In today's society, the information published on the Internet is becoming more and more "saturated", while the public's demand for information is in a state of "dissatisfaction with desire". The public is resistant to outdated, homogeneous, homogeneous, illusory and over-packaged information, and some groups even deliberately block certain information. Therefore, the public relations communication strategy of commercial organizations needs to change from the previous notification and persuasion to the topics and novel contents of public interest to meet the needs of the public to freely choose their interests. This change not only changes the concept of public relations communication, but also puts forward clearer requirements for the two communication strategies of the public and the focus.
The planning of public relations communication content is divided into three main levels and six detailed levels. The first is the attitude level, including the presentation layer and the expression layer. On the performance level, the focus of public attention is hot people, events and activities, as well as people's livelihood policies, industry events and social charity closely related to public interests. On the expression level, public relations communication needs to release information from the public's point of view, meet the public's emotional and life needs, be consistent with brand values, social responsibility and strategic direction, and stimulate public feedback on information.
Secondly, it is emotional level, including objective level and subjective level. On the objective level, the focus is to meet the interests and emotional needs of the public, not limited to the target group, but a wider public. Establish a relationship with the public through information to achieve the purpose of public relations communication. On the subjective level, even if the content is produced and disseminated from the public's point of view, there will be guiding or inducing elements. Companies can let the public think for themselves through the elements hidden in information, so as to get the expected response.
Finally, the behavior level, including subject behavior and object behavior. Subject behavior refers to the company's follow-up behavior to promote communication value through its official account and external media channels, such as publishing news, responding to public feedback, and providing consultation. Object behavior refers to the feedback behavior of the public on information dissemination, such as comments, actions and decisions, as well as the role, actions and influence of media and social groups in the process of communication. Object behavior provides reference data and information for the evaluation and management of public relations communication.
In terms of daily communication content, news, as a non-daily content of public relations communication, is limited by the financial resources of small and medium-sized enterprises in terms of frequency, density and volume. Therefore, small and medium-sized enterprises can improve the communication density and quantity by expanding and exploring the daily communication content. Including reports on internal events, project cooperation, technology and intellectual property rights, introduction and substitution of high-end human resources, industry and market trends.
Enterprises can adopt common public relations communication strategies when excavating and planning crisis public relations handling strategies. Among them, the endorsement strategy can invite celebrities who meet the strategic positioning of corporate public relations to endorse, thus enhancing their popularity and influence. The circuitous strategy can share the company's brand and products with the public through public relations activities that shape the image and make them more familiar. Selfless strategy can shape the high-end image of the company through social sponsorship and public welfare. The unified strategy grasps the dominance of communication through the unified voice inside and outside, and reduces the passive and hidden public opinion risk.
To sum up, with the advent of the Internet era, public relations communication strategies are constantly changing and developing. From traditional news release to more diversified content methods, enterprises need to explore and plan the handling strategies of crisis public relations to meet the public's demand for all kinds of information. Only by deeply understanding the public's interests and emotional needs and flexibly using different communication strategies can enterprises establish a good image among the public and cope with potential crises.