Study On Corporate Goodwill In The Field Of Modern Public Relations

Goodwill is a phenomenon of economy, society, and culture. It is an important invisible property depended by corporate to maintain its long-term competitive power in course of intensive market competition. The more important roles that the invisible property plays among the competition, the more concentration that people pay to it. At present, we have got some academic achievements on corporate goodwill, but we still lack one angle that lies in modern Public Relations to penetrate into the interpretation of it. The developing trend of modern Public Relations asks corporate to mould their identity in the hearts of the related publics. It is also the aims, which corporate are longing for. Meanwhile, the transmit of corporate competitive model form product oriented one to brand oriented one, then to goodwill oriented competition raises a stream of doing business referring to goodwill in the whole society. Double possibility from the angles of theory and reality offers us a piece of idea to study corporate goodwill in the field of modern Public Relations. This article tries to show us the relationship between goodwill and modern Public Relations based on the thorough understanding to the fundamental meaning, nature, and features of corporate goodwill. It also tempts to show one fact that goodwill is a kind of impression and comment that related public have towards corporate, which are built up with hardship and long-term efforts by corporate. Its value lies in the total values of the corporate. This article is divided into three parts.In part one, it mainly deals with the researching backgrounds of corporate goodwill and Public Relations, including reviewer of study on corporate goodwill and present analysis of study on it, the discussion of theoretic and realistic possibility about corporate goodwill in the field of modern Public Relations. At last, based on the statement mentioned above, itmakes a conclusion of the scientific value of this study, and meanwhile offers a thought and ways of study.In part two, it mainly deals with the discussion of corporate goodwill in the modern Public Relations. First of all, it concludes the deeper coronation in modern Public Relations from the angle of analysis about their relations. It also analyzes the essential factors of corporate goodwill based on the classification to the essential factors in views of modern Public Relations. Second, based on statements mentioned above, it shows that roles that corporate goodwill will play in course of corporate competition. Third, it offers various evidences on how to promote corporate goodwill by means of theory of modern Public Relations.In part three, it mainly deals with the modern Public Relations strategies to establish the system of corporate goodwill management. First, it offers three angles including subjective angle, objective angle, and media angle. Second, it provides some modern Public Relations strategies to establish the system of corporate goodwill management, including confidence strategy, communication strategy, and crisis management strategy. Third, it provides some expectation on corporate structure and management models related to corporate goodwill management in to order to adapt to the changes of modern Public Relations.All in all, this article makes clear relationships between corporate goodwill and modern Public Relations in the view of theory through the research of goodwill in modern Public Relations. Meanwhile it also reveals the importance of modern Public Relations in course of fostering, promoting and protecting corporate goodwill. Therefore, it has somewhat theoretic values and practical values.