我国混合型公共关系言论的法律保护与规制——基于美国公共关系司法实践的启示  

Legal Protection and Regulation of Hybrid Public Relations Speech in China——Based on the Enlightenment of the Judicial Practice of Public Relations in the United States

作　　者：杨秀[1] 刘燕[1] Yang Xiu;Liu Yan(School of Journalism,Chongqing University)

机构地区：[1]重庆大学新闻学院,重庆401331

出　　处：《新闻界》2021年第6期52-64,共13页Journalism and Mass Communication

摘　　要：美国耐克诉卡斯基案(Nike v. Kasky)首次在司法层面将公共关系言论判定为商业言论并受到中间审查,对商业言论判定标准和公共关系实践产生了重要影响。本文通过对美国加州耐克诉卡斯基案及其后相关判例的分析,发现各级法院在商业言论主义原则适用公共关系领域存在不同取向,耐克案确立的"有限目的测试"具有局限性,无法很好区分混合型公关言论。因此,基于我国当前公共关系保护和规制现状,文章提出可以借鉴国外"区分公共议题管理与商业事实陈述""公关言论不同目的""公关传播组织与产品促销关系"等混合公关言论判定原则,明确区分议题管理型公关、社会责任报告型公关、涉及公共利益的危机公关、重要商业信息披露型公关等混合型公共关系中的商业言论和非商业言论,并给与不同保护和规制。Nike v. Kasky in the United States for the first time judged public relations speech as commercial speech at the judicial level and subject to intermediate review, which had an important impact on the judgment standard of commercial speech and the practice of public relations. Through the analysis of the case of Nike v. Kasky in California and its subsequent judicial interpretations, this paper finds that the courts at all levels have different orientations in the application of the principle of commercial speech in the field of public relations. The "limited purpose test" established in Nike case has limitations, which cannot well distinguish hybrid public relations speech. Therefore, based on the current situation of China’s public relations protection and regulation, the paper proposes that hybrid public relations speech judgment principles can be used for reference from foreign countries, such as "distinguishing organizational issue management and commercial statement of fact", "different purposes of public relations speech", "relations between public relations communication organizations and product promotion" and so on,to clearly distinguish the commercial speech and non-commercial speech in the hybrid public relations, such as issue management public relations, social responsibility reporting public relations, crisis public relations involving public interests,important business information disclosure public relations and so on, and give different protection and regulation.

关 键 词：商业言论 混合型公共关系言论 耐克诉卡斯基案 

分 类 号：G206[文化科学—传播学]