How to establish a good public image of logistics

With the deepening of the socialization reform of university logistics, the management system and operation mechanism of university logistics have changed greatly, and the business content and responsibilities of logistics have been obviously expanded and refined compared with the past. The safe operation, harmony and stability of logistics are still the focus of government and university leaders. At the same time, influenced by the socialist market economy environment, the clients' demands and hopes for logistics services in colleges and universities are increasing day by day, and the individualized needs of teachers and students and their awareness of safeguarding rights are increasing day by day. These new situations and problems pose new challenges to how to further improve the logistics propaganda and information work in colleges and universities.

Emancipate the mind, change ideas, and understand and guide the logistics propaganda information work in colleges and universities from the perspective of establishing a good public image.

The public image of an enterprise, also known as the organizational image or public image of an enterprise, refers to the relatively stable position and overall impression of the organization in the public mind, which is reflected in the public's views, evaluations, requirements and standards. The public image of the organization has the characteristics of integrity, systematicness, multi-level, group and long-term.

After decades of exploration and practice, the campus market has gradually grown and matured, and university logistics entities have basically realized enterprise operation or simulated enterprise operation. The change of service environment and the change of their own management system and operation mechanism require university logistics to learn to adapt to the market mechanism and learn from and learn from the advanced management concepts and service norms of social enterprises.

Facing the new situation, the propaganda and information work of logistics in colleges and universities must emancipate their minds, change their concepts, introduce the relevant experience and practices of social enterprises in handling public relations, and understand and carry out propaganda and information work from the perspective of establishing a good public image of logistics. It is necessary to adopt various propaganda methods, expand multi-level propaganda channels, improve and innovate the propaganda system, and change one-way propaganda into two-way, multi-directional and three-dimensional communication. Propaganda and information work should not only consider and deal with problems from the overall situation, but also take into account every aspect and case problem; We should not only consider and deal with the current problems, but also make the publicity effect affect more people and last longer.

Build a multi-level and all-round publicity and communication system, and carry out publicity and information work around "establishing a good public image"

Since the establishment of the Logistics Group of the National People's Congress nine years ago, the propaganda and information work has continuously emancipated the mind, changed ideas, integrated propaganda channels and propaganda forces, fully explored and exerted new propaganda modes and methods, and explored and innovated in six aspects, such as propaganda description, information collection and communication feedback, and achieved remarkable results.

(1) Refine traditional publications and promote the quality of printing and publicity to a new level.

At present, the main print media of logistics group mainly include "Logistics Group Work Newsletter", "People's Congress Logistics Group Newsletter" and campus publicity window. Among them, the work newsletter is published once a week, which mainly summarizes the work dynamics of various departments of the group last week. All units report to the general manager's office on Monday, and the general manager's office collects and edits them and circulates them in the group. First, it is convenient for leaders to fully understand the work of the group, and second, it is to promote each department to learn from each other. Up to now, 220 issues have been published. The "group newsletter" and publicity window in the school focus on important issues and events, and are published and updated regularly every month or according to special work. Among them, the "Group Newsletter" will be reported to the school leaders and relevant departments, and sent to the logistics departments of other brother universities for exchange. Up to now, 77 issues have been published. The publicity window is located in the statue square of the principal Cheng in the middle of the school, which mainly introduces and explains the logistics work and services to teachers and students in the form of pictures. There are 12 versions of the window, which are specially used and managed by the logistics group. Up to now, 54 issues have been published.

While doing a good job of publicity publications at the group level, grass-roots business departments have also compiled some internal publicity publications that introduce their own work and reflect employees' voices, such as Dining for the National People's Congress in the Food and Beverage Management Department, Living Together in the Apartment Management Department, and Welcoming Guests in the Hotel Management Department. The publishing level and management level are gradually standardized and improved. In addition, the apartment management department also tried to produce an electronic journal "Chunhua Qiushi" for teachers and students to download and read.

(II) Expand the official website function of the Group and create a new position for online publicity.

Logistics Group began to build official website in 2002, and continued to innovate and improve relying on the "Digital People's Congress" project of the school. At the end of 2008, the Group's website was completely revised, paying attention to news trends and information release, strengthening the quantity and timeliness of information release, and began to comprehensively introduce the service content of the Group. At the same time, we also try to increase the inquiry function of student postal service, open the "mailbox of general manager of the group", and check the replies by special personnel to expand the service and communication function of the website.

20 10 in may, the website of logistics group was revised and upgraded again. The design of the new website has realized three functions: publicity, service guarantee and information communication, and improved and strengthened the service function and information communication function on the basis of the original website. The column "Service Hall" broke the framework of the group's business departments for the first time, and was subdivided into 16 specific columns according to customer needs.

Since the revision at the end of 2008, the number of visits to "NPC Logistics Network:" has exceeded 654.38 million+person-times.

In addition, the catering management department, apartment management department, kindergarten and other units under the group have also built their own departmental sub-pages to introduce the work trends and service contents of their departments in more detail.

(3) Intensify publicity to fully show the new face of logistics reform and development in our school.

While doing a good job in internal information communication, the Group also attaches great importance to external publicity, and timely submits the Group's dynamic and daily key work to government departments, logistics industry associations and school publicity departments, which has had a wide impact in the field of university logistics. For example, from June 65438+ 10 to June 20 10, 2009, more than 20 articles were published on the school homepage "People's Congress News Network", more than 50 articles were published on China University Logistics Information Network, and more than 50 articles were published on Beijing University Logistics Socialization Reform Service Network.

(d) Take the initiative to attack the campus BBS forum to understand students' opinions and resolve service contradictions.

BBS forum in colleges and universities is the place where students express their opinions and release information, and it is also the place where students have the most concentrated and sharp opinions on school logistics work, which once became the weak link in the propaganda and information work of college logistics. Faced with this new situation, the logistics group faced up to difficulties, took the initiative, turned passivity into initiative, and turned BBS forum into a new position to understand students' opinions, resolve service contradictions and publicize logistics work.

In May, 2003, the Logistics Group negotiated with the BBS Station Affairs Committee of Tiandi People's Congress to set up a special "Logistics Suggestions Edition" and set up a "Serve the People" account, which was managed and used by a special person in the General Manager's Office of the Group to answer students' inquiries, complaints and suggestions on BBS on behalf of the Group. By setting up a special logistics page, we can actively answer students' opinions, solve problems to the maximum extent, effectively resolve contradictions and misunderstandings, correctly guide online public opinion, and promote the improvement and improvement of logistics work itself. In addition, while passively responding to students' opinions, we also take various measures to seize the position of public opinion and take the initiative to "speak out", such as publishing logistics work trends, announcements and service contents from time to time, and actively answering and guiding students to solve problems that do not belong to the logistics field. This not only served the students, but also publicized the logistics work, created a good public opinion environment, and established a good image of "responsible logistics, service logistics and education logistics" on the BBS forum.

(5) Actively expand new communication channels with student organizations and student media as bridges.

In addition to using BBS, general manager's mailbox and other daily student communication work, Logistics Group also maintains various forms of communication with student organizations and student media for a long time.

The logistics group has always attached importance to communication with student organizations, and participated in the democratic management of logistics by jointly organizing symposiums, hiring student supervisors, and inviting students to visit logistics units. In 2009 alone, the Group and its subordinate business departments organized more than 20 student symposiums.

In addition, the Group carefully received interviews from student media such as Young People's Congress and Newsweek, actively invited student journalists to make special reports on major events and important matters in the logistics field, provided various kinds of assistance for student journalists to understand the frontline work of logistics, and helped student journalists to revise and improve their manuscripts from a professional perspective. By reporting logistics work through student media, some misunderstandings of students are solved, the persuasiveness of logistics work is enhanced, and an open, transparent and democratic public opinion image of logistics work is established.

(6) Open mobile newspapers, make online videos, and make full use of new media to expand new ways of publicity.

On the basis of consolidating the traditional propaganda media, the Group's propaganda information work has been constantly innovated, and some new media propaganda methods have been explored and applied.

2010 On April 2nd, the Mobile Newspaper of Logistics Group was officially launched, and all kinds of information, news, notices and messages were sent to specific people irregularly through SMS and MMS, which not only realized rapid, concise and novel external publicity, but also strengthened the timely, accurate and seamless connection of instructions within the Group, further promoting the process of informationization, modernization and paperless management of the Group.

In addition, in view of the characteristics of college students' acceptance of new media such as online videos, the Group produced a video of "Campus Safety Education for College Students" in 2009, and uploaded it to social networks, NPC homepages and the Group website for students to download and watch. The video was completely written, directed and performed by young employees of the group, and selected real cases that happened around students, so that students could receive safety education by watching TV. After the video was released, it was well received by the school and students.

Establish a long-term mechanism of publicity and information work to realize the sustainable development of publicity and information work

The establishment and maintenance of the public image of logistics requires long-term and sustained efforts, which requires the establishment and improvement of a long-term mechanism for publicity and information work, efforts to achieve the sustainability of publicity and information work, and the establishment and maintenance of a long-term and stable good image of logistics in the minds of teachers and students.

(a) the leadership attaches great importance to and strongly supports the premise of realizing the sustainable development of propaganda and information work.

The propaganda and information work of logistics group has been highly valued and strongly supported by leaders at all levels from the beginning. Li Jiugao, assistant to the president and general manager of Logistics Group, repeatedly emphasized the working concept that "propaganda is also productivity" to cadres and employees at all levels, put forward the propaganda policy of "don't preach, just explain", personally guided the propaganda and information work of the Group, and took time out of his busy schedule to attend the propaganda work meetings of the Group over the years to sum up the past and look forward to the future with grassroots correspondents. Pei Sheng, secretary of the Party Committee and deputy general manager, is in charge of the propaganda and ideological work of the group, grasps the general direction and principles of propaganda and information work, and serves as the spokesman of the group to receive student representatives and student journalists and communicate directly with students. Other leaders of the Group have provided different forms and different degrees of support and help for the publicity and information work in their respective business fields from the aspects of manpower and material resources.

(2) A stable and efficient propaganda team is the key link to realize the sustainable development of propaganda and information work.

Relying on the administrative management system, the logistics group has set up a propaganda and information work team with full-time and part-time cooperation. The publicity and information work of the Group is under the unified responsibility and coordination of the Group Administration Department, and special personnel are appointed in the general manager's office to screen, modify and publish all kinds of written materials and news articles, and correspondents of various units are not regularly organized for business training; All functional departments and business departments designate a middle-level cadre (usually the secretary of the Party branch) to be responsible for the publicity and information work of their own units, and at the same time, select 1-2 young employees as part-time correspondents to be responsible for the information submission, news gathering and video data collection of their own units while completing their business work. After the introduction and training in recent years, the average age of correspondents is under 30, and they are basically undergraduates and graduate students. The propaganda information team is younger and more knowledgeable, the writing ability and communication ability of management cadres at all levels are obviously improved, and the comprehensive quality of policy understanding and implementation is correspondingly enhanced.

(3) Establishing and perfecting the work system is an important guarantee for the sustainable development of propaganda and information work.

Since 2003, the logistics group has gradually established and improved the relevant systems of publicity and information work, and constantly improved the management system of publicity and information work. In the form of official documents, the Group has formulated and issued the Opinions of Logistics Group on Strengthening Propaganda Work, Interim Provisions of Logistics Group on Paying Literary and Artistic Remuneration, Opinions on Establishing BBS Problem Solving Mechanism and other systems, and established the status, function, working mechanism and incentive measures of propaganda information work from the group level. For a long time, the Group has persistently implemented and constantly improved the publicity system, effectively ensuring the normal operation of publicity information work and mobilizing employees to participate in it.

(D) The necessary financial support is the basic condition to realize the sustainable development of publicity and information work.

According to the actual needs of publicity and information work, Logistics Group still invested some funds to support publicity and information work, which greatly promoted the improvement of publicity and information work. First of all, establish a remuneration system to pay the grass-roots correspondents according to the number of words in the selected manuscript; The second is to purchase and update the hardware and equipment necessary for propaganda work. In recent years, all units have been equipped with digital cameras, recording pens and other equipment. Third, in order to improve the quality of publicity publications, the group's newsletter or some special issues are gradually printed in color; Fourth, invest human and financial resources to support the revision and upgrading of official website, and give special subsidies to technicians responsible for daily maintenance; Fifth, at the end of each year, the group will hold a publicity meeting to commend advanced units and outstanding individuals in publicity work; Wait a minute.

With the great attention and strong support of leaders at all levels, the propaganda team of logistics group has worked hard and pioneered and innovated. After several years of efforts, the publicity and information work of the Group has been highly recognized by schools, industry associations at all levels and government departments, and achieved remarkable results. In 2007 and 2009, the Group was awarded the title of "Advanced Collective in Propaganda and Ideological Work of Renmin University of China" by the school, and was awarded the title of "Advanced Unit in Information Propaganda of Logistics System of National Colleges and Universities" for four consecutive years from 2006 to 2009, and the catering management department under the Group was awarded the title of "Advanced Collective in Communication and Propaganda of College Students' Associations in China in 2008-20 10". Many people in the group were rated as advanced individuals in the propaganda and information work of the school, Beijing and the national logistics system.

The propaganda and information work of logistics group closely revolves around the central work and development strategy. By constructing an all-round publicity and communication system, we carried out multi-channel, multi-angle and multi-level publicity and communication work, displayed the achievements of logistics reform, publicized the logistics service work, praised the dedication of logistics staff, condensed the organizational culture of logistics group and established a good public image of logistics group.