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8月2日,戴尔新任CEO凯文·罗林斯来华,对戴尔公司的一名员工针对中国联想公司的“邮件门”事件再次向中国市场和客户表示了歉意。进入2005年以来,除了戴尔不少世界500强企业接二连三地陷入公关危机。联合利华、宝洁、肯德基、雀巢,先后被推上公众拷问的风口浪尖,在危机发生后,各公司的公关人员和其他部门在最短时间内协调,各自出击,把危机对于这些公司的消极影响减少到最低限度,公关人才的作用可见一斑。对于公关,很多人第一次听说是在1989年播出的电视连续剧《公关小姐》,青年女演员萨仁高娃也一夜为国人认识。现在来看,那部电视剧完成了中国人对于公关的启蒙。当时,很多人认为公关就是漂亮的脸蛋加时髦的打扮,加上经常出入高级酒店的繁华生活。公关从业人员出入高级写字楼,身着职业套装,面带微笑,举止得体,办事干练。这只是公关业的一面。另一面,从事公关,他们承受了很强的工作压力,彻夜加班,没有休息日,在公关行业内很常见。那么,真正的公关行业以及公关生活是什么样的?本刊记者通过对几家公关公司的采访,从公关行业领导者,到高层管理者,再到经验丰富的从业者,以及这个行业内刚入门的从业者进行了全方位的采访,他们的切身体会告诉我们:公关是什么,公关在中国的情况怎么样,如果选择做公关,你需要具有什么样的素质?
On August 2, Dell’s new CEO, Kevin Rawlings, came to China and apologized once again to one of Dell’s employees for the “Mail Door” incident of China’s Lenovo. Into 2005, in addition to many Dell 500 companies in the world one after another into public relations crisis. Unilever, Procter & Gamble, KFC and Nestle have been put on the cusp of public torture. After the crisis, public relations officers of various companies coordinated with other departments in the shortest time and each attacked to reduce the negative impact of the crisis on these companies. To a minimum, the role of public relations talent can be seen. For PR, many people first heard that in 1989 the television series “PR”, young actress Sarenao Wa overnight understanding of the country. Now, that drama completes the Chinese enlightenment on PR. At that time, many people think that PR is beautiful face plus fashionable dress, coupled with frequented hotels in the bustling life. PR practitioners access to high-level office buildings, dressed in professional suits, smiling, well-behaved, able to do things. This is just the PR side. On the other hand, engaged in public relations, they have undergone strong work pressure, work overtime throughout the night, have no rest days, and are very common in the public relations industry. So, the real PR industry and public relations is what kind of life? Correspondents through several interviews with public relations firms, from PR industry leaders, to senior management, to experienced practitioners, as well as the industry just Getting started practitioners conducted a full range of interviews, their personal experience tells us: what is the PR, the PR in China how kind, if you choose to do public relations, you need to have what kind of quality?