做品牌比做销售更重要。这是很多企业奉守的经营原则。但是在有些行业,由于其本身的特殊性,如何树立品牌成为一个难题。比如烟草行业和本期话题所讨论的医药行业。医药这一关乎国计民生的行业一直受到社会各界的关注,虽然处方药不能在大众媒体上做广告,但众多过分夸大的医药广告、医师与药商之间的“灰色关联”以及部分企业自身的信誉问题,使医药企业面临着社会各界的广泛质疑,甚至引发了席卷全行业的信任危机。在如此严峻的行业大环境中,医药公关如何帮助企业摆脱来自公众的“信任”危机?在医药广告受到严格限制和严厉监管的条件下,公共关系如何帮助企业传播与建立强大的品牌?本刊编辑就“医药公关”这一话题,邀请了三位在医药公关和企业社会责任研究领域有着丰富经验的资深人士,对这一话题进行了深入的探讨与经验交流,现将访谈的精要呈现给读者。 Make a brand more important than doing sales. This is the operating principle of many companies. However, in some industries, because of its own particularity, how to establish a brand becomes a problem. Such as the tobacco industry and the pharmaceutical industry discussed in this issue. Although the prescription medicine can not be advertised in the mass media, many over-exaggerated medical advertisements, the “gray relation” between doctors and drug dealers, and the credibility problems of some enterprises themselves , So that pharmaceutical companies are widely questioned by all sectors of society, and even triggered a crisis of trust across the industry. In such a harsh industry environment, how can pharmaceutical public relations help companies get rid of the “trust” crisis from the public? How can public relations help companies to spread and establish strong brands under the strict restrictions and strict supervision of medical advertisements? The editor invited three veterans with rich experience in the field of pharmaceutical public relations and corporate social responsibility to conduct an in-depth discussion and exchange of experiences on the topic of “pharmaceutical public relations.” Now the essence of the interview is presented To readers.