is the sum total of individuals or groups who often browse the web and have actual or potential interests or influences with online organizations.

To sum up, the definition of online public relations can be divided into narrow and broad definitions according to three different types of online media. In a broad sense, online public relations refers to the behavior of networked organizations to create and maintain their organizational image by using telecommunications networks, cable TV networks and computer networks as media.

In a narrow sense, network public relations refers to the behavior of organizations using computer networks, that is, the Internet, to achieve public relations goals. We mainly use the narrow concept of network public relations.

(C) the development of online public relations

The development of public relations industry is closely related to the development of media technology, and it continues to develop with the development of media technology. Network public relations originated from the use of telecommunications networks, and the specific media are telegraph, telephone, radio and television. In the first stage, telegrams, telephones and faxes were used for public relations. The telegraph was invented by Morse in 1845, and was later used for communication in the commercial field. Etiquette telegram and flower telegram are new telegraph forms used in public relations. Due to the progress and development of communication, generally speaking, the use of telegrams has become less and less. 1876 Bell invented the telephone, 1946 Commercial telephone came out. Telephone communication and face-to-face discussion have become the necessary procedures of public relations. At present, there has been a telephone public relations profession that requires Putonghua standards and has strong communication skills and language expression skills.

The second stage is the application of radio and television in public relations. According to the survey data of Meilande Media Company, the broadcast audience has the characteristics of younger age and higher education. These people are the targets of all kinds of products and have high value. The TV audience is large, and its composition is basically the same as that of the whole population, and the proportion of white-collar workers is obviously smaller than that of broadcasting. From the survey data in the figure below, we can see the quality advantage of broadcast audience. According to the survey, the proportion of car listeners in China broadcasting is increasing. Take Beijing data as an example. In 2002, the proportion of car-borne listeners was only about 9%, which rose to 12.5% in 2003 and exceeded 20% in 2005. Television is a kind of audio-visual media, which has the advantages of strong sense of scene, real image and high credibility. It gives the audience a sense of intimacy in face-to-face communication, can intuitively show the use process and effect of products, and has strong persuasiveness and appeal. Compared with online media, it has the advantages of wide coverage, high arrival rate and high repetition rate. Therefore, broadcasting, especially television, is still an important means to organize and implement public relations. [4]

The third stage is that the Internet is used for public relations communication. Internet is a major turning point in the development history of online public relations, which makes online public relations "unable to recover from doubts, and is also a milestone in the development history of public relations."

Internet public relations became a hot topic at the China International Public Relations Conference in 2000. In 20001year, "China Public Relations Network" was opened, and corporate online public relations mushroomed.

At present, Fan Feng, vice president of Tianji Information Development Co., Ltd., thinks that the current situation of China's online public relations development is mixed. On the one hand, China's public relations industry and enterprises have their own portals and publicity platforms, which can exchange corporate information at home and abroad as quickly as possible. Many large enterprises began to equip full-time staff to be representatives of online media, responsible for handling and coordinating online media communication; The enterprise promotion departments of many enterprises have also begun to add online media to their core media lists, focusing on the dissemination and maintenance of core online media. On the other hand, the public relations departments of many enterprises lack a systematic operating system when doing online public relations, and it is often difficult to organize effective three-dimensional online public relations activities, thus greatly reducing the effect of corporate public relations publicity.