一、风险是客观存在的,必须引起重视经济模式的转型必然带来传统观念的裂变和新观念的诞生。市场经济体制的建立造就了具有市场经济意识的人,同样,市场经济体制的建立也必须依靠具有市场经济意识的人的创造活动。市场经济是一种风险经济。它要求公关策划者必须能够正视风险、承担风险并最终战胜风险。在市场经济条件下,企业的产品要实现自身的经济价值,就首先必须经过市场的“惊险跳跃”(马克思语),市场犹如一双“看不见的手”既操纵着消费者的行为,也 First, the risk is an objective reality, and must pay attention to the economic model of the transformation will inevitably bring about the fission of traditional concepts and the birth of new ideas. The establishment of a market economy system has created people with market-oriented economic awareness. Similarly, the establishment of a market economy system must rely on the creative activities of people with market-oriented awareness. Market economy is a risk economy. It requires that PR planners must be able to face risks, take risks and ultimately overcome the risks. In a market economy, if the products of a company achieve its own economic value, it must first go through the market and march in the market as “invisible hand.” It not only manipulates the consumer’s Behavior, too