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国际公共关系是指一个社会组织,通过国际间的信息传播和沟通来推广组织的形象,树立组织的信誉,从而使组织的产品和服务在世界市场取得顾客的了解和信任。外贸企业作为我国对其他国家(或地区)进行商品交换的一种经济组织形式,是直接从事进出口业务经营活动的经济实体,是联系国内外生产与消费的桥梁纽带。由于外贸企业要面向国际市场,参与世界市场竞争,因此,外贸企业的国际公共关系活动在企业经营活动中的地位和作用十分重要。
International public relations refers to a social organization that promotes the image of the organization through international information dissemination and communication, and establishes the credibility of the organization so that the organization’s products and services can gain the customers’ understanding and trust in the world market. Foreign trade enterprises, as an economic organization form for China’s exchange of goods with other countries (or regions), are economic entities directly engaged in the business of import and export business, and are the bridge linking domestic and foreign production and consumption. Since foreign trade enterprises must face the international market and participate in the competition in the world market, the status and role of foreign trade companies in international public relations activities in their business operations is very important.