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企业形象是公共关系服务的主要领域,一般由企业公共关系部门直接把控,一些具体事务,如重大企业活动、总裁访问、日常媒介关系等则经常委托公共关系顾问公司来实施。企业形象涉及公司战略定位、战略传播、CEO形象管理、特殊事件、企业出版物,甚至包括企业赞助等诸方面内容,能否有效实施企业形象战略,有赖于对企业战略和企业公共关系环境的了解,以及各种企业传播工具的设计和运用。
Corporate image is the main area of public relations services, usually by the corporate public relations departments directly control, some specific matters, such as major business activities, presidential visits, daily media relations are often commissioned by the public relations consultants to implement. Corporate image relates to corporate strategic positioning, strategic communication, CEO image management, special events, corporate publications, and even corporate sponsorships and other aspects of content, the effective implementation of corporate image strategy, depends on the corporate strategy and corporate public relations environment to understand , As well as the design and application of various enterprise communication tools.