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On the Communication of Public Relations

The dissemination of public relations is a process of information exchange and an important means for social organizations to carry out public relations. Without communication, the public cannot understand the organization, and the organization cannot understand the public. If social organizations are regarded as the main body of public relations and the public as the object of public relations, then communication is the link and bridge between them. The communication between organizations and the public depends on information dissemination to a great extent, and the misunderstanding between organizations and the public is often caused by poor information. Therefore, a social organization should not only have clear goals, policies and measures in line with public interests, but also make full use of communication means to carry out public relations activities, win public favor and public opinion support, and obtain good economic and social benefits.

Perhaps "public relations", "communication", "communication", "pimp" and "pimp" are easily confused in meaning. Perhaps there is a deviation in the practice of public relations. Since this subject was introduced into China, the doubts and misunderstandings about it have never stopped. Some people even infer that "public relations = beauty+communication", "public relations = miss public relations" and "public relations = unhealthy trends". Due to the lack of systematic theoretical research and guidance, public relations personnel often have great blindness in the process of using the media to spread, which affects the publicity effect to some extent.

First, the definition of communication between public and private relations

In order to understand the basic connotation of public relations communication, it is necessary to compare it with several concepts with similar meanings and find out their similarities and differences.

(1) Interpersonal communication refers to the mutual contact and communication between people. It has many similarities with the communication of public relations: both belong to social categories, all are active communication behaviors, all are people-centered activities, and all have interactive functions. Moreover, interpersonal communication can be used as an auxiliary means to spread public relations.

However, they also have obvious differences.

First of all, the subject of interpersonal communication and public relations communication-people have different meanings. The former refers to a single individual, while the latter refers to an organized individual; The former studies the communication and information exchange activities between people, while the latter studies the process of purposeful and planned transmission of organizational information by individuals representing organizations.

Second, from the overall perspective of social relations, interpersonal relations are low-level social relations, and public-private relations are high-level social relations based on social groups or organizations. Accordingly, they adopt different ways of communication. The means of interpersonal communication are generally simple, while the means of public relations communication are relatively complex.

Third, the object of interpersonal communication can be a group of people or a person, while the object of public relations is a group with certain connections with the organization.

(2) The difference between public relations communication and mass communication.

Mass communication is a process in which specialized groups transmit information to a large number of readers, listeners and viewers through various technical means. It has the general characteristics of public relations communication and is an integral part of public relations communication.

However, there are obvious differences between them.

First of all, the main body of mass communication is a group or individual whose occupation is to spread information; The communication subject of public relations is a general social organization, and it is a public relations institution or public relations personnel who exercise the communication function on behalf of the organization.

Secondly, the content of mass communication is information compiled by professional communicators according to the law of news value, which needs to be informed to the public; Public relations disseminate information beneficial to the organization, which is compiled by the people who exercise the communication function in the organization department according to the public relations plan.

Third, the channels of mass communication are generally not composed of senses and simple expression tools, but include large-scale communication equipment and communication systems based on advanced technology. Therefore, specialized information dissemination agencies need not only sufficient funds and equipment, but also a large number of specialized personnel. The spread of public relations is not limited by technical level and special government, and its production process is relatively simple.

Fourth, the process of mass communication is one-way to a great extent, because its leader is always the disseminator, and the audience is uncertain and unstable, so it is difficult to get direct feedback. The communication object of public relations is known and relatively stable, and its communication process has obvious two-way characteristics. Specifically, the organization informs the public of its objectives, policies and specific measures through information dissemination, and the public informs the organization of its requirements, opinions and suggestions through investigation or active return visits. Compared with mass communication, public relations communication can get feedback more timely and effectively.

(3) The basic connotation of public relations communication.

The dissemination of public relations is an organized, planned and large-scale information exchange activity. Its purpose is to communicate the information link between communicators and the public, so that the organization can establish a good image in the public.

There are many media available for communication in public relations. For example, meetings and speeches can gather dozens or hundreds of people, leaflets and posters can be seen by hundreds of people, reports made through loudspeakers can be heard by hundreds of people, and exhibitions or performances can attract thousands of people. However, in today's society, the most favorable means to realize extensive information exchange with the public is mass media. This is determined by the characteristics of mass media itself.

First of all, it has universal characteristics. Mass media, whether it is newspapers, radio or television, is almost necessary for every family, and everyone must listen and watch it. It has a very wide influence and can meet the needs of audiences of different occupations, ages and educational levels. Therefore, with the help of mass media, we can achieve the goal of approaching the ideal communication target.

The second is quick and timely. Due to the development of science and technology and the improvement of traffic and communication conditions, today's mass media can transmit information to the public at the fastest speed. In this regard, the role of electronic media is more obvious. Therefore, only with the help of mass media can information dissemination lose its timeliness.

The object of public relations communication is the public. The public is generally composed of two parts, one part is the internal public of the organization, and the other part is the external public with certain connection with the organization. Internal public is the basic factor that constitutes an organization. It is indispensable to an organization, just as people are to a country. One of the purposes of public relations communication is to communicate and dredge the information links between the upper and lower levels and members within the organization, eliminate all kinds of unfavorable factors and create favorable conditions for the development of the organization.

The external public is the main object of public relations communication, and for government agencies, it is the part of the masses they face; For industrial and commercial enterprises, they are collaborators, competitors, users and consumers closely related to the organization. An important task of public relations communication is to influence this part of the public, change their attitudes and cause behaviors corresponding to organizational expectations.

Public relations communication is a process in which an organization transmits information about all aspects of the organization to its internal and external public through newspapers, radio, television and other mass media, supplemented by interpersonal communication.

This definition includes three aspects: first, the main body of public relations communication is the organization, not the specialized information dissemination organization.

Second, the object of public relations communication consists of two parts, one is the internal public of the organization, and the other is the external public of the organization.

Third, mass media is the main means of public relations communication, and interpersonal communication is the auxiliary means.

Second, the basic elements of public relations communication

1948 harold lasswell, a famous American political scientist, added a five-factor formula in the communication process: "Who? Say what? Through what channels? To whom? What effect has it produced? " Although this formula describes the one-way propagation phenomenon, it provides a simple model for us to analyze the propagation process. Because it contains the basic elements of communication: disseminator, content, channel, audience and effect.

The communication of public relations is a process in which organizations transmit information to the public by means of communication, and it has gone through the whole process from disseminator to receiver. Therefore, it should also include five elements of the communication process.

(A) the disseminator of public relations

The disseminator of public relations is the collector and publisher of organizational information, and the person who exercises the communication function on behalf of the organization. In China's political organizations, this role is generally played by the news release agencies and publishers of the party and the state, as well as the news propaganda departments of the party and the government at all levels; In various welfare organizations and for-profit organizations, this role is played by the propaganda department, public relations department or propagandist, and public relations personnel within the organization.

The disseminator of public relations is the main body of public relations, because it is the leading factor in the communication process. In the process of coordinating public relations, improving the surrounding environment, establishing their own image, improving credibility, communicating internal and external relations, and seeking support and cooperation, communicators of public relations take the initiative and play the role of controllers and organizers. Its task is to deliver external information to the internal public of the organization, publish information about the organization and deliver it to the target public.

(2) The communication content of public relations.

The communication content of public relations refers to all the information about the organization sent by the communicator. Can be roughly divided into the following two categories:

One is informational content, that is, introducing relevant organizations to the public: their goals, objectives, policies, business philosophy, product and service quality, etc. In the process of information dissemination, informative content often appears in the form of dynamic news or special reports. The former is a description of the basic facts of an organization's recent event, which usually includes five "W's", such as the report of opening a store, the closing of the exhibition, the advent of new products, and the output value exceeded. The latter is an enlarged description of the panorama or a certain side of the event, which not only contains five "W", but also outlines the specific plot of the basic facts. For example, introduce the design process, manufacturing process, application, expert appraisal and so on of new products.

The other is persuasive content, that is, calling on the public to respond to a resolution, calling on the public to participate in a social welfare activity, or persuading people to buy a certain brand of goods. In the process of mass media propaganda, the persuasive contents released by non-profit organizations such as political parties and governments often appear in the form of editorials, comments and proposals, while the persuasive contents released by for-profit organizations often appear in the form of commercial advertisements.

(3) communication channels of public relations

The so-called communication channel refers to the carrier of information circulation, also known as media or tools. People usually refer to the tools used for communication as media, while the media used in public relations activities are called public relations media. There are two kinds of media available to public officials: mass media and interpersonal communication. Specifically, the media of public relations are varied and colorful. Common are language media, such as newspapers and magazines, books and commemorative periodicals, posters and leaflets, organization business cards and letters. There are electronic media, such as radio, television, audio recording, video recording, slides and movies; There are signs, such as photographs and pictures, trademarks and emblems, facades and packaging, representative colors, etc. In addition, there are non-verbal media, such as expressions, gestures, eyes and so on. We can also divide public relations media into basic media and comprehensive media. The so-called basic media mainly includes interpersonal communication, radio, television, printed matter, photographic works, movies and so on. Comprehensive media includes contacts with the press, special programs, exhibitions, conferences and so on. Obviously, the so-called comprehensive media is the synthesis of various basic media.

(4) Target public

The target public, that is, the public outside the organization, refers to the specific public who has certain interests with the organization. They are part of the recipients of mass communication, and they are also the key objects that the organization intends to influence. The characteristics of this kind of public are:

First, the target public has a certain range, which is specific, knowable and relatively stable, that is, each organization has its own specific public.

Second, the public is complex. Although some individuals constitute the public of an organization because of a certain same sex, there are still obvious differences between them.

Third, the public tends to gather. When the interest relationship between the party organization and the public becomes prominent, the original loose public assembly will tend to be concentrated, showing its unique collective strength.

Fourth, the public is changing. When the interest relationship between the party organization and the public ends, this public is no longer the public of the organization.

It is very important for an organization to distinguish the public it faces if it wants to carry out public relations work effectively. Generally speaking, identifying the public can be divided into several steps. For example, first make a detailed list of the public that the organization faces, and then classify them according to needs. According to the principle that there are differences inside and outside the organization, the public can be divided into internal public and external public; According to the influence of the public on the organization, it can be divided into potential public, informed public and action public; According to the importance of the public to the organization, they can be divided into the main public and the secondary public. When organizing a specific activity, the public can be further classified to determine the target public of the specific activity.

(5) The communication effect of public relations.

The communication effect of public relations refers to the target public's response to information dissemination, and also the degree of influence of public relations personnel on the communication target.

People have studied the communication effect for more than half a century. They first put forward the omnipotence theory of communication, then the limited effect theory (with bipolar communication as the main content), and then developed from bipolar communication mode to multi-level communication mode. The evolution of communication effect theory tells us that mass media can change the original ideas of the audience, but its effect is not infinite. In practical work, public relations personnel can't take mass media as the only means, but should combine it with interpersonal communication and organizational communication to achieve better results. At the same time, the passive position of the audience is relative, and their attention, understanding and memory of information are selective. Public relations personnel can understand the public's acceptance of information through various means of investigation (such as observation, interview, literature analysis, sampling survey, etc.). ), and know yourself. In addition, in the process of information dissemination, we should also attach importance to the intermediary role of "opinion leaders" such as experts, scholars and celebrities, and try to influence the public through them.

Third, the communication mode of public relations.

The starting point of public relations communication is the organization, which is an individual or institution that exercises the communication function on behalf of the organization.

From the internal structure of the organization, the general organization (for-profit organization is obvious) can be divided into three levels: decision-making level, management level and execution level. Decision-making layer is the real power organ of an organization, which is generally composed of decision-makers within the organization, such as chairman, general manager and deputy general manager. It is responsible for determining the organization's objectives, programs and implementation plans, and carrying out macro-control. Management is the subordinate organization of decision-making level, including production management department, planning management department, material management department and sales management department. Its responsibility is to implement the principles and policies formulated by the decision-making level into the work of various functional departments, and to organize, manage and coordinate daily work. Under the leadership of the decision-making level and the coordination of the management, the executive level transforms the organizational goals into concrete actions through various technical means. These three layers are independent and interrelated, and * * * maintains the development of the organization itself.

Here, the task of organizational communication is multiple: first, he wants to pass the information inside the organization to the mass media to meet the needs of passing it on to the target public through the media; Secondly, he should try his best to attract the media and let the mass media take the initiative to understand and collect information about the organization (this process is represented by CAC) and convey it to the target public; In addition, he also needs to contact the information between the members of the organization and act as the adhesive of organizational relations; Finally, he must make face-to-face contact with the target public on behalf of the organization and get direct information feedback for the organization. It can be seen that as the staff of a social organization, it is not enough for public relations personnel to have a pleasing appearance and good communication skills. He must have the qualities corresponding to the public relations profession: reasonable knowledge structure, good psychological quality, strong working ability and necessary working skills.

It is necessary to explain the position of the disseminator of public relations in the organization. In some related academic works, the author often juxtaposes the disseminator of public relations, that is, the public relations department at the management level or similar departments, with the production management department. This may make sense. However, the author believes that the status of the disseminator of public relations is quite special. It is the assistant of the decision-making level, the coordinator of the management department, and the information communicator between the upper, middle and lower levels. It is under the direct leadership of the decision-making level, and it is hard to say which level it belongs to. Therefore, in the public mode, we give it a special position.

The concept of "gatekeeper" put forward by American social psychologist Kurt Lewin is the second link in the communication chain of public relations, which has been widely recognized by American mass communication scholars. Scholars believe that mass media plays a filtering role in the process of transmitting information to the public. Take news as an example. The news released by news agencies only accounts for 1% of the important news that has happened, and the news that readers finally read in the newspaper only accounts for 1% or 2% of the news released by news agencies. Journalists and editors in charge of this filtering work are gatekeepers of mass media. The information sent by the communicator of public relations can only flow to the public through the media if it successfully passes the gatekeeper. This will be a test for public relations personnel.

The next link of public relations communication is the public. The public is divided into non-target public and target public. The former refers to the widely distributed, uncertain and uncertain public faced by mass media, while the latter refers to the collective group with certain connection with the organization. The purpose of public relations communication is to make the information sent by the organization reach the target public accurately through the media, and get information feedback through direct and indirect channels, so as to further adjust their communication behavior.

The spread of public relations not only depends on the mass media, but also uses some interpersonal communication means. Therefore, the mode of communication of public relations also includes interpersonal communication.

Interpersonal communication in public relations communication mainly displays in two aspects. One is interpersonal communication within the organization, such as staff meeting, work report meeting, work experience exchange meeting and so on. The second is the face-to-face contact between public relations personnel and the target public. Its forms are also varied, such as receiving visitors, holding exhibitions, convening consumers to hold symposiums and so on.

Next, we will briefly explain the two main parts of the public-private relationship model-trying to attract the media, so that the mass media can actively understand and collect information about the organization, and pass the information within the organization to the mass media.

Do everything possible to attract the media, so that the mass media can actively understand and collect information about the organization. The process of transmitting information within the organization to the mass media is realized by means of the mass media. The difference is that the former refers to the method by which communicators attract the attention of the media by creating and discovering newsworthy events and urge them to actively publicize and report; The latter refers to the form in which communicators provide information about organizations to the media, spread it out through it, or spend money to buy time and space for news media to promote their products and services. The process of trying to attract the media and make the mass media actively understand and collect organizational information is a free publicity method. As long as the communicators are willing to use their brains, be good at digging and planning, and attract the media, they will receive good results. For example, in the early 1960s, the quality and performance of precision watches were excellent. Although companies that produce precision watches spend a lot of advertising money, it is difficult to enter the international market. In the fierce market competition, the company adopted the means of attracting public opinion and succeeded in one fell swoop. They sent planes to drop many precision watches in Australia. In the sun, people were stunned by the glittering things that suddenly appeared in the sky. They were amazed when they picked up pieces of precision watches that were still intact after falling from the sky. The press reported it incisively and vividly. Since then, seiko watch has opened the market, and seiko products have become the goal pursued by people.

The advantages of this way of communication are:

First, not only can we not spend money, but we can also achieve the purpose of expanding our influence and improving the visibility of the organization.

Second, well-planned news events have high news value and are easy to attract the attention of journalists and get their cooperation.

Third, most of these events are dramatic, more interesting and more attractive than ordinary commercial advertisements.

The process of transmitting information to the mass media within an organization is the most commonly used form of raw materials, which includes two parts: the disseminator provides news articles to the media and uses the media to advertise.

Writing press releases is a necessary means for public relations personnel to exert influence on the public by using mass media. This form of publicity requires public relations personnel to understand the nature and characteristics of news media, be familiar with the subject matter of news reports, and master news writing skills, so as to provide the media with newsworthy manuscripts that conform to the principles of journalism and the laws of news dissemination. Like "attracting the media", this kind of publicity is free of charge. The difference is that the press release provided by public relations personnel cannot be released directly, and it has to go through the media "gatekeeper", and there are two possibilities: being selected or not being selected.

Advertising. It is also the most common form for organizations (especially for-profit organizations) to use mass media. This is a paid publicity method. There are two kinds of publicity in this way, one is the advertisement of products or commodities commonly seen in newspapers, magazines, radio and TV programs, such as advertisements of various household appliances, cosmetics, gold and silver jewelry, etc. Many well-known commodities, such as Haier and Xue Jia, are famous all over the world through this form. The purpose of commercial advertising is to publicize the products and services of enterprises, arouse people's attention and interest, make them have the desire and behavior to buy, and promote the growth of product sales.

The other is non-commercial advertising, which mainly refers to introducing the production, products, management, leaders and employees of enterprises in the form of advertisements in the mass media, including program greetings, program sponsorship, opening ceremony news and so on. Our common advertisement "XXX pays New Year greetings to the people of the whole country" belongs to this category. Different from commercial advertisements, the focus of this kind of advertisements is not to sell goods, but to communicate with the public emotionally, establish a good organizational image and improve visibility.

The advantages of these two forms of advertising are:

First of all, using this communication mode, organizations have more autonomy. They can decide the form and content of advertisements and choose the time and space of media without being influenced by the outside world.

Second, institutions can have sufficient time to prepare advertising plans, determine publicity plans, and comprehensively consider issues such as cost and media on the basis of comparison, so there is no need to rush into battle.

Third, because organizations buy channels or pages of news media, they can play or publish them repeatedly for a period of time, which is conducive to highlighting the characteristics of goods and deepening people's impressions.

In short, it is essential for an organization to find ways to attract the media, let the mass media take the initiative to understand and collect the information of the organization, and transmit the information within the organization to the mass media. They have their own characteristics, advantages and disadvantages. In practical work, public relations personnel can choose and use according to the specific situation faced by the organization.

Friend, find it yourself!

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