In the era of self media, thechallenge of public relations lies in the fact that both the chain ofinformation communication and the path of information transmission are moredispersed and complex.

在人人都可以是自媒体的时代，作为公共关系的挑战在于：双向的信息沟通链条和信息传播的路径更分散和复杂。

youdao

The news media and self-appointed ethics "watchdog" groups observe how lobbying is carried out.

VOA: special.2010.09.27

"The existence of an independent authority for media self-regulation is necessary to raise the credibility of the media, to minimise the number of court cases against journalists and to assist in resolving conflicts, " said Mr Zlatev.

UNESCO: MEDIA SERVICES

"These economic attributes, when combined with media concentration, endanger democracy, " intoned a collection of self-appointed media watchdog groups in a response to another FCC filing last December that would lift the restriction against combinations of newspapers and broadcast outfits in the same market.

FORBES: Free the Airwaves

Codes of ethics, under their different denominations, are an essential instrument of media self-regulation.

UNESCO: Communication and Information