在一次研讨会上,有位策划学者直言不讳地说:所谓的公关策划,就是要出点子,钻政策的空子。这话虽然在理论上站不住脚,但在实践上却极有市场,它突出反映了我国转轨时期企业形象策划的一种典型特征和倾向。钻政策的空子,打法律的擦边球,赤裸裸地操纵公众。这种策划模式,缺乏计划性、连续性和长远目标,是企业形象管理和传播管理的短期行为。它既愚弄了公众,也给企业自身的形象蒙上了一层阴影。一、“擦边”行为的主要表现在策划形象时,公关策划界及企业界的许多行为涉嫌触犯法律,有的则构成对法律的侵犯。 1、隐形广告为了传播组织的信息,扩大知名度,一味追求被报道的档次和数量,有时甚至不惜以重金收买媒介使其做出 At a seminar, a planning scholar bluntly said: The so-called public relations plan is to make a point, drill policy loopholes. Although these words are untenable in theory, they actually have a great market in practice, which highlights a typical feature and tendency of corporate image planning during the transitional period in our country. Borrowing policy loopholes, playing law rubbish, naked manipulation of the public. This planning model, the lack of planning, continuity and long-term goal, corporate image management and communication management of short-term behavior. It not only fool the public, but also cast a shadow over the image of the enterprise itself. First, “rub the edge ” The main performance behavior In planning the image, the public relations planning industry and many businesses suspected of breaking the law, while others constitute a violation of the law. 1, Invisible Advertising In order to spread the information of the organization, expand the popularity, blindly pursue the grade and quantity of the report, and sometimes do not hesitate to buy the medium with heavy money to make it