learning target
Be able to master the ways and methods of information feedback and collect feedback information in time for leaders to adjust or supplement the original decision. Can understand and be familiar with the corresponding knowledge of information feedback.
(B) steps and methods of information feedback
1. Several steps of information feedback.
(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.
(3) Relevant knowledge
1. The concept of information feedback
Information feedback refers to the process that the control system outputs information and feeds back the influence result of the output information on the controlled system to the control system, thus affecting the information re-output of the control system. The overall performance is that in the decision-making process, the implementation result of a decision of the decision-making department is returned to the decision-making department through the information work department. According to the feedback information, the decision-making department modifies or supplements the original decision, and then implements it in practice, so that the decision can achieve the expected effect.
There are three main ways of management information feedback: positive feedback, negative feedback and feedforward.
(1) positive feedback
Positive feedback is to increase the influence of system input on output, constantly break the old equilibrium state, and promote the change and development of the system. In other words, the returned information plays a positive or strengthening role in the organization and command of decision makers, which makes the work or production and operation develop in the established direction, and generally reflects the feedback information of achievements and experiences in the implementation of decision-making.
(2) Negative feedback
Negative feedback is to reduce the influence of system input, find and correct the errors and fallacies of the system in time, correct the movement of the system deviating from the target, stabilize the system, and ensure the system to achieve the expected purpose. That is to say, the returned information plays a role in weakening, denying or partially denying the organization and command of decision makers. Change or partially change the direction and state of the original work or production and business activities in order to achieve the best benefits of the system objectives.
(3) Feedforward
Feedforward is the development and supplement of feedback. As the name implies, feedforward refers to the process of predicting the deviation of the system before feedback. Feedforward and feedback in management information have the same function, both of which are to make the decision better executed and make the execution result reach the expected goal of the decision as much as possible, but feedforward is to feed back the predicted or some information with signs and tendencies to the decision-making organ before the execution effect is produced.
2. The role of information feedback
(1) information feedback is the basic basis for checking and adjusting information transmission.
Information feedback, as a kind of information transmission effect and action result return transmission, can timely feedback the transmission effect in the process of public relations information transmission and the reception and utilization effect of public relations information by the receiver to the sender. After receiving the feedback information, the sender of information can compare it with the expected value of public relations information transmission, find out the gap, and then evaluate the benefit of public relations information transmission. This is the inspection function of public relations information feedback on public relations information transmission. Moreover, the sender of public relations information can find out the reasons for the deviation by analyzing the feedback information, and take corresponding measures to adjust the retransmission of information and improve the efficiency of information transmission.
(2) Information feedback is an important basis for public relations decision-making.
In decision-making, two kinds of information are generally used, one is general information and the other is feedback information. You can't make a decision without information, and you can't improve your decision without feedback. Information feedback is the reflection process of decision-making implementation results, the feedback of decision-making implementation results to decision-makers, and the information source for further decision-making. Therefore, in the process of decision-making, it is necessary to establish a perfect public relations information feedback system, so as to choose the best decision-making scheme among the multi-scheme decisions, effectively control the implementation process of the decision-making scheme, and make the decision achieve the ideal effect.
(3) Information feedback is a reliable guarantee to improve the quality of public relations information.
First of all, information feedback is an important way to collect public relations information, and also an important way to collect the most targeted public relations information. Secondly, the feedback of public relations information can be used to evaluate the level of information processing and sorting, which is conducive to strengthening the work of public relations information processing and sorting and improving the quality of public relations information processing and sorting. Finally, the aging of public relations information can be found through information feedback, which provides a basis for organizations to eliminate and eliminate some outdated and aging public relations information and modify and supplement new public relations information.
(4) Matters needing attention and requirements
1. Accurate and true
From the function of information feedback, we can see that information feedback is an important basis for testing information transmission, making public relations decisions and improving the quality of public relations information. These functions depend on the accuracy and authenticity of public relations information feedback. If the feedback information is inaccurate and untrue, you may make mistakes or make mistakes again, which will lead to serious deviation of information transmission and serious failure of decision-making, increase the uncertainty and disorder of information system and reduce the quality of information. Therefore, whether the information feedback is accurate and true is the fundamental basis for whether the public relations information feedback can play a positive role, and we must attach great importance to it.
2. Promptness and timeliness
The requirement of quick and timely information feedback is actually to shorten the time of public relations information feedback as much as possible. The shorter and faster the information feedback time, the better the effect, and the planning, decision-making and information transmission activities can be effectively controlled and improved as soon as possible.
3. Extensive and comprehensive
Information feedback must put forward broad and comprehensive principles. To make information feedback comprehensive, we should pay attention to two key points: First, strive for multi-source feedback. There are various factors involved in the work, which requires people to capture as much feedback information as possible from multiple sources and strive to capture the "hologram" of feedback. In this way, we can check, adjust or revise the original plans and instructions according to all kinds of feedback information, so as to effectively carry out public relations work. Second, strive for multi-channel feedback. Feedback information is also transmitted through some channels. Without multi-channel or large-capacity channel to transmit feedback information, we can't get enough feedback information. Therefore, in order to ensure the universality and comprehensiveness of public relations information feedback, organizations and their public relations departments must also open up feedback channels, collect feedback information extensively, and enhance the mass of public relations information feedback.
Treat correctly
In information work, the feedback information is complex, some are in favor of or support the opinions of the organization, some are against or despise the opinions of the organization, some reflect the good communication effect, and some reflect the bad communication effect. After capturing all kinds of feedback information, the organizer must treat it correctly and understand that any information feedback is generated and sent on a certain basis. Therefore, the organizer should treat the feedback information objectively, analyze it dialectically, and apply it scientifically to the planning and decision-making of the organization and the formulation, revision and standardization of the information transmission activity plan.
In addition, to do a good job of information feedback, we should also scientifically and reasonably grasp the number and frequency of feedback. First, control the amount of information feedback reasonably. If negative feedback is not controlled, too much feedback will not objectively reflect the actual situation, which will make the decision-making organs doubt the correctness of the decision, shake their confidence and affect the smooth implementation of the decision. If positive feedback is not controlled, too much feedback will easily exaggerate achievements and drown out negative feedback, making it difficult for leaders to find problems in time and take measures to correct and eliminate disadvantages, so it is necessary to control them reasonably. The second is to do a good job of secondary feedback. The second feedback is the feedback of the last feedback effect, which mainly reflects the implementation of the leadership instructions, thus promoting the circulation of information flow and making the actual work reach the original goal. Third, we should properly bundle and distribute information. Bundling is to gather all aspects of the situation into a bundle of information in feedback, so that leaders can master the overall situation. Diversion is to transmit feedback information in different directions according to the different content of feedback information, thus forming feedback information flows in different directions. In practical work, we should combine bundling and shunting organically and use them flexibly.