Study Of Enterprise Public Relations In The View Of The Internet Communication

With the internet communication technology developing, as well as the scale of net citizen expanding, the internet communication plays a more and more important role in the corporate public relation, Corporate public relations online has become a trend, even to some extent become an important competitive strategy. The popularity of network technology and the continuous expansion of Chinese Internet users, Makes the network more and cause all kinds of public relations concern of corporations, but the network of public relations is not mature enough, so it is necessary to explore the development of enterprise network status and public relations public relations activities to explore the corporate network and the efficiency of the standardization. Network used in the field of public relations, for public relations work with the revolutionary changes, but the organization has not yet fully aware of the media network, the network is not fully used in communication theory of public relations activities of the enterprise network, therefore, through the network communication theory, theory of public relations, integrated marketing communications theory and so on, it is a practical way to find the meaning of the law of the network of public relations and corporate public relations operation of the principle of network. The network has become an important part of public relations, The title refers to the current state of public relations online, combined with the background of the current network transmission, and the development of the network status of their own public relations, found the enterprise network development and public relations problems, giving some solutions to put forward relevant, and hope to a certain extent, to the organization's network of public relations practice to bring theoretical reference value. Empirical research method is used in this paper. Specific studies include quantitative and qualitative research methods specific, mainly qualitative research methods, combination of literature, comparative analysis, the results from previous studies to summarize the theoretical basis of this study. Specially, multidisciplinary and interdisciplinary research methods have been used, because of their behavior and activities of public relations theory contains a variety of components, it is a required for variety of subject knowledge. Currently it is a hot to research public relations online, the purpose of this paper is to achieve network efficiency and public relations goals, including the image of the enterprise network management strategy, in order to make the enterprise network to gradually improve its public relations activities and mature. Firstly, this article carried on to the related network public relation theory has combed briefly, has outlined the integrated marketing communication theory, the internet communication theory and the public relation theory related knowledge and the principle; having given the definition of enterprise network PR, the network of public relations as a means of communication is to network, beyond time and space using the Internet, instant and interactive features, between creation and the target customers the opportunity to interact directly, and for the goal of traditional public relations. The direct cause of the emergence network of public relations internet is the Internet and applications. Enterprise network public relations are the main enterprise network as public relations public relations. Secondly, according to traditional public relation three essential factors (i.e. public relation main body, object and dissemination method), analyzing the current our country network public relation present situation, and also analyzing by the internet communication background, then analyzed the current our country network public relation development present situation; exploring the network of communication and networking enterprises of public relations, then giving its current corporate network public relations problems. Finally, proposed that some related being helpful complete the network public relation in the enterprise the suggestion and the strategy:the innovation and conformity of internet public relation, the website construction and maintenance, the enterprise network image and prestige management, the internet crisis public relations and so on, about viral marketing, social network marketing, network of public relations events, website design and promotion, brand management, reputation management, crisis management and so on. Giving several suggestions, network is essentially a traditional public relations public relations extension of the network environment or development, but the network is different from traditional public relations public relations with special, should pay special attention in its activities is the way of innovation and integration. Because of the net work environment changing rapidly, and new information and communication channels emerging continually, network of public relations should grasp this changing network environment so that network of public relations could correspond to the development of network environment, promote itself's development and achieve the best public relations. Finally, to the prudent to use of public relations network, avoid some of the negative effect of public relations network. Network of public relations, after all, is not a panacea. Not yet mature, just development.