\u4f46\u65e0\u8bba\u5982\u4f55\uff0c\u516c\u5173\u7684\u4ef7\u503c\u4e0d\u5bb9\u7f6e\u7591\u3002<\/p>\n
\u6bd4\u5c14\u00b7\u76d6\u8328\u66fe\u7ecf\u8bf4\u300c\u5047\u5982\u6211\u53ea\u5269\u4e0b\u6700\u540e\u4e00\u7f8e\u5143\uff0c\u6211\u8981\u628a\u5b83\u7528\u5728\u516c\u5171\u5173\u7cfb\u4e0a\u300d\u3002 \u7ef4\u73cd\u96c6\u56e2\u7684\u521b\u59cb\u4eba\u7406\u67e5\u5fb7\u00b7\u5e03\u5170\u68ee\u8ba4\u4e3a\u516c\u5173\u300c\u6781\u5176\u300d\u91cd\u8981\uff0c\u597d\u7684\u516c\u5173\u6545\u4e8b\uff08PR Story\uff09\u6bd4\u5934\u7248\u5e7f\u544a\u4f5c\u7528\u66f4\u5927\u3002\u5728\u7ef4\u73cd\u822a\u7a7a\u6b67\u89c6\u4e2d\u56fd\u4e58\u5ba2\u7684\u4e8b\u4ef6\u4e4b\u540e\uff0c \u7406\u67e5\u5fb7\u00b7\u5e03\u5170\u68ee\u5728\u793e\u4ea4\u5a92\u4f53\u53ca\u7f51\u7ad9\u8fc5\u901f\u56de\u5e94\uff0c \u79f0\u7ef4\u73cd\u822a\u7a7a\u300c\u4e0d\u4f1a\u5bb9\u5fcd\u79cd\u65cf\u6b67\u89c6\uff0c\u4ea6\u4e0d\u4f1a\u5bb9\u5fcd\u6b8b\u75be\u6b67\u89c6\u3002\u300d<\/p>\n
\u6700\u540e\u4ee5\u6c83\u4f26\u00b7\u5df4\u83f2\u7279\u7684\u540d\u8a00\u300c\u9547\u697c\u300d\uff1a \u8981\u8d62\u5f97\u597d\u7684\u58f0\u8a89\u9700\u8981 20 \u5e74\uff0c\u800c\u8981\u6bc1\u6389\u5b83\uff0c\u53ea\u9700\u8981 5 \u5206\u949f\u3002<\/p>\n
\u5f53\u4f20\u7edf\u5a92\u4f53\u96c6\u4f53\u8c03\u96f6\uff0c\u4f20\u7edf\u516c\u5173\u4e5f\u96be\u9003\u6b7b\u4ea1\u7684\u9634\u5f71\u3002<\/p>\n
\u300c\u516c\u5173\u662f\u5426\u5df2\u7ecf\u6b7b\u4ea1\uff1f\u300d\u8981\u6bd4\u300c\u516c\u5173\u662f\u5426\u91cd\u8981\uff1f\u300d\u8fd9\u4e2a\u8bdd\u9898\u66f4\u52a0\u6df1\u523b\u548c\u6b8b\u9177\u3002<\/p>\n<\/p>\n
\u516c\u5173\u884c\u4e1a\u8d44\u6df1\u4ece\u4e1a\u8005 Robert Phillips \u8ba4\u4e3a\u516c\u5173\u6b63\u5728\u6b7b\u4ea1\u7684\u8fb9\u7f18\u3002\u4ed6\u5728\u300aTrust Me, PR is Dead\uff08\u76f8\u4fe1\u6211\uff0c\u516c\u5173\u5df2\u6b7b\uff09\u300b\u4e00\u4e66\u4e2d\u8bf4\uff0c<\/p>\n
\n\u516c\u5173\u7684\u76db\u5bb4\u5df2\u7ecf\u7ed3\u675f\u4e86\u3002\u8fd9\u662f\u4e00\u4e2a\u4e2a\u4f53\u8d4b\u6743\uff08Individual Empowerment\uff09\u7684\u65f6\u4ee3\u3002\u5728\u8fd9\u4e2a\u65f6\u4ee3\uff0c \u300c\u63a7\u5236\u6743\u300d\u548c\u300c\u5f71\u54cd\u529b\u300d\u6b63\u5728\u4ece\u653f\u5e9c\u6d41\u5411\u4e2a\u4eba\uff0c\u4ece\u96c7\u4e3b\u6d41\u5411\u96c7\u5458\uff0c\u4ece\u4f01\u4e1a\u6d41\u5411\u6d88\u8d39\u8005\u3002<\/p>\n<\/blockquote>\n
\u8fd9\u672c\u4e66\u4e0d\u662f\u54d7\u4f17\u53d6\u5ba0\u4e4b\u4f5c\uff0c\u5b83\u57fa\u4e8e\u4f01\u4e1a\u3001\u653f\u5e9c\u548c\u5a92\u4f53\u7684\u8bbf\u8c08\u4ee5\u53ca 200 \u591a\u4e2a\u4f01\u4e1a\u6848\u4f8b\u7684\u7814\u7a76\u548c\u5206\u6790\uff0c\u6837\u672c\u65e2\u5305\u62ec\u8054\u5408\u5229\u534e\u3001\u8bfa\u548c\u8bfa\u5fb7\u3001John Lewis Partnership \u8fd9\u6837\u7684\u884c\u4e1a\u5de8\u5934\uff0c\u53c8\u5305\u62ec Handelsbanken, Patagonia, Mondragon, 38 Degrees \u4ee5\u53ca Porto Alegre \u8fd9\u6837\u7684\u4e2d\u5c0f\u516c\u53f8\u3002<\/p>\n
\u5728\u4e2a\u4eba\u8d4b\u6743\u7684\u65f6\u4ee3\uff0c\u4fe1\u4efb\u662f\u6700\u575a\u633a\u7684\u793e\u4ea4\u8d27\u5e01\u3002\u4f46\u662f\u4fe1\u4efb\u4e0d\u662f\u4e00\u4e2a\u53e3\u53f7\uff0c\u5b83\u8d85\u8d8a\u4e86\u516c\u5173\u7684\u804c\u80fd\u548c\u80fd\u529b\u3002\u4f9d\u9760\u4fe1\u606f\u4e0d\u5bf9\u79f0\u83b7\u5f97\u4fe1\u606f\u63a7\u5236\u4f18\u52bf\u7684\u65b0\u95fb\u7a3f\u548c\u5b98\u65b9\u58f0\u660e\uff0c \u662f\u516c\u5173\u300c\u5f15\u5bfc\u300d\u8206\u8bba\u7684\u6709\u529b\u6b66\u5668\uff0c\u4f46\u8fd9\u4e2a\u5728\u793e\u4ea4\u5a92\u4f53\u4e0a\u65e0\u7528\u6b66\u4e4b\u5730\u3002<\/p>\n
\u6b64\u5916\uff0c\u5728\u5371\u673a\u5904\u7406\u4e0a\uff0c\u4ece\u60e0\u666e\u7684\u300c\u87d1\u8782\u95e8\u300d\u5230\u534e\u5c14\u8857\u7684\u4fe1\u4efb\u5371\u673a\uff0c\u516c\u5173\u5728\u5e2e\u52a9\u4f01\u4e1a\u91cd\u5efa\u4fe1\u4efb\u4e0a\u7684\u4f5c\u7528\u65e5\u6e10\u5f0f\u5fae\u3002<\/p>\n
\u6b64\u5916\uff0c\u5728\u4f01\u4e1a\u8d8a\u6765\u8d8a\u4f9d\u8d56\u6570\u636e\u8fdb\u884c\u51b3\u7b56\u7684\u6d6a\u6f6e\u4e2d\uff0c\u516c\u5173\u7684\u5730\u4f4d\u5c34\u5c2c\u3002\u5728\u5927\u591a\u6570\u60c5\u51b5\u4e0b\uff0c\u516c\u5173\u7f3a\u4e4f\u6709\u6548\u7684\u6548\u679c\u8861\u91cf\u4f53\u7cfb\u6765\u8bc1\u660e\u81ea\u5df1\u7684\u4ef7\u503c\uff0c\u5e76\u5728\u5236\u670d\u7ec4\u7684\u4f1a\u8bae\u684c\u4e0a\u4e3a\u81ea\u5df1\u4e89\u53d6\u4e00\u4e2a\u5ea7\u4f4d\u3002 \u6682\u4e14\u4e0d\u8bf4\u300c\u8f6c\u8f7d\u7387\u300d\u3001\u300cShare of Voice\u300d\u548c\u300c\u5e7f\u544a\u4ef7\u503c\u300d\u7684\u8ba1\u7b97\u5982\u4f55\u4e0d\u9760\u8c31\uff0c\u4f60\u5c31\u662f\u53d1\u4e00\u4e2a\u6574\u7248\u7684\u4f01\u4e1a\u62a5\u9053\u5230\u5e95\u6709\u4ec0\u4e48\u4f5c\u7528\u5462\uff1f<\/p>\n
\u516c\u5173\u7684\u8f6c\u578b<\/p>\n
\u65e0\u8bba\u662f\u88ab\u52a8\u8fd8\u662f\u4e3b\u52a8\uff0c\u516c\u5173\u6b63\u5728\u9762\u4e34\u4e00\u6b21\u5f7b\u5e95\u7684\u8f6c\u578b\u3002 \u5c3d\u7ba1\u5927\u591a\u6570\u7532\u65b9\u7684\u4e16\u754c\u4f9d\u7136\u6ce2\u6f9c\u4e0d\u60ca\uff0c\u4e59\u65b9\u7684\u5929\u5730\u65e9\u5df2\u5929\u7ffb\u5730\u8986\u3002<\/p>\n
\u5927\u591a\u6570\u7684\u516c\u53f8\u90fd\u9009\u62e9\u505c\u6b62\u89c2\u671b\uff0c\u6401\u7f6e\u4e89\u8bae\uff0c\u5e76\u52a0\u901f\u8f6c\u578b\u3002<\/p>\n
\u4f60\u53ef\u80fd\u60ca\u5947\u7684\u53d1\u73b0\uff0c\u5f88\u591a\u516c\u5173\u516c\u53f8\u6b63\u5728\u53d8\u6210\u4ed6\u4eec\u66fe\u7ecf\u300c\u4ec7\u6068\u300d\u7684\u5e7f\u544a\u516c\u53f8\u3002\u4e3a\u4e86\u535a\u5f97\u66f4\u591a\u7684\u7532\u65b9\u9884\u7b97\uff0c\u516c\u5173\u516c\u53f8\u6b63\u5728\u6a21\u7cca\u81ea\u5df1\u300c\u516c\u5173\u516c\u53f8\u300d\u7684\u5b9a\u4f4d\uff0c\u4e3a\u81ea\u5df1\u660e\u76ee\u5f20\u80c6\u5730\u52a0\u4e0a\u300c\u8425\u9500\u300d\u548c\u300c\u6570\u5b57\u5316\u300d\u7b49\u6807\u7b7e\u3002<\/p>\n
\u5728\u8fc7\u53bb\u7684\u51e0\u5e74\uff0c\u64c5\u957f\u5185\u5bb9\u7684\u516c\u5173\u516c\u53f8\u4ee5\u300cePR\u300d\u7684\u5f62\u5f0f\u878d\u5165\u5230\u6570\u5b57\u5316\u7684\u6d6a\u6f6e\u4e2d\uff0c\u800c\u5982\u4eca\u4ed6\u4eec\u66f4\u613f\u610f\u4ee5\u300c\u6570\u5b57\u8425\u9500\u300d\u7684\u5f62\u5f0f\u4ecb\u7ecd\u81ea\u5df1\u3002<\/strong><\/p>\n\u9664\u4e86\u4f20\u7edf\u7684\u4f18\u52bf\u9879\u76ee\u2014\u2014\u5185\u5bb9\u548c\u610f\u89c1\u9886\u8896\u5173\u7cfb\u2014\u2014\u4e4b\u5916\uff0c\u516c\u5173\u516c\u53f8\u6b63\u5728\u6269\u519b\u5907\u6218\uff0c\u628a\u624b\u4f38\u5411\u5e7f\u544a\u516c\u53f8\u548c\u6570\u5b57\u8425\u9500\u516c\u53f8\u7684\u540e\u9662\uff0c\u628a\u5a92\u4f53\u6295\u653e\u3001\u6570\u5b57\u4ea7\u54c1\u5f00\u53d1\u751a\u81f3 Social CRM \u7eb3\u5165\u81ea\u5df1\u7684\u4e1a\u52a1\u8303\u56f4\u3002\u9664\u4e86\u6570\u5b57\u8425\u9500\u90e8\u95e8\u6210\u4e3a\u5927\u591a\u6570\u516c\u5173\u516c\u53f8\u7684\u6807\u914d\uff0c \u5728\u516c\u5173\u516c\u53f8\u7684\u529e\u516c\u5ba4\uff0c\u65b0\u6765\u4e86\u5f88\u591a\u62e5\u6709\u521b\u610f\u603b\u76d1\u3001\u5a92\u4f53\u8d2d\u4e70\u751a\u81f3\u8bbe\u8ba1\u5934\u8854\u7684\u5458\u5de5\u3002<\/p>\n
\u6a21\u7cca\u300c\u516c\u5173\u300d\u7684\u5b9a\u4f4d\uff0c\u5e76\u5411\u65b0\u578b\u6570\u5b57\u8425\u9500\u516c\u53f8\u7684\u8f6c\u578b\uff0c\u662f\u7edd\u5927\u591a\u6570\u516c\u5173\u516c\u53f8\u7684\u9009\u62e9\u3002<\/p>\n
\u516c\u5173\u4eba\u534f\u4f1a\uff08The Public Relations Consultants Association \uff0cPRCA) \u3001\u300aHolmes Report\u300b \u4ee5\u53ca YouGov \u7684\u5e74\u5ea6\u6570\u5b57\u516c\u5173\u62a5\u544a\u663e\u793a\uff0c\u5728 2014 \u5e74\uff0c\u6765\u81ea\u793e\u4ea4\u5a92\u4f53\u548c\u6570\u5b57\u670d\u52a1\u7684\u6536\u5165\u5df2\u7ecf\u5360\u516c\u5173\u516c\u53f8\u603b\u6536\u5165\u7684 11% \u5230 20%\uff0c\u5728 2015 \u5e74\uff0c\u8fd9\u4e2a\u6570\u5b57\u63d0\u5347\u5230\u4e86 30%\u3002<\/strong><\/p>\n\u7231\u5fb7\u66fc\u516c\u5173\u5728\u5176\u5b98\u7f51\u4ecb\u7ecd\u4e2d\u5199\u9053\uff1a<\/p>\n
\n\u6211\u4eec\u76f8\u4fe1\u5728\u8fd9\u4e2a\u65e5\u76ca\u590d\u6742\u7684\u4e16\u754c\u4e0a\u2014\u2014\u5f53\u5a92\u4f53\u73af\u5883\u7ecf\u5386\u5de8\u53d8\uff0c\u5f53\u6743\u5a01\u88ab\u7a00\u91ca\u5206\u6563\uff0c\u5f53\u8206\u8bba\u4ece\u4efb\u4f55\u5730\u65b9\u4ea7\u751f\uff0c\u5f53\u6240\u6709\u4eba\u90fd\u6709\u6743\u5229\u53c2\u4e0e\u2014\u516c\u5173\u672c\u8eab\u5df2\u7ecf\u8fdc\u8fdc\u4e0d\u591f\u4e86\u3002\u5728\u4eca\u5929\uff0c\u6211\u4eec\u9700\u8981 Public Engagement\uff08\u6765\u4ee3\u66ff Public Relations\uff09 \u3002Public Engagement \u662f Paid Media \u4e3b\u5bfc\u7684\u5e7f\u544a\u548c Earned Media \u4e3b\u5bfc\u7684\u516c\u5173\u7684\u7b2c\u4e09\u6761\u8def\u5f84\u3002\u5b83\u5c06\u5e2e\u52a9\u6211\u4eec\u7684\u5ba2\u6237\u66f4\u52a0\u79ef\u6781\u66f4\u6709\u6548\u5730\u4e0e\u6d88\u8d39\u8005\u8fdb\u884c\u4e92\u52a8\uff0c\u589e\u52a0\u4fe1\u4efb\uff0c\u589e\u5f3a\u5173\u7cfb\uff0c\u6539\u53d8\u884c\u4e3a\uff0c\u5e76\u7740\u773c\u4e8e\u53ef\u6301\u7eed\u7684\u5546\u4e1a\u6a21\u5f0f\u3002<\/p>\n
Public Engagement \u7684\u6838\u5fc3\u5305\u62ec\uff1a\u6bcf\u4e00\u4e2a\u516c\u53f8\u90fd\u8981\u6210\u4e3a\u5a92\u4f53\u516c\u53f8\uff08Every Company is a Media Company.\uff09\u3001\u5171\u540c\u521b\u9020\u5185\u5bb9\uff08Create and co-create content.\uff09 \u3001\u4ee5\u793e\u4f1a\u8d23\u4efb\u4e3a\u76ee\u6807\u7684\u4f19\u4f34\u5173\u7cfb\uff08Build active partnerships for common good.\uff09 \u4ee5\u53ca\u6700\u57fa\u7840\u4e5f\u662f\u6700\u91cd\u8981\u7684\u2014\u2014\u5a92\u4f53\u5173\u7cfb\u7684\u793e\u4ea4\u5316\uff08Know the socialized approach to media relations. \uff09\u3002<\/p>\n<\/blockquote>\n
\u4ed4\u7ec6\u60f3\u60f3\uff0c\u8fd9\u4e0d\u5c31\u662f\u6570\u5b57\u8425\u9500\u516c\u53f8\u5417\u3002<\/p>\n
\u4e59\u65b9\u5982\u6b64\uff0c\u7532\u65b9\u4f9d\u7136\u3002<\/p>\n
\u9053\u8def\u66f2\u6298\uff0c\u4f46\u524d\u9014\u672a\u5fc5\u5149\u660e\u3002\u56e0\u4e3a\u5e7f\u544a\u516c\u53f8\u548c\u6570\u5b57\u8425\u9500\u516c\u53f8\u4e5f\u96be\u517b\u6d3b\u81ea\u5df1\u3002<\/p>\n<\/p>\n
<\/div>\n","protected":false},"excerpt":{"rendered":"
\u6700\u8fd1\u7684\u516c\u5173\u5708\u5f88\u70ed\u95f9\u3002 \u5728\u8457\u540d\u4f20\u64ad\u4e13\u5bb6\u3001\u4e0a\u6d77\u4ea4\u901a\u5927\u5b66\u9b4f\u6b66\u6325\u8001\u5e08\u53d1\u8868\u4e86\u300a\u516c\u5173\u5230\u5e95\u91cd\u8981\u4e48\uff1f\u300b\u4e00\u6587\u8ba4\u4e3a\u300c\u516c\u5173\u5c31\u662f\u6253\u6742\u7684 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[193],"class_list":["post-116355","post","type-post","status-publish","format-standard","hentry","category-news","tag-193"],"_links":{"self":[{"href":"https:\/\/www.fagao.me\/p\/wp-json\/wp\/v2\/posts\/116355","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.fagao.me\/p\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.fagao.me\/p\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.fagao.me\/p\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fagao.me\/p\/wp-json\/wp\/v2\/comments?post=116355"}],"version-history":[{"count":0,"href":"https:\/\/www.fagao.me\/p\/wp-json\/wp\/v2\/posts\/116355\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.fagao.me\/p\/wp-json\/wp\/v2\/media?parent=116355"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fagao.me\/p\/wp-json\/wp\/v2\/categories?post=116355"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fagao.me\/p\/wp-json\/wp\/v2\/tags?post=116355"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
![\"\"](\"https:\/\/www.fagao.me\/images\/uploads\/F016.jpg\")
<\/p>\n