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広報マニュアル:knowledge(01

Sec.1広報という仕事


私たち企業を取り巻く社会の動きや事業環境は、この数年でグローバル化やコモディティー化により急激に変化し、多様化・複雑化しています。'94年に成立した製造物責任(PL)法、'00年の消費者契約法など民事や裁判のルールが整備され、CSR(企業の社会的責任)や人権意識・市民意識の高まりなどから、消費者や報道機関をはじめとする社会の目は、以前とは比較にならないほど厳しくなっており、企業の展開している事業ばかりではなく、その企業体質をも判断する基準としています。

こうした状況の中、企業がその存在を社会に受け入れてもらい、活力ある未来を造り出していくためには、社会とのコミュニケーションの重要度が増大しています。この企業と社会とのコミュニケーションの基本にあるのが広報活動です。企業にとってこの先、発展・躍進していくためには、従来にも増して地域社会ばかりではなく、社会全般の理解と協力を獲得し、ファンを増やしていく事が必要不可欠であり、企業の顔として広報活動の重要性がますます増していると言えるでしょう。

では、具体的にどう考えるべきなのか。私たちの提供するサービスを利用していただくお客様、社会とのコミュニケーシニョンを説明するには難しい言葉はいりません。私たちのこの企業を、一個人・企業市民として捉え、隣人とのコミュニケーションを上手にとり、どうしたら長い間仲良く暮らしていけるかと考えれば、おのずと答えは導き出されてきます。一時期盛んに会社のロゴマークやCI(Corporate identity)といった言葉があふれていましたが、社会から見た我々の企業がどのように見られているか、どのような性格の市民として社会にあるべきかを、時間とお金をかけて企業ブランドを策定したものでした。

"buy meとlove me"広告と広報の違いを端的に表す言葉として有名な言葉ですが、広告は「私を買って」。広報は「私を愛して」。わかりやすいですね、この事から広報という仕事の内容が見えてきます。まず自分をもっと知ってもらうこと。知ってもらった上で再度「love me?」これで no! だとへこみますよね、でもこちらも相手(社会)を愛し、また愛してもらえるように自己を変革していき、社会からも愛してもらう。広報という仕事はこれの繰り返しです。

広報活動の基本は企業と社会の「コミュニケーション」であり、情報の発信ばかりではなく収集を行い、それを経営方針や営業活動に生かす活動です。社員一人ひとりが広報活動を理解し、自分自身も企業の一つの顔であるという自覚を持って日常業務を行い、日頃からお客様・地域社会のニーズに耳を傾ける事が必要です。




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