This section describes the function of public relations in a narrow sense.
I. Collecting information and monitoring the environment
Public relations should first play the role of collecting information and monitoring the environment, that is, as an organization's early warning system, it can collect information, monitor the environment, feed back public opinion, predict trends and evaluate effects through various investigation and research methods, and help organizations maintain a high degree of sensitivity to the complex and changeable public environment and maintain a dynamic balance between the organization and the whole social environment.
Collecting information is a necessary prerequisite for public relations work. In the information society, information has become a recognized huge resource. Public-private relationship is an information industry. Without collecting information, public-private relations will become rice cookers. Therefore, no matter whether it is internal or external public relations, any planning should start from collecting information, so as to know ourselves and know ourselves. The function of collecting information requires public relations personnel to have information awareness and pay attention to collecting information of relevant institutions at any time.
The so-called monitoring environment refers to observing and predicting the public situation and various social environments that affect the realization of organizational goals, so that the organization can keep a clear head, keen sense and sensitive response to the development and changes of the environment, thus ensuring the scientific shaping of organizational image and the realization of organizational goals.
(1) Sources of information
The public environment that restricts and affects the survival and development of organizations includes internal public and external public. Therefore, the information needed for public relations work includes internal information and external information.
1. Endogenous information
Endogenous information mainly refers to information and dynamics from all aspects within the organization. The development of an organization is first restricted and influenced by its internal public objects, including managers, technicians and staff of various departments of the organization. They are in the front line of the daily operation of the organization, and their understanding and evaluation of the state and dynamics of people, money, things and things in the organization is important endogenous information.
2. Exogenous information
Exogenous information refers to the information dynamics of the external environment in which the organization is located. The external public objects related to the organization are very extensive and complex. Public-private relations need to establish a wide social information network, pay close attention to all kinds of information and trends of the external public, not only pay attention to the information of the public objects that have been contacted, but also predict the trends of potential public objects that may be related. We should not only pay attention to the public objects with direct interests, but also ignore the public objects with indirect relations, such as customer needs, partners' views, investors' intentions, competitors' dynamics, government officials' views, news comments, opinion leaders' views, etc. Public relations need to collect a lot of information from the outside public.
(2) the content of public information
As the information center of an organization, public relations is not limited to the business information directly related to the organization's specialized business, but also includes all-round social information materials such as social politics, economy, culture, science and technology, military affairs and people's feelings.
1. Information related to organizational image
Public relations should first pay attention to all kinds of information related to organizational image evaluation, which involves the public's impressions, opinions, opinions and attitudes towards organizational policies, products, behaviors and personnel.
(1) Product picture information. Product image is the objective basis of organizational image. Only when products are accepted and popular can the value of enterprises be recognized by the society. The public's views and comments on products are various, such as quality, performance, function, price, style, packaging, after-sales service and so on.
(2) Organizational image information. The overall image of the organization is also reflected in the public's evaluation of other elements of the organization. For example, the principles and policies of the public to the organization; Work system, procedures and efficiency; Management level; Technical, financial and talent strength; Service quality and standards; Marketing image; Reflection and evaluation of organizational culture and spiritual civilization. Organizations need to adjust and improve themselves according to these assessments.
2. Various social information in the organizational environment
Public relations needs to monitor social changes and trends, pay attention to information trends in social politics, economy, culture, science and technology, military affairs, fashion trends, folk customs, hot spots of public opinion, and analyze their direct or potential impact on organizations, make full use of favorable factors in the environment, avoid unfavorable factors, and maintain a dynamic balance between organizations and social environment changes.
The information function of public relations is macroscopic and social, which cannot be replaced by other functional departments of the organization.
Second, suggest and participate in decision-making.
This is the most valuable function of public relations, so public relations is also called "consulting industry" and "intelligence industry". 1978+ 1978 The definition of public relations put forward at the World Public Relations Congress held in Mexico emphasized the function of public relations in consultation and participation in decision-making.
(A) the meaning of the consultation proposal
Public relations consultation and suggestion refers to organizing public relations personnel to provide opinions and suggestions on public relations to decision makers and management departments, so as to make decision-making more scientific and systematic and take care of public interests.
Public relations consultation and suggestions are closely related to information collection. Access to information is a prerequisite for consultation and advice. Without enough information, all advice and suggestions can only be empty talk. Only by providing advice and suggestions to the organization can the collected information give full play to its functions and realize its value.
(2) The main contents of organizing public relations consulting suggestions.
(1) Give suggestions on the internal principles, policies and actions of the organization, give full play to the five guiding roles of the relationship between the public sector and the private sector (see Section II for details), participate in decision-making and set goals that are in line with the development of the organization.
(2) Provide suggestions for the organization's public relations strategy, sales strategy, advertising strategy, CIS strategy and organizational culture strategy, so as to develop the work originally handled by several departments into a system, and specify a scientific implementation plan for decision makers' reference.
(3) Predict and consult the development and changes of the organization's living environment, so that the decision-makers of the organization have a set or even several sets of plans to adapt to these changes.
(3) the form of the consultation proposal
1. Establishment of consulting service department
The consulting service department is the think tank of the organization, and its main task is to provide various consulting suggestions to the organization and play the role of staff in leading scientific decision-making. For example, Guangdong Foreign Economic Relations and Trade Company once consulted on the introduction of a set of paper-making equipment for Guangzhou People's Paper Mill. Through careful comparison and analysis of international market prices, the project saved the country foreign exchange 1 10,000 US dollars.
2. Help organizations choose the timing of decision-making plans and activities.
The consulting function of public relations is to use public relations to evaluate, select and implement relevant decision-making schemes for decision-makers, especially to pay attention to the unity and coordination of decision-making schemes in economic and social benefits, so as to urge decision-makers to pay attention to the social impact and social effect of decision-making. At the same time, mobilize public relations means, extensively consult the opinions of various public objects, and promote the democratization and scientificity of the decision-making process.
In order to improve the visibility of the organization, it is necessary to participate in and hold various public relations activities, such as holding press conferences, commodity fairs, expositions, planning news articles, etc. Public relations personnel can choose the appropriate time, place and way for the organization to participate in these activities according to their own practical experience. Through activities, organizations can establish good relationships and improve their reputation.
be involved in decision-making
Public relations personnel should not only make general suggestions to the organization, but also participate in decision-making as much as possible, provide necessary information and suggestions for leadership decision-making, and directly affect the decision-making process. This is the highest form of public relations advice. Public relations personnel should work hard, consult public opinions at home and abroad extensively before making decisions, and obtain comprehensive information for decision makers' reference, so that the decision-making scheme has strong social adaptability and flexibility, and strive to fully reflect the performance and thoughts of public relations personnel in the decision-making scheme and attract the attention of leaders.
Third, spread and promote, and shape the image
This is the unique function of public relations communication which is different from other communication in purpose and skill.
The communication function of public relations is mainly reflected in two aspects: first, organizations use communication means to communicate with the public in two ways, to have a heart-to-heart relationship with the public and win the public's trust and support; Second, keep pace with the times, achieve public opinion guidance, create momentum by planning news, public relations advertisements, special events and other means, improve the visibility and reputation of the organization, and create a good public opinion environment for the organization. In a sense, without the function of communication, public relations will accomplish nothing.
Fourth, coordinate communication and balance interests.
(A) the meaning of coordination
The coordination of the relationship between the public and the public is based on communication, and the mutual benefit and harmonious development between the organization and the public can be realized through adjustment. The important role of coordination is to maintain the overall balance of the organizational management system, so that all parts are in step, which is conducive to giving full play to the overall advantages and ensuring the implementation of the plan and the realization of the goals. Coordination relationship is divided into broad coordination and narrow coordination. Generalized coordination includes not only internal coordination, but also external coordination. Such as coordination activities between organizations and governments, communities and consumers. Narrow coordination mainly refers to the coordination within the organization, such as the coordination between the upper and lower levels within the organization and the coordination between departments and units at the same level within the organization. Seeking unity internally and harmony externally is the purpose of public relations coordination.
Marx said that everything people struggle for is related to their interests. The relationship between the public and the public is also based on interests. After the society entered the market economy, many relationships that were previously regulated by force and administrative means now need to be regulated according to economic laws. As an open system, an organization must be recognized under the principle of sincerity and mutual benefit if it wants to create a good internal and external environment for the organization and coordinate various relationships. When various interests conflict, they should be coordinated and balanced based on the principles of fairness and reciprocity. We can neither ignore reasonable requirements nor favor one over the other.
(B) the content of the coordination relationship
Coordination is both an end and a means, which is dual. As an end, it refers to the good state of a relationship. As a means, it refers to a kind of adjustment work, which makes the relationship reach a good state through coordination. Public relations can play a role in balancing and coordinating relations in three main areas:
1. Coordinate the interests between leaders and employees within the organization.
The relationship between leaders and employees in an organization is directly related to the enthusiasm, initiative and creativity of employees and the realization of leaders' responsibilities. It is also related to whether all employees in the organization can form a good spirit of unity and struggle and produce effective coordination. Therefore, the organization's public relations departments and personnel should strive to coordinate the relationship between leaders and employees. Specifically, on the one hand, public relations personnel should use scientific methods and often publicize the principles and policies of the organization to employees. Communicate the management strategy of the leadership, explain and explain the organization's principles, policies and strategic intentions as fully as possible, so that employees can know, understand and consciously implement them. On the other hand, public relations personnel should constantly and extensively collect employees' opinions and opinions on the organization, and convey them to leaders in time, so as to improve and promote the work of the organization and ensure the harmonious development of the relationship between leaders and employees.
2. Coordinate the interests and relationships among various departments and links within the organization.
Within the organization, due to the division of labor, various departments within the organization often lack the overall concept, which leads to some contradictions and brings unnecessary troubles and losses to the organization. Although the coordination between departments is mainly done by leaders, public relations departments should also actively cooperate. Through communication, strengthen the contact and understanding between departments, so that they can support each other, trust each other and understand each other, and jointly improve organizational performance.
3. Coordinate the interests and relations between the organization and the external public.
In the process of development, any organization will encounter contradictions and conflicts with the external public for various reasons. Once these phenomena occur, the public relations department should keep abreast of the situation, coordinate and properly handle various contradictions and conflicts. Otherwise, the development of the organization will be affected.
Methods of coordinating relations
1. Feedback adjustment method
Feedback adjustment method is to adjust the organization's actions according to the feedback of information, so as to coordinate the relationship. In the process of feedback adjustment, public relations personnel should inform the public at home and abroad about the policies and plans of the organization, and at the same time feed back the implementation and opinions of the public at home and abroad to the decision-making level of the organization in time to fill the loopholes or further modify the plan.
2. Self-discipline method
Sometimes, if the relationship between the organization and the public is not handled properly, it will lead to various contradictions, such as the contradiction between cadres and the masses within the organization, the contradiction between departments, the contradiction between communities outside the organization, the contradiction with consumers, and the contradiction with relevant government departments. At this time, organizations should be good at self-discipline, implement self-examination and self-correction, be strict with themselves, and take the initiative to correct problems when they find them.
3. Emotional counseling method
People have feelings, and there is an emotional relationship between organizations and the public. If both sides have a good impression, everything will be easy. Emotional discord will produce resistance. Therefore, public relations personnel should pay attention to the coordination of psychological feelings and be good at using emotional counseling to narrow the psychological distance between the public and the organization. For example, Joe, a famous American car salesman? An important reason for Gillard's success is to establish a special relationship with customers. He said, "When customers bring their cars back and ask for maintenance or service, I try my best to get the best things for them. At this time, you must be like a doctor. The customer's car broke down. You should feel sorry for him. " Gillard also sends a postcard of different sizes and beautiful formats to customers who buy cars from him every month. Small postcards closely linked Gillard's heart with customers, and kept him in close contact with customers. Thoughtful service and emotional coordination are good ways to establish a good relationship between the organization and the public.
4. Information sharing law
Information sharing method is to establish and improve various communication channels and coordination mechanisms within the organization, promote information exchange, information release, horizontal communication and information sharing within the organization, enable all members to reach an agreement on their thoughts and behaviors, and improve the centripetal force and cohesion of the organization. For example, a factory has set up a "Daily News" column on the publicity column at the factory gate, which is posted before 8: 30 every morning, except for factory holidays and holidays. When workers come into the factory after work every day, they spend a few minutes reading this daily news, so that they can know the main trends and information of the factory in time, including the latest decisions and opinions, important personnel changes, the latest developments in production and operation, welfare news of cadres and workers, cultural and entertainment news, briefings of various departments and workshops, criticisms and suggestions of our factory workers, etc. Everyone thinks that this kind of news wall newspaper is more useful than meeting to quench one's thirst and reading newspapers. It would be a pity not to watch it for a day. Because of the love and trust of employees, everyone actively provided information for the editorial department, which greatly strengthened the communication and horizontal contact within the organization, straightened out interpersonal relationships and effectively brought all employees together. It can be seen that the coordination of internal relations depends on good internal information communication. The higher the degree of information sharing, the more harmonious the relationship will be.
5. Negotiation methods
Negotiation is a common method to avoid or reduce the contradictions and conflicts between organizations and employees, and between organizations and the losses caused by them.
Five, education and guidance, cultivate the market
In order to complete its social function and promote social development, public relations need to strengthen educational guidance, and improve its reputation needs educational guidance. The educational guiding function of organizational public relations is mainly manifested in both internal and external aspects.
Internally, the main function of public relations is to spread public relations awareness, spread public relations concepts and skills, and update knowledge. It is necessary not only to educate and guide every employee, but also to persuade organizational leaders to accept the concept of public relations.
Externally, organizing public relations is mainly to educate and guide the public. People often say that "the public is always right", which is to "correct the name" from the perspective of service, but objectively speaking, the public cannot always be right, but needs guidance.
In addition, the rapid development of science and technology and the great richness of products require the public to cultivate the market. It is impossible for the public to know so many new products, and they need constant education and guidance in commodity knowledge, consumer knowledge, safety insurance, etc., so that consumer groups and organizations can agree.
Six, scientific early warning, crisis management
Organizational crisis is the enemy of organizational survival and development. If it is not handled properly, it will often cause huge losses to the organization and even ruin its "life". Therefore, organizing public relations regards crisis handling as one of the main functions and priorities of public relations. With the development of public relations theory and practice, predicting management crisis beforehand has become the mainstream method of public relations to deal with the crisis, and it is the new development of organizing public relations.