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知识经济时代已经到来。这对于身处世纪之交的公关主体之一——企业组织,特别是对企业的领导和公关工作人员来说,无疑会面对许多新的挑战,特别是抓住机遇,进行观念的调整与更新问题显得尤为重要与迫切。一、现时代的“企业社会责任”观念。传统的观念把企业的社会责任看作是企业资助某项或某些具体的社会公益事业,而现在,它所看重的是企业在处理和解决社会问题方面应该或可能做些什么。因为在知识经济时代,企业组织不能再将大部分注意力集中在管理货币、材料、机器和人员上,必须立足于长远利益,管理好它的未来,更注重社会效益。更为重要的是,企业不仅把社会责任和满足社会的要求看作是生产经营活动的一个有机的组成部分,
The era of knowledge economy has arrived. This will undoubtedly face many new challenges for enterprise organizations, especially for corporate leaders and public relations workers, who are at the turn of the century. In particular, they will seize the opportunities and adjust their concepts. Update the issue is particularly important and urgent. First, the current era of “corporate social responsibility” concept. The traditional concept of corporate social responsibility as a corporate or financial support for a specific social welfare undertakings, but now, it is valued in the business deal with and solve social problems or what may be done. Because in the era of knowledge-based economy, business organizations can no longer focus most of their attention on the management of money, materials, machinery and personnel. They must base their long-term interests, manage their future and pay more attention to social benefits. More importantly, enterprises not only regard social responsibility and social satisfaction as an organic part of production and business activities,