What does public relations do?

What does a public relations company do? -Industry orientation of public relations companies: Based on in-depth understanding of different media values, editing styles and operation details, through fully understanding the communication demands of enterprises (organizations), analyzing the combination of corporate communication goals and media demands, organizing effective public relations planning, public relations activities and professional service companies that write/publish public relations manuscripts. -Public relations activities: planning, organizing, implementing and disseminating press conferences, industry seminars, corporate interviews, dealer meetings and other related public relations activities; -Daily communication: planning, organizing and writing public relations manuscripts for a certain period according to the communication needs of enterprises, and disseminating, publishing, tracking, feedback and collecting them in designated media; -Public relations monitoring: according to the needs of enterprises, monitoring, collecting and statistically analyzing their communication with competitors; -Crisis public relations: in view of possible and existing negative public opinion news, formulate media countermeasures and coping mechanisms to minimize its impact on the company's business development; -Other services: to carry out targeted public relations planning and implementation for special public relations problems encountered by enterprises. What is media public relations? -media public relations concept: by coordinating the needs and value orientation of enterprises (organizations) and the media, we can maximize the interests of both parties and maximize the communication goals of enterprises (organizations) and the information (reporting) needs of the media. -Communication needs of enterprises (institutions): Disseminate enterprise-related information, such as corporate culture, management mode, product/channel characteristics, managers' views, promotional information, market activities, etc., which is beneficial to enterprise development, product promotion and brand influence enhancement through media reports. -The information demand of the media: to report the information that its readers are concerned about. Compared with online advertising, the culturally attractive publicity method implied in the activities of online public relations companies is not only more popular, but also can improve the credibility of products and services in a way that advertising cannot achieve; Moreover, the cost of online public relations activities is usually lower than that of online advertising, which has greater advantages in cost. At the same time, online public relations itself has many unique advantages, mainly in the following aspects: 1. Internet public relations companies can break through the time and space limitations of traditional public relations, give enterprises greater initiative and have obvious communication advantages. "Because the online media has many characteristics, such as immediacy, interactivity, informationization, multimedia, personalization, low cost, virtuality, no geographical time limit, globalization, many-to-many relationship and all-round communication, the role of editor and reporter in traditional news media has been abandoned" [⑤], which enables enterprises to have a direct impact on the public and release all kinds of enterprise information in time without resorting to traditional media intermediaries. At the same time, online public relations can act as a spokesperson for enterprises and become a news source for the media to understand the latest information of enterprises; The instant and rapid response speed of online public relations provides a powerful tool for the information dissemination of enterprises and creates greater possibilities for enterprises to provide more humanized value-added services; When the enterprise is in crisis, the rapid response speed of the online public relations company will help the enterprise get rid of the crisis for the first time and reshape the good image of the enterprise. 2. Online public relations companies help to establish a "one-on-one" good cooperative relationship with the public by establishing an online virtual community for enterprises. The two companies communicate with each other through e-mail, e-mail or enterprise QQ group, so that enterprises can easily obtain consumers' evaluation of products and services, understand consumers' individual needs, and provide valuable ideas for the development direction of enterprises. Consumers can also get more detailed answers and thoughtful services from communication with enterprises. It should be pointed out that enterprises should invest relevant human resources to maintain and optimize the established online virtual community, and respond to the questions reflected by community members in time, so that the online virtual community can truly become a platform for instant, equal and sincere interaction between enterprises and the public, rather than a simple message board and complaint board. Although the network is virtual, the feelings established through sincere communication on the network are real, which will directly reflect the realistic relationship between enterprises and the public. Good emotional communication will undoubtedly enhance the reputation, reputation and competitiveness of enterprises, and finally realize the all-round growth of economic and social benefits of enterprises. 3. American scholar Ali Dean believes that online public relations companies can also cultivate public loyalty to enterprises? Payne and others hold the view that the cost of developing new customers is higher than that of maintaining old customers, and the customer retention rate will directly affect the profitability of enterprises. The number of "Golden Card" customers (old customers with long-term cooperative relations), which only accounts for 20% of the total customers, can bring 80% profits to the enterprise. As mentioned above, with the direct renaturation of online public relations, we can more easily implement ABC-Analysis (also known as key management method) to distinguish the important minority (high loyalty "gold card" customers) from the unimportant majority (low loyalty ordinary customers), and then carry out labor-saving and efficient customer relationship management (CRM) more pertinently. As for the customer's loyalty to the enterprise, American scholars Sherif and Cantril put forward the involvement theory when studying the social judgment theory, pointing out that brand loyalty can only be formed under the condition of high involvement, because "loyal" brands are the most desirable brands that consumers choose after extensive information collection, processing and evaluation, and they are supported by solid beliefs. In order to improve this involvement, enterprises should give full play to the role of online virtual communities, attract the public to patronize their own communities through online public relations activities, become stable members of them, and communicate with the public constantly, so that the public can enjoy an additional value-added service in the community, thus generating a sense of belonging and identity to the community and realizing the continuous improvement of their loyalty level. How is the development of public relations industry in China? Different research methods have different explanations. Through the statistical analysis of 73 "keywords" about public relations and public relations in the online world, this paper tries to describe the current situation of public relations development in China from a new angle. Our research method is mainly to establish a ranking list of public relations "keywords" according to the distribution of various "keywords" web pages. On this basis, further discussion, comparison and analysis, and finally draw relevant conclusions. The data of this website comes from the search system of Yahoo Chinese website. The relevant data of news comes from the search system of Sina website. The date is May 18, 2003. We did this only because after searching, we found that the search system of Yahoo! Chinese website is relatively perfect, and the search in related web pages is also relatively complete. In terms of news, the information provided by the search system of Sina website is more complete. Combining the two search systems can more accurately reflect the network communication of public relations. The investigation shows that China's public relations field has the following characteristics: First, public relations companies have made a good start on the Internet, and there are 66 websites named after public relations in China. There are many websites of public relations companies, reaching 1 13. Among them, there are 23 in Beijing, 32 in Taiwan Province Province, 25 in Hong Kong, Guangdong 1 1 (including 9 in Guangzhou, 9 in Shenzhen 1 and 7 in Jiangmen 1), and no more than 2 in other provinces. This situation basically reflects the fact that the development of public relations industry in different regions of China is unbalanced. There are also many public relations companies online in areas where the public relations industry is relatively developed. There are basically two kinds of accuracy in owning a company's own website, one is a multinational public relations company, and the other is a local company with relatively "avant-garde" leadership. Although there are many public relations companies in other provinces, there are still too few companies with their own websites, which shows that the overall development level of the public relations industry is not high. Most public relations companies in China have not kept pace with the times in both consciousness and technology, and their public relations consciousness and means are behind the requirements of the times. It's hard to imagine how to win the trust of customers. Nevertheless, some pioneering public relations companies set an example for us in using the Internet. Second, "publicity" and "public relations" have become the most frequently used words. In some keyword equivalent web pages that reflect the status of the public relations industry, the top 10 are (1) "public" (2) "corporate image" (3) "public relations" (4) "public relations" (5). Their web pages are 252939 1,1151221,1020996, 544656, 4 19360,/. The word "public" ranks first in the vocabulary related to public relations, with more than 2.5 million web pages, which shows that public awareness is being established in our country. "Public relations" ranks third, which fully shows that the concept of public relations has been deeply rooted in people's hearts, and people have become accustomed to using the abbreviation "public relations" to call public relations. From the perspective of symbolic economics and attention economics, the more frequently symbols are used, the more economic trends there are, and the more simplified values and markets there are. Another reason why we say that the relationship between the public and the public is deeply rooted in people's hearts is that public relations activities have become a part of modern social life, which can be found not only from a large number of related web pages, but also directly from news reports on public relations on the Internet. According to Sina's statistics. Com, there are as many as 8 13 news reports about "public relations". If you add other public relations news reports that do not contain the word "public relations", it will be more. On the one hand, it shows that public relations are everywhere, on the other hand, secretaries need to have public relations awareness and ability, and modern secretarial work cannot be separated from the support of public relations. Third, "image" is highly valued. In the former 10 ranking, there are 6 keywords related to image. They are the second corporate image and the sixth to tenth corporate image, image ambassador, image representative, public image and government image. In addition, many words such as image building, image promotion, image building, image strategy, image management, public relations image and image competition are used in public relations theory and practice. There are 2226 "public relations advertisements" pages directly related to the image. There are as many as 235 reports about "image ambassadors". On Sina.com, there are 72 pictures about "public relations" and 34 pictures about "public relations". There are many other pictures about the relationship between the public and the public. A large number of public relations pictures have surfaced on the Internet, indicating that public activities always want to attract people visually. Fourth, public relations organizations are active. "Public relations department" is more used for communication than "public relations department". The former has 228 14 pages, which is twice that of the latter, ranking 1 1. While the latter ranked 40th. Sina has 16 1 news reports about "public relations department" and 20 news reports about "public relations department". The number of pages of "Public Relations Company" is 22,743, ranking 12, followed by "Public Relations Department". The rankings of "public relations association" and "public relations association" are 14 and 16 respectively, among which the public relations associations organized by school students account for a large proportion, indicating that these organizations are full of vitality. There are also traces of activities of public relations agencies and public relations agencies on the Internet, but the "agency" is far less active than the "association". The public relations association ranked 43rd, with page 14 10, which also reflected the influence of this professional magazine in the public relations industry to some extent. V. Public relations activities are carried out in an all-round way at different levels. The word "public relations activities" is mentioned a lot, ranking 15,1121page. "Public relations etiquette" activities are scattered all over the place, and "public relations planning" has been widely concerned. Ranked at 13 and 16 respectively. As a job, public relations has been recognized. "Public relations work" has 3477 pages, ranking 28th. In terms of basic functions of public relations, "public relations coordination", "public relations propaganda" and "public relations communication" rank 26th, 27th and 39th respectively, and "public relations consultation" ranks 46th. It shows that the coordination and publicity functions of public relations are widely recognized, and the popularity of high-level public relations work-public relations consultation is much lower. The issues involved in high-level public relations such as public relations management, public relations crisis, public relations strategy and public relations decision-making are all reflected on the Internet, but they all rank lower. 6. "Public relations manager" has become the protagonist of the public relations industry. People have various names for public relations practitioners. In the related web pages, there are 10 1 16, but most of them reflect the activities of public relations consulting companies. People are not used to the title of "public relations consultant", but they do like to use the title of "public relations manager". Page 7043 of "PR Manager", page 530 of "Mr. PR" and page 82 of "PR Officer". From the analysis of network information distribution, public relations managers are the most active on the public relations stage, and there are 5 1 news reports about public relations managers on Sina. Followed by miss public relations, 20 related news reports. In addition, the influence of public relations experts is also relatively large and is frequently mentioned by people. Seven. Positive Corporate Public Relations The Rise of Government Public Relations Although the ranking of "Corporate Public Relations" is only 27th, the "Corporate Image" closely related to corporate public relations is among the best, ranking second in the ranking, with more than one million pages. In enterprises, public relations often serve marketing activities, but in the online world, this reflection is not very obvious and direct. According to statistics, "public relations marketing" ranked 45th with 1292 webpage, and "public relations promotion" ranked 47th with only 97 1 webpage. The use of "public relations marketing" is more than the use of "public relations promotion", which shows that people have a comprehensive and in-depth understanding of the role of public relations in the market How is the government public relations in China? The online world also gives us the answer. "Government image" entered the list of public relations keywords 10, with nearly 25,000 pages, and "government public relations" ranked 38th, with more than 2,000 pages. The rise of government public relations is also effectively reflected in the existence of a large number of words such as "image building", "image building", "city image" and "open government affairs" in the online world. It can be seen that government public relations are getting more and more attention and are becoming a new hot spot in the field of public relations. Eight. Frequent international public relations activities, strengthening international public relations awareness and where are the international public relations activities? Our search found that the number of "international public relations" pages was 235 1, ranking 35th, and the number of "international public relations" pages was 900, ranking 48th. There are many websites from China International Public Relations Association, which record many public relations activities of this association. It shows that this public relations agency has played an important role in promoting China's international public relations and plays a decisive role in the international exchange activities of the public relations industry. The international awareness of the public relations community also reflects that many online public relations agencies have English versions of their web pages, and some have Japanese versions. There are 128 "publicity" news on Sina. This mainly reflects the government's awareness of international public relations. Nine, public relations ability is valued by the society. There are many training news released by public relations training institutions on the Internet. Although public relations education in the online world cannot be said to be the same everywhere, some channels can still be found. In terms of public relations quality, "public relations ability" ranks 19, with more than 8,000 web pages, "public relations skills" ranks 3 1 and more than 3,000 web pages. Relatively speaking, people generally don't use the word "public relations skills" to express the concept of public relations ability, and there are only more than 260 web pages of "public relations skills". In fact, although the work of many units does not belong to the nature of public relations, candidates are also required to have public relations skills when signing contracts. The ability of public relations has become a necessary basic quality for a person in modern society. X. The public relations environment is not satisfactory. There are still some improper behaviors in public relations activities, such as "paid news" ranked 34th, with 237 1 webpage, while the related neutral words "public relations news" ranked 4 1 and 1 823 webpage. The so-called "public relations" activities that use women's colors still exist, but the direct connection between beauty and public relations has decreased. "Beauty PR" is only 38 pages, ranking 65th, and the news report is only 1. Some underground industries that are not allowed by society also adopt various so-called "public relations" means, which leads to some misunderstandings about the main points of public relations. In a word, a comparative analysis of the distribution of important words related to public relations in the online world can reflect the present situation of the development of public relations in China from one side. But the network is only a part of the world, and the public relations in the real world are more colorful and worthy of our attention. How to start a public relations company: the registered capital is at least 30,000 yuan, theoretically. Not that much, actually. You can find a company that specializes in registering companies and invest about 3,000 yuan to get it all done, but individuals should prepare the house lease contract in advance. And prepare the company's liquidity. Second, regarding brand planning, promotion and concierge services, promotion activities are more popular; Three: This industry has a history of over 100 years in the west, but less than 20 years in China. It is still in its infancy. Due to the financial crisis, this industry is now in the reshuffle stage, that is, the survival of the fittest. This industry is mainly distributed in various regions: Beijing, Shanghai and Guangzhou, among which Beijing has the largest share and the greatest influence in the country, followed by Shanghai and Guangzhou. The blue cursor is ready for sale. Other suggestions: You are from Anhui. If you start a local public relations company, first of all, what is the local public relations company? Which is the best? What are their advantages and disadvantages? Before setting up a company, you should put your company plan (planning the company's plan in five years, including details), introduction, company philosophy, rules and regulations, which departments the company needs, and how to operate after its establishment. How to start your own business? What features or styles should our company have? How to attract customers? If the personal ability is not enough, what relevant talents are needed for recruitment? How to use them to make money for the company? Have professional knowledge and technical terms to use? How to promote your company after its establishment and so on. You should think over all the details and make preparations in advance. Otherwise, if you want to do it after it is established, it will cost a lot of money every day.