处理好媒介外部沟通公关对营造媒介良好的经营管理环境有着重大意义,媒介外部公关因媒介的二重性和二重功能而具有特殊性。因此,媒介在消费者公关中要协调好经济利益与社会利益之间的关系,在政府公关中要注重与政府的沟通配合,在媒体公关中要处理好与同行之间的竞合关系。 It is of great significance to deal with media external communication and public relations to create a sound media management environment. Media external public relations have particularities due to the duality and dual functions of media. Therefore, the media should coordinate the relationship between economic interests and social interests in the public relations of consumers. In the government public relations, we should pay attention to the communication and cooperation with the government, and deal with the co-opetitive relationship with the counterparts in the media public relations.