The introduction of Public Relations has been explained by the first and mostly in the second chapter. Talking about the first word of PR— Public, it has two main meanings, the first one is Internal Publics, and the other is the external publics. The previous one is pointing to the employees of an organization which means they are actually inside the organization. External is obviously the situation or the environment out of this organization and mostly it is about the society which is relevant to this organization.
There are many factors influencing being a professional Public Relations Practitioner. Society, Policies, Economic circumstances, regions and cultures are all the factors, for different people from different worlds value a thing differently.
A PR person must put things or difficulties into a smooth way. They need to know both the outside situation and the inner one to make things reasonable and rational. That is to say, we need to make side A happy and comfortable with our plans, meanwhile, the enemy side will think it is rational too, which is to make the bridge of the organization and the outside world harmoniously.
Theories are important although they are easy to say. However, if there is no such a thing like theory, then there is no frame for us to work things out. We need frames to write the plans down on a piece of paper, and eventually, we will implement it in reality.
What is going on currently in the world has affected the trends and the direction of the development of PR people. Organizations cannot survive on its own, especially work on itself and close its gate to this world, otherwise, it will die in a short time.
So globally and locally, many factors affect the duty of a PR person. A question has come out, what on earth is more important? I am so agree with what this book has mentioned—Think globally, but act locally. Developing countries like China is keeping up with the pace of this world`s developed countries like USA and UK. However, everything seems to be international, but we Chinese have a very long history which limited us to stand out and to do the things like young generations in countries like America or Australia. From movie market, we can tell the difference easily, for example, in the US, there are a lot of themes and objectives. However, the ones in China is quite limited, we cannot talk more about our government or make movies which are beyond one particular horizon. That is to say, the methods of performing how to be a PR person vary from culture to culture. In one word, every road leads to ROME.
Well, to get a clear and comprehensive understanding of what public relations is and the elements of how to be a good practitioners are very important and inevitable at the beginning of learning public relations.Public relations practitioners often use this as their moral or guides to judge and adjust the things they are doing for the organizations and the pubic and thus to get easier to reach the goals of all parties.
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