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举国震惊的三鹿毒奶粉事件重创了国内奶制品行业,也为公关行业带来了形象危机。三鹿婴幼儿奶粉含三聚氰胺被媒体曝光之后,一份公关代理公司向三鹿提案的“危机公关文件”在网上广为流传,而这个由一家广告公司炮制的所谓危机公关提案,由于其对人性的极端冷漠和对专业的无知亵渎,而备受社会和业界诟病。而三鹿事件本身的广泛影响,使得“公关”蒙尘。早在1999年,原国家劳动与社会保障部就已将公关员作为一门新职业列入了《中华人民共和国职业分类大典》,标志着国家正式承认公共关系这一职业。然而,简称“公关”的公共关系行业和职业,一直以来并未被社会广泛认可,以至于公关的社会合法性职业身份认知混乱。公关人应当坚持什么样的职业原则和道德底线?如何树立公共关系的专业形象?为此,本刊邀请了4位权威的业界专家和资深从业人士,就上述话题进行了一次深入探讨和交流。
The shocked Sanlu milk powder incident hit the domestic dairy industry and brought a crisis of image to the PR industry. Sanlu infant milk powder containing melamine exposure by the media, a public relations agency to the Sanlu proposal “crisis PR ” widely circulated on the Internet, and this by an advertising company concocted so-called crisis PR proposal, because of its Extremely apathetic to human nature and desecration of professional ignorance have been widely criticized by the community and the industry. The widespread impact of the Sanlu incident itself, making “PR ” dust. As early as 1999, the former Ministry of Labor and Social Security included the public relations officer as a new occupation in the “Occupational Classification Ceremony of the People’s Republic of China”, marking the country’s official recognition of the profession of public relations. However, the public relations profession and occupation referred to as “PR” has not been widely recognized by the society, so that the PR’s social legitimacy occupational awareness is confused. How to establish a professional image of public relations? To this end, the magazine invited four authoritative industry experts and experienced practitioners on the topic for an in-depth discussion and exchange.