The Personal Influence Model and Gao Guanxi in Taiwan Chinese Public Relations

Yi-Hui Huang

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 philoso￾phy of public relations was developed.

I make five suggestions: 1) introduce the notion of “ho￾lism” and expand the purview of the “extended family” to “soci￾ety”; 2) highlight social responsibility and public interest; 3) em￾phasize 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.

Public Relations Review, 26(2):219–236 Copyright © 2000 by Elsevier Science Inc.

ISSN: 0363-8111 All rights of reproduction in any form reserved.

Summer 2000 219