现代公共关系的发展虽然已经有近百年的历史,但是,由于学科自身的特征,直到现在也难对之拿出公认的定义。因为公共关系的内涵总是伴随着社会结构,市场变化而不断更新着,其动态性相当明显。重要的是每个公关人在应用公关,研究公关时能按公关的运行机制开展工作。公关的运行机制是不变的,每一个公关活动都必须着眼于既定目标,活动的结果是促进公关的主体——社会组织的公关状态。公关的工作目标也是基本不变的,任何社会组织的公关工作都是为改善组织内外环境,寻求最佳、最多的发展机遇,最终达到组织的效益目标。公关的工作重心则是可以变化的。在一定社会时期内,由于市场结构、消费心态、社会心态、文化状态相对平稳,公关工作重心可以是以某部分工作为主。如,从市场结构看,生产导向时期,多为卖方市场,公关工作重心在于协调内部关系,组织 Although the development of modern public relations has a history of nearly a century, due to the characteristics of the subject itself, it is difficult to come up with a generally accepted definition until now. Because the connotation of public relations always accompanied by social structure, market changes and constantly updated, the dynamics of quite obvious. What is important is that each public relations person can work according to the operational mechanism of public relations when he applies public relations and studies public relations. The operating mechanism of public relations is unchanged, each public relations activities must focus on the established goals, the result of the activity is to promote the public relations of the main - the public relations state of social organizations. Public relations objectives are basically the same, any social organization’s public relations work is to improve the environment inside and outside the organization, seeking the best and most opportunities for development, and ultimately achieve the organization’s efficiency goals. The focus of public relations work can be changed. In a certain social period, due to the market structure, consumer psychology, social mentality and cultural status are relatively stable, the center of public relations work can be dominated by a part of the work. For example, from the market structure, production-oriented period, mostly for the seller’s market, public relations center is to coordinate internal relations, organization