摘要
因观念和定位上的问题,我国企业现有公关活动短期行为特征明显,公关内容偏狭散乱,公关活动效率低下,以致在跨国公司以“企业的社会责任”为着力点的战略性公关面前常处于劣势。欲改变现有状态,则改变观念、调整公关定位,将现有从属于营销组合的战术性公关上升为营造长期未来市场空间、培养社会亲和力、培植企业软性竞争力的战略性公关,当是一种合理的选择。
Business promotion activities in most of our native corporations display some narrow vision and short - term features owing to misunderstanding of and misorientating on the public relation. The outcomes of their PR activities appear to be inefficient and dishevelled. As a result, they are often seen in an inferior position when compared with those strategic PR activites conducted by foreign MNCs which are heavily characterized by corporate social responsibility. A reasonable choice for the leaders of these corporations is to alter their PR perspective, redress their PR position, turn a kind of amicable atmosphere out in their market environment, and create their soft and strategic PR competitiveness so long as they wish to get rid of the existing inferiority in PR efforts.
出处
《上海商学院学报》
2006年第4期9-13,共5页
Business Economic Review
关键词
企业社会责任
战略性公关
环境亲和力
软性竞争力
corporate social responsibility, strategic PR, environmental affinity, soft competitiveness
