文档介绍：Abstract
China’prehensive National Power has been growing. The international media structure changes quickly. Under a pluralistic mittee, in which filled with different ideologies, a harmonious international consensus is needed for national construction. To achieve so, it’s required to have an munication for a nation’s voice, as well as a strong impact. Then, a nation’s idea and opinion could municated more easily to international public. Thus, there will be fewer problems concerned with munication.
Since the establishment of China Radio International (National Radio or CRI), as a national media, it has been shouldering the responsibility of overseas publicity for China. Study about munication strategy is useful.
Public Relations strategy obeys the rules of munication theory, and it’s supposed to find mon interests anizations and the public. By following strategic plan and clear targets, PR strategies can help to build a long-term cooperative relationship with the public. This is accord with international environment.
Based on data acquired by quantitative analysis and qualitative analysis,author
studied the CRI’s PR strategies in the four dimension: Communication Flow, Project Planning, Issue Management, and Crisis Management. And also get a conclusion from these.
In order to construct a better national image, as a national media, it’s urgent for CRI to implement a strategic PR plan. Only by this, can CRI build its own brand credibility, munication power and improve impacts among international public. Under this condition, it’s able to build a better China national image.
Key words: China Radio International Public Relationship PR Ecology Theory
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