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公关活动作为一种新的经营管理职能,正被越来越多的企业所接受和推广应用。从一些企业的公关实践看,笔者认为目前至少存在四个不容忽视的问题。1、方向偏——片面追求知名度。部分企业领导同志对企业公关活动的内涵和外延认识不透,把握不准,甚至把公关活动与提高企业的知名度等同起来,认为公关就是攻知名度。在公关活动中只是一个劲地花钱买知名度,忽视相关事宜同步建设,结果事倍功半,实际收效很差。2、效益低——忽视公关成本核算。有的企业,特别是一些乡村企业的决策者,一提生产管理,“成本意识”特强,为降低费用分厘压价,寸铁节支;而一涉足公关活动,则大手大脚,摆阔气,搞炫耀,千八百元不在话下。招待中,
As a new business management function, public relations activities are being accepted and promoted by more and more companies. From the PR practice of some companies, the author believes there are at least four issues that cannot be ignored. 1, the direction of partial - one-sided pursuit of popularity. Some leading comrades of enterprises did not understand the connotation and extension of corporate public relations activities. They were not sure. They even equated the public relations activities with the promotion of the company’s reputation. They believed that public relations was the attack on reputation. In public relations activities, they only spend money to buy popularity and ignore related issues. The result is less effective, and the actual results are poor. 2, low efficiency - ignore the cost of public relations. Some enterprises, especially those of some rural enterprises, have mentioned production management. They have a “cost consciousness” and are very strong. They are trying to cut down the cost and push down the price and save money. When they engage in public relations activities, they are lavish and lavish. Showing off, thousands or eight hundred yuan goes without saying. During the reception,