Public Relation elite sets up China PR Day

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Last updated at: (Beijing Time) Sunday, December 21, 2003

Public Relation elite sets up China PR Day

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People in the country's Public Relations industry can now celebrate their own festival, the China PR Day. The news was announced at a gathering of the China International Public Relations Association, or the CIPRA. Also unveiled were the top ten PR events for the year 2003.

Former Chinese Ambassador to the US, Li Daoyu, who is also the head of CIPRA, announced that December 20 will be marked annually as China PR Day.

The association, as the largest national professional organization of public relations, also unveiled this year's top ten PR events. They include the new images displayed by the Chinese government in the fight against SARS, the successful manned flight of Shenzhou Five space shuttle, the promotion of Real Madrid's China visit, the "December 1" project to fight AIDS and the first Miss World beauty pageant held in China.

A seminar was held to address the effects and importance of PR. Guest speakers from different professions agreed that public relations, which has only a 20-year history in China, is still a "sunrise industry". They also exchanged ideas on such issues as the role of PR in the sports industry, corporate communications, relations between media and PR and the standardization of the new profession.

Zheng Yannong, Executive Vice President of China International Public Relations Association, said, "We are trying to establish PR as a discipline in universities so as the youngsters can be better informed and trained in the new area. In this way we can also carry out some advanced theoretical studies. As for occupational education, a three-level certificate exam is now held twice a year."

Industry insiders also say they've tried to promote overseas exchanges in the PR field to stimulate further specification and standardization in China's PR profession. (cctv.com)

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