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                          公共关系改革澳洲essay:The reformation in the public relations

                          时间:2019-03-19 13:20来源:未知 作者:anne 点击:


                          1.0Introduction 引言
                          The term “public relations” has been defined as a kind of management function and aims to tabulate the attitudes of the public, define the government policies and other aspects (Gennte,1981). The “big tobacco” case has led many people to discuss the positive and negative effects of the actions of the government (Guo, 2013). It is sensible to emphasize the harm of the tobacco to common people, but the necessity to use the plain packages on the cigarettes has initiated heated debates in society. Some people thought the plain package on the cigarettes can harm the tobacco business and the community as well, while others thought this might benefit the health of common people in the long run. This paper will focus on the discussion on the case of the big tobacco to explain that the reformation in the public relations is probable. 
                          2.0 Reform in public relations is not impossible公共关系改革并非不可能。
                          There are many reasons can be employed to explain that the reformation in public relations is not impossible. Firstly, it is important to make clear of the meaning of public relations to contribute to the development and stability of the society and common people. Secondly, there are various media in society, which can influence the public relations to a great degree. The communications between the government and the public are often aided by the social media. In recent years, social media play an essential role to deal with the relations between the authorities and common people in society. With the development of the Internet, the ideas and consciousness of the public become more and more complex. Thirdly, the actions of the government can affect the public relations to a great extent. It is a kind of inaction to admit the impossibility to reform the public relations. Although the public relations are quite comprehensive and the difficulties can be various, it can be reformed by taking some measures in law and in the social media (Guo, 2013). For example, the ads on tobacco have been prohibited on media and some more healthy foods have been advertised on TV, which can be considered as the effects of the law and social consciousness in Australia. As is well known to all, tobacco can harm the health of human beings, which has been seen as one of the most common factor in causing people to get cancer. Therefore, the packages on cigarettes have been regulated to be plain, which may make the cigarettes not so attractive (Aimmee, 2012). However, some people do not agree with this measure, and they think tobacco is different with drugs. Many people also compare the tobacco with alcohol and sugar, which can harm people’s health as well (Gennte, 1981). In a word, it is possible to take some measures to reform the public relations, which should not be denied in the developing process of the country or society. To think the reforming in the public relations is only an excuse of inaction. 
                          Moreover, there are various difficulties in the ‘big tobacco’ case. Firstly, tobacco has been popular for a long history, and many people can not refuse the comfortable feeling in smoking. When one has been addicted to smoking, it will hard for them to give it up. Secondly, there are many tobacco companies in the world, which has been regulated by the government strictly (Alex, 1999). The plain packages can harm the tobacco business to some degree, for most people has fallen into one specific cigarettes brand and they often distinguish the cigarettes brands form the packages (Hua, 2000). The disgusting pictures in the cigarettes packages can cause some people to turn away from the cigarettes. Such regulations in the law can impair the interests of the tobacco industry. Although the color that is used in ads can influence the feelings and attention of people, the government law should not take away the rights of the tobacco industry to use various packages on cigarettes (Kraham, 2000). Thirdly, the aim of the government measures is to protect the health of common people, for cigarettes can cause people to get cancer and other diseases relevant to the lungs. However, it is not easy for the government to balance all the interest relations in the society. 
                          3.0The formation of the socially beneficial public relations
                          The formation of the socially beneficial public relations can be illustrated in two respects. Firstly, the ethical communication can contribute to the sound development of the society and the world to a great degree. The communication between the government and organizations in society can affect the conditions of the public relations to a great degree, so it is necessary to build good relationships between corporations and the government. In order to do so, the policies and the regulations of the government should respect the development of business and take some effective measures to promote the quick progression of business in the long run (Jill, 2013). The “big tobacco” case has caused the hot discussion among common people and businessmen, which has damaged the relations in the public. Although the plain packages may help smokers or nonsmokers not to be attracted by the cigarettes, the way can be a little radical, which can not be seen as a type of fine ethical communication. The ethical communication calls for the respect of each other. In the “big tobacco” case, the government just took the measures based on its thoughts and neglected the views of the tobacco companies, which has violated the principle of ethical communication ( Hofstede, 1991). 
                          It is of great meaning to employ the critically reflective practice to analyze the case of the big tobacco. The critically reflective practice has been defined as a procedure of exploration, in which the practitioners try to find, research and the hypothesis that frame the way they work (Heson, 2000). This practice can benefit the development of the society and the public relations in the long run, if the government can conclude the experience and errors in its acts and individuals can reflect on their actions in daily life. It is worth to reflect on the “big tobacco” case to promote the formation of nice public relations. 
                          In order to improve the public relations, the government always takes some measures to benefit common people and enable the public to understand and accept the government much better. It is probable to employ some methods to reform the public relations to sound ones. Everyone hopes to work and live in a harmonious society with comfortable public relations in the country. In conclusion, this paper intends to contribute to the reformation of the public relations to some extent. 
                          Aimmee T, 2012, An Analysis of Public Relations, Atlantis Press.
                          Alex M., 1999, ‘The analysis and the development of the critically reflective practice ’,  Journal of Social Practice, vol. 34, no. 4, pp. 467-489.
                          Guo X M, 2013, Research on the reformation of the public relations, Applied Social Science.
                          Gennte B. E. ,1981, ‘The ethical communication’, Journal of the Social Development, vol. 6, no. 44, pp. 184 - 199.
                          Hua Li, 2000, ‘The Impact of the ethical communication’,  Journal of Society, vol. 28, no. 3, pp. 269-305.
                          Heson Zhezhong, 2000, ‘The relations between the government and the public, vol. 13, no. 6, pp. 79-88.

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