经济全球化背景下，越来越多的央企开展海外业务运营。面对复杂多变的舆论环境，央企有必要系统性开展海外公共关系，提高海外传播力，进而提升形象。本文以格鲁尼格的卓越公关理论为框架，以央企为研究对象，主要探讨两个问题：其一为央企所采用的公关模式有何特点，其二为央企的公关模式如何影响央企的海外传播力。研究结果显示，沟通方向是划分央企公关模式的重要标准，采用双向沟通的公关模式可以提升海外传播力，但是，相比组织规模和央企属性，公关模式尚未构成影响央企海外传播力的关键因素。

With economic globalization, more and more Chinese state-owned enterprises establish overseas presence. In a more complex environment, state-owned enterprises find it crucial to launch public relations campaigns to improve their international images. Under the framework of Excellence Theory, this study attempts to examine the characteristics of public relation models of state-owned enterprises and the relationship between the public relations model and international communication effectiveness. The results suggest that one-way/two-way communication distinguishes the public relations models of state-owned enterprises. Two-way communication has a positive influence on international communication effectiveness. However, compared with organizational size and the nature of the state-owned enterprises, the public relations model does not independently explain the variance in international communication effectiveness.