Principles, contents and strategies of cultivating public relations eloquence

The application principle of public relations eloquence refers to the specific principles that public relations personnel must follow when using public relations eloquence. First of all, because public relations eloquence is the oral expression ability embodied in public relations activities, we must follow the general principles of public relations, that is, the application of public relations eloquence must be guided by the general principles of public relations, the practical principles of public relations must be the code of conduct, and the principles of public relations activities must be the operational guidelines. On this basis, the practice of public relations eloquence must also follow the application principles of public relations language. Therefore, the application principles of public relations eloquence are purposiveness, adaptability, sincerity, simplicity and appropriateness.

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Public relations eloquence is to choose different expressions for the purpose of public relations practice, including the adjustment of language elements, expression means, body language and media with different functions, which can not achieve the best public relations effect. To express rational ideological content, we should try our best to choose words with rational and neutral colors in language, use more methods of explanation and argumentation, choose more printed media to express perceptual ideological content, choose more words with perceptual and vivid colors in language, choose more rhetorical devices, use more expressions such as description and lyric, and rely on vivid and rich emotional language, dynamic language and body language to a great extent. Any public relations eloquence should spare no effort to serve the public relations objectives.

The general goal of public relations practice is to establish a good image and reputation for the organization and win the understanding, understanding and support of the public at home and abroad. Under the requirement of this general purpose, different organizations have different specific public relations practice purposes at different times and in the face of different public. Because the specific public relations purposes are different, the demand for public relations eloquence has also changed. But one thing must always be adhered to. That is, the purpose principle: all serve to accurately convey the specific information of public relations institutions and achieve specific public relations practice purposes.

3. 12 adaptability principle The principle of public relations eloquence adaptability requires that eloquence should adapt to the specific language environment. Only when eloquence adapts to the environment can good communication be achieved, otherwise, even if the meaning of the words is good, it will be difficult to achieve the expected effect.

Public relations eloquence must consider the time factor, adapt to specific time requirements, such as the choice of conversation time, climate season, occasion and place, and make overall arrangements. There are public and private occasions, formal and informal occasions. The difference between solemnity and informality, celebration and sadness, solemnity. The use of public relations eloquence must adapt to the changes of occasions and places, and sometimes we should pay attention to adjusting the predetermined language strategies that are inconsistent with the changes of occasions and places.

The principle of adaptability also requires public officials to pay attention to the social and cultural background in which language exists. Specific social environment, historical background, cultural characteristics and national psychology often endow language with special additional meanings and functions, thus affecting language communication. For example, China's "Did you eat?" Everyone knows that this is a kind of greeting, a kind of greeting, which will make people feel cordial and friendly and can play a role in connecting feelings. But the same sentence, for some foreigners, will cause misunderstanding or unhappiness. Ask them if they have eaten, and they will think you are going to invite him to dinner.

In addition, in the process of language use, while adjusting the relationship between various factors and language, customs officers must try their best to choose language expression forms according to the characteristics of the actual public objects, so as to adapt various factors to each other, so as to increase information circulation and improve the accuracy of information transmission. This requires careful investigation and study in advance to fully understand the present public, potential public and future public. Without thorough investigation and understanding in advance, it is impossible to correctly grasp the characteristics of the public, and of course it is impossible to produce appropriate language forms.

The adaptation principle of public relations language is complex, and the most important thing is that public relations personnel should follow the adaptation principle and be flexible according to the specific context.

3. 13 The so-called principle of good faith first requires social organizations to truthfully transmit true, accurate and reliable information to their public. As long as it concerns the public interest, whether it is good or bad, it should be told truthfully. Only sincere language can impress the public, inspire them and win their trust and support.

The principle of sincerity requires not only the authenticity of information transmission in content, but also the authenticity of expression in language. If you have a sincere attitude towards the information officer, you will naturally show your enthusiasm in public relations and language exchange activities.

Public officials should always check their own language, and turn sincerity into enthusiasm and sincerity, which is manifested in being serious and making people live in a pleasant atmosphere.

The principle of sincerity tells us that if we follow the principle of sincerity, it should be possible to bring success to the organization. If an organization does not follow the principle of good faith in public relations, it will lose public trust. The light will affect the image and reputation of the organization, and the heavy will endanger the future and survival of the organization. Public officials must take the principle of good faith as the basic criterion of being a person and put an end to fraud in information dissemination.

3. 14 The principle of brevity and propriety is one of the basic principles in the use of public relations language, and it is also a standard to judge whether the use of public relations language is accurate and effective. The so-called concise and decent means that the language expression is concise and lively, just right. The specific language performance is that the language is clean and neat, the sentences are short and pithy, and the words are just right. "Concise and decent" is based on the habit of public relations personnel to develop meticulous thinking, insist that less is better than more, and be good at choosing concise words and sentences as the core elements.

Building confidence and showing courage are prerequisites for the cultivation of public relations eloquence to achieve results. Without confidence and courage, you will give up halfway and accomplish nothing. Numerous examples show that good eloquence is cultivated. When Zhou Enlai was studying in Nankai Middle School, he often gave speeches in the street in order to mobilize the masses to save the country. He took the lead in practicing speaking, from the content of the speech to the tone and posture of speaking, practicing in all directions, even in front of the mirror, and asking for the opinions of his classmates. This kind of hard training made him a master of speech at that time. The content of cultivating public relations eloquence includes the following aspects:

3.2 1 Cultivating oral phonetic expression is a process of exchanging ideas with the help of phonetic load semantics. Customs officers should speak Mandarin, that is, the common language, which requires accurate pronunciation and clear articulation, so it is necessary to cultivate the pronunciation of Mandarin. The main difference between Mandarin and dialect lies in pronunciation. People who speak dialects should first practice the pronunciation of Putonghua: even people who speak all Putonghua need to further master their own phonetic features, master the rules of pronunciation, and strive to pronounce clearly and accurately.

How to practice pronunciation well?

The first is to read pronunciation correctly. The premise is that the pronunciation is correct and there is nothing wrong with it. Common words that are easy to mispronounce, such as "mountain", "mountain", "Zhan", "harmony", "sea", "vinegar" and "Cui", are too numerous to mention. In public relations, mispronouncing words and sounds will hinder communication and damage the image. The solution is to look up those uncertain and confusing words in the dictionary to avoid the joke that "you can read and recognize only when you show off".

In addition, we should master the pronunciation essentials of Chinese pronunciation and correctly read all vowels and consonants. Distinguish consonants, such as z, s, c and zh ch sh. In some local dialects, tongue sounds and sticky sounds are reversed, and "ten" is called "four". In training, it is necessary to correct this kind of problem and correctly read each word, that is, correctly read the initials and finals that make up a word.

The second is to read the tune correctly. Tones in modern Chinese are divided into flat tones, rising tones, rising tones and falling tones, which are used to distinguish semantics. Dialect is quite different from Mandarin in tone. For example, in Mandarin, the pronunciation of "Hao" is Shang Sheng, and some dialects are falling tone, rising tone or falling tone. If you leave the specific context, it is difficult to express your meaning in the last few pronunciations. In training, you should remember the tone of every word in Mandarin clearly and do regular pronunciation exercises so that you won't "tune your southern accent".

Third, the pronunciation of words is clear. When the traditional rap theory in China studies the pronunciation method, the pronunciation process of a syllable of Chinese characters is divided into three parts: prefix, abdominal sound and suffix. The prefix refers to the initial plus the middle sound, the abdomen refers to the main vowel in the letter, and the suffix is the vowel. If you want to pronounce words clearly and forcefully, and achieve "clear pronunciation and clear pronunciation", you should focus on "prefix", make the pronunciation of words clean and explosive, drive the suffix sound, separate and connect the prefix, suffix and suffix, and naturally return to the sound at the end. A famous TV announcer practiced pronouncing "one" for a year. People with inarticulate speech especially need to do this kind of articulation practice.

3.22 Cultivating body language is an auxiliary language of audio language, and people can use it to express complex and subtle thoughts and feelings. Although it is in an auxiliary position, its function is no less than that of audio language, and sometimes it acts on the listener's visual organs before audio language, leaving a strong impression on people. Sun Yat-sen is not only a revolutionary, but also an orator. He once stressed that the speaker needs to "practice posture". On the podium, let the audience feel solemn, avoid frivolous gestures and be natural everywhere. These experiences show that the success of speaking is inseparable from the training of body language. The cultivation of posture mainly includes the cultivation of expression, gesture and posture.

Facial expressions are often influenced by physiological and psychological environment and become instinctive reactions. Such as joy, forgiveness, sadness and joy, are often involuntary expressions. But this does not mean that everything is resigned to fate. A well-trained person can control his expression, and the joy is joy and the sadness is sadness. A loyal salesman wants to cry when something happens at home, but once he stands in front of the counter, he can still greet customers with a smile. Without certain professional ethics and psychological training, it is difficult to do this. The solemn, generous, enthusiastic and sincere expression that a public official should have should start with ideological cultivation. As for the training of gestures, standing posture, sitting posture and walking posture, we need to know some etiquette knowledge and carry out training in work practice. According to the needs of work, determine which posture is the most elegant and appropriate. You may wish to practice in front of the mirror, find indecent derailment, seriously correct it, and improve your external demeanor.

3.23 Training Style Public Relations personnel speak in different styles with different work contents. Although they all belong to the transactional style of spoken language in general, they have different expressions and requirements in different contexts. Style training includes:

The first culture distinguishes the body. Practice distinguishing which words belong to which style, so as to adopt corresponding expressions and sounds. For example, giving advice and suggestions to leaders belongs to the style of image management, and we should consider adopting a direct, solemn and concise voice; Accompanying guests to visit is a kind of reception, which is usually expressed in narrative and descriptive ways and with a warm and lively voice. Public officials should know and memorize all kinds of styles and speaking requirements. Facing the specific context in public relations practice, we should think quickly and determine the language style and the corresponding way of speaking.

The second is to cultivate language. Different styles have different common words. For example, there is a set of standardized terms for answering and calling, which need to be memorized. Common greetings, social terms, coordination terms, farewell terms, etc. You can read silently in your spare time to achieve a certain degree of ease of use.

The third is to cultivate tone. Tone directly expresses the speaker's position, viewpoint, thoughts, feelings and status. Different styles should adopt different moods. Mood training includes: knowing what kinds of moods exist in modern Chinese oral expression and how to use them correctly. Training can be combined with daily oral English.

In addition to the training methods mentioned above, how to strengthen the argumentative nature of the speech and how to make the speech more humorous are also among the training methods. The cultivation strategy of public relations eloquence can be carried out around four words: "look", "listen", "read" and "speak".

3.3 1 read the relevant instructions. Writing an article is "there is no fixed way to write", and speaking is the same. It is impossible to have a pattern. But there is a certain degree of uncertainty about the article, and this "certain degree" is the law of writing. Oral English also needs to sum up the rules and skills. In recent years, with the strengthening of people's understanding of the role of oral expression, a large number of books and periodicals on oral skills have been published in China, which has done a lot of theoretical exposition and skill teaching for people to improve their oral expression ability. Read such books and articles, such as speeches, congratulations, tour guides, etc. And learn from it.

3.32 Listen to what others say. Public relations staff have many opportunities to listen to others, such as making phone calls, receiving guests, socializing, watching TV and listening to the radio, and all kinds of conversations can be heard. Use agile thinking to judge the advantages and lengths of speaking, and listen to the skills inside. When you meet an eloquent speaker in public relations affairs, don't miss the opportunity to learn. The key is to be good at listening skills with your ears.

3.33 It is a shortcut to practice speaking by reading good articles and good speaking materials aloud frequently to make sentences coherent, loud and emotional. Reading literary works is a compulsory course for senior students in British and American universities, aiming at improving their oral expression ability.

How to cultivate speaking ability by reading aloud?

First of all, reading aloud helps to correct the sound. Some words with incorrect pronunciation can be read repeatedly by phonetic notation and phonetic notation until they are read correctly. This is more economical and effective than simply correcting pronunciation by speaking or borrowing recordings.

Secondly, reading aloud helps to express fluently. Reading aloud is to convert groups of characters and symbols into audio language according to certain procedures, that is, to read written words sentence by sentence. People with high reading ability speak fluently and clearly. Because you are good at linking words and symbols with pronunciation, it is easy to link the thinking cells (concepts) in your mind to form sentences and express them fluently.

Third, use reading aloud to help accumulate words. The speech is rich in content, lively and interesting, and it needs to accumulate a lot of vocabulary. On the one hand, from the accumulation of life, you can also learn a lot of vocabulary from reading the articles of masters in history, which can enrich your vocabulary, and you can speak with ease, which may lead to witty remarks.

The "reading aloud" mentioned here is not reading silently, but reading aloud, mainly not for others, but for yourself.

3.34 While practicing and changing, we should regard every opportunity to speak as practical training to improve oral English. For example, in a telephone conversation, you can summarize yourself: whether the language is standardized, whether the expression is clear, whether the sentence is concise, where the tone needs to be strengthened and so on. Just like writing an article needs to be revised repeatedly, oral English is fleeting, but with memory, it can also be modified invisibly in the brain. Next time you speak, you will make progress. Good articles are changed, and good eloquence is practiced. "Practice" includes continuous practice and continuous improvement.

If a customs officer wants to improve his spoken English, he must speak often and practice hard. Practicing and not practicing are very different. Any excellent speaker has a hard training process. This kind of training should continue. People who write articles have to stop writing for many days, and the pen will "rust". Even if you have a glib tongue, give up practicing speaking and keep silent, your speaking ability will decline unconsciously. Only with full confidence, comprehensive training and perseverance can we hope to become an excellent public relations staff.