摘要改革开放以来，整个社会风气、社会思想的变化都可以通过媒体表现出来，随着市场化和商业化进程的深入，很多新的现象和问题开始层出不穷。例如“软新闻”、“广告新闻”、“制造新闻”、“假新闻”、“公关新闻”等等，不一而足。很多相关领域的学者对新闻与广告两个领域的交叉现象进行了研究，其中“公关新闻”最为典型。82551

    本文以多名学者对公关新闻的现状研究为基础，对公关新闻目前存在的问题和其具有的特殊价值进行了整理研究，分析了公关新闻与虚假新闻、广告之间存在的差别，并提出了相应的改善措施来改善公关新闻的两面性造成的尴尬局面。本文的研究结论会让社会大众对“公关新闻”有一个更加客观的了解，对如何对待公关新闻有一个好的借鉴作用。

毕业论文关键词  公关新闻  新闻价值  新闻伦理   打广告

毕 业 论 文 外 文 摘 要

Title    Righteousness and Benefit: Challenges and Values of Public Relations News                     

Abstract

Since the implement of the reform and opening up policy, the general mood of the society and the change of the social thought can be expressed through the media。 With the deepening of the marketization and commercialization process, a lot of new phenomena and problems begin to emerge in endlessly, such as "soft news", "advertising news", "making up news", "fake news", "public relations news" and so on。 Many scholars in the related fields have been conducting research on the phenomenon of the cross between the fields of news and advertising, among which the most typical representative is "public relations news"。 

Based on the research of the status quo of the pr news conducted by scholars, this paper will focus on the present problems and special values of the pr news, and then analyze the differences between the false news, advertising and the pr news。 It also poses the corresponding measures to improve the embarrassing situation of the pr news since it is a double-sided sword。 The research conclusion of this paper will help the public to have a more objective understanding of the pr news as well as provide a good reference to better treat the news。

Keywords  Public Relations News  News Values  News Ethics  Advertising

目   次

1  引言 1

2  何谓“公关新闻”？ 2

2。1  “公关新闻”是否属于新闻？ 2

2。2  公关新闻与广告的区别 2

2。3  公关新闻与“虚假新闻”的区别 3

2。4  公关新闻为何产生？ 4

3  公关新闻对新闻伦理与原则的挑战 6

3。1  公关新闻容易被利用，走向虚假新闻、炒作新闻等 6

3。2  媒体人员被收买对新闻伦理原则形成挑战 7

4  公关新闻的社会影响和存在价值 10

4。1  公关新闻传播有利于社会良善因素的激发