舆论环境，企业发展的“X”因素

编者按]在当今竞争激烈的市场经济和错综复杂的商业环境中，影响企业生存和发展的因素越来越多，如人才、技术、资本、市场、管理等等。在传媒业高度发达的现代社会，舆论环境对于企业经营发展的影响作用正显得越来越重要，而且随着信息传播方式的多样化和传播途径的多元化，传播范围广、传播速度快等特点使得舆论环境对于企业影响的不确定性也越来越大，成为可预见性小、可控性差、影响力大的“X”因素。

Public opinion environment:the"X-factor" in the development of enterprises

Under the environments of intense and complicated market economy,there are more and more factors which can affect the survival and development of enterprises,like talents,technology,capital,marketing, management and so on.In the morden society with highly developed media industry,the influence of public opinion environment on the development of enterprises becomes more and more important,and what is more,with the diversification of distributing way,the features of wide disseminating range and fast speed make the public opinion environment’s effect more and more uncertain,which has become an "X-factor" with characteristics of lacking of predictability and controllability but great impact.So how to win a good public opinion environment to strengthen the enterprises’ soft power through effective public relations and dissemination? Compared with all kinds of public relation methods and plans,maybe "opening the door, telling the truth and taking the straight way" are the fundamental way of public opinion environment management.