The relationship between the public and the public is a kind of management activity that social organizations use communication means to realize two-way communication with the public, so that the two sides can achieve mutual understanding, mutual adaptation and mutual trust. For an organization, the importance of public relations is mainly reflected in internal public relations and external public relations. First, the importance of internal public relations (1) The relationship between organizations and employees. Employees are the cells on which social organizations depend for survival and development, and employees are the most effective media for social organizations to communicate with the outside public. Dealing with employee relations well can enhance the cohesion and competitiveness of enterprises. Foxconn Technology Group is the largest professional manufacturer of electronic industry in the world. In 20 10, more than a dozen employees jumped off buildings, which had a very serious negative impact on the enterprise. The incident of Foxconn employees jumping off a building shows that their managers have not coordinated the employee relationship well. After the incident of jumping off a building, the top management of the enterprise responded quickly, including praying for employees, stabilizing people's hearts, actively compensating, and raising salaries substantially. After the incident of jumping off a building, Foxconn realized the importance of employee relationship coordination and made major reforms, including setting up a psychological intervention department, paying close attention to employees' mental health and opening a consultation hotline. (2) The relationship between the organization and shareholders The long-term development of the organization must win the support of shareholders, and the organization also needs the advice of shareholders when making major decisions. Shareholders are also important propagandists of the organization. After Foxconn jumped off the building, its share price fell by 26%. In this eventful autumn, Hon Hai Group behind Fu Shikang did not have any dispute with shareholders, which fully shows that the relationship between managers and shareholders is well coordinated. Shareholders are willing to support Foxconn, even if they suffer huge economic losses temporarily, they will never give up. If Foxconn does not properly handle the shareholder relationship, even if Guo Taiming owns 13% of the shares, it will be difficult for Foxconn to maintain its operations and deal with the aftermath when shareholders withdraw funds. Second, the importance of external public relations (1) The coordination of the relationship between organizations and customers is the core issue of organizational development; Coordinating customer relationship is the key to win customers; Coordinating customer relationship is the guarantee to stabilize the customer team; Coordinating customer relationship is the basis of winning a good environment. In 2008, KFC customers quarreled and gave up their seats, which pushed KFC to the forefront. What happened was that a female customer took her seat with her belongings, and when she went to queue up to buy a set meal, her seat was taken by a male customer, and there was a dispute. First, two customers quarreled over seats. Although they have attracted the attention of other customers, they don't care too much. At this point, the restaurant staff failed to settle the dispute between them in time. Then the quarrel between the two people rose to a loud quarrel, and then the quarrel between the two people rose to a fight. After beating the female customer, the male customer made a big fight and left the store. Other customers fled from their seats and watched from afar. And KFC employees did nothing. The female customer was very angry and immediately asked KFC restaurant to be responsible for this matter and compensate. By this time, its influence is still limited to interpersonal scope. If the restaurant manager can meet the customer's requirements, female customers will not complain to the newspaper. However, the restaurant manager said that "this is a matter between customers, and KFC should not be responsible" and refused the request of female customers. As a result, female customers immediately complained to Nanchang Evening News and Jiangxi Metropolis Daily. Through this incident, we can find that it is very important to cultivate employees' public relations awareness, and public relations is no small matter. Most public relations crises are caused by small events. Public relations should start with small things, not deal with the level of public relations after causing great waves. Eliminating hidden dangers and preventing delays are the main principles of crisis public relations. As an enterprise, we should be brave enough to take responsibility. (2) The relationship between the organization and the government, which directly restricts the survival and development of social organizations; The government exercises management functions such as guidance, standardization, supervision and inspection of social organizations; The government has extraordinary influence and strong economic strength; The government can bring special development opportunities for social organizations. (3) The relationship between the organization and the media. The news media is a special public that establishes the image of the organization. News media helps to improve the efficiency of public relations, and news media can effectively promote the information exchange between organizations and the public. After Foxconn jumped off the building, senior manager Guo Taiming opened the factory for the first time and invited the global media to visit and shoot the Longhua factory in Shenzhen, during which Guo Taiming accompanied the whole tour. The media played an important role in this crisis. The previous tendency to condemn Foxconn's management public opinion has changed, and it tends to treat this matter objectively and fairly. Actively communicate with the media to maintain a positive corporate image for Foxconn. (4) The relationship between organizations and competitors should follow the following principles: fairness, justice, learning, cooperation and communication. Instead of maliciously slandering, driving up prices and vicious competition. Snow Beer and Yanjing Beer are the two largest beer producers and sellers in China, and the strength of the two enterprises is equal. In May this year, when beer consumption had just entered the peak season, a Snow Beer distributor broke the news to the media, saying that the original malt beer specially developed by the company to promote the Beijing market and cater to the tastes of Beijing consumers would disappear after being spread in small shops in various sales terminals in Beijing, and the product could hardly be bought in the terminal market. After investigation, it was found that a salesman of Yanjing Beer changed two boxes for one box or three boxes for two boxes, or unpacked them in public and dumped them into the trash can for destruction, or put them back into the market at a very low price, which disturbed the normal price of Snow Beer, and even concentrated a large amount of beer and exposed it in the sun for many days until the beer was returned to the market after deterioration. Subsequently, Snow Beer did the same thing in its own "home" Wuhan, "killing" Yanjing Beer on the terminal, and staged a war of "dealing with a man as he deals with you". Yanjing beer dealers said that the staff of Snowflake Beer forcibly changed Snowflake Beer into Yanjing Beer, which greatly affected the sales of Yanjing Beer in Wuhan. The two companies did not carry out the necessary public relations coordination when the competitive relationship crisis occurred, but competed maliciously, which caused great losses to the corporate image of the two companies. The two companies ignored the market mechanism and coordinated malicious competition with the public, which caused great dissatisfaction among the media and the public. (5) The relationship between the organization and the third party. The third parties here include raw material suppliers, product sales terminals, logistics and so on. These factors constitute a complex and changeable environment for enterprises. In order to achieve their goals, enterprises must actively adapt to the changing environment, find a balance point with the environment, try their best to eliminate the friction in business and achieve a balance with the environment. 1998 in February, the festive atmosphere of the Spring Festival has not disappeared, but Sichuan Changhong color TV was planted in Jinan shopping mall-it was jointly "refused to sell" by seven shopping malls. This means Changhong will lose the Jinan market. According to the newspaper, after the incident, Changhong boss immediately led a group of people to Jinan to mediate with the seven major businesses. Both sides expressed "something to say" and tried to calm the storm as soon as possible and get a satisfactory solution. As an intermediary between enterprise products and consumers, dealers are a very important public relationship. Therefore, in order to realize its own interests, Changhong must focus on obtaining the cooperative relationship with the other party. Cooperation can make the interaction between Changhong and the shopping mall closer, which is most beneficial for both parties to gain greater benefits. In a word, it is extremely important for an enterprise to maintain a good relationship with the public. In the process of enterprise development, it is necessary to establish public relations consciousness and cultivate internal and external public relations, so as to make the enterprise grow healthily for a long time.