Media, having no doubt, is one of the most influential landmark for We Media epoch. Here comes a question: What is We Media Era? We Media is a stage which enables citizens to express themselves and comment others with record. In other words, it transmits everyone’s world into transparent and enlighten our horizons. However, the relationship between PR and its audience can be delicate. It is increasing hard for citizens to discern the bound between reality and illusory. People maybe pliable under the shade of digital media. The self-conceit is An Apple of Discord. The preconception emerges due to people’s arrogant perspective.  Information is pluralistic, both side of one truth maybe provided in entirely distinct ways. Discerning the truth and fake can be tricky. Before the modern society formed, people only know the word “communication skills,” instead of the public relationship. Edward Bernays, one of the pioneers in the field of public relationship, once said that: “The three main element of public relations are practically as old as society: informing people, persuading people, integrating people with people.” Different from the general Public Relationship, the Crises PR—Crises communication —exerts all the resorts of communication skills in order to protect single venture or individual.

Zhao Fuchen. A Critical View on the Crises Communication.  International Journal of New Developments in Engineering and Society (2017) Vol.1, Num.1:76-78.

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