This section describes the function of public relations in a narrow sense.
I. Collecting information and monitoring the environment
Public relations should first play the role of collecting information and monitoring the environment, that is, as an organization's early warning system, it can collect information, monitor the environment, feed back public opinion, predict trends and evaluate effects through various investigation and research methods, and help organizations maintain a high degree of sensitivity to the complex and changeable public environment and maintain a dynamic balance between the organization and the whole social environment.
Collecting information is a necessary prerequisite for public relations work. In the information society, information has become a recognized huge resource. Public relations is the information industry. Without collecting information, the relationship between the public and the public will become a cook without rice. Therefore, whether it is internal or external public relations, any planning should start with collecting information, so as to know ourselves and know ourselves. The function of collecting information requires public relations personnel to have information awareness and pay attention to collecting information about the organization at any time.
The so-called monitoring environment refers to observing and predicting the public situation and various social environmental conditions that affect the realization of organizational goals, so that organizations can keep a clear head, keen sense and sensitive response to the development and changes of the environment, thus ensuring the scientific shaping of organizational image and the realization of organizational goals.
(1) Sources of information
The public environment that restricts and affects the survival and development of organizations includes internal public and external public. Therefore, the information needed for public relations work includes two parts: internal information and external information.
1. Endogenous information
Endogenous information mainly refers to information and dynamics from all aspects within the organization. The development of an organization is first restricted and influenced by its internal public objects, including managers, technicians and staff of various departments. They are in the front line of the daily operation of the organization, and their understanding and evaluation of the state and dynamics of people, money, things and things in the organization is important endogenous information.
2. Exogenous information
Exogenous information refers to the information dynamics of the external environment in which the organization is located. The external public objects related to the organization are very extensive and complex, and the relationship between the public and the public needs to establish a wide social information network, pay close attention to all kinds of information and trends of the external public, not only pay attention to the information of the public objects that have been contacted, but also predict the trends of potential public objects that may be related; We should not only pay attention to the public objects with direct interests, but also ignore the public objects with indirect relations. Such as customer needs, partners' views, investors' intentions, competitors' dynamics, government officials' views, media comments, opinion leaders' views and so on. Public relations needs to collect a lot of information from the outside public.
(2) the content of public information
As the information center of an organization, public relations is not limited to the business information directly related to the organization's specialized business, but also includes all-round social information materials such as social politics, economy, culture, science and technology, military affairs and people's feelings.
1. Information related to organizational image
Public relations should first pay attention to all kinds of information related to organizational image evaluation. This information involves the public's impressions, opinions, opinions and attitudes towards the policies, products, behaviors and personnel of the organization.
(1) Product picture information. Product image is the objective basis of organizational image. Only when products are accepted and popular can the value of enterprises be recognized by the society. The public's opinions and comments on products are various, such as quality, performance, function, price, style, packaging, after-sales service and so on.
(2) Organizational image information. The overall image of the organization is also reflected in the public's evaluation of other elements of the organization. For example, the principles and policies of the public to the organization; Work system, procedures and efficiency; Management level; Technical, financial and talent strength; Service quality and standards; Marketing image; Reflection and evaluation of organizational culture and spiritual civilization. Organizations need to adjust and improve themselves according to these assessments.
2. Various social information in the organizational environment
Public relations needs to monitor social changes and trends for organizations, pay attention to the information trends in social politics, economy, culture, science and technology, military affairs, fashion trends, folk customs and hot spots of public opinion, analyze their direct or potential impact on organizations, make full use of favorable factors in the environment, avoid unfavorable factors, and maintain the dynamic balance between organizations and social environment changes.
The information function of public relations is macroscopic and social, which cannot be replaced by other functional departments of the organization.
Second, suggest and participate in decision-making.
This is the most valuable function of public relations, so public relations is also called "consulting industry" and "intelligence industry". 1978 The definition of public relations put forward at the World Public Relations Congress held in Mexico emphasized the functions of consultation and participation in decision-making.
(A) the meaning of the consultation proposal
Public relations consultation and suggestion refers to organizing public relations personnel to provide opinions and suggestions on public relations to decision makers and management departments, so as to make decision-making more scientific and systematic and take care of public interests.
Public relations advice is closely related to information collection. Access to information is a prerequisite for consultation and advice. Without enough information, all advice and suggestions can only be empty talk. Only by providing advice and suggestions to the organization can the collected information give full play to its functions and realize its value.
(two) the main contents of the public relations consulting proposal.
(1) Provide suggestions for the internal principles, policies and actions of the organization, give full play to the five guiding roles of public relations for the organization (see Section II for details), participate in decision-making and set goals that are in line with the development of the organization.
(2) To provide suggestions for the organization's public relations strategy, sales strategy, advertising strategy, CIS strategy and organizational culture strategy, so that the work originally undertaken by several departments can be developed into a system, and a scientific implementation plan can be designated for decision makers' reference.
(3) Predict and consult the development and changes of the organization's living environment, so that the decision-makers of the organization have a set or even several sets of plans to adapt to these changes.
(3) the form of the consultation proposal
1. Establishment of consulting service department
The consulting service department is the think tank of the organization, and its main task is to provide various consulting suggestions to the organization and play the role of staff in leading scientific decision-making. For example, Guangdong Foreign Economic Relations and Trade Company consulted Guangzhou People's Paper Mill to introduce a set of paper-making equipment. Through careful comparison and analysis of international market prices, the project saved the country $654.38 million in foreign exchange.
2. Help organizations choose the timing of decision-making plans and activities.
The consulting function of public relations is to use public relations means to evaluate, select and implement relevant decision-making schemes for decision-makers, especially to pay attention to the unity and coordination of decision-making schemes in economic and social benefits, so as to urge decision-makers to pay attention to the social impact and social effect of decision-making behavior. At the same time, mobilize public relations means, extensively consult the opinions of various public objects, and promote the democratization and scientificity of the decision-making process.
In order to improve the visibility of the organization, it is necessary to participate in and hold various public relations activities, such as holding press conferences, commodity fairs, expositions, planning news articles, etc. Public relations personnel can choose the appropriate time, place and way for the organization to participate in these activities according to their own practical experience. Through activities, organizations can make good friends and improve their reputation.
be involved in decision-making
Public relations personnel should not only give general advice to organizations, but also participate in decision-making as much as possible, provide necessary information and suggestions for leaders' decision-making, and directly affect the decision-making process. This is the highest form of public relations advice. Public relations personnel should work hard. Before making a decision, they should consult the public at home and abroad extensively, obtain comprehensive information for decision-makers' reference, make the decision-making scheme have strong social adaptability and flexibility, strive to attract the attention of leaders by reflecting the work achievements and thoughts of public relations personnel more completely in the decision-making scheme, and provide more opportunities for public relations personnel to participate in decision-making activities.
Third, spread and promote, and shape the image
This is the unique function of public relations communication which is different from other communication in purpose and skill.
The communication function of public relations is mainly reflected in two aspects: first, organizations use communication means to communicate with the public in two ways, to have a heart-to-heart relationship with the public and win the public's trust and support; The second is to create momentum in time, realize the guidance of public opinion, and build momentum by planning news, public relations advertisements, special events and other means to improve the visibility and reputation of the organization and create a good public opinion environment for the organization. In a sense, without the function of communication, public-private relations will achieve nothing.
Fourth, coordinate communication and balance interests.
(A) the meaning of coordination
The coordination of the relationship between the public and the public is based on communication, and the harmonious development of mutual benefit between the organization and the public is realized through adjustment. The important role of coordination is to maintain the overall balance of the organization and management system, make all parts coordinated, give full play to the overall advantages, and ensure the implementation of the plan and the realization of the goals. Coordination relationship is divided into broad coordination and narrow coordination. Coordination in a broad sense includes not only the internal coordination of an organization, but also the external coordination of an organization, such as the coordination activities between an organization and the government, communities and consumers. Narrow coordination mainly refers to the coordination within the organization, such as the coordination between the upper and lower levels within the organization and the coordination between departments and units at the same level within the organization. Seeking unity inside and harmony outside is the purpose of public relations coordination.
Marx said that everything people struggle for is related to their interests. Public relations is also based on interests. After the society entered the market economy, many relationships that were previously regulated by force and administrative means now need to be regulated according to economic laws. As an open system, organization faces all kinds of people and their interests. If it wants to create a good internal and external environment for the organization and coordinate various relationships, it must first recognize these interests in the principle of sincerity and reciprocity, and then try to satisfy these interests according to the principle of two-way symmetry of public relations. When various interests conflict, they should be coordinated and balanced on the principle of fairness and reciprocity, and we can neither ignore legitimate demands nor favor one over the other.
(B) the content of the coordination relationship
Coordination is both an end and a means, which is dual. As an end, it refers to the good state of a relationship; As a means, it refers to a kind of adjustment work, which makes the relationship reach a good state through coordination. Public relations can play a balanced and coordinated role in three main areas:
1. Coordinate the interests between leaders and employees within the organization.
The relationship between leaders and employees in an organization is directly related to the enthusiasm, initiative and creativity of employees and the realization of leaders' responsibilities. It is also related to whether all employees in the organization can form a good spirit of unity and struggle and produce effective coordination. Therefore, the organization's public relations departments and personnel should strive to coordinate the relationship between leaders and employees. Specifically, on the one hand, public relations personnel should use scientific methods, often publicize the organization's principles and policies to employees, convey the leadership's management strategy, and fully explain and explain the organization's principles, policies and strategic intentions as much as possible, so that employees can understand, understand and consciously implement them. On the other hand, public relations personnel should constantly and extensively collect employees' opinions and opinions on the organization, and convey them to leaders in time, so as to improve and promote the work of the organization and ensure the harmonious development of the relationship between leaders and employees.
2. Coordinate the interests of various departments and links within the organization.
Within the organization, due to the division of labor, various departments within the organization often lack the overall concept, go their own way, produce some contradictions, and bring unnecessary troubles and losses to the organization. Although the coordination between departments is mainly done by leaders, public relations departments should also actively cooperate. Through communication, strengthen the contact and understanding between departments, make them support each other, trust each other, understand each other, work together, improve organizational performance and achieve organizational goals.
3. Coordinate the interests and relations between the organization and the external public.
Any organization, in its development process, will have contradictions and conflicts with the external public for various reasons. Once these phenomena occur, the public relations department should keep abreast of the situation, coordinate and properly handle various contradictions and conflicts. Otherwise, the development of the organization will be affected.
Methods of coordinating relations
1. Feedback adjustment method
Feedback adjustment method is to adjust the organization's actions according to the feedback of information to coordinate the relationship. In the process of feedback adjustment, public relations personnel should inform the public at home and abroad about the policies and plans of the organization, and at the same time feed back the implementation and opinions of the public at home and abroad to the decision-making level of the organization in time to fill the loopholes or further modify the plan.
2. Self-discipline method
Sometimes, if the relationship between the organization and the public is not handled properly, it will lead to various contradictions, such as the contradiction between cadres and the masses within the organization, the contradiction between departments, the contradiction between communities outside the organization, the contradiction between consumers and the contradiction between relevant government departments. At this time, organizations should be good at self-discipline, implement self-examination and self-correction, be strict with themselves, and take the initiative to correct problems when they find them.
3. Emotional counseling method
People have feelings, and there is an emotional relationship between organizations and the public. If the relationship between the two sides is good, everything will be easy; When feelings are not harmonious, there will be resistance. Therefore, public relations personnel should pay attention to the coordination of psychology and emotion, and be good at using emotional counseling to narrow the psychological distance between the public and the organization. For example, Joe, a famous American car salesman? An important reason for Gillard's success is to establish a special relationship with customers. He said, "When customers bring their cars back for repair or service, I try my best to get the best things for them. At this time, you must be like a doctor. The customer's car is broken, you should sympathize with him. " Gillard also sends a postcard of different sizes and beautiful formats to customers who buy cars from him every month. Small postcards closely linked Gillard's heart with customers, keeping him in close contact with customers. Thoughtful service and emotional coordination are good ways to establish a good relationship between the organization and the public.
4. Information sharing law
Information sharing method is to establish and improve various communication channels and coordination mechanisms within the organization, promote information exchange, information release, horizontal communication and information sharing within the organization, enable all members to reach an agreement on their thoughts and behaviors, and improve the centripetal force and cohesion of the organization. For example, a factory ran a daily news column on the publicity column at the factory gate, which was posted before 8: 30 in the morning. Except for factory holidays and holidays, it never stops. As soon as employees enter the factory every day, they can spend a few minutes reading this daily news to keep abreast of the main trends and information of the factory, including the latest decisions and opinions, important personnel changes, the latest developments in production and operation, and news about the welfare of cadres and employees, cultural and entertainment news, etc. Everyone thinks this news wall newspaper is more useful than holding a press conference and quenching thirst by reading newspapers. If you don't watch it for a day, you will feel sorry. Due to the love and trust of employees, everyone actively provided information for the editorial department, which greatly strengthened the communication and horizontal contact within the organization, straightened out interpersonal relationships and effectively brought all employees together. It can be seen that the coordination of internal relations depends on good internal information communication. The higher the degree of information sharing, the more harmonious the relationship will be.
5. Negotiation methods
The purpose of negotiation method is to avoid or reduce the contradictions and conflicts between organizations and employees, and between organizations, as well as the losses caused thereby. This is also a common method.
Five, education and guidance, cultivate the market
In order to fulfill its social function and promote social development, public relations need to strengthen educational guidance and improve its own reputation. The education-oriented function of organizational public relations is mainly manifested in internal and external aspects.
Internally, the main function of public relations is to spread public relations awareness, spread public relations ideas and skills, and update knowledge. It is necessary not only to educate and guide every employee, but also to persuade organizational leaders to accept the concept of public relations.
Externally, organizing public relations is mainly to educate and guide the public. People often say that "the public is always right", which gives "rights" to each other from the perspective of service, but objectively speaking, the public cannot always be right, but needs guidance.
In addition, with the rapid development of science and technology and the great richness of products, public-private relations are needed to cultivate the market. It is impossible for the public to know so many new products, so they need to be educated and guided in commodity knowledge, consumer knowledge, safety insurance and so on, so that consumer groups and organizations can agree with them.
Six, scientific early warning, crisis management
Organizational crisis is the enemy of organizational survival and development. If it is not handled well, it will often cause huge losses to the organization and even ruin the "life" of the organization. Therefore, the organization's public relations regards crisis management as one of the main functions and priorities of public relations. With the development of public relations theory and practice, predicting management crisis beforehand has become the mainstream method of public relations to deal with the crisis, which is the new development of organizational public relations.