本文在对“新宣传”概念进行理论脉络梳理的基础上，提出了重构“新宣传”概念 的必要性及可能性，认为宣传与传播、公关之间应该理清界限，才能明确宣传概念，而 这是确保宣传正当化的概念基础。文章认为，新宣传在重构概念的基础上，还要对宣传 主体的权力进行约束，对宣传主体与客体的关系进行制约并建立协商机制，最后通过强 化宣传伦理和加强宣传启蒙的方式以保证宣传的正当化。

Based on the theoretical venation of the "new propaganda" concept, this paper put forward the necessity of reconstruction of "new propaganda" concept and the possibility that between propaganda and communication, public relations, and should clarify the boundaries to defne the concept of advocacy, which is to ensure that the legitimate basis of the concept of propaganda. The article thinks that the new propaganda based on the concept of reconstruction, but also the need for publicity and subjective power constraints, the relationship of the propaganda of the subject and object of control and establish a consultation mechanism, finally through strengthening propaganda ethics and strengthen publicity to ensure the legitimacy of the enlightenment propaganda.