(1) Improve the feedback system
In order to effectively strive for information feedback, public relations institutions should establish and improve the feedback system. First of all, we should consider establishing some mechanism to let the public's feedback information reach the organization, such as adopting a feedback reward system to make people who give timely feedback feel famous, profitable, famous or profitable. Secondly, it is necessary to establish a feedback information collection system and require public relations information personnel to actively obtain relevant feedback information. Thirdly, it is necessary to establish a public contact system, strengthen contact with the public through interpersonal communication, special events and other forms of activities, and provide good opportunities and conditions for public relations information personnel to collect feedback information and the public to express feedback information.
(2) Optimal feedback mode
The feedback of organizational public relations information is also regular. As far as internal public relations information feedback is concerned, there is a certain model to follow. There are generally two modes of public relations information feedback within an organization: one is series feedback; One is parallel feedback. Serial feedback is carried out step by step according to the system level; Parallel feedback can leapfrog, and grass-roots units and individuals can leapfrog to feedback information to higher authorities. Compared with the two, the main advantages of the latter are timeliness, rapidity and high fidelity. The former is characterized by rules, procedures and easy management and control. Which mode to choose depends on the scope and control span of organizational management and the basis of organizational public-private relations. As far as the feedback of external public relations information is concerned, there are two modes: one is direct feedback; One is indirect feedback. Direct feedback means that users of public relations information provide feedback information to relevant departments, units or individuals inside and outside the organization, and then these departments, units or individuals convey it to the sender of public relations information. The choice of these two feedback forms depends on the content, nature, time and space conditions, technical requirements, interpersonal relationships and so on. , and can't generalize.
(3) establish a feedback system
Establishing a perfect public relations information feedback system is the technical basis to ensure the smooth progress of public relations information feedback. There are mainly three kinds of information feedback systems, namely, manual information feedback system, automaton information feedback system and manual-automaton composite information feedback system. Artificial information feedback system is the main feedback system in public relations information work in China at present. This system concentrates, classifies, analyzes, summarizes and evaluates all kinds of information through manual transmission and processing of feedback information, and then it is used to make public relations plans, correct public relations decisions and adjust the deviation of public relations information transmission. The artificial information feedback system is characterized by high intelligence and flexibility, but it is greatly influenced by subjective factors and has low work efficiency. The information feedback system of automata has the ability to quickly transmit and process all kinds of feedback information, especially the application of electronic computer, which makes the feedback or "recovery" of information unprecedentedly strengthened in many aspects such as speed, large space and high precision, especially the realization of computer simulation artificial intelligence, which further improves the potential ability of the system. At present, the use of closed-circuit television to display and observe the changes of the public and the use of dial-up computer retrieval system to collect market demand information are examples of the application of this system. The emergence of automatic feedback system provides an excellent means for timely feedback of public relations information, but it is expensive and the technology is not easy to master. Artificial automata compound information feedback system is an ideal feedback system. The combination of people's high intelligence and the rapid transmission and processing of feedback information by automata not only greatly improves work efficiency, but also promotes the continuous improvement of public relations information transmission level and public relations information work level. On the one hand, this system gives full play to the rigorous logical thinking ability that no machine can replace, on the other hand, it can improve the speed and save time and space by storing the feedback information statistically through automata; At the same time, the quantitative results of these feedback information can be correctly analyzed through the cooperation of appropriate computer software systems. At present, we should attach great importance to the construction of artificial-automatic composite information feedback system.
(4) establish a feedback program
Public relations information feedback is a process and must follow certain procedures. To strengthen the function of public relations information feedback, we must follow scientific procedures to make public relations information feedback play an effective role. Generally speaking, the procedure of public relations information feedback includes four steps: first, establish the specific objectives and requirements of public relations information work and public relations information dissemination activities, so that the evaluation of the realization of the objectives of public relations information work and public relations information dissemination activities has a clear basis; Second, according to the contents involved in these specific goals and requirements, collect and recycle all kinds of feedback information in time; The third is to manage, process and analyze these feedback information, compare and analyze its results with the established goals and requirements, and find out the gap; Fourth, use various means, methods and concrete actions to bring the implementation of public relations information work and public relations information transmission activities back to the correct track of completing the set goals and meeting the original requirements. Lay a good foundation for the healthy and smooth development of various public relations.
2. The way of information feedback
(1) oral feedback mode
Oral feedback means that the receiver of information conveys the feedback information to the sender of public relations information in oral language. This feedback method is mostly used for information feedback with short transmission distance. For example, community residents in the same community, the public in the unit, and shoppers have adopted this feedback method in a large part. They feed back what they have learned, what they have been influenced and what they have achieved to the sender of information through oral language. The content of feedback is very extensive and rich, and it is also very timely and close. There are also two specific ways to use this method: one is one-to-one transmission, that is, a certain information receiver reports the situation to the information sender alone; The other is a forum or consultation meeting convened by the sender of the information. Many recipients attend the meeting and reflect the situation through the meeting.
(2) Written feedback mode
Written feedback means that the receiver of information transmits feedback information to the sender of information in written form. This feedback method is mostly used for information feedback under transmission conditions. However, this method is generally only used to transmit relatively simple feedback information, such as relatively simple evaluation information and demand information. , and it is rarely used to transmit more complex feedback information. Written feedback also has its own characteristics. Generally speaking, it is more formal, and it can also be kept as an original file to provide a basis for future reference. In many cases, some organizations also specifically ask the public to provide written feedback.
(3) communication and feedback mode
Communication feedback mode, also known as telecom feedback mode, is that the receiver of information transmits feedback information to the sender of information by communication. The characteristics of this feedback mode are: the feedback information is transmitted quickly and timely, which is convenient for the information sender to grasp the information reception and utilization at any time, improve the quality of information transmission in time, and can transmit feedback information from a long distance. However, this method also has some shortcomings: first, due to the limitation of communication equipment, it is difficult to make a phone call, send a telegram or send a fax when communication is inconvenient in some places; Second, it is difficult to convey complex feedback information in detail. Nevertheless, in the public relations work of modern society, with the rapid development of science and technology and the popularization and application of communication facilities, communication feedback will become more and more common. At present, some organizations have set up special hotlines as communication and feedback channels, which is undoubtedly a great progress.
(4) Network feedback mode
Network feedback mode is a composite information feedback mode. Generally, it includes two situations: one is the personnel network feedback mode, and the other is the computer network feedback mode. The feedback mode of personnel network refers to that the personnel at information network points distributed all over the country led by an organization regularly or irregularly convey the collected feedback information to the sender of public relations information. The information fed back by the personnel network is generally preliminarily sorted out by the network personnel, so it is more convenient to use. The feedback mode of computer network is that after an organization joins or rents a computer network system, its feedback information is collected by all nodes in the network system, and then reaches the central processor, which then conveys it to the sender of public relations information. The feedback information of computer network is very fast, which can be memorized, randomly retrieved and used, and printed by terminal printer, making it more convenient to use. Therefore, computer network feedback is undoubtedly an advanced form of public relations information feedback. However, computer network feedback also has shortcomings, that is, high technical requirements, high investment costs and difficulties in building networks. Moreover, many ordinary networks rarely involve public relations information at present, so they cannot be popularized for a while.
In addition to the above-mentioned information feedback methods, there are also mass media feedback, such as letters from users and readers' opinions published in newspapers and periodicals, all of which are examples of mass media feedback. In addition, there are investigation and research feedback, behavior observation feedback and so on. These are important ways of information feedback.