With the establishment of the socialist market economy, reform and opening up the further depth of the public **** relations in all walks of life is widely recognized, the role of public **** relations is also more and more widely valued.
Public **** relations refers to the social organization in order to establish an image, for public understanding and support for the two-way communication with a plan and purpose. As a special form of various human social relations, public **** relations can be said to be inherent with human society. However, during the long historical period, due to the limitations of various conditions, it is still in a primitive state, in other words, the understanding of human beings about public **** relations is still in an unconscious stage. It was only at the beginning of this century that, as a result of the improvement in the level of human civilization, the soil for the smooth growth of public **** relations was created. The emergence and development of public relations have been nurtured through a long history, with the birth of a child in 10 years, and the birth of a child in one day, which is the modern society. The rise of public relations, marking the modern social organization of the level of management has entered a new stage.
"Developing new frontiers of success with our customers***" is the basis for establishing long-lasting and stable relationships with each and every one of our customers.
An example of an organization's relationship with the public:
There is a stationery store in the U.S.A. In order to attract more children and teenagers, the public **** relations staff has made full use of the space of the store, and designed a unique image of the space, which has won the hearts of children and teenagers. For example, the name of the store is modeled after a child's handwriting, the door of the store is shaped like an open exercise book with homework done by children and teenagers, and the shaft of the door in the center is a pencil. In this way, children see this peculiar store door from a long distance.
The three elements of public **** relations are: social organization, communication and public, of which, the social organization is the initiator of public **** relations activities, is the main body of public **** relations activities, there is no social organization, there is no public **** relations; communication and communication is the means of public **** relations activities and media, there is no communication and there is no public **** relations; the public is the object of public **** relations, the public is the object of public **** relations, the public is the object of public **** relations. The public is the object of public **** relations, public **** relations are done for the object, without the object there is no public **** relations. In the middle of the three elements, social organization has dominance, communication has effectiveness, and the public has authority. Coordination of the relationship between the three elements is the basic law of public **** relations activities.
Public **** relations comprehensive case
A public relations star in Northwest China ----- China Bluestar Chemical Cleaning Corporation PR strategy scan (a) Bluestar people discerning public relations cleaning industry in China is an emerging industry, known as the 360th line. The public relations business is an emerging business in China, known as the emerging art of business management. This brand-new combination makes China Blue Star Chemical Cleaning Corporation a young and energetic enterprise with wings to take off. The entrepreneurial history of China Blue Star Chemical Cleaning Corporation is full of magical colors, and its development history is even more enlightening. More than twenty years ago, by seven and a half people rely on 20,000 yuan loan, in a year to dig air-raid shelter left behind in the shed, China's first professional chemical cleaning company was born. In more than two decades of wind and rain, through the ups and downs, hard work, and finally developed into China's largest technical specialization, service socialization cleaning company. At present, it has more than 340 branches and 6 joint ventures in China. The business operation has expanded from cleaning service and cleaning technology promotion to multi-faceted operation in anticorrosion, water treatment, waste treatment, membrane separation, computer engineering, fast food, weighing and so on. The development history of BlueStar is reminiscent of the history of Panasonic, a company that loved catfighting and life, which developed from a small workshop with a few people into one of the largest global companies. An American businessman was touched by the development history of Bluestar, and left this paragraph in a letter: In the history of capitalism, there are a lot of genius capitalist entrepreneurs; in the history of socialism, there should be a group of genius socialist entrepreneurs as well. As a for-profit company, Blue Star did not just think of how to make more money, they also thought of the social responsibility that socialist enterprises should undertake, and thought of more things that contemporary enterprises should pursue. The public relations department of Bluestar was born under such an idea. (II) A whirlwind of public relations in Northwest China On the morning of December 26, 1991, 2,000 senior elementary school students aged 11 (to be 20 years old in 2000) braved the bitter cold to gather in Lanzhou's Dongfanghong Square to participate in a large-scale posting activity of postcards mainly for the "Bluestar - Sending Hope to the Year 2000", in order to support the capital, Beijing, in bidding for hosting the 2000 Olympic Games. This is a public relations activity carefully and creatively planned by the public relations department of Bluestar. On this day, the colorful flags and balloons were hanging high in front of the gymnasium of Lanzhou Dongfanghong Square, which had been carefully arranged. Let the Olympic Games into China, let the blue star to the world", "love the Olympic Games, love sprinkled in?quot; and so on several slogans in the big balloon traction hanging diagonally in the air, 2,000 elementary school students in the tens of thousands of people rushed to the cheering masses of the attention, on the spot in the side of a party on the postcard to write their own good wishes. A student of Lanzhou Experimental Primary School wrote on the postcard: "Mr. Samaranch, from the day when Grandpa Zhang Baifa submitted his application to you, we have been eagerly and nervously waiting for the day of voting, and how we hope that the city which is approved to host the 2000 Olympic Games will be our capital, Beijing!" BlueStar also set up consultation points on the square for Olympic knowledge, PR knowledge and BlueStar knowledge, and invited students majoring in PR from Lanzhou universities to take part in this PR activity. Lanzhou Postal Department sent a dozen mailboxes specially to express the support of the community to bid for the Olympic Games. Bluestar's this activity, in advance of the overall planning, organizational structure, implementation details, skills design, time schedule, funding budget and other detailed planning, more than 10 national news agencies reported and commented on this activity, the news media called this a public relations whirlwind in Northwest China. (C) "Bluestar Science and Technology Ambassador" shock wave In September 1992, the first "China Silk Road Festival" held in Lanzhou, tens of thousands of guests from home and abroad gathered in the Golden City, Lanzhou City to her new image of reform and opening up to welcome guests from all directions, Bluestar company to look at this wonderful opportunity to fund people, the launch of a large-scale public relations activities carefully planned "Bluestar Science and Technology Bridge". The company recruited one hundred "Bluestar Science and Technology Ambassadors" advertisement published in the newspaper, in just five days there are more than 500 people to participate in recruitment interviews, the vast majority of them are highly educated. BlueStar saw that in recent years, China's scientific and technological achievements, the real transformation and utilization of less than 1/5, the real realization of the value of scientific and technological achievements, the need for the whole society's concern and efforts. As a high-tech enterprise relying on the transformation of scientific and technological achievements to start a business, Bluestar is determined to contribute to the transformation of science and technology into productive forces, they are trying to through a hundred high-quality "Bluestar Science and Technology Ambassadors", the first China Silk Road Festival as a backdrop, through the "ambassadors" of the intelligence and effective interpersonal information communication, matchmaking for enterprises in Gansu to build a good public relations network. Through the efforts of 100 science and technology ambassadors, Bluestar has built several more branches across the country and made Bluestar expand its popularity. (D) Warming people's hearts with special news BlueStar has made a lot of efforts in internal public relations, and the advertisements in its newsletters are very original. Over the past three years, on the first day of the first month of every year, when every household is celebrating the Spring Festival, many workers of Bluestar Company can receive a special New Year's gift, published in the Lanzhou Evening News, which has a full-page red celebratory advertisement of the company's recognition of the annual advanced workers - "100 Bright Group Stars" list. For the blue star people's new year festival, with a few points of joy and pride. Many units are for advanced depreciation, recognition of advanced loss of incentives and distress. Blue Star Company, however, planned such a new trick, they will be elected every year the list of advanced workers published in the newspaper on the eve of the Spring Festival, so that the advanced workers through the public newspaper to the readers, to support, help the cause of Blue Star all friends to pay tribute to the New Year, and in the first day of the New Year will be published in the newspaper with the newspaper sent to the home of the advanced workers. Blue Star's public relations department got the effect of killing three birds with one stone: the general public got to know Blue Star's style through this advertisement; Blue Star's collaborators and supporters strengthened their trust and confidence in Blue Star through this advertisement; and the honored employees and their relatives received spiritual incentives that were more precious than money. (E) Blue Star Winter Camp for College Students Blue Star recognizes that it is their social responsibility to cultivate a new generation of college students and create conditions and opportunities for them to practice in the society, and it is also a good opportunity to shape the corporate image of Blue Star. Over the past few years, Bluestar has organized a "winter camp for college students" every winter. Through newspaper advertisements, the campers are absorbed from local college and university students, more than 100 per session. In the winter camp which lasts for more than two weeks, they organize college students to have talks with some young factory managers, model workers and excellent intellectuals, organize college students to visit enterprises, scientific research institutes and rural areas in the suburbs, and carry out a series of activities to serve the people, through which they can make the college students understand the Northwest China, love the Northwest China and build the Northwest China, and aspire to dedicate themselves to the cause of the construction of economy and culture in the Northwest China. Over the past few years, the campers of the Blue Star Winter Camp for college students have been trainee ticket holders on buses in the city; they have been to the homes of ordinary farmers in Yantan Township on the outskirts of Lanzhou; and they have taken part in the fellowship of "Contributing to the revitalization of Gansu". Every year, after the winter camp, the Lanzhou Evening News opens a column of "Blue Star College Students' Winter Camp Essay" to publish the campers' experiences and thoughts on the winter camp. A college student wrote in his essay for the winter camp: "My home is located under Jinggang Mountain. I remember that when I received the acceptance letter from Lanzhou University, the elders in my family told me that it was a deserted place with sandy winds and sandy soil. But the courage of young people to break into the world inspired me to embark on the train to the west. This winter, I had the honor to participate in the "Blue Star winter camp for college students", what I saw and heard, not only deepened my love for this piece of treasure, but also let me listen to a burst of drums urging the march-like call. BlueStar's successful entrepreneurial feat tells me: Northwest China, also bathed in the spring breeze of reform and opening up; here, the same can create a miracle." The biggest feature of BlueStar's PR activities is originality, and each of their PR activities has gathered the creators' efforts and wisdom, thus becoming a PR star in the Great Northwest. Under the correct PR strategy, the image of Bluestar has entered thousands of households. At present, Bluestar's branches have spread all over the country and have begun to break out of the country and go to the world. Driven by the socialist market economy, Bluestar is moving towards polygonal operation, new business projects are constantly launched, and the corporate image recognition system has been introduced into the company's entire business management activities.
Part II of the public **** relationship single case
One, thirty-five emergency phone calls - to correct mistakes as "fire" Once, an American reporter named Kittens, came to the love of catfighting, love of life in Tokyo's Odakyu department store. She bought a "Sony" brand phonograph, ready as a gift to the in-laws living in Tokyo. The salesman is courteous, and specially picks out an unopened package for her. When she returned to her home and tried it out, she realized that it was not equipped with any internal parts, and therefore could not be used at all. She was so furious that she was ready to go to Odakyu the next morning, and quickly wrote a press release entitled "The Real Face Behind the Smile". Early the next morning, Kittens, before leaving, suddenly received an apology call from "Odakyu", 50 minutes later, a car arrived at her place. Fifty minutes later, a car arrived at her place, from which jumped the assistant manager of Odakyu and a clerk with a large suitcase. As soon as they entered the living room, they bowed and apologized. In addition to a new, up-to-date jukebox, a box of cakes, a set of towels and a famous record were delivered. Then the assistant manager opened his notepad and read a memorandum. It contained the full account of the company's all-night effort to correct the blunder. As it turned out, while counting merchandise at 4:30 p.m. yesterday, the sales clerk realized that a hollow sample had been sold to a customer by mistake. She immediately reported it to the company's security guards for a quick search, but it was too late. This was a serious matter. Upon receiving the report, the manager immediately summoned the relevant personnel to discuss the matter. At that time, there were only two clues to follow, namely, the customer's name and she left a "U.S. Express" business card. Accordingly, Odakyu started a series of actions overnight that were tantamount to looking for a needle in a haystack: 32 emergency calls were made to major hotels in Tokyo to inquire, but to no avail. And then called the button about "American Express" headquarters, received a call back late at night, such as the customer's parents in the United States phone number. Then I called the U.S. again and found out the phone number of the customer's in-laws in Tokyo. Finally found out the customer's address and phone number during the period in Tokyo, which during the emergency calls, a total of 35 times! Kittens was y moved by all this. She immediately rewrote the press release, titled "35 Emergency Calls.
The three main components of public **** relations are: social organization, communication, and the public. For school libraries, the "public" is a special group of students. Combined with the students' psychological characteristics, interests, requirements, we use the three elements of public relations, targeted planning. 2.1 Social organization. Young students have a strong desire to learn and love collective activities. Especially some secondary school students, no pressure to go to school, and is a resident of the school, after class, hope to have a rich spiritual life to enrich themselves. In response to this situation, we set up an extracurricular activity organization called the Amateur Reading Group. Since there are both general education students and college students in the school, there are differences in age, knowledge needs, interests and hobbies. Therefore, we set up different reading groups, and each student can participate in different groups according to his/her own choice. The library staff, as the planner of the public **** relationship, requires different reading groups to have a reading plan for each semester and to supervise its implementation. At the same time, the entire shelf to recommend books to students, so that they
In the sea of books to find the books they need. From passive closed-shelf lending to active open-shelf recommendation, eager to read the students are very excited, three a bunch, five a group, according to the *** with the interests of the automatic combination. In the public *** relationship planning, we utilize
The biggest advantage of the school teachers, this is the biggest feature of the school, but also other masses have no advantage. We ask teachers to give guidance to the problems and opinions arising from the activities of the reading group from time to time. Students learn a lot of knowledge in this amateur classroom that they cannot learn in the classroom and expand their knowledge. As the library recommended books are library staff and teachers *** with the selection of recommended to the students, so the recommended books have both ideological, artistic and literary, knowledge. From the teaching, and textbooks complement each other, complement each other; from the moral character, greatly improve the students' cultivation and quality, and help them form a correct outlook on life and the world.
2.2 Dissemination. The establishment of reading groups is only a formality. The most important thing is that the students in the reading group in the sense, insights, experience and other useful harvest infected to the surrounding students, the flower of socialist spiritual civilization bloomed in the campus, so as to achieve the purpose. We have chosen a variety of forms of communication to form a three-dimensional mode of communication. Just read, can not, read also have to write out, write out is not enough, also have to say, which will rely on the dissemination, communication of this public **** relationship between the different means to appear. First of all, students are told to write a reading experience. Write the experience, each expressed their views, both to develop their ability to analyze problems independently, but also exercise their writing skills. Some students have written quite a good article with a unique approach, with a point of view, with analysis, with views. Secondly, for the students' strong, progressive psychological characteristics, we invite teachers to participate in the reading group members of the exchange of reading experience, evaluation. In the exchange, and gained a higher level of understanding of my ideas, book reviews. After this back and forth
Repeated exchanges, revised ideas, book reviews more mature, more unique. We spread these reading tips and book reviews like snowballs to hundreds of students, inspiring a large number of students to read good books and strive for progress. Thirdly, we organize the class of the person who writes the book review and book review to participate in the speech of the writer on the book review or the reading experience. This is called "a stone stirs up a thousand waves". Finally, in order to achieve the "scientific theory to arm people, the noble spirit of molding people, with excellent works to inspire people", we have to plan a way for all students to participate in the atmosphere of reading good books. For young students with a strong sense of honor, self-esteem characteristics, it is not enough to speak out, but also by librarians, teachers, students and other parties, composed of a jury, book reviews of student speeches, ideas scoring, awards. Award-winning works, to take a variety of ways to disseminate publicity: such as boards, award-winning works out of the special issue of the form, so that it is bright like, to make a big fuss, the purpose is to make the campus full of good books, the requirements of the purpose must be focused on the public in the school, should be focused on the vast number of students, a single flower is not the spring, a hundred flowers is the spring of contention.
2. 3 The public. The public in the school is a special group of students. Young students are keen, competitive, eager to learn, and relatively unstable. Therefore, in the means of communication, we have adopted a way suitable for the characteristics of youth, such as the choice of book clubs, book reviews, lectures, competitions, boards and other means of exposure to meet the psychological characteristics of young people's extroversion. We follow the organization, communication, public relations in this public **** three elements, using the library's own characteristics and advantages, planning a set of effective methods, and achieved good results.