The History of Public Relations in China

Description

This book is the first on the history of Chinese public relations, and has been selected as one of the “40 representative books for 40 years of public relations in China” by the Public Relations Society of China. In four chapters, it systematically reviews and analyzes the trajectory and evolution of public relations in China from the very start – when the “reform and opening” policy was adopted in 1978 – to the present. The book will help both established and new scholars and practitioners in the field to understand the changing nature of public relations in China. It offers a unique perspective by placing the discussion of the development of public relations in the general context of the changes and development of China as a whole, and in relation to the changing status of public relations around the world. Accordingly, readers will not only gain a more in-depth understanding of the history of the field, but also of the political, economic, societal, cultural and scientific development of China in modern times. Preface Contents 1 The Beginning of Public Relations in China (1978–1987) 1.1 Background: Major Debate on What Constitutes Truth and the Third Plenary Session of the 11th CPC Central Committee 1.1.1 A Major Debate on What Constitutes Truth: Ideological Preparation for the Development of Public Relations in China 1.1.2 Third Plenary Session of the 11th CPC Central Committee: Institutional Preparation for the Development of Public Relations in China 1.2 Introduction and “Import” 1.2.1 From Hong Kong and Taiwan to Mainland China 1.2.2 Shenzhen Special Economic Zone 1.3 Baiyunshan Pharmaceutical General: Public Relations of Large State-Owned Enterprises 1.3.1 The Beginning of Public Relations in Large State-Owned Enterprises 1.3.2 The Significance of Baiyunshan Pharmaceutical 1.4 Arrival of Foreign Public Relations Companies in China 1.4.1 Professional Public Relations Companies 1.4.2 Arrival of Foreign Public Relations Companies in China 1.5 The Beginning of Government Public Relations 1.5.1 Reform and Opening-Up and Government Public Relations 1.5.2 The Attempt of Chinese Government Public Relations 1.5.3 The Role of Government Public Relations 1.6 Shenzhen University: The Attempt at Public Relations Education 1.6.1 The Rise of Public Relations Education and Various Trainings 1.6.2 The Development of Public Relations Professional Education 1.7 Daya Bay Nuclear Power Plant: Public Relations in Crisis 1.7.1 The Construction of Daya Bay Nuclear Power Plant and the Emergence of Nuclear Crisis 1.7.2 Successful Use of Public Relations and the Resolution of Nuclear Crisis 1.8 Industry Organizations: Shanghai Public Relations Association and China Public Relations Association 1.8.1 The Rise of Local Public Relations Organizations 1.8.2 Establishment of the China Public Relations Association References 2 Expansion of Public Relations in China (1988–1996) 2.1 Public Relations in the South China Sea 2.1.1 The Characteristics of Government Public Relations 2.1.2 The Exploration of Chinese Government Public Relations 2.1.3 The Main Contents of the Government Public Relations During the Exploration Period 2.2 Corporate PR and CIS Boom 2.2.1 The Rise of Corporate PR 2.2.2 PR Helped Promoting Corporate Image 2.2.3 The Increased Popularity of CIS 2.3 Foreign PR Companies and Local PR Companies 2.3.1 The Arrival of Foreign PR Companies 2.3.2 The Beginnings of Local PR Companies 2.3.3 Difficult Exploration of the PR Market 2.4 Public Relations Theory and Education 2.4.1 Research and Exploration of Public Relations Theory 2.4.2 Conferences in China and Abroad 2.4.3 The Exploration of the First PR Schools 2.4.4 Demand for PR Textbooks 2.5 PR Media and Communication 2.5.1 Professional PR Newspapers 2.5.2 Radio and Television PR Communication 2.5.3 National Ten-Year Outstanding PR Enterprise Award 2.6 Professional Ethics 2.6.1 Meaning of Professional Ethics 2.6.2 Exploration of Professional Ethics in Public Relations in China 2.7 Public Relations for Non-profit Organizations 2.7.1 Public Relations of Medical Institutions 2.7.2 Public Relations of Educational Institutions 2.7.3 Non-profit Public Relations 2.8 International Public Relations Congress 2.8.1 Establishment of China International Public Relations Association 2.8.2 International Public Relations Communication 2.8.3 International Public Relations Conference References 3 The Growth of Public Relations in China (1997–2011) 3.1 The Return of Hong Kong and Macao and Government Public Relations 3.1.1 Public Relations During the Return of Hong Kong 3.1.2 Public Relations During the Return of Macao 3.1.3 “E-government” and Public Relations 3.2 WTO, Olympic Bid and International Public Relations: A New Era of “Hosting Games” 3.2.1 Joining WTO and Public Relations 3.2.2 Public Relations During Bidding and Hosting the Olympic Games 3.2.3 Public Relations During Expo China 3.2.4 APEC and Public Relations 3.2.5 Cultural Exchange and International Public Relations 3.3 SARS Crisis 3.3.1 Crisis Public Relations During SARS 3.3.2 Establishment and Improvement of Crisis Public Relations Mechanism 3.3.3 Establishment of Hospital Crisis Public Relations System 3.4 Media Competition Intensifies 3.4.1 TV Media Public Relations Competition 3.4.2 Online Media Public Relations 3.5 Fierce Competition in the PR Market 3.5.1 Fully Competitive PR Market 3.5.2 Localization of Foreign Public Relations Companies 3.5.3 Transformation of Local Public Relations Companies 3.6 Chinese Brands’ Long Journey: The Integration of Public Relations and Brand 3.6.1 Chinese Brands’ Long Journey 3.6.2 The Logic of the Ministry of Commerce 3.6.3 Chinese Brands’ Long Journey and Public Relations 3.7 Standardization of China’s Public Relations Industry 3.7.1 Standardization of Industry Organizations 3.7.2 Standardization of Practice Behavior 3.7.3 Standardization of Scientific Research and Education 3.8 City Branding and Public Relations 3.8.1 City Image Communication 3.8.2 City Branding 3.8.3 City Branding and Public Relations 3.9 Boosting Industrial Improvement Through Technology and the Internet 3.9.1 Viral Spread Based on Social Networks 3.9.2 Weibo and Online Public Opinion Public Relations References 4 Development of Public Relations in China (2012–2018) 4.1 New Era, New Concept and New Development 4.1.1 Chinese Dream: From Concept to Realization 4.1.2 Five Development Concepts and Human Community with a Shared Future 4.1.3 Telling China's Story and Creating an Image of a Major Country 4.2 Comprehensive Development of Government Public Relations 4.2.1 Government Weibo 4.2.2 Government WeChat 4.3 Crisis Public Relations in New Media Era 4.3.1 Public Relations Response to Emergencies 4.3.2 Public Relations for Emergency Crisis: Government as the Main Body 4.3.3 Public Relations for Emergency Crisis: Enterprises as the Main Body 4.4 Social PR 4.4.1 Public Relations and Health Communication: The Ice Bucket Challenge 4.4.2 International Events and City PR: Chengdu Giant Panda Runs into London Olympics 4.4.3 PR Campaign: Chengdu’s “Giant Panda” Runs in London Olympics 4.4.4 Making Good Use of Positive PR: Mo Yan Wins Nobel Prize 4.4.5 Artificial Festival: 11.11 (Double 11) 4.4.6 Big Data and PR: The Empowerment of Technology for PR 4.5 City Public Relations Towards the International Stage 4.5.1 City Image Promo Film and City PR Image 4.5.2 Internet Famous Cities and New Media Boost 4.6 Increasingly Mature PR Theory and Practice 4.6.1 Public Relations Theory Research (Number of Papers, Research Fields) (2012–2017) 4.6.2 Public Relations International Exchange 4.6.3 Corporate Public Relations Practice 4.6.4 Maturity and Development of PR Companies 4.7 Toward the Future: A Perspective on China's Public Relations Development 4.7.1 Internationalization of the PR Market 4.7.2 Specialization of PR Practice 4.7.3 Technicalization of PR Means 4.7.4 Strategic Position of Public Relations 4.7.5 Scaling up PR Education 4.7.6 The Competition for PR Talent is Becoming More Fervent, and the Industry is Becoming More Self-Regulatory References Appendix A Research and Analysis of Public Relations Industry (1978–2018) A.1 Overview of the Growth of Public Relations Companies in China A.2 International Communication Groups A.3 Annual Turnover Change in China PR Market A.4 Business Composition of the Public Relations Industry A.4.1 Industry Chain A.4.2 Subdivided Industries A.4.3 Internet PR Business Continues to Show Rapid Growth A.4.4 Profit Model A.4.5 China's Public Relations Market Service Areas in Recent Years A.5 Media Distribution for PR Campaign Promotion A.6 Industry Trends A.7 Conclusion Appendix B Data Analysis of Public Relations Academic Research (1978–2018) B.1 Overview of Research B.2 Analysis of Research Themes B.3 Analysis of Research Methods B.4 Analysis of Research Attributes B.5 Summary Appendix C Chronology of Public Relations Development in China (1978–2018)