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n of identification in the digital eras, the decisive role of PR in the formation of identification has lost, the public plays an increasingly important role in the process of formation of identification. However, it should be noted that PR in the digital eras does not completely lose its function, it still plays the role of public opinion leader. In the digital age, the monopoly of traditional media towards information is broken, on the premise that organizations do not violate laws and professional ethics, they can make use of network communication tools, according to their own wishes to publish information to all types of the public, including the media, and paying attention to effective interaction with them (Allagui, and Breslow, 2016). In this way, organizations will be able to grasp the initiative in PR activities, they have a direct impact on the public, and thus playing a good role of a public opinion guider.

2.2 Change from a defender of corporate image into a role to satisfy public interest
In the past, one of the main roles of a government or enterprises in the implementation of PR management strategies is maintenance of their own public image (Hou, 2016), in the digital age, the role of PR is transformed into a defender of public interest.
PR scholars point out that there are four PR practice models: news agent model, public information model, bidirectional asymmetric model and bidirectional symmetric model (Hou, 2016; Cheng, Huang and Chan, 2016). Among them, the bidirectional symmetric mode is considered to be the most ideal. However, in the PR communication activities which mainly use traditional media, sender of information copies and transmits the mass information to the audience through the mass media. The audience only accepts the information passively, and they often have no right to speak. Such 'one-to-many ' or 'minority-to-many ', top-down mode is difficult to achieve the two-way symmetry of transmission (Lee et al., 2015). Therefore, organizations or the media usually fails to understand what the public demand for, but in the digital eras, with the development of the trend of consumerism, individualism, the public prefer to express self to cause everyone's attention, they pay more attention to whether their personal needs can be met, while the emergence of the network allows those who have an access to the Internet can convey their views, opinions, suggestions to many people. This communication essentially guarantees the two-way nature and symmetry of transmission. This interactive nature makes it possible for the public to truly participate in the whole PR process. The initiative of the public to participate is increased, and their initiative of making a choice is also strengthened, which requires that organizations should provide personalized information services to the public with diverse needs. Therefore, the role of PR in the digital eras will be transformed into a role to satisfy public interest.

2.3 Change from an information publisher into an information manager
Excessive and random information the digital eras poses a significant barrier to PR personnel to identify valuable information (Allagui and Breslow, 2016). Since anyone can publish information, have an access to information and exchange information online, it also brings a series of problems such as information explosion on the Internet, information pollution and so on. In the past, PR department