公关传播可以视作一种对公众进行劝服的活动。在企业的公关活动中,通过公关传播,使公众接受企业所倡导的消费观念,达成对企业文比的认同,从而购买企业的产品,提高产品的市场占有率。或者说,公关传播的目的就是改变公众态度,引起预期行为。在西方,研究如何对公众进行传播并加以劝服的诸多理论中,卡特赖特原则可以说是一个有趣而有效的理论。多温·卡特赖特(D.cartwright) PR can be seen as an activity to persuade the public. In corporate public relations activities, through public relations dissemination, so that the public accepted the concept of consumption advocated by enterprises to reach the recognition of the enterprise than text, so as to purchase business products, improve product market share. Or, the purpose of public relations communication is to change the public attitude, causing the expected behavior. In the West, Cartwright’s principle can be said to be an interesting and effective theory among many theories that examine how to communicate and persuade the public. Dwight Cartwright (D.cartwright)