新时期设立我国政府公共关系机构的必要性研究

发布时间：2018-04-11 07:20

本文选题：政府公共关系 + 机构设置　；参考：《东华大学》2013年硕士论文

【摘要】：公共关系在中国已有30年的发展历程,它的出现为企业和政府部门塑造良好的形象、提高知名度与美誉度创造了契机,也给企业带来了巨大的利润。迄今为止,我国大部分企业都纷纷建立了专门从事公共关系事务的机构,相比之下,我国政府部门公共关系机构建设相对滞后,只是将政府的公共关系工作职能设置于一些职能性部门或一些部门的办公室、宣传、联络、信访、人事等机构之中。这一背景下的公共关系工作虽然已成为政府职能的一部分,起到一定的沟通效果,但依然导致了诸如相关部门专业功能发挥有限和政府公关工作缺少统一规划等问题,使得公共关系工作的作用未能在政府工作中得到充分的发挥,进而影响了政府工作的效率。作为新时期政府公关的行为主体,政府部门如何协调好政府组织机构之间的利益矛盾以及政府与社会之间的微妙关系,深入挖掘、充分利用现有和潜在的公共关系资源,实现统筹兼顾,进而提高特殊事务的反应能力,打造“品牌中国”,是一个不容忽视的现实问题。关于建立政府公共关系机构的问题,一些发达国家和新型经济体已经形成了自己的观念。他们针对自身的政治基础、经济环境、人文特色和国际形象,就建立政府公共关系机构问题进行了积极的探索,早在多年以前便找到了符合本国发展的规律和方向,并组建了具有战略性意义的、有利于总统、企业和国家竞争力的政府公关机构,为其整体国家战略的实施提供了丰富的内力和外力资源,让国家从该机构的发展中获益。国外相关经验启示我们,提升专业公共关系机构在我国政府中的地位十分必要。在新的历史时期、新的发展阶段,塑造政府形象、提高政府能力的客观需要,决定了政府公共关系建设在中国政府工作中有着广阔的发展前景。本文基于国际化的视野,通过分析若干海外政府公共关系机构现状及公关活动案例,说明政府公共关系机构职能的特点及优势；从我国市场经济的发展、社会转型的客观需要、政府职能的提升和国家与政府形象的塑造等方面,论证了新时期设立我国政府公共关系机构的必要性；从行政机构设置的角度阐述了政府公共关系机构的地位、合理性以及存在的价值。论文在分析国内外相关研究成果的基础上,紧密结合我国社会发展实际,就设立政府公共关系机构的问题进行了初步的探讨,为今后对此一命题的深入论证进行了基础性研究。
[Abstract]:Public relations has been developing for 30 years in China. Its appearance has created an opportunity for enterprises and government departments to create a good image, improve their popularity and reputation, and also bring huge profits to enterprises.Up to now, most enterprises in our country have set up institutions specialized in public relations affairs. In contrast, the construction of public relations institutions of government departments in our country is relatively lagging behind.Only the public relations work functions of the government are set up in some functional departments or offices of some departments, propaganda, liaison, letters and visits, personnel and other institutions.In this context, although public relations work has become a part of the government's functions and has played a certain communication effect, it still leads to problems such as the limited use of professional functions by relevant departments and the lack of unified planning for government public relations work.The role of public relations work has not been given full play in the government work, thus affecting the efficiency of government work.As the main body of government public relations in the new period, how to coordinate the conflicts of interests between government organizations and the delicate relationship between the government and society, and how to fully utilize the existing and potential public relations resources, and how to make full use of the existing and potential public relations resources.It is a realistic problem to realize overall consideration, to improve the ability to respond to special affairs and to build "brand China".Some developed countries and emerging economies have formed their own ideas about the establishment of government public relations agencies.In view of their own political foundation, economic environment, humanistic characteristics and international image, they have actively explored the issue of establishing government public relations agencies, and have found the law and direction in line with their country's development many years ago.And set up the government public relations organization which has the strategic significance, is advantageous to the president, the enterprise and the national competitive power, has provided the abundant internal force and the external force resources for its overall national strategy implementation, let the country benefit from the development of the organization.The relevant experience of foreign countries enlightens us that it is necessary to promote the position of professional public relations institutions in our government.In the new historical period, the new stage of development, the objective need of shaping the image of the government and improving the ability of the government, determines that the construction of the government's public relations has a broad development prospect in the work of the Chinese government.Based on the view of internationalization, this paper, by analyzing the present situation and public relations activities of some overseas government public relations organizations, explains the characteristics and advantages of the functions of government public relations institutions, and the objective needs of social transformation from the development of our country's market economy, the development of our country's market economy, and the needs of social transformation.The promotion of government functions and the shaping of the image of the state and government demonstrate the necessity of setting up public relations agencies of our government in the new period, expound the status of government public relations agencies from the perspective of administrative agencies.Rationality and the value of existence.On the basis of analyzing the related research results at home and abroad and combining closely with the reality of social development in our country, the paper makes a preliminary discussion on the establishment of government public relations institutions, and makes a basic research for the further demonstration of this proposition in the future.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：D630;C912.3

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