Why pay attention to language art in the government's public relations activities?

the relationship between the public and the public is a kind of social relationship produced by the interaction between social organizations and the relevant public. Public relations have the functions of communicating information, increasing understanding, resolving contradictions, promoting coordination and cooperation, and increasing benefits. In order to realize these functions, organizations and individuals engaged in public relations must adopt scientific and artistic methods to carry out related activities. In order to make the public relations activities achieve the expected purpose, how to give full play to the special skills, courage and art of language is a problem that needs to be paid attention to. Paying attention to the language art in the relationship between the public and the public will play a positive and irreplaceable role.

I. Understanding the activities and functions of public relations

Public relations activities refer to a two-way communication activity or management art in which a social organization makes itself understand and adapt to the relevant public by means of communication, so as to achieve common development.

Public relations have the functions of communicating information, increasing understanding, resolving contradictions, promoting coordination and cooperation, and increasing benefits. These functions are very important to a specific social organization and the whole society.

1. From the microscopic point of view, good public-private relations have the following effects and influences on specific social organizations:

Help social organizations to monitor social environment (public opinion, consciousness, attitude and behavior, etc.), collect various social responses to organizations, and provide information and decision-making consultation to organizational decision-makers and corresponding departments; Establish and maintain two-way communication between social organizations and all kinds of public, disseminate organizational information to the public, strive for understanding and support, and strengthen contact with the public; Create a good image for the organization, expand organizational awareness and improve organizational reputation; To urge social organizations to adjust their organizational goals and actions in a planned way, and to influence public opinion, attitudes and behaviors with corresponding policies and actions, to coordinate between social organizations and the public, to promote cooperation between the two sides, and to help organizations achieve their set goals and increase benefits; Enhance the cohesion and attraction of the organization, so as to maintain harmony inside and outside the organization; When the organization is facing a crisis, it can effectively resolve contradictions, ease and eliminate conflicts, turn passivity into initiative, and turn disadvantages into advantages.

2. From a macro point of view, the role and influence of the public * * * relationship on society are mainly reflected in the following aspects:

The connection and communication of the public * * * relationship promotes the development of productive forces; To promote the change and improvement of social relations, public relations activities are an important motive force and source for the emergence, development, change and improvement of various social relations; Human beings rely on public relations activities to inherit and innovate the existing scientific and cultural achievements; Coordinate the goals, interests, attitudes and actions of social groups to maintain the harmonious development of society; Conducive to people's own development; Optimize the socio-economic, political, cultural and psychological environment.

in short, "shaping the image of the organization and coordinating internal and external relations" are the two basic functions of public relations activities. Dr. Lex Harrow, an American, believes that public relations activities are a special management function, which helps an organization to establish and maintain communication, understanding, recognition and cooperation with the public; It is involved in dealing with various problems and events; It helps departments understand public opinion and respond to it; It defines and emphasizes the responsibility of enterprises to serve the public interest; As a monitor of social trends, it helps enterprises and organizations to keep pace with social changes; It uses effective communication skills and research methods as basic tools.

second, the relationship between public relations and language art

1. The language in the activities of public relations is obviously different from the common language of interpersonal communication.

the relationship between the public and the public is composed of three elements: the subject is a social organization, and the object is the public, including the internal public and the external public, and the external public includes the customer public, the community public, the government public, the press public, the celebrities public and the international public. The third element is the connection between subject and object-communication. The so-called communication is the process that social organizations use modern mass media to transmit information, ideas and concepts to the public in order to achieve a certain goal. It is a bridge for organizations to share information and exchange information with the public.

Furthermore, theoretically speaking, the public-private relationship activity is a management science; In terms of operation, the relationship between public and private is a kind of management art. This is because the relationship between the public and the public pays attention to maintaining good relations between the organization and the public, and even needs to win goodwill; Public relations activities need to persuade and influence the public and create a good public opinion environment; Public relations should take into account the complexity of various relationships and the richness and variability of human psychology in order to implement a set of effective skills and methods. Therefore, it is not too much to say that public relations activities are an art.

the communication of the relationship between the public and the public is a combination of verbal communication, written communication, real image communication and general mass communication. For example, written image display (including advertisements and propaganda drafts), audio image display (speeches, TV commercials), news speeches, etc.). When it comes to communication, of course, it is inseparable from language. We can see that the communication of public relations has a strong purpose and selectivity, so we must adopt appropriate and artistic language and form. The language in public relations activities is obviously different from that in ordinary interpersonal communication because of the nature of the subject and the strong purpose of communication.

2. Studying language art is the need of public relations activities.

"Language is the direct reality of thought". Suhomlinski, the most prestigious educator in the contemporary Soviet Union, once said: "Language is the commander-in-chief who leads people to charge, the musician who plucks the strings of people's hearts ... Language is the warrior who strives for people's souls. Some words are as powerless and emotional as hay, while others are as brilliant as eternal stars, guiding the way for mankind".

Ms. Tian Xiaolin said in the article "On Rhetoric Teaching": "Language cultivation is not only correct, but also artistic. "Art" does not mean fancy, but refers to the appropriate, decent and natural use of language in different language environments (different occasions and different objects), which has the power to attract, infect and convince people.

with the development of the times, there is an urgent and extensive need for public relations activities in social economy, politics, culture, science and technology, diplomacy and other fields. Specialization and professionalization of public relations work is an inevitable trend of historical development. The language art of public relations practitioners will also affect their career and the level of public relations work. As a management art, public relations must be further developed and studied in its special and commonly used language.

Public relations activities are inseparable from language; What kind of language art should be adopted in public relations activities to achieve the purpose of public relations activities? At present, many scholars, college teachers and public relations practitioners have conducted in-depth research, expressing their opinions and being brilliant. It can be said that in the activities of public relations, the language ability is not strong, and what kind of language art is used is paid more and more attention. And the research and discussion of language art in public relations activities will also promote the development of public relations activities.

Third, the types of language art in the activities of public relations

German linguist Schuchardt said that "the essence of language lies in communication." Yesposen said: "Language is a human activity whose purpose is to exchange ideas and feelings." Linguists define language as: "Language is a symbolic system that combines meanings as a tool of human communication." The language used in public relations must have strong standardization and purpose, which is very different from the language in our daily life. According to the function of public relations activities, the author summarizes nine main language arts in public relations activities.

1. the rule of prudence

the language in the relationship between the public and the public should first pay attention to prudence. In the activities of public relations, the subject of activities may be individuals or organizations; It may represent the enterprise or the government. Because the object is the public or even foreign media, and it is also responsible for establishing its own image, explaining important issues and solving related issues, therefore, in the activities of public relations, language should first pay attention to prudence, and it is a perfect performance to be "watertight". Every sentence and word in speeches, speeches and print advertisements published on public occasions will involve the subject's image, intention, level and even interests. Never make mistakes or leave loopholes, leaving suspicion and misunderstanding for the object and a joke for the opponent.

how? (1) If you are careful, you can't promise easily. You can't easily promise something you shouldn't promise. General courtesy greetings and chatting can be relaxed and pleasant, but we must be cautious when it comes to key issues. Although it can be discussed in relaxed language, you should not be careless when you make a statement. Be careful and don't refuse easily. When dealing with public relations, perhaps the other party will put forward such requirements or conditions, some of which are difficult to digest and straighten out at the moment. In order to leave yourself a space for consideration, generally don't reject it outright. This can not only show the importance to each other, but also use the time to take the initiative. (3) If you are careful, you can't say anything, but leave yourself room for retreat or maneuver. The language of public relations should be offensive and defensive, so as not to be embarrassed or passive. (4) Be careful but be careful not to expose it. As the ancients said, emotions are invisible. That is to say, be cautious and relaxed, and be cautious and natural. 5] To be cautious, we must grasp the real and detailed situation in advance and make good solutions in various situations. The figures, time, name, positioning and policies are accurately and reasonably explained, and the problems that may be contradictory and questioned are well anticipated, so that the language in the relationship between the public and the public is accurate and complete, without loopholes and flaws.

2. the law of sincerity

sincerity is a bridge to people's hearts. The language in the public relations activities is usually intended to impress the audience. To impress the audience, besides good creativity, it also needs the sincerity of the main body of the public relations activities, because time is the key to test the authenticity of the language, and without sincerity as the basis, gorgeous words and forms will only make people feel "flashy and past." The best state of language in public relations relations is that it can make the audience sing. It is necessary to touch yourself and then others, which is both sensible and touching. Sometimes unpretentious language will be particularly cordial, which will have a strong appeal. For example, praise an old man: "You are 8 years old, you look so good and your voice is so loud. I think you will definitely live to be 1 years old." Although this may not be the case, the other party feels particularly cordial because of his sincere words and kindness.

as the saying goes, if you are sincere, the stone will open. In the activities of public relations, the audience are basically adults, who have the basic ability to distinguish, and the false language of rhetoric can only make the audience more disgusted. Of course, this sincerity is not without skill. For example, some business secrets, state and military secrets can't be shared with each other without reservation. That's not the so-called sincerity.

to be sincere, you need to be solemn and not frivolous, and you need to be serious and responsible, but you can't talk glibly or talk nonsense. In order to convince people, some businessmen often go too far and even swear and swear to show their sincerity. This is also undesirable. You can often see "spit goods!" The last three days "amazing advertising slogan, as a result, this slogan hung for three months. At first, everyone believed it and increased a lot of customers. When everyone found out that this was a lie of the business, there were very few customers in this business, and at the same time, this business was also hated and despised by everyone.

3. Rule of Euphemism

Public relations activities are usually activities involving the interests of some countries, organizations and individuals. When it comes to interest issues, sometimes we have to be ready, and sometimes we have to be tactful and beat about the bush. The so-called hard has soft, soft has hard. When the other party's status is higher than the main body, the other party's momentum is very strong, and the other party has occupied a favorable situation, it will be "crash and burn" to confront the head and be straight, and it will not achieve the purpose of persuading the other party and changing their minds.

Therefore, euphemism is a common language art in public relations activities, that is, we should adopt flexible and diverse methods according to factors such as time, place, atmosphere, situation, identity and relationship between subject and object. Touchdragon said that the story of the Empress Dowager is a typical example of euphemism: in this historical story, Touchdragon never mobilized Cheng Anjun to be a hostage, but achieved the purpose of persuading the Empress Dowager in a homely way, which is the cleverness of euphemism.

4. the rule of conciseness

the language in the activities of public relations should also be concise. This is because the object of public relations activities is sometimes a specific minority, and most of the time it is an unspecified group. Because there is still a time and space limitation in public relations activities, the audience's attention can't be concentrated for a long time. Therefore, in public relations activities, to make things clear, especially to make complex things and ideas clear, you need to have superb language art, explain complex truths with concise words and solve complex problems with simple methods.

Zhao Qizheng, a spokesman for China's Ministry of Foreign Affairs, always advocates clarity and brevity, because he thinks that speaking for a long time will make the listener unclear about the main points of the speech and make people feel that there is nothing new, but in fact, the speaker himself has drowned out the new ideas. In the face of foreigners, it is especially important to avoid talking about "wheels", which makes people unclear. After the bombing of our embassy in Yugoslavia in 1999, he refuted the fallacy of the American government by logical reasoning at the press conference: when he answered a question from a CNN reporter, he said that the American government hastily announced the misuse of the old map without careful investigation, and three of them were old, and none of the correct ones were used. In order to make everyone recognize the hypocrisy of America, he used the example of throwing dice to illustrate. Because the dice has six sides, the probability of a mistake on one side is 1/6. Using three old maps is to roll the dice three times and a face appears at the same time. The probability is 1 in 216. Coupled with other "accidental" mistakes, more than a dozen "dice" appeared on the same side at the same time. Probability theory tells people that this probability is almost zero. He also added that it is puzzling that the US Air Force still uses ordinary maps today when satellite remote sensing maps have been widely used. In this way, anyone will understand that the so-called "false fraud" by the US government is just an excuse. After the meeting, many newspapers quoted his eloquent words. In fact, his passage is very concise, and the analogy is even known to ordinary middle school students, which adds to the persuasiveness.

In some written expressions of public relations activities, we should pay more attention to conciseness and incisiveness. Due to the limited capacity of plane carrier and multimedia, the general expressions of public relations are very short and concise. For example, various product slogans in TV advertisements, such as "so-and-so milk powder ―― baby is smart, mother is successful", "so-and-so cookware ―― there is love at home and Europe", "program slogan ―― happy camp, good mood every day" and "public service advertisement ―― donation from 3 yuan may change the fate of an out-of-school child", are short, catchy and easy to remember.

To make the language accurate and concise, the thinking of the language subject should be clear first, because language is the direct reality of thinking. Thinking is confused, and language is bound to be vague and verbose. Secondly, it requires employees in public relations to have a solid language foundation, occupy a large number of vocabulary, and pay attention to the words.