试论企业公关利用“权威效应”

企业公关借用名人名地或制造令人信服的事实，可以产生“权威效应’。可以增强和提高企业和产品的知名度和美誉度，增强企业产品的市场竞争力．但是导演“权威效应”，必须建立在企业产品的高质量的基础上．利用权威要注意以下问题：其一，必须在市场调研的基础上，客观评价自身实力，维护权威宣传的真实性和客观性；其二，选择名人权威，要在本企业相关区域中的行家里手中着手；不可见名人就搬；其三，要尊重和爱护名人名地的声誉；其四，要标新立异，杜绝平庸，方能产生“轰动效应．”

A Tentative Talk on the Use of Authoritative Effect in Public Relations of Enterprises

By making use of the names of famous persons and places,or presenting certain convincing facts,enterprises may produce an authoritative effect, that is,to enhance and heighten the good reputation and credit of the enterprises and their products, and at the same time to strengthen the competitive force of their products. The achicuement of the authoritative effect however, must be based on the superior quality of the produects Some problems should be paid attention to when authorities are used. First, enterprises must evaluate their actual strength objectively on the basis of the investigation of markets and ensure the truthfulness and objectivity of the propagation of authorities; secondly, it is advisable to make the choice of famous persons whose special fields arc related to the enterprises; thirdly, the good reputation of famous persons showld be respected and protected,finally, it is better to create something new and original and avoid being indifferent so that a stirring effect can be achieved.