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北京奥运会和上海世博会标志着中国进入了国际公关时代。从我国为举办国际盛事推出的歌曲中看,我国的国际公关能力已经体现在每个公民身上,渗透到我国公民的普通生活中来。我国国际公关能力的亲和力和对国际友人的真诚足以展现我国国际公关能力的软实力。简单的歌曲就能对外改善中国的国际形象,对内增强名族自豪感,同时有利于我国人民转变观念,加快各行各业的科技创新。本文通过利用媒体传播国家形象;从合理设置政府的公关关系机构、开发政府人力资源出发提高政府公关能力;跨国企业要提高国际公关能力这三个方面进行分析并解决我国国际公关能力存在的问题。最后给出强化我国国际公关能力的建议,一要全民公关,二要提高政府力量与民间力量的配合度,共同打造完美的中国国际形象。
Beijing Olympic Games and Shanghai World Expo mark China entering the international PR era. Judging from our songs for hosting international events, our country’s international public relations capabilities have been embodied in every citizen and infiltrated into the ordinary life of our citizens. The affinity of our international public relations capabilities and the sincerity of our international friends are enough to show the soft power of our international public relations capabilities. Simple songs will be able to improve China’s international image externally and enhance the pride of its ethnicity internally. It will also help our people to change their concepts and speed up scientific and technological innovation in all walks of life. In this paper, we use the media to disseminate the national image, analyze and solve the problems existing in our country’s international public relation ability from the following three aspects: setting up the government’s public relations agency rationally, developing the human resources of the government to improve the government’s public relations ability, and multinationals improving the international public relations ability. At last, some suggestions are put forward to strengthen the capacity of international public relations in our country. First, we must be public relations. Second, we should improve the cooperation between government and non-governmental forces to create a perfect Chinese international image.