网络社会企业公共关系管理面临的挑战及应对策略

Key Challenges Facing Enterprise Public Relations Management and Its Strategies in the Current Network Society

网络社会中,网络传播主体的多元化和强时效性,更多的用户受到网络信息的影响做出购买决策,以及公众对个性化信息服务的需求日益提高等特点均使得企业公关管理面临新的挑战。企业需要通过增强公关活动的主动性,强化公关活动的互动性与个性化,同时建立网络环境监测、预警和快速反应机制及构建全方位的网络公共关系工作体系等措施来加以应对。

In network society,such features as network communication and strong diversification of the main body timeliness,more users impacted by network information to make purchasing decisions,as well as personalized information services and public awareness of the increasing demand make corporate communications manager face with new challenges.Enterprises need to enhance public relations activities through the initiative to strengthen public relations activities,interactive and personalized,while establishing the network for environmental monitoring,early warning and rapid response mechanisms to build a full range of network public relations work system.