If the public relations staff of any organization don't know much about the organization, it will be difficult to provide necessary information to the public, win the public's trust and support, and it will be difficult to get the public's true impression and constructive opinions on the organization, let alone effectively carry out public relations and establish a good image of the organization. So, what should public relations personnel know about the organization?
Generally speaking, it is necessary to fully grasp the basic situation of the organization, including its establishment and its past, present and future development trends. Specifically, we need to know the structure of the organization, such as what parts the organization consists of, the relationship between them, the main work and responsibilities of each department, the personnel composition of each department and its personnel structure. Understand the status of the organization, such as the size of the organization, production and operation status, management status, etc. ;
Understand the nature of the organization, whether it is an administrative organization or a public institution, or a state-owned enterprise, a collective enterprise, a Sino-foreign joint venture, a private enterprise, etc. ; Understand the development of the organization, such as the trial production of new products, the implementation of research plans, the renewal of old equipment, etc. Understand the achievements, main problems and current priorities of the organization. Public relations personnel can only work more effectively if they master the information of the organization itself.
Second, collect the information of organizational image.
How will the image of the organization in the public mind affect the future development and change of the organization itself and the realization of the organization's business objectives? Therefore, public relations personnel must pay attention to collecting information about organizational image. Collecting the image information of the organization in the public mind generally includes five aspects:
1. The service image of the organization. Attention should be paid to collecting public opinions on the scope and quality of organizational services. This includes organizing the service attitude and service level before, during and after sale; A sense of responsibility to customers, honesty in giving advice to customers, and so on.
2. Organize the image of employees. Attention should be paid to collecting the public's comments on the employees of the organization, such as the overall level of employees' work ability, moral cultivation, educational level and service attitude. Because the operation of an organization must be operated by employees, their image is actually a mirror of the organizational image. Therefore, public evaluation of employees is an important aspect of organizational image evaluation.
3. The image of the leading organization. Attention should be paid to collecting the public's views and opinions on organizational leadership, such as whether the organization is sound, whether the operation is flexible, whether the personnel are capable, whether the leadership structure is scientific, whether the leader's ability and innovation consciousness are strong, whether the non-power influence and credibility are high, how efficient the work is, and how perfect it is.
As the leading organization is the command center of the organization, its status directly determines the effectiveness of the organization. Therefore, the public's evaluation of it often reflects the evaluation attitude of the society to the organizational image to a certain extent.
4. The management image of the organization. Attention should be paid to collecting the public's evaluation of the organization and management level, such as whether the decision is in line with social reality, whether the production and labor organization is appropriate, whether the production plan is scientific and perfect, whether the rhythm of each production link is tight and tight, whether the employment is appropriate, whether the internal division of labor is reasonable, whether the appointment method is scientific, and whether it embodies meritocracy, meritocracy and merit-based recruitment;
Whether the market information is accurate and timely, and whether it is sensitive to market changes. Because the level of organizational management directly affects product development and sales, service quality and market competitiveness, this information reflects the basic attitude of the public towards organizational image.
5. The product image of the organization. Products are the most important combination point between organizations and consumers, and also the fundamental driving force for the survival and development of organizations. If an organization's products are favored in the market, the public's goodwill towards the organization will increase accordingly, and the organization will occupy the market more smoothly. Therefore, public relations personnel must pay attention to collecting the image and reputation of the organization's products in the eyes of the public, especially users.
Generally speaking, the public is particularly sensitive to major qualitative changes such as the price, performance, quality and use of products, and the quality of the reaction directly determines the sales of products and the survival of organizations. The information of the public's evaluation of the advantages and disadvantages of products and suggestions for improvement is the key for organizations to adapt to the market and seek development in the competition. These are all product image information that public relations personnel must pay close attention to.
Extended data:
The significance of enterprise organizational structure;
Enterprise organizational structure management and organizational reengineering are of great significance. The story of "three monks have no water to eat" is well known, and the story of "three heads are better than one Zhuge Liang" is also rumored. Actually, this is the effect of organizational structure management.
Whether an enterprise is excellent or not, whether it can live a long life, lies not in how great the leader is, but in whether the organizational structure of the enterprise can enable ordinary employees to create great achievements through extraordinary efforts; Otherwise, excellent employees will only make ordinary achievements. So, what caused these two completely different combination effects?
Or, why "the whole may be greater than the sum of its parts" or vice versa? The fundamental reason is that different organizational structures and different combinations of elements lead to different coordination or synergy between elements.
If the organizational structure is well managed, it can form the convergence and amplification effect of the overall strength. Otherwise, it is easy to appear "loose sand" and even cause a "throbbing" situation in which forces cancel each other out. Perhaps it is based on this effect that people often regard "organization" as the "fourth major factor" that pays equal attention to the three major factors of production: people, money and things.
It is in this sense that Carnegie, the American steel magnate, said, "Take away all my factories, equipment, markets and funds, but as long as people in companies and organizations are still there, I will still be the steel magnate in four years." From this, it is not difficult to see the importance of organizational structure management and organizational work.
In recent years, the attention to the competitive advantage of enterprises began to focus on the internal structure and behavior of organizations. Some research institutions have suggested that the core of enterprise competitiveness and competitive advantage does not depend on having specific organizational resources or capabilities, which may usually be imitated or purchased by other companies.
The research of Bert Consulting also points out that the competitive advantage comes from the internal operating mechanism of the organization, which ensures the coordination of different aspects of enterprise management, such as its market scope, its skills, resources and procedures.
An enterprise can be regarded as a system, in which its constituent elements are interdependent and all elements must be coordinated in the market. It is the complex and vague complementary relationship of these elements and the ability and implementation degree of organizing and coordinating strategic objectives that endow enterprises with some special abilities that are difficult to imitate completely and form the source of organizational competitive advantage.
Baidu Encyclopedia-Enterprise Organizational Structure
Baidu encyclopedia-organization information