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

1.0Introduction 引言

“公共关系”一词被定义为一种管理职能，旨在将公众的态度列表化，定义政府政策和其他方面（Gennte，1981年）。“烟草大案”导致许多人讨论了政府行动的积极和消极影响（郭，2013）。强调烟草对普通人的危害是明智的，但在卷烟上使用普通包装的必要性引起了社会的激烈争论。一些人认为香烟上的普通包装也会损害烟草企业和社会，而另一些人则认为从长远来看，这可能有益于普通人的健康。本文将围绕大烟草案展开讨论，说明公共关系改革的可能性。

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。

有许多理由可以解释，公共关系改革并非不可能。首先，要明确公共关系的含义，有利于社会和人民的发展和稳定。其次，社会上有各种各样的媒体，对公共关系有很大的影响。政府和公众之间的交流经常得到社会媒体的帮助。近年来，社会媒体在处理政府与社会公众的关系方面发挥着重要作用。随着互联网的发展，公众的思想意识越来越复杂。第三，政府的行为在很大程度上影响着公共关系。承认公共关系改革不可能是一种不作为。虽然公共关系比较全面，困难也可能是多方面的，但可以通过在法律和社会媒体上采取一些措施进行改革（郭，2013）。例如，烟草广告在媒体上被禁止，一些更健康的食品在电视上被广告，这可以被认为是澳大利亚法律和社会意识的影响。众所周知，烟草会危害人类健康，这被视为导致人们患癌症的最常见因素之一。因此，对香烟的包装进行了明确规定，这可能会使香烟不那么具有吸引力（Aimmee，2012年）。然而，有些人不同意这一措施，他们认为烟草与毒品不同。许多人还将烟草与酒精和糖进行比较，这也会损害人们的健康（Gennte，1981年）。总之，可以采取一些措施来改革公共关系，这在国家或社会的发展过程中是不可否认的。认为公共关系改革只是无所作为的借口。

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. 

4.0Conclusion

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. 

 

5.0Reference

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.#p#分页标题#e#

Hofstede F., 1991, Cultures and Organizations of a Society, MCGraw Hill Publisher.

Jill A Q, 2013, The companies and the government policies, London Publisher.

Kraham K.E., 2000, ‘How to run the business in adverse business environment’, The International Journal of Business, vol. 2, no. 321, pp. 20 - 35.