设置议题 主动传播——加强中国石化声誉管理的实践与思考

Taking the Initiative to Communicate through Agenda Setting——Experience in Improving Reputation Management of SINOPEC

企业声誉是指其获得社会公众信任和赞美的程度。声誉管理的目的是建立和维持社会公众对企业的良好认知和信任关系,实现企业的可持续发展。面对近年来舆情压力居高不下、企业品牌和声誉受到严重损害的实际情况,中国石化不断探索和实践,确立打造"人民满意、世界一流"的声誉管理目标,搭建一体化的声誉管理网络体系,设置议题,主动沟通,积极主动应对负面舆情,持续策划实施正面传播,提升了企业品牌价值和企业声誉。这也启示我们,声誉管理的根本之道在于企业的主动沟通和主动作为。

Corporate reputation is the trust and praise a company receives from the public. The purpose of reputation management is to build and maintain favorable recognition and trust among the public to facilitate the sustainable development of the company. Facing the intense pressure from public opinion and a severely damaged corporate brand and reputation in recent years, S1NOPEC has been working diligently on possible solutions, such as identifying the goal of ＂building a world-class company to people＇s satisfaction＂, building an integrated network system for reputation management, taking the initiative to communicate through agenda setting, proactively responding to negative public opinion and continuously implementing positive propagation, which combined have given a boost to the company＇s brand value and reputation. The experience shows that the fundamental way to reputation management is to take the initiative to communicate and act.