Chapter 65438 +0 Case Analysis
Case 1: Countdown to Hongkong's Return —— Public Relations Creativity of China Famous Magazine
The social organization of "China Famous Brand" magazine planned the countdown to the China government's resumption of the exercise of sovereignty and held high the banner of patriotism, which had profound political and far-reaching historical significance. Its creativity is as follows:
I. Background: Project investigation
1. History: The Hong Kong issue was an unequal treaty signed by the Qing government after British imperialism invaded China. 2. Position: Hong Kong is a territory of China, not a "colony". Comrade Deng Xiaoping made it very clear that Hong Kong would take it back. 3. Conclusion: 1997 The return of this day to 1 this July will condense and sublimate the vicissitudes of a century and a nation at this moment.
Second, the project planning
1. Purpose: Hold high the banner of patriotism. 2. Breakthrough: Countdown (let it touch the heartstrings of every China person every minute). 3. Scale: the height of each character is not less than 1m, the total area is 150m, and the sight distance is greater than 1000m. 4. Focus: The countdown card is built in the heart of the motherland-the capital Beijing. Specifically, it is built in the center of the city-the center of the Chinese Revolutionary History Museum in Tiananmen Square. 5. Level: Report to Xinhua News Agency, Beijing Municipal Government, the State Council Macao Affairs Office and the central leadership. 6. Time: from 1994 12 19 (the anniversary of the Sino-British Joint Declaration 10) to1997, running for 925 days.
Third, the project evaluation
1. The central leadership spoke highly of it; 2.925 days, the highest visit rate, and it is also a patriotic education base; 3. The best in the world: area, time, witnesses, number of participants and news reports.
case analysis
1. This case mainly embodies three knowledge points: the state of public relations, the activities of public relations and the concept of public relations. The relationship between them is that the result of public relations activities has formed a specific public relations state, and conscious and scientific public relations activities must be carried out under the guidance of modern public relations concepts.
2. Public * * * relations activities refer to a series of public * * * relations work that uses communication means to coordinate the social relations of the organization, influence the public opinion of the organization, shape the good image of the organization and optimize the operating environment of the organization. The "countdown to Hong Kong's return to the motherland" public relations activity, through project investigation, project planning and project implementation, closely revolves around the important historical event of Hong Kong's return to the motherland to plan and implement this public relations activity, which has profound political and far-reaching historical significance.
3. The relationship between the public and the public refers to the objective relationship and public opinion between an organization and its public environment. This public relations activity of China famous brand magazine was highly praised by the central leadership. In the 925 days from 1994 12 19 to 1997 7 1, the countdown board has become a patriotic education base, creating the best of several worlds. The public has received patriotic education from it, and the relationship between the organization and the public and public opinion have been greatly improved.
4. The concept of public relations is a value concept and code of conduct that guides and regulates organizational behavior. The planner of this activity planned and implemented this patriotic education activity through image view, public view and communication view.
Chapter IV Case Analysis
1, see page 120 of the textbook for the case.
Organizational Structure of Corporate Communications Department of Chase Bank, USA
Chase Bank is a multinational financial institution. At present, * * * has more than 30,000 employees and more than 2,000 global branches. The corporate communications department of the bank has more than 200 employees, and a senior vice president is the head of the department. There are several groups under the communication department of the bank, which are directly responsible for the public relations work in their respective fields. The organizational structure of corporate communications department of Chase Bank is a typical form of public-private relations department of large enterprises.
Case study:
1. The vice president is also the director of corporate communication department, which is very symbolic. This typical public relations organization structure directly under the top leadership not only reflects the importance attached by enterprises to public relations work, but also provides strong background support for public relations departments to perform their functions smoothly. This actually reflects that modern enterprises attach great importance to organizational image.
2. Similar to the business division system, the organization has a clear division of labor and distinct levels, which reduces the information loss in the communication process and is the organizational guarantee for improving the efficiency and effectiveness of public relations.
3. We can see that the organizations under the public relations department can be roughly divided into two categories: one is based on the relationship between the working object and the enterprise, and the other is based on the area where the working object is located. This division of labor makes public relations work more professional, accurate and scientific when facing different public. For example, the juxtaposition of Caribbean Group with Europe and the Far East can prove the great significance of Caribbean business to enterprises.
2. See the textbook 128 for the case.
Seeking novelty, difference and result.
American industrialist Hua Nuo Meeker attended the American Commodity Fair in Chicago. Unfortunately, he was arranged in a very remote corner, where few people came to visit. Therefore, the decoration engineer Sa Patrick Mamson, who designed the booth layout for him, suggested that he simply give up the booth and wait for the commodity exhibition next year. Hua Nuo Mick replied: "Mr. Sa Patrick Mamson, the opportunity should be created by yourself, and it will not fall from the sky." Hua Nuo Mick immediately turned to his public relations department for help. After understanding his situation and requirements, the public relations staff held a meeting and brainstormed, and finally came up with a clever plan: designing a beautiful booth with oriental colors. Mr Patrick Mamson lived up to his expectations, so he designed an exhibition stand for the ancient Arabian Palace. The road in front of the booth became a man-made desert. When people walk to the booth, it seems that they are in the Arabian Peninsula. Hua Nuo Mick is very satisfied with this design. He made more than 200 employees, both men and women, wear Arab clothes, and specially sent people to Arabia to buy six camels with two humps to deliver goods. He also sent someone to order a large number of balloons for use at the beginning of the exhibition. All this is done in secret, and no one is allowed to say anything before the opening of the exhibition.
This Arabic booth design has aroused the interest of exhibitors, and many newspaper and radio reporters have reported this novel design. These reports attracted the attention of the public. On the opening day of the exhibition, many people came to visit with curiosity. At this time, countless colorful balloons rose in the exhibition hall and burst automatically soon after liftoff, leaving a piece of film with a beautiful line of fine print, which read: "When you pick up this small film, dear lady or gentleman, your good luck begins." We sincerely congratulate you. Please take this film to the Arab booth in Miq, Hua Nuo, and exchange it for an Arab souvenir. Thank you! " The news spread immediately, and people crowded into the remote stalls in Miq, Hua Nuo, leaving those stalls in prime locations in the cold. The next day, many Hua Nuo Mick balloons rose in Chicago, attracting more citizens. After 45 days, the exhibition ended. Hua Nuo Mike has done more than 2,000 transactions, of which more than 500 are big transactions with more than US$ 6,543.8+0,000. His booth has become the booth with the largest number of customers in the exhibition.
Case study:
1. A highly developed commodity economy is one of the conditions for public relations. The fiercer the competition, the more important the role of public relations. In order to establish a good image of an organization in a fiercely competitive society, we must break the "convergence" of products or services and strive to discover, explore, guide and meet the needs of the public in all aspects and at all levels. This requires public relations personnel to have the ability to innovate, fully grasp the public psychology in their work, find another way, see what people have not seen, think what people have not thought, and pedestrians have not done.
2. Even as a means, in order to attract the public's attention, public relations personnel are required to have innovative ability. How to make the "at a loss" public pay special attention to the organization caused by the information explosion is definitely not possible by conventional means alone. The mysterious East, the Arab world, camels, deserts, palaces and even souvenirs all tempt people's curiosity. "Green with red", the greater the distance between information and background, the easier it is to attract people's attention.
3. Choose a novel way to inform the public. On the first day, the balloon that will burst will be raised in the exhibition hall, and the dynamic carrier will be used to spread information, which will make people pay unintentional attention. The film printed with gifts on the ground will attract people's intentional attention and will be promoted step by step, "getting better and better"; The next day's activities expanded to the whole city of Chicago, rapidly expanding its influence. Without an accurate grasp of the public psychology, the expected effect cannot be produced.
Chapter V Case Analysis
1, see page 148 of the textbook for the case.
Look at the strength in data analysis.
In the early days of reform and opening up, China Daqing Oilfield was still a confidential project. In order to obtain the bidding information of Daqing Refinery in China, Nippon Petrochemical Equipment Company made a detailed analysis of the news about Daqing Oilfield published in China. They estimated that Daqing was in a very cold area and roughly estimated its latitude through the photo of "Iron Man" Wang Jinxi wearing a big fur coat. It is estimated that the oil well will not be too far away from the railway by using the report in China newspaper that Wang Jinxi led the workers to carry the drilling rig into the construction site by shoulder lifting. According to the handle style in the photos of drilling rig published in China newspaper, the diameter and flow of oil well are calculated, and the output of Daqing is calculated. Therefore, the equipment they provided in the equipment bidding of Daqing Refinery is the most suitable for Daqing Refinery. At the same time, the British and American companies that bid didn't even know where Daqing was.
Case study:
1. "No investigation, no right to speak". All conclusions should be drawn after investigation, not before. Investigation is a very important step in public relations activities, which determines the success or failure of public relations activities. It is on the basis of full investigation and in-depth study that Japan has made full preparations for Daqing equipment bidding and achieved success.
2. Data collection and accumulation is long-term and comprehensive. Make a long-term information collection plan, pay attention to the information that may have an impact on the organization from the beginning, and don't ignore any details. Long-term tracking of information about Daqing in China and mastering the details reported by the official media in China are the basis of Japanese success.
3. Cultivate scientific thinking methods, improve the fluency of thinking, and learn to comprehensively observe, analyze and solve problems. Recognize the relationship between things, see the essence through phenomena, and cultivate sensitivity to details.
2. See the textbook 158 for the case.
Corporate mission statement
Weyerhaeuser, a forest products company in Washington, DC, wrote in its mission statement:
Our goal: the best forest products company in the world.
Our strategy: We will achieve our goal by making total production quality the management mode of Huihao Company. The relentless pursuit of complete customer satisfaction. Authorized by the people of Huihao Company. Be at the forefront of the industry in implementing excellent forest management and production. Create high returns for shareholders.
Our values: customers-we listen to customers' opinions and improve products and services to meet their present and future needs. People-Our success depends on outstanding people who should work in a safe and healthy environment. In this environment, diversity, development and team spirit are cherished and recognized. Responsibility-We expect excellent performance and are responsible for our actions and results. Our leaders set clear goals and expectations, are willing to support us, and provide and seek regular feedback. Citizens' rights and obligations-We support the community where we operate, and require us to abide by the highest code of conduct and environmental responsibility, and communicate openly with people and the public in Weilhoyize. Financial responsibility-we use the limited resources entrusted to us carefully and effectively.
Case study:
1. corporate mission statement is a written expression of organizational image design, which is formed on the basis of unified understanding of organizational members. The mission statement of public enterprises should explain the reasons for the existence of enterprises and clarify their social responsibilities, which is a means to establish a good image in the public mind and also a means to restrain organizational behavior. The mission statement of Weilhoyize Company clearly puts forward the goals, strategies and values of its own enterprise, which provides a basis for the public to evaluate the enterprise.
2. A good organizational image is formed on the basis of meeting the needs of the public. The survival and development of organizations can only be based on public interests. Organizing interests on the basis of public interests is the logical basis for the existence of public relations. When designing an image, we must first carefully identify the public interest. The needs of all kinds of people are different, and enterprises should meet the needs of different people. In the mission statement of Huihao Company, shareholders, employees, customers, finance, community and other people all put forward their own positions. At the same time, the commitment behavior should conform to the moral code and environmental responsibility, emphasizing the social responsibility as a company, which also affirms the reason for the existence of the organization. It embodies the unity of public interests and organizational interests.
3. The mission statement of Huihao Company also defines the organizational objectives and strategies, which reflects the particularity of its image as a forest products company.
Chapter VI Case Analysis
1, see page 192 of the textbook for the case.
Understand employees' psychology and grasp employees' needs.
At the Diamond International Carton Factory 198 1 in Barmore, Massachusetts, the workers are worried about the future because of the shrinking market. 65% employees feel that the management does not respect employees, 56% employees are pessimistic about their work, and 79% employees think that their excellent work has not been rewarded. To this end, the management has launched the "100 points club" plan, that is, all employees with above-average annual work performance can get corresponding points, such as 20 points for safety without accidents and 25 points for full attendance, and the results will be settled once a year. If the score reaches 100, he can get a piece with the company logo and "65438+"
By 1983, the factory's productivity has increased by 16.5%, the quality error rate has decreased by 40%, the employee's dissatisfaction has decreased by 72%, the time lost due to work-related accidents has decreased by 43.7%, and the factory has gained an extra profit of 1 10,000 USD every year.
In the evaluation process at the end of 1983, 86% of employees thought that management attached great importance to employees, 8 1% of employees felt that their work was recognized, and 79% of employees thought that their work was more closely related to organizational achievements.
Case study:
1. The task of public-civilian relations is "seeking internal unity and external development". Internal unity is the premise of external development, and external development is the result of internal unity. In this sense, the employees of the organization are the public most interested in the organization. Internal public relations with the goal of improving cohesion has become a major event that no organization can take lightly. While the workers in Diamond International Carton Factory are worried about the future, 65% employees feel that the management does not respect the workers, 56% employees feel pessimistic, and 79% employees feel that their excellent work has not been rewarded. This is a very serious matter. We can't imagine an organization where most employees are dissatisfied. Once you really face a crisis, everyone can help each other. Cohesion is a problem that must be solved by Diamond International Carton Factory.
2. American psychologist Maslow believes that self-realization is the highest of the five social needs (physiological needs, security needs, love and belonging needs, respect needs and self-realization needs). Although the investigation of Diamond International Carton Factory proves that 79% of employees think that their excellent work has not been rewarded, the management of the factory has not improved the cohesion of the organization by increasing salary, but adopted the method of meeting the senior needs of employees to change this situation. The function of "100 Club" is to make employees feel happy that their work has been recognized. The light blue jacket printed with the company logo and the "100 Club" armband became a symbol of efforts, and informing the family of the results mainly met the employees' self-realization needs at the operational level. The judgment of "social man" in modern management theory has been verified.
3. After the implementation of "100 points club" for one year, the employee's dissatisfaction was greatly reduced and the work efficiency was improved; In the second year of implementation, most employees think that their relationship with the factory is closer under the premise of feeling recognized and valued. This means that the cohesion of the organization has been improved.
2. See the textbook 193 for the case.
Strengthen spiritual education and improve work skills.
Kōnosuke Matsushita believes that work takes up more than half of people's waking hours, so companies have the responsibility to shape employees' personalities, beautify their souls and create their spirits. He advocated Panasonic's "seven spirits": industry serving the country, being open and aboveboard, being like a family, striving for self-improvement, being courteous and courteous, assimilating with others, and repaying kindness with gratitude.
Panasonic also gives employees two kinds of training in daily operation and management: one is basic business operation and production technology training; Second, the company's unique "Panasonic Spiritual Education", every other month, employees will give a 10-minute speech in their respective groups and departments to explain the company's spiritual values, understand the company's overall organizational consciousness, and successfully integrate employee goals with corporate goals.
Case study:
1. As an important part of modern society, economic organizations not only create social and economic benefits through normal production activities, but also create cultural benefits, that is, guide the whole society to move forward on an active, healthy and green life path. The education and cultivation of people is the core work of creating cultural benefits. The "Seven Spirits" advocated by Kōnosuke Matsushita (serving the country through industry, being open and aboveboard, being like a family, striving for progress, being courteous and courteous, adapting to assimilation, and being grateful) are all trying to shape the spirit and mind of employees consciously. This kind of positive education embodies the entrepreneur's sense of social responsibility, and also makes the employees as the internal public feel the painstaking efforts of the organization in the process of being edified, and establishes a good organizational image in their hearts.
2. Matsushita Company regards "Matsushita Spiritual Education" as an important part of routine training once a month except for job skills training. The routinization of spiritual education avoids exposure to one cold and exerts a subtle influence in the process of accumulation. The specific operation method is that employees give speeches in the team to explain the company's spiritual values. This way of "educating yourself" with employees as the main body of communication plays a great role in internalizing values. Long-term persistence will make employees' values consistent with those of the company, and employees' personal goals will gradually coincide with organizational goals. Cohesion is essentially the unity of goals.
3. See the textbook 194 for the case.
Study consumer demand, be good at guiding consumers and creating demand.
A few years ago, Guangdong Galanz Company developed and produced a microwave oven that can compete with world famous brand products, and the price is only half of it. However, they are not in a hurry to seize the market. Instead, we first invested huge human and financial resources, and with the help of the media, we systematically introduced the use characteristics, product advantages and maintenance knowledge of microwave ovens nationwide, sorted out more than 500 microwave oven recipes, and introduced the cooking technology of microwave ovens in detail. We also sent "Miss Galanz" to give live demonstrations in various markets, and even conducted in-depth communication with customers through audience hotlines and consultation telephones. This new product, the microwave oven, was quickly familiar and accepted by people. Galanz microwave oven not only increased its market share in China steadily, but also exported to more than 50 countries and regions.
Case study:
1. The relationship between consumers and organizations is the relationship between input and output. Organizations get people, money and things from consumers (that is, consumers' investment in the organization), and through their own production, products are exported to consumers. When consumers accept products, they will continue to invest in the organization, and the organization will continue to export, forming a virtuous circle, and the organization can survive and develop. If the products of the organization are rejected by consumers, consumers will not continue to invest in the organization, and the organization will not survive and develop. In this sense, the fate of any organization's survival and development is in the hands of consumers. Therefore, consumers are the basis for the survival and development of all organizations. (Consumers here are consumers in a broad sense, referring to the sum of social organizations' service objects; Similarly, the products here are also products in a broad sense, referring to any satisfaction that social organizations can provide to consumers; Obviously, social organizations refer to more than just enterprises.
2. For enterprises, the starting point of dealing with consumer relations is to discover, explore and guide consumers' needs, and meet consumers' needs faster and better than competitors. The vast majority of consumers blindly buy, that is, they don't really understand their own needs, especially when new products have just come on the market. This provides a broad stage for enterprises to guide consumer demand. When Galanz has developed a cheap microwave oven, it did not rush to "push" the product to consumers, but let consumers know, be familiar with and appreciate the advantages of this new cooker through advertising, making recipes and live demonstrations, and finally take this advantage to "pull" the product and complete the purchase behavior. This is the exploration and guidance of consumer demand.
3. When other social organizations create their own products and export them to the public, they should also seriously consider what needs the products meet, whether the public agrees with this satisfaction, and if not, what measures should be taken to guide the public's needs.
4. See the textbook 195 for the case.
Adhere to consistent service
American Cabot Company (North American Machinery Manufacturing Company) said in its advertisement: "Any customer who buys our products, no matter where in the world, needs to replace spare parts, we guarantee delivery within 48 hours. If it is delayed, we will give you the product for free. " They keep their word, and sometimes even use helicopters for a part worth only tens of dollars, which costs thousands of dollars. It is precisely because of its excellent commercial reputation that the company can operate for more than 50 years and become increasingly prosperous.
Case study:
1. The most basic element of organizational image is honesty. An organization that is not trusted by the public cannot establish a good image in the public mind. Honesty does not belong to the skill category, but reflects the personality of the organization. To establish a good image in the public mind, honesty is the basic premise. Once the so-called "image" based on lies is exposed, it will "suddenly be like the first floor, the lights will dim" and completely subvert the organization. Therefore, honesty or not, in a sense, determines the survival of the organization.
2. North American Machinery Manufacturing Company insists on keeping its promise, preferring to pay a huge price, but also practicing the promise of "delivering the required spare parts to any place in the world within 48 hours", which has a good reputation in the eyes of consumers, which has made it prosperous for 50 years, showing the power of honesty.
5 See the textbook 195 for cases.
Social organizations have to pay attention to the "attitude" of the media
1974165438+10 In October, the vice president of American Mobil Oil Company wrote to The New York Times, pointing out that in the past two years, The New York Times had published 20 reports of the New York State Department of Justice suing Mobil Company, of which10 was on the front page. In fact, two of them were rejected by the state court, but The New York Times did not make any reports. Since then, Mobil has sued the Ministry of Justice of new york in turn. As a result, the new york Times still failed to report it. "Why is Mobil accused of being news, but Mobil accuses others of not being news?" This question is worth pondering.
Case study:
1. The media is a very special public. It is not only the public of the organization, but also the bridge between the organization and other public. On this bridge, the media plays the role of "gatekeeper". It uses its advantage of having the right to speak to cut and screen information, and conveys the cut and screened information to the public, so that the public can form an impression of the organization based on the cut and screened information. For the organization, it is really "a word to prosper the country, a word to lose the country." Especially with the accelerated pace of life and the refinement of social division of labor, most people have to understand and know the world through the media, and gradually accept the virtual environment built by the information cut by the media as the real environment. This is how the media influences public opinion. The experience of American Mobil Company is a typical proof of this problem.
2. American Mobil Company wrote to The New York Times, "Why is American Mobil Company accused of news, but Mobil Company is not accused of others?" It is sympathetic to explain that you have been treated unfairly, but it basically doesn't work. Because any media, any media practitioner, will act as a "gatekeeper" according to their specific values, aesthetics and morality. "The world outlook cannot be concealed." They hold the right to speak and show their attitude by cutting and screening the information.
If you understand the above two points, you will understand the importance of the media public. Modern social organizations must attach importance to good relations with the media, keep in touch with the press for a long time, provide information to the media in time, treat each other sincerely and avoid conflicts.
Chapter 12 Case Analysis
Case1:In the SARS epidemic crisis in 2003, the phenomenon of information dissemination distortion was widespread. Take Guangzhou as an example: the first SARS case occurred in Guangdong in June, 2002, 5438+065438+ 10. It was not until February 8, 2003 that the news of "fatal influenza occurred in Guangzhou and several patients died in many hospitals since the Spring Festival" began to spread quietly. SMS and word-of-mouth communication are the main communication channels of this news, and fear begins to breed at this time. At this time, the expected official information has never appeared, but on the morning of February 10, some media vaguely reported that the number of patients suffering from "cold" and "pneumonia" in Guangzhou has increased recently ... At noon on February 10, Southern Network cautiously released official information: some "atypical pneumonia" cases occurred in some areas of Guangdong Province, and the main preventive measures included:
The hidden fear finally broke out: for a time, most of Guangzhou was moving. "Did you buy medicine?" And "Did you buy vinegar?" It has become the meeting language of Guangzhou people. Banlangen and antiviral drugs have become the targets of looting. From February 10, the same scene appeared in Beijing, Wuhan, Changsha, Haikou and other major cities in China almost at the same time. Banlangen, antiviral drugs and white vinegar sell well.
On February 1 1, the Guangzhou Municipal Government and the Guangdong Provincial Health Department held press conferences respectively on the SARS panic. At the meeting, it was mainly explained that there was indeed a virus that caused SARS, and the number of patients was announced. 305 cases, including 226 cases in Guangzhou, were infected by medical staff 105 cases. At the press conference, government officials and infectious disease experts admitted that the source and cause of the disease have not been separated, and the identification of pathogens has not yet reached a clear conclusion. So far, there is no specific drug treatment, and the clinical treatment is mainly symptomatic treatment. In addition, experts also introduced some preventive measures and the characteristics of the disease. Although these situations are not good news, Guangzhou citizens' understanding of atypical pneumonia has gradually become clear through this live TV news conference.
However, due to many factors out of control in communication, the conference did not achieve the expected results. A Guangzhou citizen said, "On February 1 1 day, the Guangzhou Municipal Government held a press conference, which was broadcast live on TV. Everyone left their jobs to watch TV, and the panic began to ease, but some people still didn't believe the death data. In the evening, I went home and turned on the TV to watch the news. A doctor is being interviewed by a local TV station. He said,' Our hospital has treated more than a dozen patients, and the cure rate is 99%. This disease is not terrible' and so on. I wonder: how can a dozen patients calculate a 99% cure rate? This really scares me. When I feel my body, I immediately feel sore throat and arm pain. Look at the medicine, including ciprofloxacin and Ganmao capsules, make a few tablets at once and swallow them according to the maximum dose. "
case analysis
1. The essence of the relationship between citizens and the government is the relationship between taxpayers-owners and civil servants. The government has the obligation to report its decisions and actions to the people, and effective administration needs the participation and support of the public. Under the modern democratic system, people have the right to know about social life and government behavior. This makes the relationship between the government and the public more necessary with the continuous strengthening of socialist democracy and legal system construction. The relationship between the public and the public plays a very prominent role in completing government functions and stabilizing social order.
2. The characteristics of the relationship between the government and the public include the authority of the subject, the complexity of the object and the superiority of communication. The above-mentioned cases show the symptoms of the lack of mainstream information in a typical crisis: the poor communication of public media information leads to the public's ignorance of the disease, which makes the information in an abnormal way spread and exchanged privately, which will inevitably lead to misinterpretation and even misinformation, resulting in social disorder and even out of control. And timely and sufficient information processing can obviously resolve the crisis.
3. The government should establish and improve the news release system and communicate with the public through mainstream channels.
Case 2: In the 1980s, Tianjin's municipal construction failed to keep up, and people's lives had many practical difficulties. "The car didn't go fast, the tap water was pickled, and the temporary facilities were not dismantled quickly." People have great opinions. The municipal government is determined to do practical things for the masses, solve and implement them one by one, and honor the promised things one by one. 1983, we did 10 practical things for the citizens for the first time. Since 1984, we have been running private projects for urban and rural people for 20 years every year. By 1989, we have already run 130 projects. For example, 30 million square meters of houses were newly built or rebuilt, which was three times the total number of houses in the first 30 years after liberation, and more than half of the families improved their living conditions and living environment; It took two years to complete the civil gasification project, making the penetration rate of civil cooking coal gasification the first in the country; It took a year and four months to complete the project of diverting Luanhe River into Tianjin, which shocked China and foreign countries, and swept away the history of Tianjin people drinking salt water; Newly paved 2 137 km of urban roads, and built a "three-ring and fourteen-shot" urban road network consisting of 10 overpasses and the outer ring of Zhonghuan Road. The people's satisfaction with the municipal government and municipal leaders is 92-99.4%, forming a social and political situation with harmonious thoughts and government.
case analysis
1. This case embodies the idea of improving government administrative services and establishing a good image of the government. The main goal of the relationship between the government and the public is to enhance the prestige and reputation of the government, enhance its attraction, cohesion and appeal, enhance people's confidence and goodwill in the government, and establish a good image of the government. If the government wants to establish a good image, it must do more practical things, win the trust of the people, and put the purpose of serving the people into concrete work.