《德鲁克日志》第十五篇：公共关系的角色

2017.11.29

提示：这是一篇正本清源的文章。企业作为一个封闭的系统，公关部是其对外联络的唯一窗口。由于各种原因，公共关系的角色已经变了味。公共关系的角色、任务到底是什么？请阅读以下文字。

文｜彼得德鲁克

公共关系的角色

Role of public relations

“公众关系”已经赋予了哗众取宠、宣传和粉饰太平的涵义。

“Public relations” has acquired a connotation of ballyhoo, propaganda and whitewashing.

对于大众来说“公共关系”意味着对外宣传 – 基本上是从产品宣传外延到厂商的宣传。但是，公众关系应该强调公司的问题，而非试图让广大群众了解公司的节操和成就。这让我们意识到，要想让大众了解企业的问题，企业首先要了解大众的问题。

To the general public “public relations” means publicity- essentially an extension of advertising from advertising a product to advertising its producer. But the emphasis should be on acquainting the broader public with the problems of the enterprise rather than on convincing it of the company’s virtues and achievements. This leads to the realization that to reachthe public with its problems, the enterprise must understand the public’s problems first.

巨型公司的每个重大决策，都会影响大众，无论是员工、消费者还是公民；故此，大众会有意识或下意识对公司决策做出反应。大众的反应决定了公司决策是否有效 – 这是公司活在社会中的另外一种说法。所以管理者的决策是否有效不仅取决于他对公司问题的理解，还取决于他是否了解大众对于他的问题的态度。因此，公众关系计划是为公司总部，部门经理提供与公众态度和信念相关的知识，以及背后的原因。

Every major decision of a great corporation affects the public somehow, as workers， consumers,citizens; hence the public will react consciously or subconsciously to every move the company makes. On this reaction depends, however, the effectiveness of thecompany’s decision - simply another way of saying that any corporation lives in society. Hence, the effectiveness of the executive’s decision depends not only on his understanding the problem of his business but also on his understanding the public attitude towards his problems . Hence the program of public relations is to give both central office and the divisional executives a knowledge of public attitude and beliefs, and an understanding of the reasons behind them.

行动要点：

了解公众对公司决策的反应。了解公众对公司的态度。对此态度进行评估。要认识公众意志决定公司的存亡。

Action Point: understand the public reaction to company decisions. Understand public attitudes towards the firm. And evaluate this attitudes. Recognize that an enterprise exists at the will of the public.