The personal influence model and Gao Guanxi in Taiwan Chinese public relations

Abstract

Research has proved the existence of a “personal influence” model of public relations in Far Eastern countries. The literature also suggests that the personal influence model is often performed in an unethical manner. Based on the discussion on the practice of the personal influence model and its unethical implication, this article aims to develop a contemporary Chinese philosophy of public relations. The premises of this article in exploring this topic are 1) public relations in China must achieve status and recognition as a legitimate profession, and 2) a sound philosophical cornerstone is essential to achieve professionalism. In this article, I explored the way in which Chinese culture contributes to the development of the practice of the personal influence model, especially in relation to the employment of guanxi. Then, I reviewed the Western theory of global public relations, focusing on the concept of a symmetric worldview. Last, the contemporary Chinese philosophy of public relations was developed. I make five suggestions: 1) introduce the notion of “holism” and expand the purview of the “extended family” to “society”; 2) highlight social responsibility and public interest; 3) emphasize disclosure, 4) reemphasize the old tenet, Jen; and 5) highlight equality. Yi-Hui Huang is an associate professor at the Department of Advertising of the National Chenchi University in Taiwan.