The factory director's purchase slogan

The relationship between the public and the public plays an increasingly important role in the development of modern enterprises. The development of an enterprise is based on high-quality products and services, and at the same time, it is necessary to create a good social relationship and public opinion environment. If the relationship between the enterprise and the public is well established, the popularity will be improved and the development of the enterprise will be guaranteed. If any enterprise does not have a good image, no matter how good its facilities and products are, its development will be limited and affected.

With the establishment of socialist market economy and the further deepening of reform and opening up, the relationship between the public and the public has been widely recognized in all walks of life, and the role of public-public relations has been paid more and more attention.

The relationship between the public and the public refers to the planned and purposeful two-way communication between social organizations in order to establish an image and win public understanding and support. As a special form of human social relations, public-private relations can be said to be born with human society. However, in the long historical period, due to various conditions, it is still in the primitive state, in other words, human understanding of public-private relations is still in the unconscious stage. Only at the beginning of this century, due to the improvement of the level of human civilization, has the soil for the smooth growth of public relations. The emergence and development of public-to-public relations has experienced a long history. Once every ten years, this is the modern society. The rise of the relationship between the public and the public indicates that the management level of modern social organizations has entered a new stage.

"Developing Xinjiang successfully with customers * * *" is the basis of establishing a long-term and stable cooperative relationship with every customer.

Give examples to illustrate the relationship between the organization and the public:

There is a stationery store in America. In order to attract more children, public relations staff used their brains to make full use of the space in the store and designed a unique spatial image to win the favor of children. For example, the name of the shop is to imitate children's handwriting. The door of the shop looks like an open exercise book with children's homework on it, and the middle door shaft is a pencil. In this way, the children saw this strange shop door from a distance.

The three elements of public relations refer to social organization, communication and the public. Among them, social organizations are the initiators and subjects of public relations activities. Without social organizations, there would be no public relations. Communication is the means and medium of public relations activities. Without communication, there is no public relations. The public is the object of public relations, and public relations are aimed at objects. Without an object, there is no open relationship. Among the three elements, social organizations are dominant, with efficient communication and public authority. Coordinating the relationship among the three is the basic law of public relations activities.

Comprehensive case of public relations.

I. A public relations star in Northwest China-A public relations strategy scan of China Bluestar Chemical Cleaning Company (I) Bluestar people have a good eye for the public relations cleaning industry, which is a new industry in China and is called the 361 Line. Public relations is a new undertaking in China, which is called a new art of management. This brand-new combination enables China Bluestar Chemical Cleaning Company, a young and dynamic enterprise, to take off. The pioneering history of China Bluestar Chemical Cleaning Company is full of magical colors, and its development history is more enlightening. More than 20 years ago, in a shed left by digging an air-raid shelter, seven and a half people borrowed 20,000 yuan, and the first professional chemical cleaning company in China was born. In the stormy years of more than 20 years, we have experienced ups and downs and struggled hard, and finally developed into the largest cleaning company with specialized technology and socialized services in China. At present, there are more than 340 branches and 6 joint ventures in China. The business has expanded from cleaning service and cleaning technology promotion to diversified operations such as anti-corrosion, water treatment, waste treatment, membrane separation, computer engineering, fast food and weighing instruments. The development history of Blue Star reminds people of the history that Matsushita Electric Co., Ltd., which loves cats and life, has developed from a small workshop of several people to one of the few global companies. An American businessman was moved by the development history of Blue Star Company, and left such a passage in a letter: In the history of capitalism, there were many talented capitalist entrepreneurs; In the history of socialism, a group of talented socialist entrepreneurs should also be produced. As a for-profit company, Bluestar doesn't just think about how to make more money. They also thought about the social responsibility that socialist enterprises should undertake and more things that contemporary enterprises should pursue. The public relations department of Bluestar Company was born under such an idea. (2) Northwest Public Relations Cyclone1991On the morning of February 26th, 2,000 primary school seniors (who will turn 20 in 2000) braved the cold to participate in the "Blue Star Send 2000" activity in Dongfanghong Square, Lanzhou City. This is a public relations activity carefully and creatively planned by the public relations department of Blue Star Company. On this day, after careful arrangement, colorful flags were hunted and balloons were hung high in front of the Dongfanghong Square Gymnasium in Lanzhou. "Let the Olympics enter China, and let Blue Star go to the world" and "Love the Olympics, love it? Quot Under the traction of the big balloon, several slogans hung obliquely in the sky, and 2000 senior primary school students wrote their blessings on postcards on the spot under the gaze of tens of thousands of people who heard the news. A classmate of Lanzhou Experimental Primary School wrote on a postcard: "Mr. Samaranch, from the day Grandpa Zhang Baifa submitted your application, we have been anxiously waiting for the day to vote. How much we hope that the city approved to host the 2000 Olympic Games is our capital Beijing! "Bluestar has also set up an information point on Olympic knowledge, public relations knowledge and Bluestar knowledge in the square, and invited students majoring in public relations in Lanzhou universities to participate in this public relations activity. Lanzhou postal department specially sent more than a dozen mailboxes to express the support of all sectors of society for bidding for the Olympic Games. This activity of Blue Star Company has been planned in detail in advance from the aspects of overall planning, organization, implementation details, skill design, time arrangement and budget. More than 10 news organizations in China reported and commented on this event, and the news media called it a whirlwind of public relations blowing in the northwest. (3) The shock wave of "Blue Star Technology Ambassador" is 1992. In September, the first China Silk Road Festival was held in Lanzhou. Tens of thousands of guests from home and abroad gathered in Jincheng. Lanzhou welcomes guests from all directions with a brand-new image of reform and opening up. Blue Star Company seized this excellent opportunity and invested in the large-scale public relations activity "Blue Star Jing Ke Bridge". After the company's advertisement for 100 "blue star technical ambassador" was published in the newspaper, more than 500 people participated in the recruitment interview in just five days, most of whom were highly educated. Blue Star Company has seen that less than15 of China's scientific and technological achievements in recent years have been truly transformed and utilized, and the real realization of the value of scientific and technological achievements needs the attention and efforts of the whole society. As a high-tech enterprise that started with the transformation of scientific and technological achievements, Bluestar Company is determined to contribute to the transformation of science and technology into productive forces. They tried to build a good public relations network for Gansu enterprises through 100 high-quality "Blue Star Science and Technology Ambassadors", with the first China Silk Road Festival as the background, and through the wisdom of ambassadors and effective interpersonal information communication. Thanks to the efforts of 100 science and technology ambassadors, Bluestar has set up several branches all over the country, making Bluestar more famous. (4) The company has made a lot of efforts in internal public relations, and its happy news advertisements are unique. For more than three years, on the first day of the first month of the first month, many employees of Bluestar Company received a special New Year gift when every household celebrated the Spring Festival with joy. Lanzhou Evening News, which published a full-page advertisement in recognition of the company's annual advanced worker "100 Bright Stars", published this news. For the Blue Star people's Spring Festival, this adds a trace of joy and pride. Many units are distressed by the depreciation of advanced technology and the loss of the incentive function of commending advanced technology. Bluestar has planned such a new move. On the eve of the Spring Festival, they published the list of advanced workers selected every year in the newspaper, asking them to pay a New Year call to readers through public good news, to all the friends who have supported and helped Bluestar's cause, and to send a newspaper with good news to their homes on New Year's Day. This move by the public relations department of Blue Star Company has achieved the effect of killing three birds with one stone: the general public learned about the elegance of Blue Star through this advertisement; The cooperators and supporters of Bluestar Company enhanced their trust and confidence in Bluestar through this advertisement. Therefore, the commended employees and their relatives received more precious spiritual encouragement than money. (V) Blue Star Company, the winter camp of Blue Star College, recognizes that it is their unshirkable social responsibility to train a new generation of college students and create conditions and opportunities for their social practice, and it is also a good opportunity to shape the corporate image of Blue Star. In recent years, Blue Star Company holds "Winter Camp for College Students" every winter. Through newspaper advertisements, more than 100 winter campers were recruited from local college students. During the winter camp lasting more than two weeks, they organized college students to talk with some young factory directors, managers, model workers and outstanding intellectuals, organized college students to visit enterprises, scientific research institutions and suburban villages, and carried out a series of activities to serve the people. In these ways, they make universities understand, love and build the northwest, and are determined to devote themselves to the economic and cultural construction of the northwest. In the past few years, the campers of the winter camp of Blue Star College have served as trainee ticket sellers on local buses. I have been to the home of ordinary farmers in Yantan Township, a suburb of Lanzhou. Participated in the "Suggestions for the Revitalization of Gansu" Association. After the winter camp every year, a column entitled "Essays on Winter Camp for Blue Star College Students" is also published in Lanzhou Evening News to express the campers' experiences and feelings of participating in the winter camp. A college student wrote affectionately in the essay for the winter camp: "My home is located at the foot of Jinggangshan. I remember that when I just received the admission notice from Lanzhou University that year, my elders told me that it was a dusty and deserted place. But the courage of young people to enter the world inspired me to embark on the train to the west. This winter, I was lucky enough to participate in the "Blue Star Winter Camp for College Students". What I saw and heard not only deepened my love for this treasure, but also made me listen to the call of drums. The successful feat of Blue Star Company tells me that the northwest is also bathed in the spring breeze of reform and opening up; Miracles can also be created here. "The biggest feature of Blue Star's public relations activities is originality. Each of their public relations activities embodies the efforts and wisdom of the creators, thus becoming the public relations stars in the northwest region. Under the correct public relations strategy, the image of Blue Star has entered thousands of households. At present, Bluestar's branches have spread all over the country, and they have begun to go abroad and go global. Driven by the socialist market economy, Bluestar's business is diversified and new business projects are constantly introduced. Enterprise identification system has been introduced into the whole management activities of the company.

The second part is a single public relations case.

1.35 emergency calls-correcting mistakes is like "putting out a fire". Once, an American journalist named Kitty came to Odayu Department Store, which loves cats and lives in Tokyo. She bought a "Sony" record player as a gift to her husband's family living in Tokyo. The clerk was very polite and specially selected an unopened machine for her. When I returned to my residence, when Katie turned on the machine for trial use, she found that the machine had no internal parts, so it could not be used at all. She couldn't help flying into a rage. Early the next morning, she prepared for the Yokota-Guangzhou talks and quickly wrote a press release entitled "The True Face Behind the Smiling Face". Early the next morning, before leaving, Kitty suddenly received an apology call from Odak Yu. Fifty minutes later, a car arrived at her residence. Oda Yu, the deputy manager who jumped out of the car, and the staff carrying big suitcases. As soon as they entered the living room, they bowed their heads to show that they had come to confess their crimes. Besides a new qualified record player, I also sent a box of cakes, a set of towels and a famous record. Then, the assistant manager opened his notebook and read a memo. It recorded the whole process that the company corrected this mistake all night. It turned out that when the goods were counted at 4: 30 pm yesterday, the salesman found that a hollow sample was sold to the customer by mistake. She immediately reported to the company guards to look for it quickly, but it was too late. This matter is very serious. After receiving the report, the manager immediately called relevant personnel to discuss. At that time, there were only two clues to follow, namely, the customer's name and a business card of "American Express Company" left by her. On this basis, Odak Yu company started a series of actions that were tantamount to looking for a needle in a haystack overnight: it made 32 emergency calls and inquired about the main hotels in Tokyo, but there was no result. I called the headquarters of American Express again, and got a call back late at night, just like the phone number of the customer's parents in America. Then I called the United States and got the phone number of the customer's in-laws in Tokyo. Finally, I found the address and telephone number of this customer during his stay in Tokyo. During this period, there were 35 emergency calls! All this deeply touched Kitty. She immediately rewrote the press release entitled "35 urgent calls".

The three elements of public relations are social organization, communication and the public. For school libraries, "the public" is a special student group. Combined with students' psychological characteristics, interests and requirements, we use the three elements of public relations to make targeted planning. 2. 1 social organization. Young students are eager for knowledge and love group activities. Especially some technical secondary school students, who have no pressure to go to school, live on campus and hope to have a rich spiritual life after class to enrich themselves. In view of this situation, we set up an amateur reading group, an extracurricular activity organization. Because there are students from normal schools and junior colleges, there are differences in age, knowledge needs and hobbies. So we set up different reading groups, and each student can join different groups according to his own choice. As the planner of public relations, librarians require different reading groups to have reading plans every semester and supervise their implementation. At the same time, recommend books to students and let them

Look for the books you need in the sea of books. From passive closed-shelf lending to active open-shelf recommendation, students eager to learn are very excited, and they are grouped together automatically according to the same interests. In public relations planning, we use

The biggest advantage of the school is the strong faculty, which is the biggest feature of the school and the advantage that others do not have. We ask teachers to guide the problems and opinions in reading group activities from time to time. The students have learned a lot of knowledge that they can't learn in this amateur course, and expanded their knowledge. Because the books recommended by the library are recommended by the library staff and teachers after the same choice, the recommended books are ideological, artistic, literary and knowledgeable. From the teaching point of view, it and the textbook complement each other and complement each other; In terms of moral sentiment, it greatly improves the cultivation and quality of students and helps them form a correct outlook on life and world.

2.2 communication. Setting up a reading group is just a formality. The most important thing is to infect the students' feelings, experiences and other beneficial gains in the reading group to the surrounding students, so that the flowers of socialist spiritual civilization will bloom all over the campus, thus achieving the goal. We have chosen a variety of communication forms and formed a three-dimensional communication model. You can't just read books. Write it after you read it. If you can't write it, you must say it. It depends on different means in public-private relations. First, let the students write down their reading experience. Writing out one's own experiences and opinions not only cultivates one's ability to analyze problems independently, but also exercises one's writing ability. Some students have written quite unique and good articles with opinions, analysis and opinions. Secondly, in view of students' aggressive and enterprising psychological characteristics, we invite relevant teachers to participate in the exchange and evaluation of reading experience among members of the reading club. In the exchange, I have a higher understanding of my own experience and book reviews. After such a reversal

Repeated exchanges, revised experiences and book reviews are more mature and unique. We spread these reading experiences and book reviews to thousands of students like snowballs, encouraging a large number of students to read good books and make progress. Thirdly, we organize the writer to participate in the class with a flat book, and the writer will give a speech on the book or reading experience. If you write it, you must say it. This is called "a stone stirs up a thousand waves". Finally, in order to "arm people with scientific theory, shape people with noble spirit and inspire people with excellent works", it is necessary to plan an atmosphere in which all students can participate in reading good books. In view of the strong sense of honor and self-esteem of young students, it is not enough to just say it. Librarians, teachers, students and others should form judges, review books delivered by students, grade their experiences and award prizes. For the winning works, we should publicize them in various ways, such as publishing blackboard newspapers and special issues of winning works, so as to make them full of vitality. The purpose is to fill the campus with good books, and the purpose must be public-centered. At school, we should pay attention to students. A single flower is not spring, but a hundred flowers are spring.

2.3 the public. The public in the school is a special group of students. Young students are keen in thinking, competitive, eager for knowledge and relatively unstable in thinking. Therefore, in terms of communication means, we have adopted ways suitable for young people's characteristics, such as reading clubs, book reviews, lectures, appraisals, blackboard newspapers and other exposure means, in order to meet young people's extroverted psychological characteristics. We follow the three elements of organization, communication and the relationship between the public, and use the characteristics and advantages of the library to plan a set of effective methods, which have achieved good results.