Abstract
ABSTRACTThis study approaches the history of China's public relations (PR) industry from the perspective of modernity. Coupled with China's modern transformation and modernization since the late 1970s, Chinese PR industry and practitioners sought to establish legitimacy in the following 30 years. Three developmental stages are identified: Introduction and Enlightenment (1978–1992), Marketization and Professionalization (1992–2003), and Diversification (2003–present). In each stage, the theme and practice of PR interplayed with China's modernization and modern transformation. Situated under unique political, economic, and social contexts, China's PR faced, and is still facing, crises in reputation, utility, social values, identity, legitimacy, and professional ethics.
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