The essence of the so-called public relations is that society handles its various public relations issues through information dissemination and communication means to achieve ecological and environmental management activities.

Section 1. There are different opinions on public relations. 1. Errors in translation. 2. Confusion about polysemy. The word "public relations" has five basic meanings. The first one is the possible meaning it refers to.

It is a state of public relationship.

Second, it may refer to an activity.

Third, it may refer to an ideological concept.

The fourth one he may be referring to is a discipline.

The fifth type may refer to a kind of enterprise, that is, a public relations enterprise.

Quoting the definition of public relations from the American Public Relations Society: (1) "In order to enable the unit to adapt to the environment and gain social understanding, industrial groups, labor unions, companies, employee groups, governments, or other associations establish

Activities that maintain a good and effective relationship with their publics, such as employers, employees or shareholders, and the public at large." (2) "The above-mentioned various activities or the degree of success are to promote the public.

An understanding of the economic and social dynamics of a community, such as good or poor public relations." (3) "The art or profession of creating and developing these activities, such as a public relations course in college.

," 3. Misunderstandings in Practice Although public relations have been spread in socialist China for more than 20 years, people's understanding of it is still very confusing.

Some people regard public relations as something magical, while more people regard public relations as the same as the improper behavior in the market of eating and drinking, treating guests and giving gifts, and building relationships through the back door.

That is the so-called "vulgar relationship science". 3. Different perspectives of research (1). The perspective of management studies corporate relationships from the perspective of management science. People are more concerned about the role of corporate relationships in organizations.

What role does it play?

The focus is to distinguish and make corporate relationships independent from numerous organizational management functions by revealing the unique characteristics that distinguish corporate relationships from other management functions.

(2) The perspective of communication studies When studying corporate relationships from the perspective of communication, what people are more interested in is what are the essential characteristics of corporate relationships as a management behavior that distinguish it from other management behaviors?

It is inevitable to define public relations from the uniqueness of the process and means by which public relations achieve management goals, and to distinguish public relations from other organizational management behaviors.

Therefore, it is generally concluded that public relations are the communication management between an organization and its public.

(3) Sociological perspective From a sociological perspective, people are more concerned about what kind of social relationship corporate relationship management is.

What kind of significance does this relationship have to the organization? We start by exploring the unique characteristics that reveal the corporate relationship that is different from other social relationships, and then explore the nature of this relationship.

Public relations are about coordinating and modifying socially significant behaviors of our individuals and businesses for the benefit of the public.

Section 2. The relationship between organizational ecosystem and public affairs 1. Organizational ecosystem The so-called organizational ecosystem is a functional unity composed of an organization and the environment in which it depends. It is based on the interaction between organizations and individuals.

Consortium.

Just as a natural ecosystem can be a unique ecosystem, organizational ecosystems can be large or small in size.

The function of leadership in the ecosystem is evaluated by the coalition.

Because a coalition can make all members move in the same direction and perform mutual support functions.

2. Modern system theory of social organization believes that the so-called organization refers to an open, dynamic and purposeful social system. It is designed to achieve a certain goal. It consists of human factors, material factors, work factors and coordination factors.

The input is transformed into the output required by the user.

Simply put, social organizations are open, dynamic, and multi-goal seeking systems.

Organizations are affected by the environment while trying to influence the environment.

They accept input from various resources in the environment, and their input is used by other systems in the environment.

As the main body of public relations activities, social organizations refer to a group. It is a cooperation system established by people to coordinate forces and actions according to certain goals, tasks and forms.