What are the activities of public **** relations and their status

Public **** relations is a social relationship arising from the interconnection and interaction between social organizations and the relevant public. The great function and role of this social relationship has been noticed and emphasized. A scientific understanding of the status of public **** relations, a correct grasp of the positioning of the work related to public **** relations, is one of the important issues in the theoretical study of public **** relations and the development of public **** relations practice.

I. Some popular views and phenomena

In discussing this issue, we first list some views and phenomena and make a brief comment: "PR is a big basket, what can be loaded into it." PR is everywhere, everywhere, this is the universality of PR decision. However, "big basket" is too general, and makes people feel confused. "Public relations is to send gifts to the door and invite people to dinner." It's a very simplistic and cheap way of looking at PR.

"PR is on the rise, advertising is on the decline." The value and role of PR is emerging, but the business turnover of mainland China's advertising industry is growing by more than 15 percent annually. Is the relationship between PR and other related work and activities one of rise and fall?

"PR is communication." "PR is image." "PR is integrated marketing communications." ...... This type of view from a certain point of view has its certain truth, but they just say a part of PR or describe some of the appearance of PR. "I don't know where to start with PR." Many people have this confusion.

"All work and no play." This situation occurs, either to see the community said too much, a reverse psychology; or PR is vulgarized, people do not want to mention it.

There are various reasons for the emergence of the above views and phenomena, among which, the function of public relations, the status of public relations is not fully and accurately understand the position of public relations, and public **** relations related to the positioning of the work is not unified, not clear, is one of the very important reasons.

Two, the status of public **** relations is determined by the attributes and functions of public **** relations itself

The status of public **** relations refers to the position of public **** relations in social life. The fact that public **** relations are objective, universal, diverse, continuous and mutually beneficial are some of its basic attributes. Whether people realize it or not, public **** relations possess their place in the functioning of society.

Public **** relations have the functions of communicating information, increasing understanding, resolving conflicts, promoting coordination and cooperation, and increasing effectiveness. These functions are important both for a specific social organization and for society as a whole.

From a microscopic point of view, the roles and influences that good public **** relations have on a specific social organization are as follows:

1. Helping social organizations to monitor the social environment (social opinion, awareness, attitudes and behaviors, etc.), collecting all kinds of reflections from the society on the organization, and providing the decision-making level of the organization and the corresponding departments with information and decision-making advice.

2. To establish and maintain two-way communication between the social organization and various kinds of publics, to disseminate information about the organization to the public, to gain understanding and support, and to strengthen ties with the public.

3. To create a good image for the organization, expand its recognition and improve its reputation.

4. Prompting social organizations to adjust their organizational goals and actions in a planned manner, and influencing public opinion, attitudes and behaviors with corresponding policies and actions, coordinating between social organizations and the public, facilitating cooperation between the two sides, and helping the organization to achieve its set goals and increase its benefits.

5. Enhance organizational cohesion and attraction, and maintain harmony within and outside the organization.

6. When the organization is facing a crisis, it can effectively resolve contradictions, ease and eliminate conflicts, turn passive into active, and turn unfavorable into favorable.

From a macroscopic point of view, the role and influence of public **** relations on society is mainly reflected in the following aspects:

1. Promote the development of productive forces. The overall capacity resulting from the organic combination of human and material factors in the production process, the rational combination of elements within the productive forces and the optimal functioning of the public **** relations are closely related. The connecting and communicating role of public **** relations produces new elements, new functions, and new forces.

2. It promotes the change and improvement of social relations. The relations of production are the basis of the social system, which is generated by the activities of public **** relations in the field of material production. Other social relations, such as political relations and ideological relations, are also produced by the activities of public **** relations in these corresponding fields. Public **** relations activities are an important driving force and source for the generation, development, change and improvement of all kinds of social relations.

3. Public **** relations activities are an important way of inheritance and development of science and culture. Humans rely on public **** relations activities, so that the existing scientific and cultural achievements have been inherited and innovation.

4. Coordinate the goals, interests, attitudes and actions of social groups to maintain the harmonious development of society. On the one hand, public relations can strengthen the links between social groups, promote their cooperation, maintain the synchronized development of each social group and contribute to the benign functioning of society; on the other hand, it can exchange information, strive for understanding, and resolve contradictions and conflicts. The establishment and maintenance of public relations can form a self-regulating mechanism within the system of social relations, so that social groups can harmonize with each other consciously and proactively to maintain harmonious development.

5. It is conducive to the development of people themselves. In public relations activities, individual human beings can get rid of all kinds of limitations and contact with the society and the world, and can get the material and spiritual culture created by others to enrich themselves, so that they can get better development.

6. Optimize the socio-economic, political, cultural and psychological environment. With normal contact, coordination of the goals, interests, attitudes and actions of the parties concerned, leading to the cooperation of various social "cells" and sectors, so that the social interaction is in a benign state, which optimizes the social environment, so that the whole society runs in an orderly manner.

Where there is a place, there is a place. Public *** relations can play these major role, is the social organization and the whole society must be indispensable. Public **** relations with these attributes and important functions determine the public **** relations in social practice in a very important position.

Three, contemporary social development needs to strengthen and enhance the social status of the public **** relations

20 years ago, along with China's reform and opening up the development of the footsteps of the modern sense of the public **** relations in the motherland flourished. As history enters the 21st century, the urgent and extensive need for public **** relations has arisen in various fields such as socio-economics, politics, culture, science and technology, and diplomacy.

The development of the market economy has led to the growing dependence of various economic organizations on various types of publics, including consumers. The refinement of the social division of labor, so that the competition between market players is becoming more and more intense. The finer the division of labor the greater the need for collaboration, and the increased competition is accompanied by an increased demand for cooperation.

The development of democratization of social and political life, the public is recognized, the public's rights and interests are respected, so that the public in the social and political life of the status is greatly improved. The increased awareness of public participation and the increased practice of participation have had a significant impact on social organizations. Public trust and support have become important conditions for the survival and development of social organizations.

The reform of governmental institutions and the transformation of functions urgently require the introduction of public **** relations awareness and ways and means to carry out their work. The active social and cultural exchanges, public **** relations play the role of a bridge and link. The development of communication media and the modernization of information technology means that our society today is more closely linked, every move of social organizations will quickly and widely affect the public.

The need for public **** relations is not only manifested domestically, but also internationally, public **** relations are hot. After entering the 1990s, the Secretary-General of the United Nations declared, "The world has entered the era of globalization." Globalization is an inevitable trend of world economic development. The information revolution and the information economy are the most important factors accelerating the process of globalization. The globalization of the market economy and the globalization of information dissemination are important symbols of the era of globalization. The development of transnational corporations is the main driving force and condition for the globalization of economic activities. At present, the world's large companies have become transnational corporations, they build public **** relations has become an important tool for transnational and implementation of globalization.

With the meaning of globalization, not only refers to the globalization of economic life, but also includes the globalization of political, cultural and social life. The global political and economic pattern formed in the early 1990s has made the theory of economic security, which is based on economic power, the code of conduct for individual countries. Throughout the world today, economic interests have become increasingly prominent in the foreign relations of countries.

The reform of the government's management system has become a trend, and governments are attempting to shift from their original role as rulers and controllers to that of coordinators and service providers. It is based on this situation, which set off the globalization of government public **** relations activities of the tide, the heads of government and the main officials of the diplomatic activities of the heads of government have begun to expand foreign trade, marketing of national products, seeking partners, expanding the field of investment, the signing of economic and trade contracts as the focus of the content. This is a new breakthrough in the field of public **** relations in the government's behavior, new pioneering.

After the end of the Cold War, world politics has developed in the direction of multi-polarization, but the world is still very uneasy. Regional conflicts, ethnic conflicts occur from time to time, governments and members of the United Nations have been looking for opportunities for cooperation, *** with the solution of many problems brought about by localized conflicts, many public *** relations personnel into the United Nations agencies, traveled to all parts of the world, to ease the conflicts between the two sides of the conflict, to enhance the understanding of the two sides of the conflict and communication.

Originally, people's knowledge and understanding of public relations and the implementation of public relations activities were localized and single, so-called "small public relations". With the advance of the wave of globalization, the scope of public **** relations activities in the expansion of public **** relations work in the expansion of the field. The status of public relations has been strengthened and upgraded as a result of the increase in social needs.

Fourth, public **** relations has an important strategic position

The basic attributes, functions and the important role of public **** relations in the contemporary socio-economic, political, scientific and technological, cultural and social development, determines the public **** relations in the practice of society, has an important strategic position.

1. The role of public **** relations on social organization is global, directional and has a significant impact. From the above exposition of the attributes and functions of the public **** relations, it is not difficult to make the judgment that the public **** relations is not only micro, local, technical, it is the role of the social organization is global, directional, and has a significant impact. With good public **** relations, social organizations have a peaceful, stable and sustainable external environment and efficient, harmonious and optimized internal operating conditions, which makes the survival and development of social organizations have a solid foundation.

2. Public **** relations are an important strategic resource. In the past, we regarded human resources, material resources, financial resources, science and technology as important strategic resources, in fact, public **** relations is also an important strategic resource. It can combine these elements to form new functions and synergies. It can also enlist partners and get all kinds of external support needed. The more good public relations a social organization has, the richer the factors and conditions for its survival and development. Some old diplomats are now calling for "active use of diplomatic resources!" Diplomatic relations are also a form of public relations, which are established between States. These veteran diplomats have worked in the diplomatic field for a long time and have accumulated a wealth of relationship resources. Their appeal is bold.

3. Public relations is an important social practice. Public **** relations is the interaction between social organizations and the relevant public. This interaction not only brings good benefits to both sides of the interaction, but also plays an important role in all aspects of society. The creative activity of human labor cannot be carried out in isolation. People can engage in social production only by forming certain production relations. Only in certain social relations can people survive and live. Only with the help of certain social relations can people obtain and use the fruits of their labor.

Public **** relations have been highly valued and widely practiced by social organizations.

4. Public relations is an important part of strategic management. A famous entrepreneur once said, "I have to consider two things first thing in the morning: the development direction of the enterprise and the enterprise's public **** relations." The direction of development and public **** relations are both big issues that have a bearing on the overall situation and the future. Leaders of social organizations must place them in a strategic position and manage public **** relations through effective planning, organizing, directing, coordinating, motivating, and controlling. When internal and external relations are straightened out, social organizations can be in good working order and can seek development.

V. Positioning of work related to public relations

Positioning of public relations is the status of a series of work related to public relations that we determine or set. The objective and important strategic position of public **** relations influences and determines the positioning of the various jobs related to public **** relations.

1. Public **** relations work should be placed at the level of leadership decision-making in social organizations. Work that has a strategic position should, as a matter of course, be in the leadership. Leadership directly planning, decision-making, command implementation, supervision, in order to make public **** relations work smoothly, give full play to the role of public **** relations should be.

2. The core function of public **** relations should be located in the coordination. Public **** relations have many functions. Serious comparison, coordination is the most important core functions. Seize the "coordination" of this core function, the other on the outline, the public **** relations work of the vision is broader, the content of the activities will be more rich. This is not only conducive to enhance and strengthen the social status of public **** relations, rich public **** relations practice and theoretical research, but also conducive to get rid of some of the current difficulties encountered in the development of public **** relations.

3. The public **** relations institutions within the organization should be set at the management level. The public **** relations agency set up within the organization is responsible for the management of internal and external public **** relations. In the internal structure of the organization, the public **** relations agency should be set in the management, so that it can be under the direct leadership of the head of the organization, unified organization of public **** relations work.

4. The public **** relations companies, public **** relations industry and public **** relations market in the society are all service-oriented. They provide social organizations with social relations resources management and public **** relations strategic management of consulting and public **** relations specialized business agent services. Former U.S. Secretary of State Kissinger retired and organized a company with only a few people, including former U.S. National Security Advisor Scowcroft, and former Deputy Secretary of State Eagleburger. They only do two things: first, you big companies to invest in what place, I want to find a way to take a look at the study, to see if you this direction is OK or not, make a consulting, which is to determine the direction; second, you have to go to find out who the key people are, I want to find a way to help you get in touch with.

Public **** relations work is a high-level, highly specialized work. With the development of social division of labor, social organizations need society to provide specialized public **** relations business services.

5. Public **** relations practitioners, should act as managers or management consultants, service providers. A public **** relations practitioner is a person who specializes in public **** relations. For example, public **** relations experts, public **** relations scholars, public **** relations consultants, public **** relations managers, public relations division, public relations officer and so on. The specialization and professionalization of public relations work is an inevitable trend of historical development. Within social organizations, public **** relations practitioners are responsible for the management of public **** relations, and are the managers of public **** relations. Practitioners in public **** relations firms in society are the providers of public **** relations business services. They use their social relationship resources, professional knowledge, wisdom and skills, etc., to perform management consulting and specific business agency service work for social organizations.

6. Compared with social activities such as communication, marketing and advertising, public **** relations activities are in the position of leaders. In the public *** relations and communication, marketing, advertising and other social activities on the relationship between the issue, now there are some different understandings: domestic scholars will be located in the public relations "communication management", which is the United States of America's public *** relations communication management school of thought. The University of Maryland is the representative school of this school, James Grunig (James Grunig) and other representative scholars of this school. They believe that the public *** relationship is the organization's "communication manager".

In China's mainland colleges and universities, there was a period of time will be public **** relations professional in the School of Journalism and Communication or Department. This has a certain relationship with the understanding that public relations is "communication management". When a social organization is in contact with the relevant public, the first thing it needs to do is to communicate. Good and effective communication is the basis for understanding each other and for building and maintaining relationships. However, communication alone is not enough for public relations work. The purpose of communication is to enable both parties to understand the situation and to grasp each other's goals, needs, attitudes and behaviors, etc. Communication may trigger cooperation between a social organization and the public and lay the foundation for cooperation, but communication cannot solve the problem of cooperation in many cases. Cooperation requires mutual satisfaction of interests as a basic condition, and the combination and adjustment of interests of both sides is the key to the formation of cooperation. Therefore, we say that information and public opinion are only one of the dimensions of public relations to which special attention should be paid; they play a positive role in grasping the situation and influencing the public, but they are not the essential part of the work. Coordination of interests is a deep and fundamental way to solve public relations problems. Dissemination, a specific technical means of public **** relations work, which provides technical support for public **** relations.

Northwestern University in the United States in the marketing research and education has a great influence, the school is the main, the formation of public **** relations integrated marketing communication school. This school of thought advocates that the public relations business is mainly to deal with "marketing and promotion" of the problem, the main business content of the public **** relations is "integrated management of all sources of information about the product or service", the purpose is to "make potential and current customers take action to buy. The purpose is "to enable potential and existing customers to take purchasing action or to continue to maintain their brand loyalty".

There's no question that public relations helps marketing. But marketing is not the centerpiece of public relations, let alone the whole of public relations. The awareness and methods of public relations guide and help social organizations in their marketing efforts. Advertising is essentially a communication activity as well, and it is also a technical tool that can provide services to public **** relations work as compared to public **** relations work. The development of public relations can lead to the development of advertising. The two are not one after the other. At different times and in different areas, there may be different speed of development, which is their own nature and function and the society of their utilization, development degree of different decisions.

In short, compared with the work of public relations, communication, marketing, advertising and so on is only a certain level, a certain aspect of the specific method, is under the control of the public relations of a number of specific technical means, the public relations of the work of the leader in the position.

7. The teaching and training of public **** relations, mainly for the development of quality and skills. The quality of public **** relations, including the public **** relations awareness, public **** relations theory, public **** relations work methods and methods and public **** relations related knowledge mastery. For the average person, as long as he lives and works in society, he is not only a natural person, but also a social person. Moreover, this social person generally falls within a social organization. A social person must deal with society. Dealing is also a discipline. In order to be good at dealing, it is necessary to learn and develop awareness, knowledge, skills, and wisdom in dealing. Education and training in public relations should respond to this need of society and work actively. As for public relations practitioners, their level of professional competence in public relations work should be higher than that of the general public, but the basis of public relations education and training for them is also the cultivation of qualities and skills.

8. The theory of the discipline of public **** relations should be located in the management science. Public relations work is a management activity, public **** relations study the law of public **** relations management, management of the subject and object, management principles and methods, management functions and processes, etc., so the discipline theory of public **** relations should be located in the management science. We are pleased to see that in the 2004 college enrollment work, the public **** relations professional has been classified in the management science category.

9. Public **** relations community organizations in the community, its role is mainly to do the cause of the development of the promoter and industry guide. Publicity and popularization of public **** relations knowledge, mobilizing social forces to carry out public **** relations activities, organizing public **** relations theory seminars and work exchanges, coordinating the relationship between public **** relations organizations, regulating the behavior of the public **** relations industry, etc. is the main task of the public relations associations.