欧洲国家开展“欧洲公关知识体”和“欧洲传播监测”两次大型公关调研,发现尽管欧洲的公关实务受美国影响,但欧洲公关研究有着自己的特色。除了少数国家以及为了在国际场合交流的方便,欧洲绝大多数国家并不认同公共关系这一说法,而更乐意称之为“传播管理”;欧洲公关理论更加注重以社会为导向、服务于社会公共利益而非以组织为导向;欧洲公关有自己的理论渊源、更加重视长期利益、活动范围更广,并具有反思、管理、技术和教育四个维度。这对于开阔我们公关理论知识体系很有价值。 European countries conducted two major public relations surveys such as “European PR Knowledge Body” and “European Communication Monitoring”. They found that although public relations practice in Europe is affected by the United States, European PR research has its own characteristics. Except for a few countries and for the convenience of communication on international occasions, the vast majority of European countries do not agree with public relations and are more willing to call it “communication management.” The European public relations theory places more emphasis on social orientation and services In the public interest rather than the organization as a guide; European public relations has its own theoretical origins, pay more attention to long-term interests, activities broader, and has four dimensions of reflection, management, technology and education. This is very valuable for broadening our knowledge of public relations theory system.