企业媒体公关营销操作中的道德问题探究

Exploration of Ethical Issues in the Corporate Media and Public Relations in the Marketing Operation

媒体公关营销是当前现代企业树立形象、提高知名度、进行产品营销的主流手段,然而,企业在运用中,为达到自身利益最大化,常出现一些不道德行为,如发布虚假新闻,引起媒体关注;与媒体合谋,庸俗地新闻炒作;利用虚假广告,欺骗消费者;借助网络媒介,制造网络谣言,恶意攻击竞争对手等。这些行为不但致使企业不能持续发展,还严重地破坏了社会的和谐。因此,需要企业在媒体公关营销手段的运用中进行道德提升,以真诚的态度与媒体合作,从"受众本位"进行互动传播,规范自身行为,净化网络环境。

A public relations of media marketing is the main means to establish the image of modern enterprise, to improve popularity and to carry out marketing products. However, in the use of this method, in order to maximize their own interests, some immoral behaviors often appear, such as the publication of false news, which have attracted the media attention; collision with the media, to produce vulgar press speculation; using false advertising to fraud consumers; manufacturing network rumors with the help of network media to maliciously attack the competitors, etc.. These behaviors not only result in the failure of the development of the enterprise, and also seriously break the social harmony. Therefore, it＇s necessary for the enterprise to improve their ethical attitude in the use of public relation of media marketing, and cooperate with the media with a sincere attitude, on the basis of audience centered to interact, regulate their own behavior, and to purify the internet environment.