Financial public relations refers to a series of public relations promotion activities carried out by enterprises in order to seek and maintain their specific image and value orientation in the eyes of investors in the capital market and those who have important influence on investors, so as to enhance investors' confidence in holding shares and make their stock prices match the real value of listed companies.
The concept of "financial public relations" is being accepted by more and more enterprises in China. In the era of high competition, attention and capital change, they need to strengthen financial public relations and the scientific and technological content of high-tech enterprises more than any previous listed sector. It is precisely because this concept is not easily understood by the market, it is even more necessary to strengthen the dissemination of its industry background, scientific and technological knowledge and market application value.
What is the value of financial public relations?
1. Create a benign financial relationship in the capital market.
Capital market is a financial market for securities financing and medium and long-term capital lending, including stock market, bond market, fund market and medium and long-term credit market. Financial relationship refers to the relationship between enterprises and government departments, financial institutions and investors in the process of shareholding system reform, listing and refinancing in the capital market.
Financial public relations can promote the benign development of financial relations, enable business entities in the capital market to effectively win the public's understanding, trust and support for their own survival and development by various means, and help institutions with financial relations to fully obtain endogenous information (including advantages and disadvantages in terms of technical strength, equipment conditions, management level, personnel quality, product quality, price level, channel circulation, promotion means, etc.). Assist institutions to obtain external information in time (including world situation, current situation and development trend, countries) ), so that institutions can effectively use internal and external resources, adapt to social changes, and form a flexible, United and coordinated business environment. What financial public relations do is to carry out targeted and focused public relations activities according to the priorities of financial relations faced by enterprises at different stages, with the aim of ensuring the smooth operation of enterprises in restructuring, listing and refinancing and stabilizing their good image and stock price in the capital market.
2. Strengthen the management function of capital market operators.
The operational strength of an organization is the concrete embodiment of its competitiveness. Operational strength includes not only the strength of hard resources such as financial resources and material resources, but also the strength of soft resources such as modern management consciousness and professional management ability. This soft resource strength is the expression of the most creative management methods, strategies and skills of operators, and it is an indispensable and important part of any modern commercial activities. The introduction of financial public relations has enhanced the strength of organizational soft resources.
Financial public relations is the "eyes and ears" of organizing business activities. Through public opinion surveys, social surveys, discussions, interviews, data analysis and other means in the capital market, we will collect information on the changes and development trends of social environment related to institutions, put forward scientific public relations suggestions and programs, and establish a smooth information communication channel among investors, the public and institutions.
3. Financial public relations is the mouthpiece of organizing business activities.
If the function of financial public relations is to collect information and monitor the environment, it is mainly to input the relevant information of the environment into the business decision-making and business practice of the organization. Then, planning, dissemination and publicity is to export the relevant information of the organization to the environment, which is the basic content of public relations activities. Influenced by the characteristics of socialized mass production in modern society, an organization can only have a broader space for survival and development if it is widely supported by society. Institutions should be good at dealing with all kinds of investors and strive for sympathy and support from all forces, so they should strive to enhance mutual understanding. The good image and reputation of an organization, its internal quality and external signs should be widely circulated. Simply put, no matter how good an asset is, if it is not known and trusted, it will not be a financier admired by the public. The basic job of financial public relations is to convey the information that the organization wants the public to obtain accurately to the public. As the "mouthpiece" of an organization, financial public relations conveys its own decisions, opinions, measures and other related information through various means of communication, such as news propaganda, organizational self-promotion, advertising propaganda and social communication. And fully explain the above information, guide the public to understand and accept, so as to effectively expand the influence.
4. Financial public relations is a "think tank" for organizing business activities.
The high-speed modern society has brought the ever-changing problems of knowledge, technology and demand. If an organization wants to take the initiative, it can no longer rely solely on the personal experience of leaders or a few people "think hard" to make decisions, because this decision-making model can no longer adapt to today's complex and changeable business environment. Modern management is an integrated process, which requires professionals from all walks of life to provide various consulting suggestions according to the specific situation of the organization.
Financial public relations has a series of professional knowledge and skills. Through extensive contact and communication with the public, it provides information and suggestions for the decision makers and functional departments of the organization to solve practical problems from the perspective of "bystander". The special position of financial public relations determines that it can find problems at any time according to the public's criticisms and suggestions to the organization, which provides scientific basis for the organization to make correct decisions and also provides reference opinions for the organization to revise its original principles and policies.
5. Financial public relations is the "lubricant" for organizing business activities.
The establishment of a good image of each subject in the capital market is not spontaneous, but can only be formed through the unremitting efforts of all participants. However, the Organization's efforts cannot be smooth sailing. Harmony and unity within the organization and coordination outside the organization require full communication and coordination inside and outside the organization. An important function of financial public relations is to act as a "lubricant", coordinate the relationship between the organization and all kinds of public, solve all kinds of contradictions and conflicts, make friends, spread information and communicate in two directions. Financial public relations uses modern means of information dissemination, including language, words, expressions, behaviors and mass media, to promote purposeful ideological and emotional exchanges between institutions and relevant public and investors, and form a benign financial relationship network with society, thus winning more understanding and support.
What does financial public relations do?
1. Responsible for organizing all kinds of roadshows and salon activities organized by the company as a whole.
2, according to the company's instructions, to carry out customer contact, communication, appointments, visits to listed companies and other work.
3. Actively pay attention to the domestic capital market dynamics and find customers with potential needs in time.
4. According to the customer's demand, put forward guiding opinions on the writing of relevant schemes and assist in their completion.
5. Track various activities of the financial industry and collect the latest information of the industry.
6. Communicate and cooperate with securities, banks, funds, insurance and other relevant institutions to obtain information on potential investment projects.