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公共关系学是一门“内求团结、外求发展”的经营管理学科,属于现代管理科学的分支。它主要研究一个社会组织如何运用合理的原则、方法、必要的信息传播手段和舆论工具,通过有计划而持久的努力,协调和改善组织结构的内外关系,使自身的政策和活动适合社会的要求,在公众中树立起良好的形象,以增进相互的了解、信任、好感和合作,并获得共同的利益。
Public relations is a “management within unity, seeking development,” the management discipline, a branch of modern management science. It mainly studies how a social organization can use reasonable principles, methods, necessary means of information dissemination and public opinion tools to coordinate and improve the internal and external relations of the organizational structure through planned and sustained efforts to adapt its own policies and activities to the requirements of society , Establish a good image among the public so as to enhance mutual understanding, trust, goodwill and cooperation and gain common interests.