论企业公共关系的功能与构建.docVIP

华南理工大学外经贸 工商管理学2006级本科 企业公共关系的功能与构建 PAGE PAGE 1 中 文 摘 要 企业的公共关系策略是企业经营策略组合中的一项重要措施，它可以对外塑造企业在 社会公众塑造形象，提高知名度，刺激目标顾客对企业产品或服务的需求，增加企业产品或服务的销售；对内可以融通股东、经营者、管理者和员工的关系，改善内部环境，增强企业的凝聚力，提升企业在员工心目中的地位。企业的公共关系策略分三个层次：其一是公共关系宣传，即通过各种传播手段向社会公众进行宣传，以扩大 影响，提高企业的知名度；其二是公共关系活动，即通过举办各种类型的公关专题活动来赢得公众的好感，提高企业的美誉度；其三是公共关系意识，即企此员工在日常的生产经营活动中所具有的树立和维护企业整体形象的思想意识。在企业的经营活动申，公共关系策略经常与其他管理活动配合使用，以便充分发挥各项管理工作的整体效应，使企业经营管理工作的实施效果更好。 面对日趋激烈的全球性市场竞争， 企业应提高建立良好公共关系的战略地位，以企业文化为核心，以品牌战略为载体，以 电子 网络等传媒为手段，转变传统公关思维，建立以“和”为中心的公关理念，完善公关危机处理机制，建立起 科学高效的企业公共关系模式。 关键词 公共关系 信任危机 处理机制 企业文化 Abstract Corporate public relations strategy is the combination of business strategy in an important measure, it can shape foreign enterprises in shaping the public image, increase awareness and stimulate the target customers for their products or services the needs of enterprises to increase sales of products or services; Internally can intermediation shareholders, operators, managers and staff, improve the internal environment and enhance the cohesion of the enterprise, enhance corporate status in the eyes of the staff. Corporate public relations strategy consists of three levels: One is the public relations propaganda, that is, through various means of communication to the public advocacy, to expand its influence, increase their visibility; second is public. The face of increasingly fierce global competition, enterprises should establish a good public relations improve the strategic position to corporate culture as the core to the brand strategy for the carrier and electronic networks, and other media as a means to change the traditional thinking of public relations, and establish a and As the central concept of public relations, improve public relations crisis management mechanism, establish a scientific and efficient mode of corporate public relations. Key words Public Relations Crisis of confidence Handling mechanism Corporate Culture 目 录 引言 …………………………………………………………………………………… 1 1 企业公共关