The function of public relations management is the educational guidance, coordination and communication, and planning control of various elements related to public relations implemented by social organizations.

The communication function of public relations refers to the effectiveness that can be played in public relations activities through the implementation and operation of communication work, which is conducive to organizational development. The main contents include: collecting information and monitoring the environment; Organize publicity and create an atmosphere; Communication and coordination; Education guides and serves the society.

The decision-making function of public relations refers to the effectiveness of serving, guiding and promoting organizational decision-making through the planning, management and implementation of major activities in public relations activities. The main contents include: consulting suggestions and decision makers; Find problems and strengthen management; Preventive measures and crisis management; Create benefits and seek development.

2. Principles

1) principle of authenticity

2) the principle of equality and reciprocity

3) the principle of overall consistency

4) The principle of public relations for all employees

Extended data

Ten tasks of public relations in China at present

First, deepen the theoretical research of public relations and form a relatively independent theoretical system and discipline framework. To build a theoretical system of public relations with China characteristics, we must first adhere to the guidance of Marxism and Socialism with Chinese characteristics's theoretical system, pay attention to the inherent scientificity and logicality of the theoretical system, and make clear the basic concepts, historical development, role orientation, division of functions, work objectives, operating rules and procedures, strategies and methods of public relations.

Second, expand the practice of public relations and strive to serve national governance and social development. The practice of public relations should grasp the center, serve the overall situation, strive to promote reform and opening up, serve the interests of the people, serve the development of the country, and serve the great cause of the rejuvenation of the Chinese nation.

Third, improve the scientific and professional nature of public relations and highlight the publicity of public relations. Public relations is not a relationship, nor is it propaganda and manipulation. Only by communicating on the basis of public interests can we gain recognition and cooperation and improve the image of the organization and its relationship with the public.

Fourth, enhance understanding and establish effective public relations based on social trust. At present, the public's subjective consciousness is increasingly enhanced, and citizens' values are increasingly diversified. The emergence of the Internet and new media has provided sufficient space for the public to express their opinions.

Fifth, promote the wide application of constructive public relations. Modern public relations should establish a broad space and platform for dialogue, rather than sticking to a certain model.

Sixth, enhance the government's awareness of public relations. Under the background of the new era, the world is in a huge public relations network, and improving public relations has become the demand of the times.

Seventh, improve the industry moral awareness and behavior self-discipline ability. In the current social public relations, the outstanding problem is the lack of credit system and mutual trust.

Eighth, actively promote the cultivation of high-quality public relations talents. The lack of well-trained and high-quality public relations talents is the bottleneck of public relations development.

Ninth, strengthen the construction of public relations organizations and mechanisms. Our research on the construction of public relations organizations is not enough, and we also lack overall thinking.

Tenth, be prepared to participate in international public relations. In the process of globalization, it is difficult to distinguish between domestic and international relations.

China * * * News Network-Ten Tasks of Public Relations in China at Present

Baidu Encyclopedia-Basic Principles of Public Relations

Baidu Encyclopedia-Public Relations Function