改革开放以来,中国的企业慢慢开始具备了市场意识,其营运与观念越来越现代化、国际规范化。生存与发展的巨大压力,国内与国际经济的双重竞争,使中国的企业家逐渐认识到“运筹帷幄”的无比魅力和巨大价值。于是乎“公关策划”在神州大地兴起。正如日本一些企业家提出的:“没有策划,就没有企业。”但近年来,随着一批名噪一时的企业消声匿迹,一些人不禁要问:“难道公关策划不灵了吗?”事实上,公关策划并不能包治百病。一个成功的企业家不会因有策划专家的指点便高枕无忧。因为策划并非只是策划者的事。成功的公关策划是离不开决策者的参与和组织的合作的。长期以来,我国企业处于以行政指令为主的经济体制下运 Since the reform and opening up, Chinese companies have gradually begun to possess market awareness, and their operations and concepts have become more modern and international. The tremendous pressure of survival and development, and the dual competition between domestic and international economies, have enabled Chinese entrepreneurs to gradually realize the incomparable charm and great value of “strategy”. As a result, “PR planning ” rises in the land of China. As some Japanese entrepreneurs put it: “If there is no plan, there will be no enterprise.” But in recent years, with a group of famous enterprises disappeared, some people could not help but ask: “Is public relations planning ineffective? ?” In fact, public relations planning does not cure all diseases. A successful entrepreneur will not rest easy with the advice of the planning experts. Because planning is not just a matter of planners. Successful PR planning is inseparable from the participation of decision makers and the cooperation of organizations. For a long time, Chinese enterprises have been transported under the economic system based on administrative directives.