The Standardization of Online Public Relations Is Imperative

The existing problems of online public relations industry have seriously affected the healthy development of the industry; therefore the industry standardization is imperative. Firstly, we review the fact that public relations were obstructed during its development in the mid and late 1990s in China, from which we could draw a lesson. Secondly, we analyze the construction of PR industry´s standards and occupational ethics. Thirdly, we summarize the impacts of internet on PR and the main performances of manipulating public opinions by online PR. Finally, we propose suggestions on the standardization of online PR from the following aspects: legislative, moral bottom line, industry self-regulation and the establishment and improvement of industry standards.