一、我国外向型企业开展国际公关话动的必要性企业公共关系作为一种寻求内外协调的管理思想和管理职能,作为运用传播手段实现企业与公众双向意见沟通的有计划的组织活动,作为通过树立企业良好形象以求得企业发展的经营管理艺术,在国外已有半个世纪的历史。随着跨国公司和国际贸易的发展,国际公共关系便应运而生了。目前,一般的跨国公司均设有专门的公关部,由副总经理兼任公关部主任 I. Necessity for China’s export-oriented enterprises to carry out international public relations campaigns Corporate public relations is a planned organizational activity that seeks internal and external coordination of management thinking and management functions, and uses communication means to achieve a two-way communication between the company and the public. Establishing a good corporate image to achieve the business management art of enterprise development has a history of half a century abroad. With the development of transnational corporations and international trade, international public relations have emerged. At present, general multinational corporations have a dedicated public relations department, deputy general manager and director of the public relations department.