Development of the United States of contemporary public relations theory

Abstract In this paper, literature Research methods, contemporary American public relations theory in a comprehensive study, that the contemporary American public relations in the basic theoretical normative Research, media studies, multicultural studies, the relevant legal Research, the formation of a more focused Research, These results for the development of China's public relations reference,
Keywords public relations academic theory of norms and cultural diversity

2009 public relations professional for more than a century of development. In the United States public relations Researchers generally believed that the evolution of public relations at least four trends: First, the growth of large organizations and their responsibility for public awareness and public relations communication, the second is the increasing interest groups in society change, conflict and confrontation with the infiltration of public relations, third is the rapid development of communication technology and the public self-awareness of the expectations of public relations, fourth, the promotion of global democracy and the growing public relations combination. With the development of public relations practice in recent years, more than 2,000 projects in Journalism and Communication Studies to establish the direction of public relations personnel training programs, public relations, also appears to concentrate on theoretical research results and outstanding.


First, the basic norms of theoretical

In public relations on the basic theoretical specification. The United States pay more attention to the scholars work closely with the reality of normative issues.


1 Standard of Social Responsibility
90 20th century, due to the downsizing of U.S. companies, the wave of mergers and other effects, leading to between employees and leaders had a crisis of confidence and trust gap. One study found that in the 21st century, if employees accept their moral leadership The higher standard in the commercial activities of staff loyalty to the crisis there will be fewer things. business Ethics is increasingly a sign of concern "internal code of conduct," the increase. including the "Code of Ethics" and "standards of conduct," including "internal code of conduct" as "corporate policy" and "corporate values" and "business philosophy" as much attention in recent years. In modern society, corporate Social Responsibility (CSR) management system like other equal attention , Social Responsibility goes to the all aspects of business activities. In the 21st century, the American public has been tolerant they obviously do not want elected leaders to make the Government and the immoral In 2009 a new U.S. president takes office Obama has repeatedly stressed: the moral requirements of government will change as the election of representatives who asked to be honest, trustworthy, moral as important. the United States to lead the members of the public relations practice in moral values played a leading role, which is an industry-standard criteria example, it is in pursuit of public service and high standards of ethical behavior.


2 Public Relations Survey
All public relations programs and initiatives have begun in the investigation. Whether it is Marston's RACE formula, or ROSIE Six Steps have begun to research, public relations needs to have sufficient Information as a basis. In other words, in the development of action plan, public relations experts need to analyze the audience, on balance, research has become a modern public relations the most critical first step.


3 Public Relations Management
In recent years, public relations as a management system developed its own theoretical framework. Spread argue that the role of public relations is a boundary. That must be a public relations manager within the company foot, a foot on the outside of the public. public relations personnel to help companies carry out internal and external communication, public relations experts has become a system administrator, they have to deal with the relationship, including: "the relationship between business and the environment", "internal problems of the innovative measures", "has strategic thinking "," willing to measure public relations results. "Grew Rummenigge and Hunter, as pointed out: public relations in the enterprise system, business managers must face the conflict of the elements of their own.


4, Public Relations Writing
U.S. public relations famous contemporary scientists Flesch readability proposed model, that is that everyone can be a writer, as long as according to his way of writing. He believes that as long as the writers try to use simple words, communication will be more effective, the recipient will be better understood. He gives seven recommendations: First, reduce the sentence, and second, when possible, to leave the strict syntax and the third is the use of pronouns, the four is to use simple and clear sentences, a period of five is a mean, Sixth, the use of the reader to understand the language. Also remember some rules: such as to avoid the "big words and add the word", "clich��", "Latin", the statement to "clear", "active", "simple", "short "" can be convinced "," understandable. "

5 Crisis Management
Whenever the media and the public are most concerned about the crisis in public relations, public relations help resolve the crisis is the final task. Wise public relations managers not only value the role of the crisis, but also about the general value of public affairs. Many U.S. companies have established a problem at the top management positions, the task is to help companies address the political, economic and social problems. In the later years of the 20th century, the community is full of individuals and organizations against the serious incident to the corporate downsizing from discrimination, from the environment to energy issues, issues management in public relations to change in importance .2001 9 �� ll events occur, further promote the study of crisis management.


Second, public relations, dissemination of research 7

Communication is the core element of public relations. Public Relations and Communications of the contemporary American public relations theory of the basic content.


1 public relations and network
In the 21st century, there is no field of public relations more important than control of the network. Youren in four U.S. people are using a network of more than half of the Internet at home. The rapid growth of the network, the Internet every day are increasing the number of the page the number of the thousands in 1992 to the present 5,000 million. into the 21st century, into a rapidly growing network of powerful communication tools, but also became an important tool of public relations practice:

2 Public relations and traditional media
When it comes to public relations practice, when most people think of propaganda and the media. Despite the public relations students and practitioners all know that public relations means more things, but most people think that public relations is publicity, the media and Public relations is inseparable. into the 21st century, the mass media suffered a lot of new forms of communication challenges, such as interactive television and the Internet, mass media and public relations became tense. In this competitive environment not only to maintain but also to win new audiences the original audience, the situation of journalists and editors become more difficult.


Multimedia Integrated Marketing Communication 3
Integrated Marketing from the consumer point of view means to carry out dissemination activities. Consumers will not be promotional material, newspaper advertising, or community responsibilities separately, they all integrate together to make evaluations of the service or business. With the change of integrated Marketing becoming more and more popular, communicators need to learn Marketing, advertising, sales, and so all the technology. into the 21st century, there was a lot of new and innovative forms of Marketing. TV shopping, movies and other forms of implant products, began to catch on.


4 internal public relations communication
American scholars believe that today's public relations should be the most difficult pArt of the internal communication. Since the beginning of the 20th century, 90's, the U.S. and around the world began to reduce the size of companies, mergers, layoffs, this result is that employees have become suspicious and indifference. especially the 2008 U.S. "subprime crisis" caused "financial crisis", but also makes business management and staff had a huge gap between, so that the gap had never been so great. In response to the financial crisis helped business process out of the woods, the significance of internal communication becomes pArticularly profound. the reality of the U.S. public relations industry, internal dissemination of the field of public relations will naturally become a hot topic.


Third, public relations and multicultural studies

According to the U.S. Census Bureau reported in 2050, Asia, Latin America, South Africa, the United States who will account for some 47% of the total. Has always been women were considered to be a vulnerable group, but it has begun to change. In the multivariate effective dissemination of culture and society has become a public relations challenge. reposted elsewhere in the Research Papers Download http://www.hi138.com 1 public relations and diverse population of
Public relations and diversity in the population study, groups of American scholars of great concern are: (1) women's groups. As more women enter the field of public relations, and gradually into some leadership in the public relations professional female leaders appeared only a matter of time. (2) African Americans. 25 U.S. metropolitan areas there are a lot of African Americans, Latinos and Asians. African American social status and economic status in the past few years has been greatly improved. Obama is elected U.S. president in 2009, to a certain extent, that raise the status of African Americans and the important influence on American society, the impact with the president's office 4 years will continue to expand and strengthen. (3) Latin American people. the same as African Americans, Latin Americans the same in the large proportion of U.S. cities. (4) homosexuality, aging, and other groups, .20-century the last few years, the United States began to enter a wide range of mainstream community factors. One is gay. As the impact of baby boom. the United States appeared in the phenomenon of aging. public relations situation remains to be sensitive to these realities.


2 Public Relations and Consumer Research
In the 21st century, many companies began to focus on consumer public relations. Consumers in the new century for misleading advertising, packaging and trademark abuse, quality and safety control is no longer tolerated. Regardless of whether the consumer today, they need is quality and service. As competition intensifies, companies must meet the needs of consumers and therefore consumer relations public relations, especially in the enterprise becomes important.


3 Public Relations and Government Research
With the advent of the 21st century, government officials must be noted that the impact of the media, especially the public. In the United States presidents, President Kennedy may be the first to recognize this, he created a new system, in this system the media is more important than ever before. The Government's public relations staff will be in government activities, tasks, and so passed to the public personal management offices in the United States .1990 statistics, nearly 15,000 government and public relations-related jobs, including 4,000 one in public affairs, writing and editing in 2000, 1,000 in technical editing and writing, 2000 in dealing with visual Information, processing Information from abroad in 3300, 2000 as editorial assistant. The Government's public relations organization mainly consists of the following body composition: (1) United States Information Agency. the United States Information Agency is an independent agency of the United States affairs. The purpose of the United States Information Agency is the spread of American culture. the United States Information Agency communication technology tools used in broadcasting, film, television, print media, publications, exhibitions, books, education, and electronic information. (2) government depArtments. Federal Trade Commission in the late 20th century, 70 was established and became the most active government public relations communicators. Also in other government depArtments, public relations there is a great investment. such as the DepArtment of Defense, primarily the Air Force departments and so on. (3) president. Ronald Reagan is perhaps the most influential president in history Evangelist, who in the film, television transmission in both the experience. George Bush and his predecessors did not want to be good at communication. Clinton also is a home communication skills, especially at the individual level. (4) President's Press Secretary. Many people believe that the president's press secretary is the second difficult job. Press Secretary of the Governing Body is the main public relations spokesman, he must be policies and plans to inform the president and the management of the public.

The researchers found that U.S. public relations, business associations, foundations, and organizations to lobby the Government by the number of personnel rose to 3,000 in 1976, today 40,000 people in the United States lobbying has become a big job. But what lobbyists do in the end ? real work of lobbyists is to inform and persuade. and being lobbyists, contact is very necessary, but must have the correct information. In recent years, particularly effective is the use of grass-roots lobbying, the purpose of this lobbying is to mobilize the local council members and the general public letter, phone, fax to contribute to congressional legislation.


Fourth, public relations and Law

With the United States into the 21st century, no one doubts the public relations counsel in the complaint must be taken into account when the matter in advance. Lawyer told you have to say, public relations professional to tell you what to do. In recent years, accused the United States from the sports court to radio and television host star and then U.S. President, many people think they should be determined to be guilty, but the result is the opposite in many cases. Therefore, public relations professionals play an important role in beginning to influence public opinion, the ultimate impact of Law results. U.S. Law and public relations research has focused on the following topics.

1 Public Relations and the First Amendment
Legal and public relations for all the discussions have originated in the first amendment. As shown in these small conflicts to explain the first amendment is not a simple matter. A person's dirty explanation may be another explanation for the Arts . While there is continuing First Amendment challenges, but Americans continue to enjoy the power of speech and expression. Because First Amendment to the living center of the spread, prevention is the first responsibility of public relations.

2 Public Relations and Internal Trade
Each person must know the public relations professional supervision of the enterprise Law. The hospital's public relations staff who want to know how to conduct patient relationship management, non-profit organizations in the public relations staff to monitor donor and recipient understand the various legal provisions and provides industry-specific work in the public relations staff to understand the specific industry specific legislation.

3 Public Relations and Moral Law in the United States in recent years, the society for the legal use of unethical behavior has been very frequent, unfortunately, public relations practitioners in several well-known cases are in the spotlight. For example, in 1988, before White House political director and communications head Perminov Sigma (Lyn Nofziger) 90 days imprisonment and fined $ 30,000 because he violated the ethical standards of the federal government action. These problems are because the government caused by the lobbyists, Of course, after the resignation of government officials to become lobbyists for the number of government officials more and more, which means that those who control and those who try to influence others will be more comprehensive supervision and management. in particular check whether they are in compliance with Ethics rules whether the activities within the law.

4 Public Relations and Privacy Act
For the protection of personal privacy laws, there are many public relations sense. The Privacy Act, particularly with respect to the laws of libel and slander by the media often can lead to curiosity. If there is a celebrity to join to that arouse curiosity. In general the general population under the protection of privacy in law, but a celebrity's privacy is a very big problem. in the public mind, celebrity privacy should not exist, because they belong to public figures. However, this idea and the public and the law contrary to the spirit.

5 Public Relations and copyright law
Of copyright law to provide basic, automatic protection. Whether manuscript is registered in the Copyright Office, or have been published. Copyright law protects works of the four types: "text work", "music", "dramatic," " choreography work, "and so on. However, in some aspects of copyright law can not: such as" advertising language ", the" Chart "," ideas "and" concept "and so on.

6 Public Relations Network
In the 21st century, bringing the network to the Legislative many new problems In 1996, the U.S. Congress passed the Communications correct method (CDA), 1997 summer, the Supreme Court announced the CDA contrary to the Constitution. The Supreme Court decision marks the first started the principle of an amendment extending the field to the network, to face the media law.

7 Public Relations and the legal profession
Lawyers and public relations personnel beginning of a era of mutual respect. Counsel for the public relations tactics much more than before. The public relations staff also become more open to the lawyers, the contradiction between the two before beginning to a certain ease. In the last years of the 20th century, U.S. law has been in many ways with the help of public relations experts, in the past in dealing with the media because lawyers do not have much experience of mature, there are often some mistakes in public relations after the entry into the legal profession the past, to a certain extent the lack of make up.

American public relations theory and practice of public relations has been leading the world of professional and industry development, although many American public relations theory is based in the United States on the basis of diverse cultural backgrounds, their public relations practice is also based on American values and the resulting effective , social and cultural background of different countries and regions may not completely adapt. but innovative theory of American public relations between the impact and spread of power, without any doubt many of the world countries or areas of public relations activities had a significant impact , the reference no doubt. reposted elsewhere in the Research Papers Download http://www.hi138.com