If social organizations want to operate normally, they must know themselves and the real environment in which they operate, especially the public in the real environment, and obtaining a lot of information through public relations is the most effective means to understand themselves and the environment and their relationship.
The environmental information of an organization mainly includes: government legal information and decision-making information, public demand information, public evaluation of product image, public evaluation of organization image and other social information.
Extended data:
Public relations is mainly engaged in the management functions of information dissemination, relationship coordination and image management affairs consultation, planning, implementation and service, including selecting and creating organizational success, reducing the impact of organizational failure and announcing changes;
Similar to the face in China's traditional interpersonal relationship. In the marketing system, public relations is the only tool used by enterprises to build public trust.
The goal of public relations is to win the trust, goodwill, cooperation and support of the public and establish a good overall image. The first principle of public relations communication is authenticity, and the information transmitted should be authentic and not false. Public relations information dissemination should also pay attention to attention, but "attention" is subordinate to authenticity and serves authenticity;
Due to the increasingly detailed division of labor in society, the importance of public relations personnel is increasing, and many colleges and universities have set up public relations to train public relations talents in different fields for the society. The nature of the public relations industry inevitably makes it closely related to the media.
Baidu Encyclopedia-Public Relations