2. The explanation of public relations as a behavior: Public relations is the science and art that social organizations influence the public by communicating, shaping their images, balancing their interests, coordinating their relations, optimizing their social and psychological environment in order to survive and develop.
3. The specific work content of public relations: Many people understand that public relations is always considered to accompany drinking, eating, going through the back door and pulling relationships. In fact, this is a narrow or even distorted public relations behavior. In fact, in a broad sense, the work content of public relations should be determined from the definition of public relations behavior, the shaping of image, the balance of interests, the coordination of relations and the influence on the public. Broadly speaking, from this definition, advertisers, negotiators and image spokespersons have all extended to the profession of public relations.
For example, once aspirin produced by a very famous pharmaceutical company in the United States had problems in clinical medical use, resulting in the death of patients. After this incident was reported by the media, the company's market share plummeted, so the company immediately launched a long and massive public relations campaign, 1. First of all, they asked the authoritative organization to conduct a comprehensive investigation of this medical accident and get an accident report. Finally, it is concluded that the accident was caused by the doctor's irregular dosage. They immediately issued announcements and accident reports through various print, radio and television media to clarify the whole accident. 2. Publicize in the media that the company has produced representative drugs with far-reaching influence at sea. 3. Reduce the price of all drugs under the company. After a period of hard work, the trust of the company brand among consumers has risen to the level of unexpected money, thus eliminating a public relations crisis. This series of activities can be collectively called public relations activities.
Do you know what public relations is now? Simply put, public relations is to maintain brand and trust.
Question 2: What is public relations? The connotation of professional public relations: (1) the art of shaping organizational image, paying attention to innovation and ingenious conception; (2) management science, focusing on people's hearts; (3) the management philosophy of seeking unity internally and development externally; (4) Intangible assets are a means of "soft competition"; (3) The definition of public relations. The original attribute of public relations is social organization. 2. Comprehensive function defines public relations as the science and art that social organizations communicate, shape images, balance interests, coordinate relations, optimize social psychological environment and influence the public in order to survive and develop. (1) public relations consists of three elements: communication social organization-social public communication: the core work of subject and intermediary object: shaping organizational image and coordinating interests; the scope of organizational survival and development; the psychological environment of organizational survival 1. Definition of extension attribute (omitted) ① refers to public relations activities ② public relations occupation ③ public relations science ④ public relations consciousness (concept) The definition of public relations occupation by the Ministry of Labor and Social Security: specializing in organization. The basic characteristics of public relations: (1) taking the public as the object; (2) for the purpose of credibility; (3) the principle of reciprocity; (4) long-term orientation; (5) take honesty as the creed; (6) communication as a means; Public relations includes three elements: social organization, public and communication. Public relations refers to the communication of social organizations through communication, image-building, interest balance and relationship coordination. The classification of public relations is 1. Communicative public relations carries out public relations work in interpersonal communication. Its way is group communication and personal communication, which is the most widely used. 2. Publicity and public relations use mass media and internal communication methods to carry out publicity work and establish a good organizational image. 3. Types of tactical public relations activities 4. Social public relations organizations use various social, public welfare and sponsorship activities to create a good organizational image. 5. Service-oriented public relations take providing quality services as the main means. The purpose is to gain social understanding and praise with practical actions and establish a good image of oneself. 6. Crisis-oriented public relations Under the influence of media environment and industry environment, corporate crisis is inevitable. Crisis-type public-private relationship aims to help enterprises solve crisis public relations problems. 7. Consulting public-private relationship focuses on collecting social information and understanding public opinion. Provide consultation for the management decision of the organization. 8. Constructive public relations refers to the efforts made by the organization to create a new situation. 9. Maintenance-oriented public relations social organizations are used to consolidate a good image when developing steadily. Offensive public relations social organizations actively establish and maintain a good image, and defensive public relations social organizations adopt a public relations activity mode to prevent their own public relations imbalance. 18116.88618681116 V. Public relations communication (emphasis: original theory of public relations, 5B principle of public relations communication) Whether the direction of public relations communication is correct depends on whether it conforms to the brand personality; Whether public relations communication is effective or not depends on whether the core connotation of the brand is excavated and whether the strongest combination point with the brand is found. Otherwise, it will be counterproductive, fail to achieve the purpose of communication and cause damage to the brand. Stop supporting point: brand building is not a castle in the air, and public relations communication is not groundless. All communications must be supported by landing measures. Highlight: How can we get twice the result with half the effort? There must be bright spots, which can attract public attention and excite the media. Why did Huang Jianxiang become one of the hottest star hosts? Because of his howling in the World Cup commentary. Boiling point: Even if water is heated to 99 degrees, it is not boiled water unless it is heated to 100 degrees. Just like public relations communication, it is necessary to ensure enough communication volume to achieve the expected communication effect. Bodyguard protection point: In the era of media diversification and "grassroots media", while attracting attention in the process of public relations communication, it is inevitable that ...
Question 3: What are the crisis public relations processing procedures? 1. Confirmation and evaluation of crisis
At the beginning of a crisis, it is often the best time to deal with crisis public relations. If it worsens further, it may enter an endless and continuous stage, or even a fierce stage of the crisis, which will eventually lead to the bankruptcy of enterprises. Faced with fleeting opportunities and imminent moments, it is imperative for enterprises to start the work of the crisis management leading group at the first time. (Cool Beauty Network) will be the core of enterprise crisis management, coordinating and commanding, and comprehensively grasping. If the enterprise has never established such a management team, it should quickly mobilize the human resources of the enterprise, set up a crisis public relations handling team composed of senior managers, relevant functional departments and even external experts, and set up a crisis control center as appropriate to clearly define the division of responsibilities, corresponding rights and communication channels among the members of the crisis public relations handling team. After the establishment of the crisis public relations team, the relevant responsible person went to the scene to understand all aspects of the crisis by collecting information, further confirmed the nature and causes of the crisis, and understood the detailed process of the crisis. Understand the victims and victims of the crisis. To form a correct understanding of the crisis. Once the crisis is confirmed, the crisis public relations team must make a preliminary evaluation and decision on the development trend of the crisis, the possible impact and consequences on the enterprise, the countermeasures that the enterprise can and can take, the handling policy of the crisis, and the guarantee of personnel and resources in the shortest time.
2. Crisis diagnosis
Crisis diagnosis is a process that enterprises explore the specific causes of the crisis according to the investigation and evaluation of the crisis. In times of crisis, the resources available are very limited. Enterprises need to judge the real source of crisis through crisis diagnosis, and take different measures for different degrees of crisis. The diagnosis of crisis needs to be analyzed by professional public opinion monitoring system, find out the reasons, and then prescribe the right medicine. Usually, the root causes of enterprise crisis are external and internal. The external cause of crisis refers to the related risk factors threatened by external crises such as economic depression, natural disasters and infectious diseases, which have a wide range of hazards and relatively direct root causes, and belong to the uncontrollable category of enterprises. The internal cause of the crisis is the related harmful factors that lead enterprises to fall into business difficulties due to poor management. Influenced by people's subjective initiative, the root of the crisis is complicated, but it belongs to the controllable category of enterprises. According to the characteristics of external and internal causes of crisis, enterprise crisis should mainly diagnose the internal causes of crisis and analyze various causes of crisis. By combing the relationship between crisis events and crisis causes, it provides a basis for formulating crisis public relations treatment strategies in the next step.
3. Confirm the crisis public relations treatment plan
The chief commander of enterprise crisis public relations should give full play to the highest comprehensive combat effectiveness of the team and choose a more suitable scheme from feasible schemes. If we can draw up various action plans to solve the crisis according to the crisis management period, we can choose one of them and announce its implementation, which is the most ideal state. However, in case the enterprise fails to take preventive measures for crisis management in advance, which is a common problem of small and medium-sized enterprises with insufficient resources, enterprise managers should personally lead the heads of relevant departments to take command in the front line, discuss how to deal with it on the spot, and immediately practice the action plan. In the process of crisis decision-making before choosing a scheme, we should list various schemes according to the evaluation results and diagnosis results, weigh the advantages and disadvantages of each scheme and choose one from them. Brainstorming method and decision tree method are better in the process of scheme selection, because this logical judgment method takes into account each action scheme and its consequences. It is worth noting that even in an emergency, we should not give up the aforementioned process of evaluation, diagnosis, debate and scheme selection, but we can shorten the time as much as possible.
4. Organize and concentrate on the implementation of the treatment plan.
This is the central link of crisis public relations. The public and public opinion should not only look at the enterprise's declaration, but also look at the enterprise's actions. Because the resources and time for crisis response are limited. If the strength is used evenly, there may be a phenomenon of paying attention to one thing and losing the other, or failing to grasp the main contradiction in the crisis and causing great losses. Therefore, the crisis should be divided into major actions and minor actions. Through the early crisis assessment and crisis diagnosis, find out the main crisis or the focus of the crisis, solve the problems with great harm and timeliness first, and then start to solve other problems. This kind of crisis public relations treatment is effective. When a crisis occurs, enterprises must act immediately and deal with it seriously. In the process of crisis public relations, if enterprises can follow the general principles of crisis public relations and follow the principles and measures of crisis public relations step by step, not only will the crisis be ...
Question 4: What exactly is public relations? What's your main job? Professional understanding is that PR is PR-PR. Generally speaking, the image of an enterprise or a group in the public social environment can be reduced or expanded to a public figure or even a country, or an alliance of countries, such as the European Union. These groups and individuals identify an image for everyone on a larger scale. This image is often transmitted to these enterprise groups through mass media, including group behavior and representative individual behavior, such as the words and deeds of a leader, making reports, making various soft articles, advertising, even donations, various activities and so on. Including when a crisis occurs, such as a crisis of trust, when there is a crisis, people who do public relations will respond and give countermeasures.
Example: For example, there is something wrong with a company's products. For example, some Japanese automobile or electric appliance manufacturers have quality problems in their products sold in Chinese mainland, but they refuse to give appropriate compensation or take remedial measures. It is reported that consumers can get good compensation for the same quality problems in the United States-in this case, enterprises will encounter a serious public relations crisis, and things that they can't handle well will lead to negative news and so on. The people who deal with these image problems are public relations personnel.
For another example, if a company donates money to a disaster area, or donates money to build a school for out-of-school children, its help and concern for vulnerable groups will have a good impact on the company's image if it is exposed in the media. This kind of exposure effect will even be much more than directly talking about the company's products, even much stronger than the advertisement for more than ten seconds, and it will not be more expensive than that ~ ~ This behavior is also a kind of public relations behavior.
Modern public relations personnel often work together with the media, journalists and advertising departments in order to achieve better results. If you find a lot of positive news about an enterprise in the media, it is likely that the public relations department of this enterprise is very strong, or that the reporter has taken a lot of kickbacks. Such news is called soft text.
Question 5: What does PR do every day? Public relations is the bridge between enterprises and media, and it is the throat of enterprises. The purpose is to tell the audience what the enterprise wants to convey, so as to enhance the brand image and promote the sales of single products.
The skill of public relations is unspeakable, but the means of public relations can be quantified. In a big way, you should give full play to your creativity, plan an activity for your customers and implement it. From a small point of view, writing press releases, in-depth manuscripts, planning interviews with people and maintaining corporate media exposure are all means.
Public relations companies, namely public relations companies, are composed of professional public relations experts and various public relations personnel. It is an information, knowledge and communication service organization that provides public relations consultation for social organizations or accepts entrustment to carry out public relations activities for customers. Public relations company is an independent public relations service organization such as public relations consulting company, public relations consulting company, public relations firm and public relations service company.
The business scope of public relations companies includes:
Consultation diagnosis
Contact and communication
gather information
news agency
Advertising agency
introduce the product
Conference services
Planning activities
Concierge service
Printing production
Audio-visual production
Training services
Question 6: What is the essence of workplace public relations? Official explanation: A public relations company is a professional company that organizes effective public relations planning, public relations activities and writes/publishes public relations manuscripts by fully understanding the communication demands of enterprises (organizations) and analyzing the combination of corporate communication goals and media demands on the basis of in-depth understanding of different media values, editing styles and operational details.
So specific to the work content, generally includes the following categories:
1. Media monitoring: according to the needs of enterprises, monitoring, collecting and statistically analyzing the communication status of themselves, comparable companies and industries, that is, monitoring their media environment.
2. Crisis public relations: In view of the possible and existing negative news of public opinion, formulate corresponding media countermeasures and mechanisms to minimize its impact on the company's business development.
3. Daily communication: according to the communication needs of enterprises, plan, organize and write public relations manuscripts for a certain period, and spread, publish, track, feedback and collect them in designated media to create a good public opinion environment for enterprises. Of course, with the ever-changing communication needs of enterprises, there are more and more communication methods and richer contents.
4. Daily meetings: Do some meetings for enterprises, such as the planning, organization, implementation and dissemination of press conferences, industry seminars, corporate interviews, dealer meetings and other related public relations activities.
The above are some general work contents. In fact, I am not engaged in traditional public relations. Public relations is a big industry, with many subdivisions, but there are * * * commonalities in communication functions.
In fact, in the final analysis, it is one-sided for your company to locate the workplace scope of its employees in its internal departments.
Question 7: What does a public relations company do? What are the main positions? It depends on what kind. Have formal public relations. Formal public relations is to help a company or something else to make suggestions and get certain benefits. Informal is a hotel girl or something.
Question 8: What is the main content of public relations? I really can't elaborate on this. Different industries, departments, products, etc. , the specific work content will be different.
The most important thing is to get customers or buyers. Accept orders alone or with other colleagues in the department,
Question 9: What is the first lifeline of crisis public relations? Reprint the following information for your reference.
The implementation of crisis public relations includes three steps: crisis prevention, crisis diagnosis and crisis handling.
I. Crisis diagnosis
In the past, what we lacked in crisis public relations was the analysis and diagnosis of the crisis. In the theory of crisis trauma, Mr. Li Hua proposed the ――STR crisis diagnosis model for the first time. The first step of crisis diagnosis is to find out the nature of what happened in Chu, that is, the situation. 1. According to the theory of crisis trauma, events that cause trauma to the public are called crises. 2. A negative event that does not cause trauma to the public but attracts public attention is called a scandal. 3. A negative event that does not attract public attention but causes harm to others is called an accident. According to the theory of crisis trauma, crisis, because of events that have caused trauma to the public, will lead to changes in the public's attitude and impression of you. Scandal, because it has not caused trauma to the public, will only bring about the "polarization" of the public's attitude and impression of you-that is, people who like you like you more, and people who hate you hate you more. The accident will not affect the public's attitude and impression until it attracts public attention; However, if it is not handled properly and causes public concern, it may escalate into a crisis, leading to changes in public attitudes and impressions. When dealing with scandals, the principle is "don't hurt the public". As long as it doesn't turn into a crisis, the scandal can bring about the promotion of loyalty! Therefore, some enterprises, especially stars, will deliberately create scandals to speculate! In handling accidents, the principle is to "follow the rules and avoid disputes" to prevent disputes from escalating into crises; Among them, rules refer to the rules that everyone agrees and forms a consensus, rather than the rules unilaterally formulated and promulgated by enterprises. (Aoki Masahiko, a famous Japanese economist, defines rules as "shared belief", which means "* * * shared belief" and "* * * know"). The second step of crisis diagnosis is to analyze the trauma caused by the crisis to the public, that is, trauma. 1, public cost. What kind of price the crisis may cost the public and how high the replacement cost is. Whether it is life and health, or property damage, and so on. 2. Degree of public participation. How many people have been affected by the crisis? How deep is the impact? That is how close the crisis is to you. 3. The degree of public concern. Are you most concerned about the impact of the crisis on you, or do you care and care? The third step of crisis diagnosis is to judge how much threat the crisis will pose to yourself, that is, risk. 1, expected gap. The outside world doubts whether it will point to the place where the outside world has the highest expectations and we value it most, that is, the place where the expectation gap is the biggest. For example, the health problems of McDonald's. 2. Relevance. Whether it will lead to suspicion of other places, similar to medical infection. For example, the railway dispatching signal system, if there is a problem in one place, it will make everyone feel that the signal systems in other places are unsafe; The bus accident in expressway won't make people think that other roads or buses will also have accidents. 3. sensitive. Whether it is a sensitive issue or a sensitive group. For example, food safety is a sensitive issue in China in recent years; Urban management, officials, rich second generation and official second generation are all sensitive people. Step 4 resist. In the past, the public had a good impression and the ability to resist the impact of the crisis was stronger. For example, idol-level enterprises such as Apple are less affected by the crisis.
Second, crisis management.
The theory of crisis trauma points out that the guiding principle of dealing with crisis is "not for the people" because crisis is a change of public attitude and impression on us. The events that led to the crisis will always pass, but the public's attitude and impression of us will always exist. So crisis public relations is actually looking at people, not talking about things. Therefore, the crisis public relations practice of concealing the facts or reversing black and white can make things "very happy", but it will not bring any help to the real crisis-the change of public attitude and impression on us, but will be very harmful. The specific steps of crisis management are as follows: first, we must establish trust, which is the foundation of crisis public relations! Just like if patients don't trust doctors, even the best doctors can't cure them. The most important thing to heal the wounds of the public is to build trust. Without trust, all the efforts behind are in vain, and crisis public relations is also a failure! Ninety-nine percent of the public's trust in you comes from your first reaction after the crisis. Because we are all based on other people's after-the-fact decisions ... >>
Question 10: What does a public relations specialist do? Is the county TV station bad? I don't know what you are doing at the TV station.
However, the state-owned enterprises you mentioned are well-known e-commerce, and there are not many e-commerce with China prefix. Is the net I bought COFCO?
The editors of e-commerce companies are different from those of TV stations and newspapers. Simply put, it is network editing. Make up some articles and send them to the company website or other extranet every day. If the foreign language is good and there are some technical elements in it, Chinese online editing is meaningless. No matter how hard you try, your writing strength will not improve. There are too many naval forces on the internet now, and their work is similar, that is, posting, but they are not particular and not up to grade. The way out for being a network editor is probably to switch to network promotion. To say that you are more suitable to be a public relations specialist actually means that since you have worked in a TV station, it is a bit wasteful for you to be a network editor. Your media channel allows you to do media liaison work.
Public relations specialist, better than editorial position. The position of public relations specialist in this company is probably similar to the administrative position in charge of external relations. There should be little need to go out for entertainment, and work is generally solved by telephone, email and instant tools (QQ, MSN, etc.). ), and it does not rule out the need to go out several times. For example, people with media experience need to publish newspapers, interview journalists and do special topics. But the main job should be to contact various media websites for promotion, or to deal with the negative news of the company online and offline, and so on. The level is higher than that of editing.
But neither an editor nor a public relations specialist is a core business position of an e-commerce company. I wonder what your e-commerce company does. It is better for general e-commerce companies to do technology or direct business, and then human resources.
Whether this career has a future. . I can only say that it depends on how you get along personally. To be a good editor, you must go to newspapers, magazines and periodicals. If you want to have a good relationship with the public, you need to have strong contacts, or have a * * * background or media background. You can consider going to a special public relations company or a large state-owned enterprise. There, the relationship between the public and the public is a core position.
Having said that, if you don't score, give me the best. Help me.