Connotation of public relations: (1) The art of shaping organizational image, with emphasis on 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"; And (3) the definition of public relations, 1. The original attribute of public relations is that social organizations constitute its living environment and influence. 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, intermediary and object: the purpose of 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: a person who specializes in the investigation, consultation, planning and implementation of public information dissemination, relationship coordination and organizational image affairs. 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 organizations to create a new situation in public relations. 9. Maintenance-oriented public relations social organizations are used to consolidate a good image when they are developing steadily. 10, aggressive public relations social organizations actively establish and maintain a good image. 1 1, defensive public relations social organizations adopt a public relations activity mode to prevent their own public relations imbalance. V. Public relations communication (focusing on the original theory of public relations and the principle of public relations communication 5B) Combination point: Public relations communication is whether the direction of public relations communication is correct or not, depending 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 bound to cause certain doubts. How can we be calm and turn crisis into opportunity? Everything is established in advance, and it is abolished if it is not foreseen. In order to truly guide public opinion in the predetermined direction and make everything under control, we must find protection points at all levels and links in advance, do a good job in crisis management, and be a bodyguard and escort of public relations communication.
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