公关 (gōngguān) — public relations, PR
HSK 5 | noun/verb | public relations; to conduct PR activities
公关 (gōngguān)
公关 is the abbreviated form of 公共关系 (public relations) and refers to the strategic communication between an organization and its public, as well as the professionals who manage it.
Meanings
- [noun] public relations (PR); a PR professional
- [verb] to do PR work, to manage public image through strategic communication
Example Sentences
这次丑闻对公司造成了严重的公关危机。 Zhè cì chǒuwén duì gōngsī zàochéng le yánzhòng de gōngguān wēijī. This scandal caused a serious PR crisis for the company.
她在一家知名企业担任公关经理。 Tā zài yī jiā zhīmíng qǐyè dānrèn gōngguān jīnglǐ. She works as a PR manager at a well-known company.
处理公关危机需要迅速、透明和真诚的态度。 Chǔlǐ gōngguān wēijī xūyào xùnsù, tòumíng hé zhēnchéng de tàidu. Handling a PR crisis requires a swift, transparent, and sincere approach.
公关团队精心策划了这场新产品发布活动。 Gōngguān tuánduì jīngxīn cèhuà le zhè chǎng xīn chǎnpǐn fābù huódòng. The PR team meticulously planned this new product launch event.
名人代言是提升品牌形象的常见公关策略。 Míngrén dàiyán shì tíshēng pǐnpái xíngxiàng de chángjiàn gōngguān cèlüè. Celebrity endorsement is a common PR strategy for enhancing brand image.
政府通过积极的公关活动改善了国际形象。 Zhèngfǔ tōngguò jījí de gōngguān huódòng gǎishàn le guójì xíngxiàng. The government improved its international image through active PR activities.
Collocations
| Collocation | Meaning |
|---|---|
| 公关危机 | PR crisis |
| 公关策略 | PR strategy |
| 公关活动 | PR activity/event |
| 公关团队 | PR team |
| 危机公关 | crisis PR/crisis management |
| 公关经理 | PR manager |
Usage Notes
公关 is the common abbreviation for 公共关系 (gōnggòng guānxi) and is used in both formal and informal contexts. The phrase 危机公关 (crisis PR) is particularly important in business Chinese, referring to managing communications during a crisis. 公关 can also carry a slightly negative connotation in colloquial use, implying spin or image management rather than genuine communication.
As a verb, 公关 can mean to lobby or manage relationships: 他去公关了 can informally mean "he went to do some relationship management/lobbying," sometimes with the implication of wining and dining.
Memory Hook
公关 combines 公 (public) and 关 (relationships/connections) -- it is literally managing your public connections, keeping your face clean in everyone's eyes.