企业发言人,他们受企业委托,或对外发布信息,或传播企业形象,特别是当企业发生重大危机事件、处于公众关注的焦点时刻,企业发言人发挥其特别功能,在第一时间内统一所有信息通道,在第一时间内发布正确而权威的关键信息,迅速实现有效沟通。目前,在企业的日常事务中,信息及信息的传播媒介不仅不可或缺,而且愈发彰现其重要性,掌握最适当的时机将企业正面的形象与讯息传递给媒体,进而得到正面的曝光是每个企业必修的一课。其次,企业发言人不是一个人或群体,而是一种制度的象征。当今世界许多大企业都在推行这种基本的信息发布制度,这一制度体现的是公开性和透明性,它可以促进我国企业的经营模式由传统封闭型向现代开放式转变,从而加快与国际接轨的步伐。第三,企业因其规模大小、自身发展阶段的不同,对发言人的迫切程度不一,理解不一,设定角色不一,企业由此而产生的沟通行为无不折射出企业所特定的沟通观,在其指导下形成了“企业发言人”的不同模式。第四,由于传播技术和新媒体的根本性发展,企业生存在一个迅速变化的媒介环境中,传播效应无处不在。企业事,无大小,企业发言人策略成为其沟通战略的重要构成。如何“锻造企业发言人”成为企业面临的重大课题。为了满足和激发企业界、公关界等人士对“企业发言人” Enterprise Spokesman, They are entrusted by the enterprise, or external release of information, or dissemination of corporate image, especially when a major crisis occurred in the business, the public focus of the moment, the company spokesman to play its special functions, as soon as possible unified Information channel, the correct and authoritative release of key information within the first time, the rapid realization of effective communication. At present, in the daily affairs of enterprises, the media of information and information is not only indispensable, but also highlights the importance of it. It takes the most appropriate time to pass the positive image and message of the enterprise to the media so as to obtain a positive exposure A compulsory course for every business. Second, corporate spokespersons are not a single person or group, but a symbol of a system. Many large enterprises in the world are promoting this basic system of information release. This system embodies openness and transparency. It can promote the transformation of the business model of our country from the traditional closed-end to the modern open-ended, thus speeding up the cooperation with the international The pace of convergence. Thirdly, due to their different sizes and their different stages of development, enterprises have different degrees of urgency and different understandings on different spokespersons. Different roles have different roles, and the resulting communication behaviors of enterprises all reflect enterprises' specific communication Under its guidance, different modes of “business spokesman” have been formed. Fourthly, due to the fundamental development of communication technologies and new media, enterprises are living in a rapidly changing media environment and the spread effect is everywhere. Business, size, spokesperson strategy has become an important part of their communications strategy. How to “forge business spokesman” has become a major issue facing the enterprise. In order to meet and stimulate the business community, public relations circles and other people on the “business spokesman”