Key words: public-private relationship, modern enterprise, function, value, corporate image.
Public-private relationship has become a management function of modern enterprises and an important part of enterprise strategy. It should adapt to and coordinate the ever-changing internal and external environment. At the same time, through image and information dissemination, public relations is regarded as an important means of directional infiltration, goal breakthrough, relationship communication and conflict resolution. Modern enterprises pay more and more attention to public relations. Good public relations can create a good business development environment for enterprises. If enterprises want to gain a firm foothold and strive for good development conditions, they must build a good public-private relationship. Public relations is a new industry, especially with China's entry into WTO. Nowadays, the competition between enterprises is becoming more and more fierce (including the competition between enterprises and the competition between brands), and the relationship between public relations and enterprise development has attracted more and more attention from enterprise managers and scholars from all walks of life. This paper will expound this problem from three aspects. The first aspect is the basic knowledge about the relationship between the public and the public, the first aspect is the role of the relationship between the public and the public in the development of enterprises, and finally, how enterprises can use the relationship between the public and the public to achieve their strategic goals.
First, the meaning and role of public relations
Meaning: Public relations refers to a series of publicity activities of the organization to improve the relationship with the public, promote the public's understanding, understanding and support of the organization, establish a good organizational image and promote commodity sales. Its original intention is that commercial enterprises must establish good relations with all kinds of internal and external public around them. It is a state in which any enterprise or individual is in a state of public relations. It is also an activity. When a commercial enterprise or individual consciously and consciously takes measures to improve its public relations, it is engaged in public relations activities. As a part of the promotion mix, the meaning of public-private relationship refers to this management function, which evaluates the public's attitude, confirms the policies and procedures of individuals or organizations in line with public interests, and formulates and implements various action plans to win public understanding and acceptance.
Functions: There are three main categories:
(1) management function. The management function of public relations is the educational guidance, coordination and communication, planning control and other functions implemented by social organizations on various elements related to public relations.
(2) Communication function. The communication function of public relations refers to the beneficial effects on organizational development through the implementation and operation of communication work in public relations activities. The main contents include: collecting information and monitoring the environment; Organize publicity and create an atmosphere; Communication and coordination; Education guides and serves the society.
(3) decision-making function. The decision-making function of public relations refers to the effectiveness of providing services, guidance and promotion to organizational decision-making through the planning, management and implementation of major activities in public relations activities. The main contents include: suggestions, decision-making advice, finding problems, strengthening management, nip in the bud, crisis management and creating development.
2. Corporate image:
(1). Office supplies: invitations, letters of introduction, official document forms, etc.
(2) External architectural environment of the enterprise: architectural modeling, company flag, enterprise signboard, courtyard beautification, etc.
(3) Internal building environment of the enterprise: department signs, common signs, floor signs, billboards, shelf signs, etc.
(4) Means of transportation: cars, ships, planes, etc.
(5) Clothing: leaders, employees, etiquette uniforms, etc.
(6) Advertising media: TV advertisements, magazine advertisements and newspaper advertisements.
(7) Product packaging: paper bag packaging, wrapping paper, etc.
(8) Company gifts: suits, lighters, sports cars, medals, gift bags, VIP cards, etc.
(9) Display of various items of the company: window display, shelf display, old and new commodity display, etc.
(10). Printed matter: company profile, product description, product profile, yearbook, etc.
3. Problems to be avoided in shaping corporate image:
1 Lack of understanding and research on industries and products.
2 Public relations and sales service trade cannot be linked.
3 unstable personnel, low service value and low quality.
No professional resources are needed.
5 Low cost performance of services
4. The role of public relations in the development of corporate image:
1. Help enterprises set development goals.
In foreign countries, the development of public relations industry and public relations department is becoming more and more mature, while in China, public relations is still in the primary stage, and public relations needs and strategies are still limited to media relations. In the long run, public relations can help enterprises develop. In fact, it is also very important for the public relations department. Through media tracking and media analysis, we can learn a lot, including the development trend of the whole incident and the changes of the surrounding environment, and help the management of the enterprise to put forward some analysis reports to help the enterprise determine the correct development direction.
2. Public-private relations can help enterprises to establish a good corporate image, and can also coordinate the internal relations of enterprises.
In your company, there are many different departments, and some departments speak to the press, which leads to disunity and many potential crises. Therefore, public relations can help enterprises to formulate a unified external communication caliber. At the same time, establish and maintain the image confidence of the enterprise. In addition, for listed companies, the public has a good relationship with the public, which can enhance the value of listed companies. At the same time, it can also create a favorable market environment and create favorable conditions for corporate profits. At the same time, if the company has a good image, there will be many advantages in dealing with some events or crises. Third, public-private relations help enterprises to coordinate the interests of the public and enterprises internally and avoid conflicts and misunderstandings.
5. How can enterprises use public relations to achieve a better and better corporate image?
First: investigation and research, the development goal of the enterprise has been determined, and then we must understand what difficulties are preventing us from realizing the development prospect of the enterprise.
Second: understand, be clear, how to tell the outside world? In what way? (Media, radio, briefings, etc. )
Third: implementation, what should be paid attention to and understood at this stage. Through different surveys and multi-level surveys, we can understand public opinion, and the public's attitude and hope should be clear. What should you pay special attention to if you are dealing with difficult problems? If there is a trade conflict between China and Europe, what should you pay attention to if you are a China company? Then pass your thoughts and opinions to the management in time for their reference when making decisions.
In short, enterprises need to position themselves accurately by means of public relations from a long-term perspective, persistently create a good corporate image, strive to manage their own brands, integrate into the world market, and actively strive for a favorable environment for themselves.