-PR has no boundaries!
Rockefeller was cursed as the "robber king" and Nixon was impeached in the "Watergate Incident" because of public relations miscalculation; Coca-Cola buys film companies, and Japanese companies treat employees' families with public relations cards.
In modern society, public relations is not only the mysterious weapon of commercial war, but also the sharp weapon of any organization and individual.
Therefore, it is necessary for us to enrich our public relations arsenal and temper our public relations weapons.
Public-private relationship is the communication and management between an organization and its public, and its purpose is to establish a relationship of mutual trust with these public. The management of public relations is the management of communication. Public relations management includes all communication management inside and outside the organization, involving public information management, public opinion management, public relations management and public image management. Public relations is different from the concepts of integrated marketing communication and enterprise identification system, and has richer connotations than them.
The practicality of public relations is effectively related to the opening, development and progress of this society, leaving different marks in the ideological world of college students. In this case, college students have a new understanding of the importance of public relations, and "public relations awareness" has also emerged.
A survey of several college students by the Public Relations Association of Sun Yat-sen University shows that 1 0,000% of college students know that there is a new discipline-public relations, 6 1% of college students hold their own opinions on "public relations" and 5% of college students are interested in the topic of public relations. The reasons can be summarized as follows:
1. College students finally go to society with the goal of society.
2. With the development of market economy and the reform of education system, public relations talents have become a tight product in society.
With the rapid development of economy and information age, students have more opportunities to understand and feel the society, which is also the embodiment of the socialization characteristics of campus students.
College students' public relations consciousness not only comes directly from the actual public relations state and theoretical infiltration, but also comes from their own practical understanding, which provides certain reference and basis for influencing and guiding the choice orientation of college students' individual and group behavior and for the operation of social practice public relations.
At present, major institutions on university campuses generally set up "public relations departments"; Student groups specializing in public relations have been established one after another; Public relations books are favored; Public relations elective course registration is enthusiastic; Public relations academic lectures were packed; All these show that college students are partial to public relations, and at the same time, their awareness of public relations has sprouted? Quot "public relations consciousness" refers to the brain's knowledge and understanding of the concept of public relations theory, which is the sum of feelings and thinking processes and is manifested through behavior practice. "
Contemporary college students' awareness of public relations mainly includes the following aspects:
Awareness of image promotion;
Organizational image takes precedence, and quite a few student associations, especially newly established ones, have emblems, articles of association and even slogans and flags that symbolize organizational image; Emphasize its individuality and highlight its differences; To some extent, this has been effectively linked with the organization identification system of enterprises and has been applied; In addition, some societies also make questionnaires to conduct public opinion surveys or polls, so as to improve the organization's popularity and reputation among the majority of students and continuously improve its public image; Comply with students' psychology, improve the practical operation ability of the community itself, and also enhance the strength and weight of its own community; This is one of them.
Secondly, personal image, "image first" has become the first rule of many college students' socialization, social openness and frequent interpersonal communication. The original traditional moral education model follows the popular aesthetic view dominated by "spiritual beauty"; The pursuit of "appearance" has become a "feat of bearing social pressure", which tells us that modern public relations consciousness has occupied the students' conscious world; Modern public relations consciousness has been imperceptibly influencing students' values, outlook on life and views on society.
Every year, a group of college students are going to the society. In order to promote themselves better, they not only emphasize their ability and knowledge structure through written materials, but also complete public relations planning to understand their image. Pay more attention to their own image propaganda and instrument decoration; This is an adaptation to social openness and, more importantly, to social development.
Group centripetal consciousness:
The embodiment of group public relations consciousness focuses on two aspects: first, it emphasizes the priority and coordination of internal relations (this is the ultimate goal pursued by organizational public relations: harmony between people); The second is to emphasize the consistency of action (the integration and consistency of group behavior). Zhu Zhenhua, a famous public relations expert in Taiwan Province Province, believes that the relationship between the public and the public is a management philosophy of "seeking unity internally and development externally". This shows that the harmony of internal organization members and the consistency of external group behavior are the dialectical embodiment of group public relations consciousness.
The group consciousness and overall consciousness in campus public relations consciousness behavior are embodied in internal coordination and contact. College students have obvious personality characteristics and like to affirm and realize their self-worth through the expression of self-awareness. However, according to the investigation of the members of some universities in Guangzhou 13 Student Association 150, few people really show their personality in their behavior, especially in large-scale foreign liaison activities. They realize that public relations is not a personal act, nor is it a closed act. A person in charge of the Public Relations Association of Sun Yat-sen University once said with deep feelings: "The colorful campus cultural activities are the crystallization of the sweat and wisdom of many college students behind the scenes; Many students volunteered to provide various practical support and help for social activities, which was really touching. It seems that the strong sense of team accommodation of contemporary college students has become the main driving force for the vigorous development of university culture; To a certain extent, this can not be simply said to be an imitation and follow-up of the organizational spirit of enterprises; It is an unconscious reflection and a positive expression based on self-knowledge and ability level. It can promote campus culture and future social development.
Awareness of foreign exchange:
Campus culture is endless and colorful, which has injected new vitality into the communication and publicity of university campus. As the "mouthpiece" of the organization, the communication and propaganda department is often the heaviest and most member department in various societies; Every grand event, from bulletin board to blackboard newspaper; From poster making to kitchen window display; From radio reports to banner slogans; Both passionate words and distinctive patterns exude an aggressive "three-dimensional" propaganda offensive, the flexible use of various propaganda methods, and the massive investment in propaganda funds, which fully embodies the strong communication marketing consciousness of college students.
Communication embodies the uniqueness of public relations, and the communication behavior of college students can be summarized into three characteristics: it is reflected in the content and emphasizes the extensive extension of tentacles; From politics to economy, from history to philosophy, from art to music, from the display of ethics to the disdain of bad habits in the streets and lanes, the scope of vision has expanded far beyond the university itself; Reflected in the form, the diversification of communication means, focusing on the combination of colors, using commodity advertising means; Reflected in the structure, it highlights the combination of multimedia communication forms and emphasizes the sense of hierarchy and three-dimensional sense.
In short, students' thinking and opinions are consciously applied to practice through "colors, graphics, fonts, audio or silent communication tools" in communication behavior.
Psychological consciousness of public relations;
Public relations psychological consciousness depends on the perfection and health of public relations psychological quality; It is an indispensable part of the maturity of public relations consciousness and the most fundamental factor; Public relations consciousness should not only have image consciousness, communication consciousness, positioning consciousness, but more importantly, public relations psychological consciousness. According to the survey of some universities in Guangdong, every successful club has some "elite" elements, they have good theoretical knowledge structure and ability, and have a very wide range of interpersonal relationships, competition awareness and performance awareness. They lead to the strong vitality and unique charm of community activities. In short, the psychological consciousness of public relations can be summarized as follows:
1, good system theory, willing to accept new things, like innovation and change;
2. Have a good sense of competition, pay attention to the development of ability, and actively seek to expand the scope of their own ability development;
3. Be good at creating satisfactory interpersonal relationships.
In a word, many of the above ideas are interwoven and infiltrated in the minds of college students, and * * * acts on campus cultural activities and league building. It can be seen that contemporary college students have begun to break the shackles of the traditional "educational model" on their classmates and put "applying what they have learned" in the first place; As a whole, the organization pays attention to two-way communication and exchange. Efforts to establish a good public image for the organization are undoubtedly the embodiment of public relations consciousness in the university campus and the direct result of its practical application in campus life, and its function and result are benign; We can not only improve our own quality, but also spread the positive influence to the society. Public relations are based on market economy, humanistic spirit and human harmony. Instrumental rationality depends on "technique", and we should "control technique with Tao", which is thought, consciousness, attitude and realm. With the development of social economy, "perceptual consumption era" has gradually replaced "mass consumption era". In addition to caring, understanding and respecting people, there are also atmosphere, feelings and interests that make them tend to be human.
The ultimate value of public relations-harmonious humanistic spirit has three levels:
1, communication: emphasize authenticity and sincere cooperation spirit.
2. Tolerance: People who cooperate with each other can abide by the principle of "don't do to others what you don't want them to do to you" after conflicts arise for various reasons. Strive to find the combination of interests of both sides, make their respective requirements flexible, and diversify the means, ways and ways to solve contradictions and problems.
3. Competition: directly link work performance with material and spiritual returns. Modern competition is a "harmonious" benign competition with a higher level and a more solid foundation.
The mainstream of the future development of public relations is humanization, poeticization, artistry, humanism and harmony.
On the side of sinking the boat, Qian Fan passed, before the sick tree, Wan Muchun ",superficiality will eventually mature, and disorder will eventually move towards order; Although the current college students' understanding and application of public relations remains to be guided, it is foreseeable that the deepening of contemporary college students' awareness of public relations has become a fixed trend.
With the continuous opening of public relations courses and majors in colleges and universities, the ranks of public relations organizations are growing day by day; The continuous development of academic lectures on public relations; Similar to "enterprise CI image design is big? Quot activities are being launched one after another ... so as to better complete the shaping of college students' public relations consciousness under the background of social "public relations fever"
History has entered a new era. As a modern culture, public relations consciousness has become an important part of the theoretical system of colleges and universities. We believe that with the further deepening of the reform of the education system and the further development of the socialist market economy, the awareness of public relations in colleges and universities will be perfect, mature and brilliant in today's increasingly fierce competition.
College students' awareness of public relations is urgent;
The wave of reform and opening up and the subsequent development of market economy have formed a huge historical trend, affecting everyone's heart in China and profoundly changing our living environment and learning environment. We are experiencing a new great revolution that fundamentally changes people's mode of production, lifestyle and work. At the same time, it also experienced an information revolution, which fundamentally changed people's way of thinking, learning and social interaction.
The wheel of information revolution gallops on the information expressway and rushes to the era of knowledge economy. This situation affects people's behavior with unprecedented shock and scale, and sets off a new wave of change. Faced with this situation, starting over, a college student, bears the brunt. Victory and failure coexist, happiness and pain coexist! Therefore, it has become a characteristic of the times that college students go from failure to victory and get happiness and joy from pain.
Facing the era we live in, we young people must establish five kinds of consciousness, namely, market consciousness, talent consciousness, public relations consciousness, information consciousness and competition consciousness, in order to obtain better survival rights and success in the fierce competition. Among them, public relations awareness is right, and we college students are particularly important. Because public relations is a science of designing, shaping and implementing the image of social organizations; It is a management science and art that seeks unity internally and development externally. It is to promote the two-way information exchange between the organization and the public through various media, so as to achieve the purpose of establishing a good organizational image among the public and make it step into the door of career success.
Public relations is a science that helps you succeed, and it is also a science that helps you become a winner. Because success and victory are the result of competition, and they are by no means pies falling from the sky. What is the meaning of competition? Competition means seeking truth, innovation, vitality, development, breakthrough and creation. All this needs to be self-defeating Overcome self-timidity; Self-weakness; Self-mediocrity and degradation; Arrogant. We must also overcome ourselves, face life, face difficulties, face failure and face victory. Facing reality, life, difficulties, failure and victory, we must have good psychological quality, behavioral quality, noble moral quality and positive ideological consciousness, and the relationship between public and public is to establish these consciousness and temper our best weapon.
Therefore, contemporary young college students urgently need to learn the theory of public relations and use public relations to guide their future life and study.