Constructing positive public relations in China: Integrating public relations dimensions, dialogic theory of public relations and the Chinese philosophical thinking of Yin and Yang

Xianhong Chen, Flora C J HUNG-BAESECKE*, Regina Y R CHEN

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

Abstract

After thirty years of development in mainland China, public relations is suffering from a stigma because of its negative connotations, misconception and paradoxical perception among the general public, and development constraints. To overcome this stigmatization, a positive public relations theory that posits the positive functions of public relations in contemporary China is proposed by integrating the three public relations dimensions (i.e., communication, organization-public relationships, and ecological networks), the dialogic theory of public relations and the Chinese philosophical thinking of Yin and Yang. To achieve this, the paper first explains the cause of stigmatization in public relations. Second, it introduces the three dimensions of public relations as a profession and discipline. It then articulates how the dialogic theory of public relations and the Yin Yang philosophy contribute to the development of positive public relations. Lastly, it proposes the Taiji model of public relations and the underpinnings of positive public relations. It is important to note that positive public relations serves as a complement to, rather than a substitute for, existing theories of public relations.

Original languageEnglish
Article number101770
JournalPublic Relations Review
Volume46
Issue number1
DOIs
Publication statusPublished - Mar 2020

Scopus Subject Areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

User-Defined Keywords

  • Dialogic theory
  • Positive public relations
  • Taiji model of public relations
  • Yin Yang

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