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寻求公关服务的客户分两类,一类是寻求长期合作的公关合作伙伴,另外一类就是因为一件急茬儿的事儿需要帮忙;两者的需求差别主要在于前者是需要你在公共关系的“规定动作”和”自选动作”上提供长期帮助,后者则主要希望你帮助其在“自选动作”上拿到高分。问题是,甲方乙方在规定动作和自选动作的理解上存在着差异,当这种差异越大时,合作的风险就越高。其典型的差异表现在:
There are two types of clients looking for public relations services, one is for public relations partners looking for long-term cooperation, and the other is for a hurried need; the difference between the two is that the former requires you to be in public relations Long-term support for “prescribed action” and “optional action”, the latter mainly want you to help them get high scores in “optional action.” The problem is that there is a difference between Party A and Party B in their understanding of the prescribed actions and optional actions. When this difference is greater, the risk of cooperation is higher. The typical differences in the performance: