What are the responsibilities of external professional planning departments in corporate image planning?

First, the role of a good corporate image intrinsic spirit 1, pioneering and innovative spirit: this is what every enterprise should have and it is very important. In other words, every enterprise should adapt to the needs of the market economy and be brave in exploration and innovation, that is, with the development of society, the change of environment, the needs of activities and different public objects, constantly supplement, improve and innovate the contents and forms of public relations activities to make them richer, more distinctive and more attractive. This requires public relations personnel (especially senior leaders) to have keen insight, positive thinking of seeking differences, rich imagination and good knowledge structure, as well as good psychological quality, fearless exploration spirit and positive inspiration. 2. Positive social outlook and values. Enterprises should have their own social ideas, not only establish a good citizen image in marketing activities, but also care about social problems and social welfare undertakings, so that enterprises can benefit the people and society while developing themselves. Modern enterprises should not only engage in production and business activities, gain profits, but also undertake certain social responsibilities and social obligations, so as to show that enterprises are members of the social family and should make contributions to social development. This is not only conducive to social progress and prosperity, but also win the general favor of the public for enterprises. 3. Honest and fair attitude. Enterprises should abide by the law, deal fairly and provide thoughtful service. This honest and decent competitive attitude and management style is the foundation of corporate image. Appearance image 1, company name: Some people think this is the first step to establish a corporate image. There is an old saying in business called "selling signboards", because the quality of signboards has a certain impact on consumers' psychology, and even affects the management effect of enterprises. Before liberation, some enterprises in old China were very particular. This is a concise advertisement that integrates silence, warning, training and reaction. Therefore, the name of the enterprise should be as exquisite as naming people, and it should be easy to understand and remember, fresh and eye-catching, and profound in meaning; Avoid empty, boring, conceptual and featureless names. Some enterprises with brand-name products consciously unify the product brand and enterprise name, and can also receive the effect of complementing each other. 2. Corporate advertising: This is a means of appeal. Everything should be based on deepening the public impression. It should mobilize all factors to influence the public's subjective choice of information sent by enterprises. This kind of advertising to promote the company's own public relations is more difficult to succeed than product advertising. In short, to achieve this effect, it is to make people feel deja vu, and at the same time, they must sit up and take notice. 3. Corporate logo: It is a part of modern design, including trademarks and organizational logos. Because it is easy to identify, remember, appreciate and make, it plays an important role in ensuring credibility, establishing image and strengthening communication. It is a part of the good image of the enterprise and an intangible property of the enterprise, and its value can be estimated. Therefore, enterprises can design distinctive signs as their own signs, leaving a good impression with unique artistic creativity, so as to achieve the purpose of deepening public perception. 4. Environmental facilities: This is particularly important in commercial enterprises. The comfortable and beautiful environmental layout and advanced commercial facilities of commercial enterprises can affect customers and employees physically and psychologically, and then directly affect the commercial effect. In a word, the content of corporate image is comprehensive, which is not only the image of corporate products, but also the expression of corporate culture, involving many factors. Therefore, as the public relations department of image design, we should fully consider the characteristics of the enterprise itself and the psychological needs, interests and habits of the public, and make scientific planning and design to ensure the perfection, uniqueness and uniqueness of the enterprise image. Second, the role of corporate public relations in shaping corporate image As a means, corporate public relations can create a good social environment for enterprises, mobilize the enthusiasm of internal members, and make enterprises develop smoothly. The important role of public relations activities in enterprise management has been paid more and more attention by people of insight. Social practice shows that a good relationship between enterprises and the public is conducive to establishing a good image of enterprises, promoting product sales, expanding visibility, strengthening the relationship between enterprises and the public, collecting information and feedback, resolving contradictions, eliminating public misunderstandings, uniting employees and boosting morale. The importance of shaping corporate image 1, cultivating public relations awareness of all employees, and laying an ideological foundation for the realization of corporate goals. The public relations work of an enterprise cannot be simply understood as the work of several public relations personnel, but should be regarded as the work that all employees of the enterprise have the responsibility to do. Therefore, enterprises should implement public relations management for all employees. On the basis of overcoming the one-sided understanding of the relationship between the public and the public, we must firmly establish the all-round public relations consciousness of all employees, both inside and outside, and make it become the consciousness that permeates every employee's words and deeds all the time. The key to realize the public relations management of all employees is that leaders should have public relations consciousness and let it be reflected in enterprise management activities. In addition, we must pay attention to the cooperation of all staff, because the realization of the relationship between all staff depends on the formation of a strong public relations atmosphere within the enterprise. 2. Reasonably set up public-private relations organizations in enterprises and do a good job in public-private relations in enterprises. Because the work of public relations department is related to the image and reputation of the enterprise, the information exchange up and down, inside and outside the enterprise, the strategic goal of the enterprise and the overall benefit of society, the public relations department of the enterprise is an important management department in modern enterprises. In terms of institutional setup, based on the important position and role of the public relations department in the enterprise, the public relations department should be parallel to other departments of the enterprise in institutional setup, and its person in charge should be one of the person in charge of the enterprise at the same time, so as to fully reflect the importance attached by the enterprise to public relations. Only in this way can the public relations department really play the role of decision-making staff, intelligence information department and propaganda Ministry of foreign affairs. Only in this way can the public relations department reflect the external information to the enterprise decision makers in time, provide advice and suggestions in time, accurately convey the information and intentions of the enterprise decision makers to the outside world and employees, and comprehensively and effectively implement the enterprise public relations thoughts and decisions. 3, pay attention to do a good job in the enterprise internal public relations, to lay a good foundation for enterprises to carry out external public relations. The public-private relationship within an enterprise is an activity of mutual understanding and support between the enterprise and the relevant internal public through two-way information exchange. Public relations within an enterprise include employee relations, departmental relations and shareholder relations. Its purpose is to strengthen the internal unity of enterprises, improve quality of enterprise and provide a good foundation for the development of the relationship between enterprises and their ancestors. Enterprise internal public relations is an important part of enterprise public relations, and its position is directly related to the realization of enterprise public relations objectives and the shaping of good corporate image. It is the basis of enterprise public relations and the premise and guarantee for achieving good external public relations. As Haendly Ratt, a famous American public relations expert, said, "90% of public relations depends on oneself, and 10% depends on publicity." Carrying out internal public relations depends on effective internal information exchange, that is, through democratic management, cultural and sports activities, ideological and political work and other forms, efforts are made to publish upper-level information and upload lower-level information, so that enterprises can unite and coordinate sincerely, and both formal channels and informal channels should be brought into play; We should use formal groups and informal groups to carry out our work. Good internal public relations are the basis for enterprises to survive and develop in the competition. Organizational image Organizational image subsystem consists of organizational structure, enterprise management, personnel quality, service quality and other elements. The public's evaluation of the above elements has formed a corporate image. Compared with product image, corporate organizational image has a higher level of significance. 1? Public evaluation of enterprise organization. The communication between the external public and enterprises is usually carried out through an organization of enterprises. In the process of communication, the public will have one or another views on the organization of this enterprise, such as whether the organizational setting is reasonable, whether the structure is scientific, whether the operation is flexible and whether the efficiency is high. 2? The public's evaluation of enterprise management level is a complex systematic project, so the evaluation of enterprise management level is also multifaceted. For example, the evaluation of business decision: whether the business direction is correct, whether the goal is reasonable, and whether the plan is innovative; Evaluation of production management: whether the production and labor organization are appropriate, whether the production plan is perfect, and whether all links of production are closely linked; Evaluation of sales management: whether the market forecast is accurate, whether the product pricing is reasonable, and whether the advertising is effective; Financial management evaluation: whether raising funds can ensure the reasonable demand of enterprises for various funds in production, operation and technological transformation, how well financial supervision is played, and whether the relationship among the state, enterprises and employees can be correctly handled; Evaluation of personnel management: whether the personnel are used properly and whether the cadre appointment procedure is reasonable. 3? The public's evaluation of the quality of enterprise personnel is a concept with wide meanings. It includes the cultural level, mental outlook, working ability and health level of personnel. Of course, the standards for evaluating the quality of different personnel are also different. For decision makers, it mainly focuses on the evaluation of their strategic mind, decision-making ability and pioneering spirit. 4? The public's evaluation of enterprise service quality includes service attitude, sense of responsibility to customers, honesty in providing advice to customers, and after-sales service quality. 5? The use of symbolic marks, trademarks and names is the most important symbol of an enterprise. In order to design an attractive and easy-to-identify trademark, enterprises often spend a lot of money to collect all kinds of patterns that meet the public's intentions and aesthetic interests, and invest huge sums of money to spread them widely for years to form the reputation of the trademark. Some Chinese and foreign enterprises, in order to facilitate the promotion of product image and corporate image, in order to improve the visibility of enterprises, often unify trademarks and corporate names. For example, the "Coca-Cola" logo in the United States is generally regarded as one of the most successful signs in foreign public relations circles. The popularity of Coca-Cola Company and its products in the world is not unrelated to its fluency, elegance, catchiness and easy memory. 6? In modern society, the enterprise Qian Qian is absolutely unremarkable. The public is not interested in them, but they are often impressed by those enterprises with distinctive characteristics. For example, "LU ZHOU LAO JIAO CO.,LTD Co., Ltd." highlights its 600-year history, and "Beijing Brand" TV sets regard it as the "capital" for China to win the first gold medal in the world. Township enterprises widely handle traditional handicraft products. As long as they dig deep, they can always find good materials that constitute the characteristics of the enterprise. 3? Launching, organizing and participating in social activities with a broad mass base is a common method for enterprises to show their purpose, strength and confidence and win public favor. This special activity occupies an important position in public relations work. The most common are cultural and sports activities and social welfare activities initiated, participated in or sponsored. For example1September, 1984, Guangdong Sports Beverage Company provided a special drink-"Jianlibao" for the China sports delegation who participated in the Olympic Games again after many years. With the praise of China athletes' brilliant achievements, Jianlibao's reputation spread all over the world. Product image, organization image and appearance image serve the overall image of the enterprise. They complement each other, depend on each other and restrict each other. A good corporate image is the contradictory unity of the three. Generally speaking, product is the foundation, organization is the guarantee, and appearance is the form of expression. The former two constitute the "inside" of the overall image of the enterprise, while the latter is the "outside" of the overall image of the enterprise. Only the perfect combination of content and form can shape the good image of the enterprise. Four, the important work content of summing up the relationship between enterprises and the public is to establish regular contact with the public outside the enterprise and strengthen two-way information exchange. Enterprises should collect information from the outside public as quickly and accurately as possible; On the other hand, it is necessary to timely, accurately and effectively convey the relevant information of the enterprise to the relevant public, so that the decisions and activities of the external public can provide convenience for the production and operation of the enterprise, and the production and operation of the enterprise can meet the interests and requirements of the relevant public. Therefore, it is usually necessary to do a good job in news propaganda, public relations advertising, social welfare sponsorship and so on. And pay attention to all opportunities for external public relations, including the opening or renaming of enterprises, the transformation of production or the development of new business, the rapid development of enterprise production, especially the opportunities of low reputation, mistakes or misunderstanding by the public, and extensively carry out public relations activities, which is to realize enterprise relations. The external public relations of enterprises should correctly handle the interest relationship between enterprises and society, which is more complicated and demanding than the internal public relations. Good public and public relations can establish a reputation for enterprises, shape their image and improve their visibility; Can strengthen the relationship between enterprises and the public; Can play a role in alleviating contradictions, eliminating misunderstandings and striving for understanding; Can help enterprises to promote business and promote product sales; It can help enterprises to collect information and realize feedback, and become an important assistant to help enterprises make decisions. As a huge resource of enterprise management, public-private relationship can generate great power if it is developed and utilized well.