Analysis Of The Corporate Strategic Communication In View Of Public Relations

As an effective internal and external communication tool by corporation, the public relations is closely related with the communication of corporate strategy either theoretically or practically. Through search, sort and multiple-level comparison of the document related with the public relations and the communication of corporate strategy, this paper concluded that in the view of public relations the corporation achieves its strategic communication target by assuming the social responsibility, establishment of corporate identity system & internal and external two-way communication system, and the management of crisis with the help of the related basic theory of public relations. According to different natures and objectives of public relations, the modes of corporate strategic communication are divided into three perspectives, the management of communication, the management of image, and the management of relations. So, it is beneficial for the corporation to implement the theory effectively in the view of public relations from definite the meaning of the communication of strategy by different content and ways and establish the position for the public relations to instruct and join in the reality.By case study, this paper analyzed the implementation of corporate strategy under the background of the reality of Chinese corporations. It is meaningful for the Chinese corporations to resolve the problem of the communication of strategy and to make the position of public relations more clear in the communication of corporate strategy.