Communicative public relations, focusing on interpersonal communication, aims to make good friends, establish social networks and create a good development environment for the organization through direct contact between people. Its specific contents include: various receptions, symposiums, banquets, tea parties, condolences, interviews, receptions, personal letters, telephone calls and so on. Communicative public relations is especially suitable for a few key public. Its characteristics are: flexible and human, which can make the public relations effect reach the emotional level, but its disadvantages are small scope of activities and high cost, which is not suitable for a large number of public groups.
Service-oriented public relations mainly provides all kinds of affordable services, aiming at winning public praise with practical actions and establishing a good image of the organization. Its specific work includes: after-sales service, consumer guide, convenience service, voluntary consultation, etc. Service-oriented public relations can effectively make interpersonal communication reach the level of "action", which is the most real public relations.
Social public relations focuses on various social, sponsorship and public welfare activities, and organizations invest in their own reputation through practical support for socially difficult industries. Its main forms include: opening ceremony, memorial day, holding traditional festivals, holding TV evenings, sponsoring sports, welfare, public welfare undertakings, disaster relief and poverty alleviation, etc. No matter what industry an institution operates, it is a member of the whole society and bears an unshirkable social responsibility.
Consulting public relations, focusing on collecting information, investigating public opinion and collecting public opinion, aims to provide staff for the management and decision-making of organizations by mastering information and public opinion. Its specific work includes: establishing a petition reception system, conducting public opinion surveys, setting up a hotline, and collecting newspaper materials. Consulting public relations is a daily work, which should be carried out continuously.
④ Choose public relations strategy. Public relations strategy refers to the public relations behavior adopted by the organization according to the changes of environmental conditions and the organization itself. Specifically, the public relations strategy includes the following:
Constructive public relations refers to the public relations activities with the main goal of improving visibility in the initial stage of an organization or when a product or service has just come out. At this time, the image of the organization is still uncertain, and the image of the product has not left any impression in the public mind. At this time, the public relations strategy should focus on positive communication and strive to form a good "first impression" with greater momentum. From the perspective of popular psychology, it is to strive for a good "first cause effect". Its common means include: opening ceremony, ribbon-cutting activities, completion ceremony, new product release, demonstration, trial, delivery and so on.
Continuous public relations refers to a strategy for social organizations to maintain their reputation and stabilize established relationships during the period of stable and smooth development. It is characterized by keeping a low profile, constantly transmitting information to the public, maintaining a good relationship with the public in a subtle way, and keeping the good image of the organization in the public memory for a long time.
Defensive public relations refers to the preventive measures taken by social organizations in advance or in time in order to nip in the bud. These measures may be uncoordinated or have already happened.
Aggressive public relations refers to the strategy of winning by surprise and defending by attacking in order to get rid of the passive situation and create a new situation when there is conflict and friction between social organizations and the environment. Organizations should seize the favorable opportunity and conditions, quickly adjust their policies and behaviors, change their excessive dependence on the original environment, gain the initiative, and strive to create a new environment so that the organization will not be destroyed.
Correcting public relations is a series of activities when the public relations of social organizations are seriously out of balance and the organizational image is seriously damaged. Social organizations should investigate and study in time, find out the reasons, take measures, do a good job in the aftermath and calm down the storm, so as to gradually stabilize public opinion, save the influence and reshape the organizational image. Corrective public relations is an integral part of crisis public relations, such as compensation, apology and reorganization after various crises.