Public Relations And Communication’s Application In Multinational Corporations,the Difficult Facing And Possible Solution

Since2008, the heavy industry international company like Siemens&Alstom’s finance report shows that their sales and profit start to drop deeply due to the effection from financial crisis2008. At the end of2014, Alstom sold its energy business. And at the beginning of2015, Siemens announced that7800employees will be involved in mass layoff.All of these show that: the operation and marketing circumstance has been changed. The traditional management model and communication way couldn’t meet current new needs. On the other hand, following the globalization and marketing’s spread, higher requirements are needed on communication, especially on internal communication, information exchange and cooperation. Furthermore, the multinational corporations’ further development relay on the power of communication. Communication could be helpful on products, technology, and assets’transition under different cultures.All the facts shows that the communication getting more and more important in multinational corporations. Currently, there are some multinational corporations’communication needs to be changed or reformed. In order to solve this problem, this article is working on study the strategy and operation system on public relations&communication for heavy industry international company. The characters of multinational corporations and communication theories will be respected as well during the study. Meanwhile, the questionnaire will be dispatched in order to figure out the difficulties which they are facing under the current operation marketing situation. The suggested solution will be provided based on the analysis from the company study like Alstom.