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公共关系的核心是协调主体（社会组织）与客体（公众）之间的关系，即协调与自己公众之间的关系。理由有：一是就国内外知名学者的定义看，都肯定公共关系是要建立同自己公众的良好关系；从实践看，社会组织要实现自己的目标必须要通过自己的造转，而运转之中必须同自己的环境发生复杂的关系，关系环境的好坏直接影响其生存与发展。因此，协调是核心。其二、从公共概念的演变和公共关系学的内容分析上也说明其核心是协调关系。其三，塑造形象是为协调关系服务的，而且片面强调塑造形象容易造成误解，在实践中带来不良后果。
The core of public relations is to coordinate the relationship between the main body (social organization) and the object (the public), that is, to coordinate with the public. The reasons are as follows: First, judging from the definition of well-known scholars at home and abroad, it is affirmed that public relations are to establish good relations with their own public. From a practical perspective, social organizations must achieve their own goals through their own transformation and operation Must have a complex relationship with their own environment, the relationship between the environment has a direct impact on its survival and development. Therefore, coordination is the core. Second, from the evolution of public concepts and content analysis of public relations also shows that the core is the coordination relationship. Third, shaping the image is to coordinate the relationship between services, and one-sided emphasis on shaping the image easily lead to misunderstandings, in practice, the adverse consequences.