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在社会沟通中,国有企业长期以来习惯于从企业内部角度出发,普遍重工作汇报、重业绩表达、重自我评价,忽视与利益相关方进行利益、价值和情感的全面沟通,以致于企业尽管高度重视对外宣传,但是社会公众的负面印象一直难以消除。当前,以社会责任的视角,努力实现与利益相关方经济利益的相互认同、社会价值的理性认同、情感上的心理认同,即“利益认同、价值认同和情感认同”(以下简称“三个认同”),显得尤为必要和迫切,它将有力地促使企业从传统沟通模式向以价值传播、情感传播、多向互动为特征的现代沟通方式转变。
In social communication, state-owned enterprises have long been accustomed to starting from the internal perspective of enterprises, reporting generally on heavy workloads, expressing heavy performance, valuing themselves with self-evaluation, and neglecting all-round communication of interests, values and emotions with stakeholders. As a result, Emphasis on foreign publicity, but the public negative impression has been difficult to eliminate. At present, from the perspective of social responsibility, efforts are made to achieve mutual recognition of economic interests with stakeholders, rational identification of social values, and emotional psychological approval, that is, “recognition of interests, identification of values and recognition of emotions” (hereinafter referred to as “ Three identities ”), it is especially necessary and urgent that it will force enterprises to change from traditional communication mode to modern communication mode characterized by value communication, emotional communication and multi-directional interaction.