论文部分内容阅读
我在读一些有关e化企业的技术、行销方面的文章时,发现了一个新的议题:公关。 在厂商建立企业网站之前,一般还愿意接受采访。公关人员会排定一个又一个的访谈,用新闻稿灌入传真机,并回答厂商的相关问题。新产品发布是科技公关的核心业务,它们仰赖Microsoft、Lotus及Oracle等产业巨人而谋生。但这之后,公关人员并未受到撰稿者的尊重（更别提技术人员了）,他们的角色很可能被鄙视为“掮客”。 在2001年,我们思考公关行业在e化企业中的角色时,发现公关公司的客户可能把传统企业与e化企业的定位及差异搞混了。经验表明,大多数e化企业需要公关协助其传达重要的“讯息”。 有些人认为公关不等于策略规划。但事实上,公关公司不仅能建议企业如何引起媒体注意,还能告知其企业客
When I read some articles about technical and marketing e-commerce, I found a new topic: public relations. Before the establishment of a corporate website, vendors are generally also willing to interview. PR staff will schedule one after another interview, press into the fax machine press release, and answer the manufacturers related issues. New product launches are the core business of technology public relations, they depend on Microsoft, Lotus and Oracle and other industrial giants to make a living. But since then, PR people have not been respected by writers (not to mention technicians) and their role is likely to be dismissed as “bickering.” In 2001, when we looked at the role of the PR industry in e-business, we found that PR clients might confuse traditional businesses with the positioning and differences of e-businesses. Experience has shown that most e-businesses need PR to help convey important “messages.” Some people think that PR is not equal to the strategic plan. But in fact, PR firms can not only advise businesses on how to attract media attention, but also inform their corporate customers