For more than 20 years, advertorial publishing has been the main source of profit for public relations companies. Therefore, writing public relations press releases is one of the main work contents of public relations companies. In order to get clients, PR company writers have to do everything possible to cater to clients. As a result, boasting has become a feature of public relations press releases. To this day, such software still dominates the market.

The development of China's public relations industry is accompanied by the "untying" of some media under the background of development. In the early stage of the development of the public relations industry, the public received the information channel is relatively narrow, the credibility of the media is high, and the discerning ability of the readers is low. As a result, such braggadocio news is usually good publicity.

With the progress of The Times, the environment on which the traditional PR industry lives is changing gradually. The fierce competition of print media and the rise of network media make the society enter the information age. The number of channels for the public to receive information is increasing, the credibility of some media is decreasing, and the ability of readers to distinguish and think independently is improving. At this time, boastful advertorials increasingly difficult to play its propaganda effect. And it's getting harder and harder to publish in heavyweight media.

News release of public relations has dual attributes, the first attribute is "public relations", the so-called public relations is to stand in the customer's position, in order to achieve the customer's purpose, to persuade the customer's target audience. Therefore, to understand the customer's corporate strategy, market pattern, public relations objectives; The second attribute is "news", which considers the value of news to readers and society from the standpoint of media and readers. Therefore, news should start from the point that readers are most interested in, and explain the information points and views that are valuable to readers and society, so that readers can unconsciously accept the "idea implantation" of customers.

"Idea implantation" is the term used in the movie Inception, in which the dream maker in the movie beats the resistance of the target audience in the dream and implants certain ideas. In fact, all public relations personnel, including all the propaganda workers of institutions, are designed to implant specific ideas to the target audience and influence the target audience's behavior.

There is nothing wrong with the saying "The customer is God". But customers have customers, and to customers, their customers are also God. So, the news agency believes that we should help customers, convince their God. This is the essence of the PR man's responsibility. If the PR person's job is only to promote clients for money, it is both a shame for the PR person and a fool for the PR client.