本文从宏观社会历史视角考察“非典”十年以来中国公共关系事业的发展和变革，提出风险社会和重建现代性构成了公关事业演进的语境，而互联网时代的对话主义则主导了公关范式。“非典”昭示了现代性危机和风险社会的到来，致力于沟通、共识和信任的公共关系特别是危机管理在随后十年获得较大发展。克服现代性危机的出路在于“对话以重建现代性”，尤其是平衡工具理性与价值理性的关系。在这一背景下，从主体性到主体间性，从支配式宣传到平等对话，在对话中化解风险、维系利益认同、再造意义共同体，成为“非典”至今公关发展的主线和路径。

        This study reviews the development of public relations in China over the past ten years after SARS from the socio-historical perspective. It proposes that risk society and modernity reconstruction constitute the context of Chinese public relations evolution and the paradigm has shifted to dialogue in the era of internet. SARS heralds the emergence of risk society, thus leads to the emphasis on public relations that focuses on communication, dialogue and trust, particularly crisis communication management. The solution to the crisis of modernity is to reconstruct modernity through dialogue, particularly balance instrumental rationality and value rationality. In this context, the approach of public relations in China after SARS shifts from subjectivity to inter-subjectivity and from publicity to dialogue. Public relations in this period focus on crisis management through dialogue, value-based consensus and re-construction of community.