What are the aspects of public relations awareness?

Consciousness is "a unique form of advanced psychological reflection on objective reality" and "a regulator of human activities". The awareness of corporate public relations is a comprehensive understanding of corporate public relations, which plays an important role in guiding and regulating people's handling of corporate public relations. Scholars unanimously affirmed the importance of corporate public relations awareness, but their understanding of the specific content of corporate public relations awareness is quite different. Representative expressions are: corporate public relations consciousness includes the following contents: 1. Overall consciousness and image consciousness. 2. Social awareness and public awareness. 3. Open and mutual benefit consciousness. 4. Communication awareness and service awareness. 5. Sense of crisis and accomplishment. ""Corporate public relations awareness that corporate public relations personnel should have mainly includes image awareness, public awareness, coordination awareness, openness awareness and mutual benefit awareness ",which is roughly composed of the following aspects. (1) Consciousness of image-building, (2) Consciousness of serving the public, (3) Consciousness of sincerity and mutual benefit, (4) Consciousness of communication, (5) Consciousness of innovative aesthetics, and (6) Consciousness of long-term foothold.

The above viewpoints should be said to be comprehensive and reasonable. However, the problems existing in the practice of corporate public relations reveal that the existing discussion on corporate public relations consciousness is superficial and not deep enough. This leads to people's vague understanding in practice, insufficient training and natural deviation in behavior. In view of the great theoretical and practical value of this issue, it is necessary for us to dig out the real core elements of corporate public relations consciousness, display them and focus on cultivating them. What are the core elements of corporate public-private relationship awareness?

There are countless definitions of corporate public relations, and there are different views on the elements of corporate public relations, but no matter which school, it is believed that corporate public relations cannot be separated from information dissemination. This shows that Chinese and foreign scholars have no differences on the key significance of information dissemination to distinguish corporate public relations from other social relations. So I think the core elements of corporate public relations awareness should be defined around information dissemination. Specifically, it includes the awareness of timely communication, true communication, all-round communication, active communication and two-way communication. These five points are closely related and complement each other, and together * * * constitutes the core content of corporate public * * * relationship consciousness. I will discuss it separately below.

First, spread awareness in a timely manner.

Timely communication means that the public relations subject of the enterprise will transmit the information related to the public and concerned by the public to the public at the first time. In today's highly developed media, any delay will only make things worse. We can't control all communication channels, all we have to do is make our own voice before others tell us.

The lesson of the incident of excessive iodine in Nestle milk powder is very profound. On May 25th, 2005, Zhejiang Provincial Administration for Industry and Commerce published a sampling report on the quality of children's food in the market in this province, among which the well-known "Nestle" milk powder was impressively listed in the list of foods with iodine exceeding the standard. After the media exposure, it caused quite a stir in the whole country. However, Nestle had already known the test results before the Zhejiang Provincial Administration for Industry and Commerce 15 days ago, that is, May 10. Without taking any measures, the unqualified products were sold in the market for half a month without warning consumers in time, and finally they were caught in a very passive situation.

In the same crisis, KFC won the turnaround because of timely communication. On March 5, 2005, the "Sudan Red 1" was detected in New Orleans Roasted Wings and New Orleans Roasted Chicken Leg Fort owned by KFC. /kloc-On the morning of 0/6, KFC asked all stores to stop selling roasted wings and chicken legs in New Orleans. On the same day 17: 00, Yum! Brands, the management company of KFC chain stores, publicly apologized to consumers, and Su, the president of the group, made it clear that the relevant suppliers would be held accountable. On March 17, the Southern Metropolis Daily, Guangzhou Daily and other media made headlines and made a large-scale report on KFC's apology. Many other media also expressed their appreciation for KFC's courage to admit its mistakes. /kloc-on 0/9, KFC released four statements to the media continuously, introducing the inspection and handling of "red-related" products. KFC's handling of the "Sudan Red" crisis took only about three weeks from the discovery of the problem to the smooth passage of the crisis, which was first attributed to timely communication.

Second, real communication.

Li Jinmei, a famous American journalist, is honored as "the father of public relations", not only because he opened a public relations consulting company in 1903, and became the first professional public relations person to provide public relations consulting to clients and collect fees, but also because of his consciousness and concept of "telling the truth". In 1906' s Declaration of Principles to the press, he pointed out: "On behalf of enterprises and public organizations, our responsibility is to provide the press and the public with quick and true news on issues of public concern and interest." This sentence should be the motto of every publicist.

In the Songhua River water pollution incident, the necessity and importance of real communication are once again highlighted. On June 5438+065438+1October 13, 2005, an explosion occurred in the aniline workshop of a petrochemical company in Jilin City, Jilin Province, and hundreds of tons of benzene flowed into the Songhua River, resulting in a serious urban ecological crisis in Khabarovsk, a big Russian city along the Songhua River, after Harbin, Jiamusi and Songhua River were injected into Heilongjiang. At the beginning of the crisis, the city was once in a panic. People have heard rumors of "earthquake" and "water pollution", but they have not been officially confirmed, and rumors are increasing. 2 1 noon, the Harbin municipal government announced to the public that the polluted water mass would arrive in Harbin within 30 hours, and the crisis was imminent. The city stopped water supply for 4 days on the grounds of "maintenance of municipal water supply network". This obviously cannot convince the people. No one will believe that pipeline maintenance is not carried out in different regions, but that the city's water supply stops at once. After the announcement of the results, citizens began to snap up on a large scale. More and more citizens think that this announcement may be related to the earthquake. On the same day, Harbin made such a decision: at the same time, it issued an announcement on TV in the name of "pipeline maintenance", and formed 300 groups to go deep into the community to inform the public of the fact of river water pollution and mobilize everyone to store water. At midnight that day, the provincial and municipal governments decided to announce the truth to the media. In the early morning of the 22nd, the announcement was issued for the second time, which confirmed the news that the explosion of the upstream chemical plant caused the Songhua River water pollution. In order to facilitate residents to store water, the municipal government issued an announcement again on the same day. In response to one thing, three municipal government announcements were issued in two days, which is unprecedented in Harbin. The municipal party committee and the municipal government also decided to hold a daily press conference from the 24th to inform the public of the important information after the water cut, so that the public can know the truth for the first time. The provincial environmental protection bureau also reports pollution changes twice a day through the media. The public has a bottom, and the panic quickly eased. The development of this incident shows that the timely dissemination of corporate public relations is not enough. Only by providing real information can it be valuable and meaningful in time.

Third, comprehensive communication.

All-round communication is to provide all-round information, that is, to report good news without reporting worries. Some contents that will cause ambiguity and controversy should be mentioned in advance in an appropriate way, so that the public can form a correct understanding and be psychologically prepared for possible negative information. This is in line with the vaccination theory in communication, that is, instilling some negative information into the public to "consciously enjoy", so that once they really face a large-scale invasion of negative information, they will not be easily shaken. In the words of Professor aronson, "It is usually not only more effective to use double-sided and rebuttal propaganda as a propaganda method, but also can continuously increase the resistance of recipients to subsequent counter-propaganda if it can be used flexibly and skillfully." "Blindly careless about negative information is likely to bury a time bomb for yourself. Once it is detonated, it will immediately have a huge negative impact on the main body of corporate relations. This is what happened in 2004.

Fourth, active communication.

If a social organization wants to establish relations with the public, it is bound to inform the public of its good things and good skills in advance. The psychology of audience selectivity in communication tells us that the public has a process of selective attention, selective understanding and selective memory of information. In the network era of information explosion, only by actively spreading can the public relations subject break through these three lines of defense. There is a vast amount of information on the Internet, and the information of any public relations subject looks like a drop in the ocean on the Internet. But now many online search software can help the public find any information they want. We can increase the number of clicks on our information through online search, bidding and ranking mechanism, provided that we put the information online first.

All information related to the public and concerned by the public, whether good or bad, should be actively transmitted to the public. If it is a good thing, we will generally take the initiative to pass it on to the relevant public. After all, the era of "good wine is not afraid of the deep alley" is gone forever. And if it is a bad thing, we should also actively spread it to the public. Because the development of the situation will be independent of our will, if you don't take the initiative to inform, the relevant public will know sooner or later, and it may be worse then. Taking the initiative to inform can establish the image of the public relations subject who dares to be responsible and has the ability to deal with crises, and lay a trust foundation for taking remedial measures in the later period.

Verb (abbreviation for verb) two-way communication

Without two-way communication, the awareness of corporate public relations is definitely imperfect and incomplete. The results of model research in communication science tell us that one-way communication does not conform to the actual situation of most communication activities, especially public relations activities. Two-way communication means that when we carry out public relations activities, we must pay attention to absorbing public feedback so as to objectively evaluate the effect of public relations activities and review and summarize public relations work at any time. Therefore, we see that excellent enterprises provide feedback channels for the public as much as possible, forming a two-way communication situation. These channels and means include public toll-free telephone, Internet communication platform (e-mail, web messages), SMS interactive platform, etc., and the means are constantly updated and expanded.

Generally speaking, the public, as the receiver of information, is not passive. The "two-level communication mode" in communication, "the selective psychology of the audience", the encoding/decoding mode of British scholar Stuart Hall and the feminist Ying Ang's audience theory all reveal this point. Therefore, two-way communication not only means to consider the interests and needs of the public when carrying out corporate public relations activities, but also pay attention to absorbing public feedback. It is more important to realize that the public is also the main body of information dissemination, and their words and deeds will have a great impact on us. Jiang is a good example in the SARS incident. 70-year-old Jiang is a retired surgeon in 30 1 Hospital of the People's Liberation Army. Through his work, I learned that the number of SARS patients in Beijing has increased sharply since March. There were nearly 60 cases in 309 hospitals alone, and 5 or 6 people died. However, Zhang, the former Minister of Health, said in an interview with Focus on April 2 that there were only 12 SARS patients in Beijing and 3 people died. After another investigation and confirmation, Jiang wrote to Phoenix Satellite TV and CCTV 4 on April 4, and put forward his own understanding. The information he provided has not been accepted by the domestic mass media, and the media is still doing optimistic propaganda. "On April 8, Jiang accepted an interview with Time magazine, and international public opinion was in an uproar. Jiang's personal investigation directly affected the attitude of WHO officials to the investigation of the epidemic situation in Beijing. At the press conference on April 16, they thought that Jiang was telling the truth. In this context, our report on SARS has undergone fundamental changes. On April 20th, Xinhua News Agency announced that Minister of Health Zhang and Beijing Mayor Meng Xuenong had been dismissed from their posts. Jiang almost single-handedly reversed the course of the SARS incident. While we admire Jiang's integrity and courage, we can also deeply feel the energy and strength of the public in reverse communication today when the media is developed.

Summarizing the experience and lessons of many events-related public relations activities, we can find that these five points are inseparable: timely communication, true communication, comprehensive communication, active communication and two-way communication. They have become the cornerstone of public relations activities, and at the same time, they have built the most critical core of corporate public relations awareness. Every enterprise public relations staff should cultivate and strengthen the awareness of these five aspects in order to successfully cope with the severe challenges in the network age.