组织形象的塑造靠的是日积月累的连续性的公关活动,通过公关对组织的多次评判、分析才建立起来。连续性的公关活动的重点在于周密的公关策划,在策划中应将公关活动的独创性、连续性与可行性统一起来,切忌盲目追逐一时的社会热点,炒新闻,一旦商家扬名的目的达到后,后续的公关活动则不了了之,甚至连一些承诺也变成了一纸空文而无法兑现。这样不仅使作为首要公众的公关对象有上当受骗之感,也使其他知情公众对组织产生看法。 Organizational image is shaped by the continuity of public relations activities accumulated over time, through the public relations on the organization’s multiple judgments, analysis was established. Continuous public relations activities focus on well-public relations planning, PR planning activities should be the originality, continuity and feasibility of unification, should not blindly chase a moment of social hot spots, speculation news, once the purpose of business reputation is achieved , Follow-up of public relations activities will be lost, and even some commitments have become a dead letter and can not be honored. This not only deceives the public as a primary public object, but also gives other informed public an opinion of the organization.