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公共关系学的理论进入我国已有十多年的历史,人们已不陌生,但对它的理解和实践却大相径庭。 在最近的一次“企业家最缺什么”调查中,公关能力被认为是企业家最缺的三大能力之一(创新能力、营销能力和公关能力)。企业家们已经充分认识到由于公关能力的缺乏,对企业的发展带来了影响。因此,一方面努力提高自己的公关能力,另一方面,求助于公关顾问,发展自己,发展企业,继而提高经济效益。喔喔奶糖不惜巨资(年薪200万元)聘请了一名台湾公关顾问,取得了显著效益。 “好酒也要会吆喝”,这是公共关系学的一个信条。许多企业有“好酒”(好产品),但不“吆喝”,或不会吆喝,成为滞销产品。因此,如何“吆喝”,从而使潜在公众,化为知晓公关,继而成为情感公关和行为公关,以赢得公众,使企业
The theory of public relations has been in China for more than ten years and people are no strangers to it. However, their understanding and practice are quite different. In a recent survey “What entrepreneurs lack most”, PR capabilities are considered as one of the three most absent skills entrepreneurship (innovation, marketing and PR capabilities). Entrepreneurs have fully realized that due to the lack of public relations capabilities, the impact on the development of enterprises. Therefore, on the one hand efforts to improve their public relations skills, on the other hand, resorted to public relations consultants to develop themselves and develop enterprises, and thus improve economic efficiency. Oh Toffee at a huge investment (annual salary of 2 million yuan) hired a Taiwan PR consultant, and achieved significant benefits. “Good wine will shout,” this is a credo of public relations. Many businesses have “good wine” (good products), but do not “shout” or do not shout and become unsalable products. Therefore, how to “shout”, so that the potential public into awareness of public relations, and then become a public relations PR and behavior of public relations to win the public, so that enterprises