2, public relations as a behavioral interpretation: public relations is a social organization in order to survive and develop, through communication, shaping the image, balancing the interests of the coordination of relations, optimization of the social and psychological environment, the science and art of influencing the public
3, the specific content of the work of the public relations: a lot of people understand the public relations is always considered to be a drink, eat, go through the back door, pull relations. The public relations is always considered to be accompanied by drinking, eating, back door, pulling relations. In fact, this is a narrow, even distorted public relations behavior, in fact, in a broad sense, the content of the work of public relations to determine the definition of public relations behavior, shaping the image, balancing the interests of the coordination of relations, influence the public. From this definition of broadly speaking, advertising and publicity personnel, negotiators, image spokesmen are all expanding in this profession of public relations.
As an example, there was a very famous U.S. pharmaceutical company produced aspirin in the clinical medical use of the problem, and led to the death of the patient, this matter was reported by the media after the company's market share plummeted, so the company immediately carried out a long and powerful public relations action, 1, first of all, they asked the authority of the medical malpractice to conduct a comprehensive investigation, and concluded that the accident was a serious problem. First of all, they asked the authoritative organization to conduct a comprehensive investigation on the medical accident, and came up with the accident report, and finally concluded that the accident was caused by the doctor's irregular dosage of medicine. Immediately, they made announcements through all kinds of print, radio and TV media to publicize the accident report and clarify the whole accident. 2. publicized in the media that the company had produced far-reaching and representative medicines. 3. lowered the prices of all the medicines under the company. After a period of effort, the company's brand in the consumer trust rose to the level of the accident money, a public relations crisis is so eliminated. This series of activities in general can be collectively referred to as PR activities.
Now you know what is PR in the end, right Simply put, PR is to maintain the brand Maintenance of trust
Question 2: What is the profession of PR PR connotation: (1) the art of shaping the image of the organization, pay attention to the innovative, well conceived (2) management science, focusing on the hearts and minds of the people (3) within the unity of the external development of the management philosophy (4) the intangible assets, "soft competition", "soft competition", "soft competition", "soft competition", and so on. "Definition of public relations 1. Original attribute Public relations is a social relationship between a social organization and the part of the public that constitutes its living environment and affects its survival and development. 2. 2. Comprehensive functional definition PR is the science and art of social organizations to influence the public through communication, image shaping, balancing interests, coordinating relationships and optimizing the social and psychological environment in order to survive and develop. (1) PR constitutes three elements: communication social organization - the public Communication: the subject intermediary object Core work: shaping the image of the organization, coordination of interests Purpose: the survival and development of the organization Scope: the psychological environment of the organization's survival 1. Definition of Extended Attributes (from the omitted) ① refers to the PR activities ② PR profession ③ PR studies ④ PR awareness (concepts) Ministry of Labor and Social Security on the definition of public relations career: specializing in the organization of public information dissemination, relationship coordination and image of the investigation, consultation, planning and implementation of personnel. Fourth, the basic characteristics of public relations: (a) to the public as the object (b) to the reputation for the purpose (c) to the principle of reciprocity (d) to the long-term approach (e) to the creed of sincerity (f) to communicate as a means of public relations by the social organization, the public, the communication of the three elements of the composition. Public relations is a social organization in order to survive and develop, through communication, shaping the image, balancing interests, coordinating relations, optimizing the social and psychological environment, the science and art of influencing the public. Classification of public relations 1, communicative public relations in interpersonal communication to carry out public relations work. It is most often used in the form of group and individual interactions. 2,Publicity-type public relations The use of mass media and internal communication methods to carry out publicity work to establish a good image of the organization. 3, tactical public **** relations activities 4, social public **** relations organizations use to hold a variety of social, public welfare, sponsorship activities to create a good image of the organization. 5, service-oriented public **** relations to provide quality services as the main means. The purpose is to take practical action to obtain social understanding and praise, to establish their own good image. 6, crisis-type public **** relations in the media environment and industry environment, the impact of corporate crisis is inevitable, crisis-type public **** relations to help companies crack the crisis public relations problems. 7, Consulting type public **** relations to collect social information. In order to understand the social opinion, to provide advice for the organization's management decision-making. 8 Constructive public relations refers to an organization's efforts in public relations in order to create a new situation. 9 Maintenance public relations are used to consolidate the good image of an organization at a time when it is growing steadily. 10,Offensive Public **** relations Social organizations take the initiative to build and maintain a good image. 11, defensive public **** relations social organizations to prevent their own public **** relations dysfunction and a public **** relations activities. V. PR communication (key point PR original theory PR communication 5B principle) Binding point Binding point: PR communication is for the long-term brand building services. Whether the direction of public relations communication is correct, the most fundamental is dependent on whether it is in line with the brand's personality; and whether the public relations communication is effective and powerful, depends on whether there is no digging out the core connotation of the brand, and whether there is to find the most solid bond with the brand. Otherwise, it will go in the opposite direction, failing to achieve the goal of communication and causing damage to the brand. Backstop: Brand building is not a castle in the air, PR communication is not empty talk, all communication must be supported by ground measures. Bright point: How can you get twice the result with half the effort? There must be a bright point that can attract public attention and media excitement. Why did Huang Jianxiang become one of the hottest celebrity hosts? Just because he commented on the World Cup game in the howl. Boiling point: Even if the water is boiled to 99 degrees, if there is no last fire to make the water boil to 100 degrees, it is not boiling water. The same applies to PR communication, which must ensure sufficient dissemination in order to achieve the desired communication effect. Bodyguard protection point: in the era of media pluralism and "grassroots media", in the process of public relations communication to attract attention at the same time, the potential ...... >>
Question 3: What is the crisis PR process? 1. Crisis confirmation and assessment
At the beginning of the crisis outbreak, is often the best moment of crisis PR treatment, further deterioration, it is possible to enter the diffuse and indefinite duration of the stage, and may even enter the crisis stage of drama, and finally lead to corporate bankruptcy. In the face of the fleeting moment and the urgency of the moment, the enterprise's top priority is to start the work of the crisis management leading group in the first time, (Coolmax Network) to act as the core of the enterprise's crisis management, coordinating and commanding, and grasping the whole picture. If the enterprise has never established such a management team, then it should quickly mobilize the enterprise human resources, formed by the top management of the enterprise, the relevant functional departments and even outside the enterprise experts composed of crisis public relations handling team, and set up a crisis control center as appropriate, clearly stipulate the division of responsibilities between the members of the crisis public relations handling team, the corresponding authority and communication channels. After the formation of the crisis public relations team, the relevant person in charge of the scene, through the collection of information to understand the various aspects of the crisis, to further confirm the nature of the crisis event and the reasons for the outbreak of the crisis, to understand the details of the crisis occurred. Understand the victims of the crisis and victimization, etc., in order to form a correct understanding of the crisis. Once the crisis is confirmed, the crisis public relations team must be in the shortest possible time on the development trend of the crisis event, the impact and consequences that may bring to the enterprise, the enterprise can and can take measures to deal with the crisis and the handling of the incident approach to the personnel, resources to ensure that the major things to make a preliminary assessment and decision-making.
2. Crisis Diagnosis
Crisis diagnosis is the process of investigating and evaluating the crisis, and then exploring the specific causes of the crisis. In times of crisis, the resources available for deployment are very limited, and enterprises need to determine the real root cause of the crisis through crisis diagnosis, and take different treatments for different degrees of crisis. Crisis diagnosis needs to be combined with a professional public opinion monitoring system to analyze, identify the cause of the disease, and then prescribe the right medicine. Usually, the root causes of enterprise crisis can be divided into external and internal causes. The external causes of crisis are the hazardous factors related to economic depression, natural disasters, infectious diseases and other external crises that pose a threat to the enterprise, with a wide range of hazards and a relatively direct root cause of crisis, which are not controllable by the enterprise. Crisis endogenous cause is due to mismanagement of the enterprise into the operational dilemma of the relevant hazardous factors, subject to the human subjective initiative, the crisis root cause is intricate and complex, but belongs to the scope of the enterprise can be adjusted. In view of the characteristics of the external and internal causes of the crisis, the enterprise crisis should mainly diagnose the internal cause of the enterprise to analyze the various causes of the crisis, through the collation of crisis events and the relationship between the causes of the crisis, for the next step in the development of the crisis public relations treatment strategy to provide a basis.
3. Confirmation of the crisis public relations program
The commander-in-chief of the enterprise crisis public relations processing, should play the team's highest unity of war, from the feasible program, choose the more appropriate program. If the crisis management period according to the formulation of a variety of crisis resolution action plan, from which to choose one, announced the implementation of this is the most ideal state. However, in the event that the enterprise does not have prior crisis management precautions, which is a common problem for small and medium-sized enterprises (SMEs) with insufficient resources in general, the enterprise managers should personally lead the heads of relevant departments to the front line of the command and control, and discuss how to deal with the situation and immediately put into practice the plan of action. Selection of options before the crisis decision-making process, should be based on the assessment results and diagnostic results of the list of options, weigh the pros and cons of each program, from which to select a program. Brainstorming and decision-tree methods are preferred for the selection of options because they are logical judgments that take into account each course of action and its consequences. It is worth noting that even in emergency situations, the aforementioned processes of assessment, diagnosis, debate, and option selection should not be abandoned, but the time can be minimized.
4. Organize and concentrate on the implementation of the treatment program
This is the central part of the crisis PR treatment, the public and public opinion not only want to see the declaration of the enterprise, but also want to see the action of the enterprise. As the resources and time for crisis response are limited. If the average use of power, the crisis response may appear to lose sight of the phenomenon, or not seize the main contradiction in the crisis and lead to significant losses. Therefore, the crisis response action should be divided into primary and secondary, through the previous crisis assessment and crisis diagnosis link, to find out the main crisis or the focus of the crisis, the first to solve the problem of greater harm, the time required for urgent, and then start to solve the other problems, so that the crisis public relations treatment is effective. When a crisis arises, the enterprise must act immediately and seriously respond and deal with it. In the process of crisis public relations processing, if the enterprise can follow the general principles of crisis public relations processing, in accordance with the guidelines of crisis public relations processing measures step by step, then not only make the crisis get ...... >>
Question 4: What exactly is the profession of PR? The main thing is to do what work? Professional understanding is that PR is public relations - public **** relations. Generally speaking, it is said that the image of a company or a group in the public *** social environment IMAGE, can be narrowed or extended to public figures or even a country, or a coalition of countries, such as the European Union and so on. These groups, individuals in a larger scope for everyone to recognize an image. And such an image is often through the mass media of these groups of enterprises and their own behavior, including group behavior and representative of individual behavior, such as the words and deeds of a leader, do reports, do a variety of soft articles, advertising, and even donations, various activities and so on. Including when a crisis arises, such as the crisis of confidence, there is a crisis when the public **** relations of the people have to react to this, give countermeasures.
For example, if a company has a problem with its products, such as some Japanese automobile or electrical appliance manufacturers, the quality of the goods sold in mainland China is questionable, but it refuses to give appropriate compensation or implement remedial measures. But there are reports that consumers in the United States can get a good remedy for the same quality problem - in this case, the company is in a serious crisis of public **** relations, they do not handle things well will lead to negative news and so on. And the people who do the work on these image issues are the PR people.
Another example, a company to the disaster area donations, or to the out-of-school children donations to build schools, these help and attention to vulnerable groups if the media exposure, will have a good impact on the image of the enterprise, such exposure effect will even be better than directly saying that the enterprise's products much better than to do a ten-second advertisement is also stronger, and it will not be more expensive than that ~ ~ ~ such behavior is also a public *** relations behavior.
Modern PR people often work in conjunction with the media, journalists, and advertising departments to achieve better results. If you find that the positive news of a company is particularly high in the media, it is likely that the company's PR department is very strong, or the reporter received a lot of kickbacks, such news is called soft.
Question 5: What does PR do every day? PR is a bridge between the enterprise and the media, ***, acting as the role of the throat of the enterprise, the purpose is to tell the audience the information that the enterprise wants to convey, and in this way to enhance the brand image or to promote the sales of a single product or a variety of effects.
The skills of public relations is not the road, but the means of public relations, can be quantified, if from the big side, is to use your creativity for customers to plan a campaign to achieve the purpose of communication and implementation; from the small side, write press releases, in-depth scripts, planning for interviews, to maintain corporate media exposure and so on is the means of
The public relations company that is a public relations
Public relations company, is a professional public relations company, which is composed of a professional public relations company. Company, is composed of professional public **** relations experts and various types of public relations professionals, is dedicated to social organizations to provide public **** relations consulting or accept commissioned for the client to carry out public **** relations activities of the information-based, intellectual, communication-based service institutions, public **** relations company is PR consulting company, PR consulting company, PR firm, PR service company, and other independent PR service organizations collectively.
Public relations firm is a collective term for PR consulting firms, PR consultants, PR firms, PR service companies and other independent PR service organizations.
The business scope of the PR company includes:
Consulting and diagnosis
Liaison and communication
Gathering information
News agency
Advertising agency
Promotion of products
Conference services
Planning activities
Concierge service
Printing production
Audio-visual production
Audio-visual production
Training services
Question 6: What is the nature of workplace public relations work Official explanation: public relations company, that is, based on an in-depth understanding of the values of different media, editorial style, operational details, through a full understanding of the enterprise's (organization's) communication requirements, analysis of the combination of corporate communication objectives and media requirements, and the organization of an effective public relations planning, The company is a professional *** company that writes and publishes public relations articles and activities.
Then the specific work content, roughly including the following categories:
1, media monitoring: according to the needs of the enterprise, its own, comparable companies and industries, such as communication status monitoring, collection and statistical analysis, that is, the monitoring of its media environment.
2, crisis public relations: for the enterprise may appear and has appeared in the public opinion of the negative news, the development of media countermeasures and mechanisms to minimize its impact on the company's operations and development.
3, daily communication: according to the needs of corporate communication, according to a certain period of planning, organizing, writing PR articles in the designated media for communication, publishing, tracking, feedback, collection, to create a good public opinion environment for the enterprise, of course, with the continuous change of corporate communication needs, now more and more ways of dissemination, more and more rich in content.
4, daily meeting: for the enterprise to do some meeting work, such as press conferences, industry seminars, corporate interviews, dealer meetings and other related public relations activities, planning, organization, implementation and dissemination.
The above is roughly some of the work content, in fact, I am engaged in is not the traditional type of public relations, public relations is a large industry, there are many sub-division of the field, but in the dissemination of the function of the existence of the **** common.
In fact, ultimately, the company you are in the enterprise to their own internal department staff of the workplace scope of work positioning, the outside world that is one-sided.
Question 7: What does a PR company do? The main and what are the positions? Depending on what type, there are formal public relations, formal public relations is to help together with the enterprise or what other advice to obtain certain benefits.
Question 8: What is the main content of the work of the public relations? This really can not be specific. Different industries, different departments, different products, etc., the specific content of the work will be different.
The main thing is to deal with customers or buyers. Individually or with other colleagues in the department to get the order,
Question 9: What is the first lifeline of the crisis public relations reproduced the following information for reference
Crisis public relations implementation, including crisis prevention, crisis diagnosis, crisis management of the three steps.
First, crisis diagnosis
In the past, our crisis public relations, the most missing is the analysis and diagnosis of the crisis. Mr. Li Hua in the crisis trauma theory, the first launch of the crisis diagnosis tool - STR crisis diagnosis model. Crisis diagnosis of the first step, the first step is to figure out what happens to the nature of what belongs to, that is, Situation. 1, according to the crisis trauma theory, the public traumatized by the event, called a crisis. 2, did not cause trauma to the public, but caused public concern about the negative events, called scandal. 3. Negative events that do not cause public concern but cause harm to others are called accidents. According to the crisis trauma theory, a crisis, because of the events that traumatize the public, can lead to changes in the public's attitude and impression of you. Scandals, because they do not traumatize the public, only lead to a "polarization" of the public's attitude and impression of you - i.e., those who like you like you more and those who hate you hate you more. Accidents, before they attract public attention, do not have an impact on public attitudes and impressions; but if they are not handled properly and attract public attention, they may escalate into crises, leading to changes in public attitudes and impressions. In dealing with scandals, the principle is "do no harm to the public". As long as they don't turn into a crisis, scandals can bring about an increase in loyalty! That is why some companies, especially celebrities, intentionally create scandals to create hype! To deal with accidents, the principle is to "follow the rules, avoid controversy", to prevent the escalation of disputes into crises; of which, the rules are the rules recognized by all * * * together, the formation of * * * knowledge, rather than unilaterally formulated and introduced by the enterprise rules. (Mr. Masahiko Aoki, a famous Japanese economist, defines rules as "shared belief", which means "shared belief" and "knowledge"). The second step in crisis diagnosis is to analyze the trauma caused by the crisis to the public, i.e., Trauma. 1. Public cost. The crisis may cost the public what kind of cost, and how high alternative costs. Is it life and health, or property damage, and so on. 2.The degree of public involvement. How many people are affected by the crisis? How deep is the impact? That is, how close the crisis event with you. 3, the degree of public concern. The impact of the crisis on you, whether you are the most concerned, or the most concerned, the most calculated. The third step of the crisis diagnosis is to determine how much threat the crisis will pose to yourself, i.e. Risk. 1, expectation fallout. External questioning, whether it will point to the highest expectations of the outside world, our own most important place, that is, where the expectation gap is the largest. For example, McDonald's hygiene problems. 2, relevance. Whether it will lead to the questioning of other places, similar to the medical contagion. For example, the railroad's dispatch signal system, a problem in one place, will make everyone feel that the signal system in other places is also unsafe; and highway bus accidents, it will not make everyone feel that other roads, or buses will also have accidents. 3. Sensitivity. Is not a sensitive issue, or sensitive people. For example, food safety issues, is a relatively sensitive issue in recent years; city management, officials, rich second generation, official second generation, is a sensitive population. 4, resistance. Past public impression is better, the ability to resist the impact of the crisis is stronger. For example, like Apple and other iconic companies, the crisis will have less impact on them.
Second, crisis management
Crisis trauma theory points out that, because the crisis is the public's attitude towards us and the impression of change, so the guiding principle of dealing with the crisis, is "to the people, not to the matter". The events that led to the crisis will always pass, but the public's attitude and impression of us will always remain. Therefore, crisis public relations is actually about meeting people where they are, rather than discussing the matter. Therefore, the kind of concealment of the facts, or reversal of black and white crisis public relations practices, although it can make things "very successful" in the past, but for the real crisis - the public's attitude towards us and the impression of change, but will not bring any help, and will be very harmful. The specific steps of crisis management are as follows: First, to build trust, which is the basis for the success or failure of crisis public relations! Just like if the patient does not trust the doctor, then even the most skillful doctor can not cure the patient, to heal the public trauma, the most important thing is to establish trust. Without trust, all the efforts behind are futile, crisis public relations will fail! Ninety-nine percent of the public's trust in you comes from your first reaction after a crisis. Because we are all based on others in the aftermath of the first ...... >>
Question 10: What does a public **** relations specialist do Is it bad for a county TV station? I don't know what you do at the TV station.
But you said the state-owned enterprises quite famous e-commerce company, the state word e-commerce company is not much ah, could it be China Foods I buy network?
The editor of the e-commerce company is not the same as the editor of the TV station or newspaper, simply put, it is a network editor. Every day, we compile some articles to the company's website or other extranet to send a hair. If the foreign language is okay, counting a bit of foreign language technical components in it, Chinese network editing, not much fun, even if you how hard you send articles, their writing strength will not improve anything. Now there are too many online water army, they do the work is similar, is posting, but they do not talk about, not on grade. The way out of doing web editing in the future is probably to switch to web promotion. Saying that you're more suited to be a public **** relations specialist is actually a bit of a condescending way of saying that since you've worked in TV, it's a bit of a condescending way of saying that you should be a web editor. Your media path allows you to do media liaison work.
Public **** relations specialist, better than an editorial position. The main job of a public relations specialist at this company is probably similar to an administrative position in charge of external relations at a company. Should not be much need to go out to socialize, the work is largely telephone, e-mail, instant tools (QQ, MSN, etc.) to solve, does not exclude a few times need to go out to the field. For example, to publish a newspaper, looking for reporters to do interviews, features, etc. need to have media experience to do. But the main work should be to contact the media site to do promotion, or deal with the company's online and offline negative news and so on and so on. The grade is higher than the editor.
But whether it's an editor or a public relations specialist, it's not the core business of an e-commerce company. I don't know what your e-commerce company does. Generally e-commerce companies do technology or direct business is better, and then human resources.
Whether this career has a future. I can only say, depending on how you personally mix. To do editing to mix well, you have to go to newspapers, magazines, journals unit. Do public *** relations to mix well, you need to have a strong network of people, either you have *** background or media background, that here even if the talent, you can consider going to a specialized public relations company or a large state-owned foreign enterprises. The company's business is a very important part of the company's business, and it's a very important part of the company's business.
After saying so much, no points to give an optimal it. I'm not sure if I'm going to be able to do that.