The following article is from China press release, written by Cheng Manli.

China press release.

China Press Release, sponsored by Publicity Department of the Communist Party of China Wuzhou Communication and Publishing Media Co., Ltd. (Wuzhou Communication Center), is a national-level publicity publication for public distribution at home and abroad.

■ Cheng Manli

The word "Public Relations" is imported, which is called public relations in English, abbreviated as PR, and "public relations" in Chinese.

In the process of the development of public relations theory and practice, people explain its connotation from different angles and give many definitions. In these definitions, "public relations" has many meanings, which can be regarded as a state, an activity, a consciousness, an idea, a theory, or an art and method. For example, the Mexico Declaration issued at the World Public Relations Association Congress held in Mexico in August 1978 pointed out that public relations is an art and social science. The implementation of public relations is to analyze trends, predict consequences, give advice to institutional leaders, and perform a series of planned actions to serve the interests of the institution and the public. The Encyclopedia Britannica published in 1981 defined public relations as various policies or actions aimed at conveying information about individuals, companies, government agencies or other organizations and improving public attitudes towards them.

In China, researchers generally believe that public relations is an activity that enterprises or social organizations use various means of communication to communicate with the relevant public in order to achieve some organizational goals.

No matter what the angle or emphasis of the definition of public relations is, it contains three interrelated elements: organization, public and communication.

I. Organization

"Organization" is the subject of public relations and the initiator of public relations activities. As the main body of public relations, organizations can be all kinds of companies, enterprises, government departments at all levels, schools, associations, societies and other social groups. The reason why social organizations carry out public relations activities is because they have the goals they hope to achieve and the tasks they need to complete. Companies and enterprises carry out public relations activities in order to build brand image, improve product visibility and reputation, and gain wide recognition from consumers. The purpose of the government’s public relations activities is to establish a better information communication channel with the public, so that the major policies and important administrative measures of the country can be known to the public and translated into practical actions, thereby enhancing the credibility of the government and shaping a good image; Social organizations carry out public relations activities in order to achieve some organizational goals, such as expanding the scope of charitable donations and mobilizing more people to participate in social welfare activities; Wait a minute. It can be seen that public relations face the relationship between the organization and the public, not the personal relationship; Public relations is an organizational activity rather than a personal affair.

Second, the public

"The public" is the object of public relations and the object of public relations activities. The so-called public refers to a social group composed of individuals with common interests, and the common interests exist and change around a particular social organization. It is precisely because of the existence of common interests that people who were originally individuals have common interests, common attitudes and common cultural psychology, and they are facing common problems, hoping to achieve common goals through common actions; It is precisely because of the existence of common interests that these individuals surround specific social organizations and form relatively consistent social needs. Therefore, when making public relations plans and schemes, public relations subjects should first understand the public objects and constantly adjust their behaviors according to their characteristics and needs. Furthermore, "the public" is an individual, mass or organization directly or indirectly associated with a social organization, and they have actual or potential interests or influence on the organization’s goals and development; The development and change of the organization will have a greater or lesser effect and influence on their interests.

Third, communication

The word "communication" comes from Latin, which means "to establish a common consciousness with others". It can be seen that communication is the process of human information exchange, and it is the information transmission and sharing between people. From the perspective of public relations, communication refers to the process that social organizations use media and other means to interact with the public in order to achieve a certain goal. Communication can be carried out directly, such as face-to-face communication between people; It can also be done indirectly through various means of communication. Several main forms of human communication can be widely used in public relations activities. For example, interpersonal communication, group communication and organizational communication are generally adopted for a small specific public, for the public who need more information feedback, and for the public who expect to establish a long-term stable relationship; For a wide range of the public and those who need to get information quickly to meet the needs of knowing, mass communication can be adopted. The emergence of the Internet and the development of social platforms and intelligent media have provided a broader space and greater possibilities for the dissemination of public relations. Of course, in order to achieve the best effect, various modes of communication can be used alternately.

In a word, communication is the means of public relations activities, and it is the link and bridge between the subject and the object of public relations. Without communication, it is impossible to establish contact between social organizations and the public, let alone communicate effectively between them.

(Source: China Press Release, No.4, 2024 (Total No.028), Public Relations Field of Vision. The writer is the executive director of the Academic Committee of China Public Relations Association and honorary president of Peking University Institute of International Communication. ) Continue to slide to see the next touch to read the original text.

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Original title: The Meaning and Basic Elements of Public Relations

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Gilead scientific Inc.

The symptoms of the first confirmed patient in novel coronavirus in the United States improved rapidly after using a new antiviral drug, Remdesivir. On January 31st, local time, Merdad Parsey, the chief medical officer of Gilead, the developer of this new drug, issued a statement in official website, saying that Remdesivir has not been officially listed anywhere in the world, but it is conducting trials in cooperation with the health department of China.

The statement mentioned that Gilead is working closely with the global health department to carry out appropriate experiments on the anti-epidemic effect of Remdesivir. These cooperative departments include the World Health Organization (WHO), China CDC and National Medical Products Administration, the US CDC, the US Food and Drug Administration and the US Department of Health.

The statement stressed that Remdesivir has not been approved for listing anywhere in the world, and its safety and effectiveness have not been confirmed. At the request of the attending doctor and with the support of the local regulatory authorities, after weighing the advantages and disadvantages of using experimental new drugs, Gilead provided Remdesivir to a small number of patients in novel coronavirus for emergency treatment when there was no other choice.

In addition, Gilead is cooperating with the health department of China to establish a randomized controlled trial to determine whether Remdesivir can be safely and effectively used against novel coronavirus, and Gilead will also speed up the appropriate laboratory tests.

According to the statement, although there is no antiviral data of Remdesivir against novel coronavirus at present, its performance against other coronaviruses gives people hope. Remdesivir has proved the activity of MERS and SARS virus in vitro and in vivo in animal models, and has also accumulated limited clinical data in the emergency treatment of Ebola infected patients.

Headquartered in Foster, California, USA, Gilead is a research biopharmaceutical company. Remdesivir is a new drug developed by the company to fight Ebola virus, which can inhibit RNA-dependent RNA synthetase.

According to the latest diagnosis and treatment process of the first confirmed case in the United States published in the New England Journal of Medicine, the patient received intravenous infusion of Remdesivir on the seventh day of hospitalization, and no oxygen was needed the next day, leaving only dry cough and runny nose.

It is worth noting that on January 28th, Wuhan Institute of Virology, Chinese Academy of Sciences and Institute of Toxicology and Drugs, Academy of Military Medical Sciences also mentioned Remdesivir. The above-mentioned institutions jointly discovered three existing drugs, namely Remdesivir (GS-5734), chloroquine (Sigma-C6628) and Ritonavir, which have good inhibitory effects on novel coronavirus (2019-nCoV) at the cellular level. Its subsequent clinical use is going through relevant procedures for approval.