公共关系学是一门诞生于 2 0世纪的新兴交叉性学科 ,主要研究传播与形象树立之间的互动关系 ,具有很强的应用性。在我国 ,该学科建设尚处于起步阶段 ,在理论体系设置和专业性研究方面都有许多工作要作。本文认为 ,新世纪的中国公关学危机与机遇并存 ,危机体现在理论创新不够 ;机遇体现在本土化 Public relations is a new interdisciplinary discipline born in the 20th century. It mainly studies the interactive relationship between communication and image establishment, and has strong applicability. In our country, the disciplinary construction is still in its infancy, and much work needs to be done in the field of theoretical system setup and professional research. This paper argues that in the new century, the crises and opportunities of PR in China coexist. The crisis manifests itself in the lack of theoretical innovation. The opportunities lie in the localization