21世纪是网络的时代。在公共关系领域,网络的重要性也日益突显出来。早在1995年,英、美公关协会的年度研讨会上,国际互联网对公关业务的影响就被列为会议的主要议题之一进行了探讨。公关与舆论一向有着天然的联系,从某种程度上说,公共关系的实质就是组织舆论的艺术。在网络公关中,网络舆论同样是组织拓展公共关系的重要方面。在互联网络的影响之下,舆论与公关都出现了一些新的变化。如果能够掌握引导网络舆论的手段,必将对组织形象的塑造产生良好的影响。 The 21st century is the era of the Internet. In the field of public relations, the importance of the Internet has also become increasingly prominent. As early as 1995, at the annual seminar of the Public Relations Association of Britain and the United States, the impact of the Internet on PR business was discussed as one of the major topics of the conference. Public relations and public opinion have always had a natural connection, to some extent, the essence of public relations is the art of organizing public opinion. In the network of public relations, the network of public opinion is also an important aspect of the organization to expand public relations. Under the influence of the Internet, there have been some new changes in public opinion and public relations. If we can grasp the means to guide the network of public opinion, it is bound to have a good influence on shaping the image of the organization.