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( 2 ) the principle of reciprocity
Emphasis on the interests of public relations , based on the pursuit of long-term cooperation with the public , it must follow the mutual benefit and common development principles . The best public relations public relations status is subject to the public interest under the Code of Ethics together to achieve goals , not " I win you lose " or " you win I lose ", but " everybody wins " that is mutually beneficial .

( 3 ) for the principle of a long-term
Society organizations in order to establish a good image , not a short span of time , but requires long-term , planned , persistent efforts to gradually establish a good relationship with the public . Even with a good reputation and relationships , but also need to continue to maintain, develop and consolidate . Therefore, public relations activities are not expedient, but long-term strategic task . The kind of quick success , skillfully taking temporary and short-term behavior is hasty public relations taboo.

( 4) in good faith as the creed
Truth is the creed of organizational activities , it represents the noble organization responsible for public social responsibility . Only always and everywhere be honest , sincere dissemination of information, in order to get the majority of the public's trust and recognition, will it be possible to win a good reputation. That for their own interests bragging kissing , swindling vulgar relations and public relations are essentially different .

( Five ) as a means to communicate

Public relations means is effective to communicate truthful information . Only with the heart understand the mentality and behavior of the public objects motivation, in the exchange of information targeted to stimulate the public on the basis of goodwill, so as to achieve the best communication results. Those who use spread beyond means, such as administrative and legal means , etc., does not belong to the scope of public relations .

The definition of public relations , public relations major reveal the fundamental nature of this activity , a clear scope of application of public relations , norms of public relations disciplines , elaborate public relations techniques . Because public relations is an emerging application disciplines, but also because of its comprehensiveness, applicability and rich content , making numerous domestic and foreign experts and public relations organizations discussed their divergent definitions .

We think: Public relations in modern life , especially in modern economic life , a social organization through the use of media , and the public use of means of communication between the exchanges, the two sides reached mutual understanding , mutual accommodation and mutual development management activities.