What are the characteristics of the concept of public relations in each period of the development of public relations?

:1. Ancient spontaneous public **** relations is characterized by blindness, empirical.2. The beginning of modern public **** relations, is only an art, has not yet become a science.3. The maturity of modern public **** relations, public **** relations to achieve the symmetry of the interests of the organization and the public. Not only pay attention to the interests of the organization, but also to pay attention to the interests of the public, in addition to the symmetry of the organization's information output.5. Contemporary public **** relations of the popularity of the public **** relations is the business of the enterprise's operating expenses to undertake the Ivory Tower, into the glass house.

(1) The ancient period of spontaneous "public relations". Looking at the ancient Chinese and foreign spontaneous "public **** relations", can find some *** with the same characteristics. The first is blindness. The rulers did not really understand the significance of the public, and their activities were not conscious of their actions, but were based on the needs of the moment. The second is empirical. Ancient public relations activities lacked the guidance of a systematic theory, people only according to common sense or intuition to do, although some of the beautiful techniques in today also make us marvel. Finally, it is low-level. Due to the lack of advanced means of communication, the ancient public relations activities are mainly in the form of interpersonal communication, its level and scope are very small. From today's perspective, the ancient "public relations" can only be regarded as a "quasi-public relations", "type of public relations".

(2) The emergence of modern public relations. From the Barnum incident can be seen, in the newspaper publicity campaign era, each newspaper publicist in the attention of customers, are unscrupulous to create myths, even at the expense of fooling the public. They only cared about making money for the enterprise, completely disregarded the interests of the public, and even openly ridiculed and abused the public. American railroad king Van Beard's "To hell with the public!" and Barnum's "all publicity is good" to a large extent represented the mentality of the bourgeoisie and its agents in those days. Therefore, the newspaper propaganda movement was not yet a public **** relationship in the true sense of the word, due to the fact that they did not recognize the role of the public, with the public interest as the starting point. From the point of view of ideological substance, this period was actually a period of anti-public and anti-public relations. However, at that time, Barnum and others used mass media such as newspapers and magazines to publicize for the organization, already has the germ of modern public relations activities.

(3) The beginning of modern public **** relations. Ivy Lee's principles of public relations work is "the public must be informed quickly" and "tell the truth to the public", which makes the public **** relations on a correct path. As he put it in his Declaration of Principles, "all our work is open and honest", "we will provide further details as soon as possible on any subject being dealt with", and "our documentation is as accurate as possible". The introduction of these two principles revolutionized the tradition of corporate propaganda to fool the public and deceive the press, and laid a good foundation for the further development of public **** relations in the future. He changed the working methods of the corporate sector, which had disdained the public and avoided journalists in the past, and actively provided the press with a variety of relevant information, so that the public could obtain information related to their interests and change the image of corporations in the eyes of the public through communication. The spirit of the Declaration of Principles was recognized. Some experts believe that the introduction of the Declaration of Principles marks a new stage in public relations and is the real beginning of modern public relations.

Bernays differed from Ivy Lee in that he paid more attention to the theory of public relations, and in 1923 published the book The Formation of Public Opinion. This is the first monograph on the theory of public relations, and is therefore regarded as a milestone in the history of public relations. In this book, he puts forward the fundamental principle of "casting public preferences", which advocates that an enterprise or organization should first understand what the public prefers and needs before making decisions, and then purposefully engage in publicity work after determining the public's value orientation in order to meet and meet the needs of the public. Bernice's idea is one step forward than Ivey Lee, not only to tell the truth to the public after something has already happened, but also to require enterprises to carry out public relations through public surveys and according to the public's attitude. At the same time, he combined Ivy Lee's activities with the term "public relations" which appeared in 1897 in the U.S. "Railroad Literature Yearbook", giving the term a scientific meaning and popularizing it in the society. From then on, public relations formally separated from the field of journalism and became an independent and systematic management science.

In 1952, the famous American scholars Scott Cattrip and Alan Senter, collaborated on the publication of an authoritative book on public relations: "Effective Public Relations". In this book, they proposed a "two-way symmetry" model of public relations. According to this theory, public relations work should be symmetrical between the interests of the organization and the public, i.e., not only the interests of the organization should be valued, but also the interests of the public should be valued; in addition, it is also necessary to achieve symmetry between the output and input of the organization's information, not only to disseminate and explain the organization's ideas and information to the public, but also disseminate and explain the public's ideas and information to the organization to make it adapt to each other. This theory of public relations goes one step further than Bernays because it views public **** relations as an interactive process between the organization and the public, which is the true essence of modern public **** relations. The "four-step process" proposed in the book "Effective Public Relations" became the most important workflow in public relations. At this point, the theoretical framework of modern public relations is basically constituted and has entered its mature stage. Since then, although the skills of public relations continue to develop, but the system has basically stabilized. The book has been revised in eight editions, becoming the most authoritative textbook in the field of public relations, known as the "Bible of public relations".