Improve your public relations ability.
1, cultivate organizational management ability.
The essential attribute of public relations work is management, which promotes the realization of organizational goals through public relations work. Public relations work is complicated, and it is difficult to do it well without good organizational skills. Therefore, public relations personnel should have the ability to motivate employees, coordinate all kinds of public relations, collect information, specify public relations plans and programs, organize and implement various public relations activities and large-scale special events, and communicate effectively.
2. Develop language skills.
Public relations work is to establish a good relationship with the public through communication, to be able to write and speak, to convey the relevant information of the organization in good language and to communicate effectively with the public are the basic quality requirements of public relations personnel.
3. Cultivate public communication skills.
The relationship between the public and the public is a "bridge" between the organization and the public, forming a "harmonious" atmosphere and environment. To this end, it requires public relations personnel to correctly understand the public, master communication skills, arts and principles, understand the behavior characteristics of the public, and learn to communicate with various types and characteristics of the public in a friendly way.
Extended data:
The professional qualification appraisal of customs declarers is divided into three grades: primary (national vocational qualification level 5), intermediate (national vocational qualification level 4) and advanced (national vocational qualification level 3). The reporting conditions are:
1. Junior customs declarers who meet one of the following conditions can declare: they have been engaged in internship for more than one year in this major and have received pre-test counseling and training for their primary professional qualifications; With secondary vocational school public relations or related major (news, advertising, marketing, secretarial) or above.
2. Intermediate declarers who meet one of the following conditions can apply for the exam: they have been engaged in this profession or related work (news, advertising, marketing, secretary) for more than two years, and have received pre-test counseling and training for intermediate declarers; Having been engaged in this profession for more than two years after obtaining the professional qualification certificate of junior customs declarers; Bachelor degree or above, major in public relations or related, and have received pre-test counseling training for intermediate public relations personnel.
3. Senior public officials who meet one of the following conditions can declare that they need to be engaged in their professional work for more than five years; Or have obtained the professional qualification certificate of intermediate declarers for more than three years; Graduated from university, engaged in this profession for more than three years, trained as a senior public relations officer.
Strategy:
(1) Press release/soft article release: implement online public relations by sending news on the organization's own website, influential portal websites or combining with traditional media. When releasing news through traditional media, we should pay more attention to establishing friendly relations with journalists. The principle is honesty, which becomes an effective source of information that journalists can rely on, because it is easier for journalists to find out whether the information published by organizations is true or not by using the Internet.
(2) Forum marketing: Forum is a widely used information exchange tool on the Internet, and it has a special public relations communication function whether it is open browsing or strictly managed remote login. The first is the information publishing function. Both organizations and audiences can publish information through BBS. Secondly, non-real-time discussion function.
Organizations can write articles for the information to be published, and then publish them in the corresponding discussion area of BBS in a more organized and complete way. Finally, there is the function of real-time discussion. Organizations can communicate with the public in real time in the "chat area" to narrow the distance between organizations and the public. A piece of news has been kept in the news database of the forum for a long time. Choosing to publish news in forums related to the organization may bring benefits for several years.
(3) Newsgroups: Newsgroups gather people with the same topic to discuss, comment and analyze issues with the same interests. Newsgroups can establish and consolidate the relationship between organizations and new and old customers, carry out market research needed for public relations, and prevent and control crises through information monitoring. At present, newsgroups have become the most important channel in international public relations communication.
References:
Baidu encyclopedia-public relations