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媒介关系研究是我国公关理论研究中的一个薄弱环节。说它薄弱,一是指这方面的研究成果甚少,二是指在研究中照搬国外理论的痕迹甚重,缺乏对中国新闻环境的具体深入的分析。本文拟从中外(主要是以美国为代表的欧美资本主义国家)新闻环境,公关与新闻互动环境的比较研究入手,来探索我国公共关系中媒介关系的运作特点及其策略。一、中外新闻环境的差异世界各国的新闻工作都必须遵守新闻的一般规律,因此,中外新闻事业当然会有一些共同性、相似性。但是,国情有别,社会制度不一样,每一个国
The study of media relations is a weak link in the study of public relation theory in our country. To say that it is weak, one refers to very few research results in this area, and secondly refers to copying traces of foreign theory in the study is very serious, the lack of a detailed analysis of China’s news environment in depth. This paper attempts to start with a comparative study of the interaction environment of news environment, public relations and journalism in China and foreign countries (mainly the European and American capitalist countries represented by the United States) to explore the operational characteristics and strategies of the media relations in public relations in our country. I. Differences in News Environment Between China and Foreign Countries News work in various countries in the world must follow the general laws of the news. Therefore, there will of course be some commonalities and similarities in journalism both at home and abroad. However, the national conditions are different from each other and the social system is different. Each country