公共关系的发展面对着新媒体——网络传播的挑战,从而提出了网络公关的概念及相关的网络运行思路。网络公关是一个全新的公关视角,运用它需要组织面对全新的网络运行环境,形成新的网络运营管理思路,并以追求网络传播对组织的有力形态而开展网络公关活动,以达到并超越于传统公关传播手段的管理与运营效应。 The development of public relations is confronted with the challenge of new media-network communication, which brings forward the concept of network public relations and related network operation ideas. Public relations is a brand new public relations perspective, the use of which requires the organization to face a new network operating environment, the formation of a new network operation and management ideas, and in pursuit of the powerful form of network communication to carry out network PR activities to achieve and surpass The Effect of Management and Operation of Traditional PR Communication.