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在全球经济一体化的大背景下,国际上公司兼并、资本融合以及海外投资贸易等经营活动屡见不鲜。21世纪,在“走出去”国家战略的推动下,我国越来越多的企业开始以全球视野寻求可持续发展道路。然而,跨文化沟通障碍成为中国企业“走出去”过程中遭遇挫折的主要原因,要解决这个问题最有效地手段是进行公共关系战略的运用。本文将整理得出公共关系战略的概念、公共关系战略的要素及主要内容,并结合案例阐述公共关系战略在中国企业“走出去”过程中的运用。
Against the background of global economic integration, there are many international business activities such as mergers and acquisitions, capital consolidation and overseas investment and trade. In the 21st century, driven by the national strategy of “going global”, more and more enterprises in our country are beginning to seek a path of sustainable development from a global perspective. However, intercultural communication barriers have become the main reason for Chinese enterprises’ going out of business. The most effective means to solve this problem is to use public relations strategies. This article will sort out the concept of public relations strategy, the elements of public relations strategy and the main content, combined with case studies of public relations strategy in the “Going out” process.