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在经济活动空前复杂,信息传播量急剧膨胀的现代社会里,商业企业怎样向外界准确、及时、有效地传递自己的信息,同时又能迅速适应外界环境的变化,建立良好的信誉和形象,以期获得最佳的经营成果。这就需要发展公共关系事业。国外有学者说,本世纪以来西方国家的工商企业凡能渡过危机获得发展的,均有赖于公共关系。这话也许有些夸张,但它却说明了公共关系在现代经济活动中的重要性。因而,研究和探讨公共关系在商业企业中的地位和作用,以及运用公共关系策略促进商品流通和销售,已成为摆在我们面前的一个重大课题。
In a modern society where the economic activity is unprecedentedly complicated and the amount of information dissemination is rapidly expanding, how does a commercial enterprise accurately, timely, and effectively transfer its own information to the outside world, and at the same time, it can quickly adapt to changes in the external environment and establish a good reputation and image with a view to Get the best operating results. This requires the development of public relations. Some foreign scholars have said that since the beginning of this century, western countries’ industrial and commercial enterprises have been able to survive the crisis and gain development, all relying on public relations. This may be an exaggeration, but it shows the importance of public relations in modern economic activities. Therefore, researching and exploring the status and role of public relations in commercial enterprises and using public relations strategies to promote the circulation and sales of commodities have become a major topic before us.