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An essay on the importance of public relations and corporate image building

Public *** relations refers to the purpose of an organization to improve its relationship with the public, promote public awareness, understanding and support of the organization, and thereby achieve the purpose of establishing a good organizational image and promoting product sales. A series of public activities. The following is a sample essay on public relations and corporate image building that I have compiled for you. You are welcome to read and refer to it!

Paper 1 on public relations and corporate image building

A new way to shape corporate image and improve corporate competitiveness? Public relations

[Abstract] Public relations are an important business activity in an enterprise, which can override production, On top of other basic activities of the company such as sales, it is the behavior of the company to communicate with the external environment to establish its own image and win more users. It is an orderly activity with the purpose of promoting the company itself. The article discusses the importance, necessity and effectiveness of public relations in modern enterprise applications.

[Keywords] Public *** relationship image approach

The establishment of China’s market economic system has put forward higher requirements for the management of Chinese enterprises. How to use modern management Means to adapt to the requirements of the new economic system, shape a good corporate image, and improve corporate competitiveness have become the primary issues for current corporate development. The relationship between enterprises and society has become more frequent and complicated due to the development of the commodity economy. Under the planned economic system, enterprises are just product production factories, which must produce according to national plans and do not have any business activities. Under the conditions of market economy, the rational use of public relations theory and its management methods is an effective way to do a good job in modern enterprises.

1. People’s misunderstandings about corporate relationships

1. People think that corporate relationships are communication.

This is due to the lack of understanding of the purpose and principles of public relations. It seems that engaging in public relations means welcoming people to and from people, drinking and toasting, cultivating relationships, going through the back door, and even looking at it as doing something wrong. wind. This is a complete misunderstanding of public relations.

2. Think that public relations are publicity.

Public relations are developed to meet the needs of strengthening information exchange in economic work and business work. Public relations must be carried out in the entire process of enterprise operation and management, but publicity is only a means of work. It is a social organization that consciously spreads certain concepts, consciousness, attitudes and emotions to society. It is an activity that intentionally controls social psychology. Both are essentially a communication process, but their work content is different; the method of propaganda is mainly one-way. The public-private relationship emphasizes "two-way".

3. Think that public relations are sales.

Public relations did play a role in promoting products when it was first created. However, with the development of corporate public relations activities and the continuous increase in functions, public relations have taken on a higher level. In order to meet the requirements of the hierarchy, the task of public relations is by no means just to assist in sales, let alone to equate public relations with sales.

2. The connotation, characteristics and functions of the corporate relationship

1. The connotation and characteristics of the corporate relationship. Public relations generally refer to various information exchanges between social organizations and various publics in order to obtain a certain degree of mutual understanding and support, so as to establish the credibility of the organization and shape the image of the organization. Its core is to use appropriate news and communication tools based on the scientific principles of information dissemination to establish a two-way information communication network inside and outside social organizations, thereby continuously improving the organization's operation and management, establishing a corporate image, and winning the trust and trust of the public. support. The objects of public relations are various social relations composed of various publics of a social organization. The social public of an organization refers to other organizations or groups that have contact with and interact with the organization.

Public relations deal with various social relations of the organization, and it pursues the common interests of the organization and the public.

In short, public relations is a science, and it is the science of how to carry out effective public relations activities. It is also an art, an art of management and communication. It is a function, a management function and a communication function

2. The function of public relations. Corporate relationships help enterprises establish and maintain communication, understanding, and cooperation with social corporations. Under market economy conditions, competition between enterprises is not only reflected in product quality competition, technology competition, and price competition, but also This extends to competition for corporate reputation and image. Whether an enterprise can survive and develop not only depends on whether its products meet market needs, but also on whether it can get the understanding and support of the public. The reputation and image of an enterprise are its intangible wealth and an important means of corporate competition. With the establishment and improvement of our country's socialist market economic system, establishing a good corporate image, establishing a good corporate reputation, and using public relations theory to serve corporate operations and management will receive increasing economic benefits. and social benefits.

Modern public relations thought began in the United States at the end of the 18th century and the beginning of the 19th century. With the great progress of science and technology, the commodity economy is booming around the world, and the theory of corporate relations has begun to mature and become an independent discipline. Corporate relations has become an emerging industry with a solid foundation and a bright future. In developed capitalist countries, almost all large enterprises or companies have dedicated public relations departments. The function of public relations is no longer just to promote the company's products, its functions and activities have penetrated the entire process of all work in all walks of life. Its functions are to collect information, participate in decision-making, coordinate communication, provide advice, establish credibility, etc.

3. How does a company establish a good image?

Someone once said: If Coca-Cola factories all over the world were burned down by fire overnight, then the next day all Coca-Cola factories around the world would be burned down. The first news in the big media is: Bank giants from all over the world are rushing to lend money to it, because this eight white letters on a red background has been accepted by the world. Through long-term and effective public relations work, Coca-Cola has created a solid foundation for itself. It has established the image of the world's number one drink, and people will never let this image disappear. This shows that a good organizational image is an important intangible asset for a company. It can create consumer confidence in the company's products or services, thereby improving the company's competitiveness and gaining the trust and patronage of consumers. , so how to establish it?

The following principles should be adhered to in shaping the image:

1. The principle of distinctiveness: Each enterprise has its own specific development goals and specific public targets, so it must According to the characteristics of the enterprise, formulate and plan an organizational image that is innovative and avoids similarity.

2. Long-term principle: The establishment of an organizational image is a long-term strategic task that requires sustained efforts. At the same time, because the enterprise itself and the social environment are constantly changing, it must adapt to changes and continuously Improve, enrich, and update the organizational image

3. Principle of integrity: In many enterprises, image-building work is carried out decentrally by various departments, which may lead to fragmented and contradictory situations. Therefore, we must adhere to the principle of integrity and formulate a unified public relations policy.

4. Cultivate good public relations awareness among corporate public relations personnel and their employees. Public relations awareness is a set of fundamental principles and philosophical ideas of modern management proposed by summarizing business operations, administrative management and many years of public relations practice experience. It has a great guiding and promoting role in improving public relations. Public relations awareness that public relations personnel should possess includes awareness of corporate image, awareness of two-way communication, awareness of overall social benefits, and awareness of sincere cooperation, etc.

How to create a good image is increasingly valued by entrepreneurs.

Because we know that brands need to gather popularity and attention, and they also need an industry with specialized skills and abilities to gather popularity so that it can have influence. Therefore, companies must implement public relations strategies and communicate effectively with customers. In terms of communication, they must first make customers recognize the brand. The second is to like the brand, the third is to encourage them to buy the brand, and finally, a long-term loyal relationship.

IV. The significance of building a good brand image to business operations

The basic feature of the market economy is competition, and the highest level of competition is the competition of brand image. Whoever has a good brand image can win the support of the public, own the market, and obtain a steady stream of profits, and can make products and organizations invincible in the fierce market competition. As far as the significance of shaping brand image is concerned, it can be summarized as the following four points:

1. Brand image is an important part of intangible assets. Intangible assets are an important part of organizational assets. It is an important economic resource that does not have a physical form but exists in the form of knowledge.

2. Brand image is the spiritual resource for survival and development. A good brand image can create a sense of pride among employees within the company. This feeling can keep employees in a state of high morale and enterprising spirit. This will have a motivating effect, inducing and stimulating employees' work enthusiasm and enthusiasm.

3. Brand image is conducive to enhancing sales power and expanding new areas of consumption. In modern society, the public's purchase of goods is not only a choice of product function and price, but also a comprehensive choice of organizational spirit, business management style, and service level.

4. Brand image can win cooperation and support from all walks of life. In today's market economy, no enterprise exists in isolation. They have their own partners, fixed consumer groups, and competitors. If an enterprise wants to develop, it should handle all aspects of relationships.

5. How small and medium-sized enterprises use public relations strategies

To create a good brand image. In today's fierce competition, small and medium-sized enterprises must promote their brand image and make it long-term. To gain a foothold, you must have your own public relations strategy. Chinese companies should use public relations as a tool to shape their brand image.

1. Occupy consumers' brains - penetrate the brand image. People's consumption behavior is dominated by consumption intention. Consumption decision-making determines consumption behavior. If you want to influence a consumer's consumption behavior, you must first influence his consumption decisions and concepts, so it is fair to occupy his brain with your brand image. *The key to relationships.

2. Brand image mass communication--promote brand image. If there are no influential mass media such as television and newspapers and radio, and the company's own media is used to disseminate information, the dissemination effect will be imaginable. In modern society, mass communication has a great influence on people's thinking and behavior. It also induces consumption behavior and methods.

3. Focus on public welfare activities - improve brand image. A good brand image can not only drive product sales, but more importantly, it also beautifies one's own image in the minds of consumers. This is the purpose of public welfare activities. Fascinating place.

4. Strengthen communication with consumers - improve brand image. With the assistance of public relations, good communication between enterprises and interest groups can increase the value of customer trust, enhance reputation, and strengthen cohesion value.

In short, brand building is a long-term process. In the fierce market competition, the growth and maintenance of the brand are inseparable from huge advertising and public relations. Only in this way can consumers remember the brand and the relevant products, thereby maintaining consumer loyalty to the brand and the brand's own asset value. If companies want to keep their products in the minds of consumers for a long time, they need to increase their efforts in public relations. Only by doing a good job in public relations and creating a good brand image can an enterprise remain invincible.

References:

[1] Wang Chongmei and Xin Deqiang: Analysis of public relations based on marketing. Shopping Mall Modernization, 2006, 4

[2] Wang Qian: Public relations and enterprise development. Journal of Hubei Correspondence University, 2006, 1

[3] Yang Xinsheng: Re-understanding of the basic concepts of public relations. Journal of Pingyuan University, 2006 , 2

[4] Zhang Yansong: Finely selected cases of corporate relations, Economic Management Press, July 2000, Paper 2 on corporate relations and corporate image building

On the shaping of corporate image by public relations

Abstract The ultimate goal of an enterprise in the market is to pursue maximization of interests and profit growth, and to ensure the longevity of its market position. Therefore, enterprises The quality, service and technology stand out in the market competition. But more importantly, it is through these external products that the company's image is displayed. Business operators must not only rationally understand the importance of corporate image in the process of business operation, but also incorporate corporate image planning into the management scope in practice. Once the corporate image is well managed, the support of leadership departments at all levels, the trust of partners, and the loyalty of customers will naturally follow. As one of the indispensable and important departments of the enterprise, the public relations department should exert its management functions. Its importance is to implement strategic management of the reputation and image of the enterprise.

Keywords public relations, corporate image

Most people who do not understand corporate public relations work have misunderstandings about public relations. They think that public relations means treating guests, eating, drinking, chatting, and building relationships. This understanding of public relations has to be said to be completely one-sided and vulgar. In fact, as the "diplomatic" operation department of an enterprise, public relations play a vital role in the development of the enterprise. At the same time, the emphasis on public relations is also conducive to the shaping of the corporate image.

1. Corporate public relations

Public relations refer to an organization’s efforts to improve its relationship with the public and promote the public’s understanding, understanding and understanding of the organization. Support, and thus achieve a series of public activities for the purpose of establishing a good organizational image and promoting product sales. It is intended that social organizations, collectives or individuals must establish good relationships with the public around them. It is a state in which any enterprise or individual is in a certain state of public relations. It is also an activity. When an industrial and commercial enterprise or individual consciously and consciously takes measures to improve and maintain its public relations status, it is engaged in public relations activities. As part of the long-term development strategy of public relations entities, the management functions of public relations are: to assess public attitudes, confirm individual or organizational policies and procedures that are consistent with public interests, and formulate and implement various actions. Plan to increase the visibility and reputation of the organization, improve its image, and strive for understanding and acceptance by the relevant public.

(1) The structure of public relations.

The structure of public relations is composed of three elements: organization, public and communication. The subject of public relations is social organizations, the object is the public, and the intermediate link connecting the subject and object is information dissemination. These three elements constitute the basic category of public relations. The theoretical research and practical operation of public relations are centered around the relationship between these three.

(2) Contents of public relations.

Corporate public relations include both internal and external aspects. Internally, it is an activity between the enterprise and relevant internal personnel to achieve mutual understanding and support through two-way information exchange. It mainly includes employee relations and shareholder relations. In employee relations, there are also leader-subordinate relations, employee-employee relations, and in shareholder relations. There are also shareholder-shareholder relationships and shareholder-operator relationships. The purpose of its work is to strengthen the unity within the enterprise, improve the quality of the enterprise, and provide a good foundation for the enterprise to carry out external public relations.

Externally, it is an activity to achieve mutual understanding and support between enterprises and relevant external publics through effective information communication. Its purpose is to establish corporate credibility, establish a good corporate image, coordinate mutual interests, eliminate possible conflicts and contradictions, and create a suitable environment for the survival and development of the enterprise. Corporate public relations are the product of social and economic development to a certain stage and a requirement for the development of modern enterprises.

(3) The goal of public relations.

The goal of public relations is to build good relationships with enterprises and create a good image and reputation among the public. A company's image and reputation are its intangible wealth and an important part of its soft power. A good image and reputation are manifestations of a company's vitality and are also the purpose of public relations. Enterprises use public relations as a means of promotion, using all possible ways and means to familiarize the public with the enterprise's development strategy, corporate culture and business purposes, and to understand the enterprise's product types, specifications, service methods and contents, etc. The situation enables the enterprise to enjoy a higher reputation and better image in society and promote the smooth sales of products and services.

(4) The means of public relations.

The means of communication used in public relations are diverse. They can be transmitted indirectly through news, publicity and other media, or directly through interpersonal communication. The communication methods of commercial advertisements are mainly five major news media: radio, television, newspapers, magazines, and the Internet. Public relations communication is a process of information exchange and an important means for social organizations to carry out public relations work. Without communication, the public has no way to understand the organization, and the organization has no way to understand the public. If we regard social organizations as the subject of public relations work and the public as the object of public relations work, communication is the link and bridge between the two. Communication between organizations and the public relies to a large extent on information dissemination, and misunderstandings between organizations and the public are often caused by poor information. Therefore, a social organization must not only have clear goals and policies and measures that are in line with the public interest, but also make full use of communication means to carry out public relations activities, win the public's favor and support from public opinion, and obtain good economic and social benefits.

2. The shaping of corporate image by public relations

(1) The relationship between public relations and corporate image

Public ** Both public relations and corporate image strategies are produced under the conditions of highly developed commodity economy, and corporate image is formed on the basis of the development of public relations, advertising and other communication industries. Public relations establish a corporate image in order to win the public's favor, and public relations focus on the quality of public evaluation; corporate image establishes a corporate image so that the public can easily identify it, and corporate image focuses on the differences between enterprises. The content of corporate image is the specific content of public relations to establish and spread the corporate image. It can be seen that the corporate image strategy is to study how to design the corporate image, while public relations also study how to spread the corporate image. Therefore, when designing an image, an enterprise must not only consider the characteristics of the enterprise itself, but also consider the characteristics of the enterprise's public relations methods and public relations objects. Only in this way can the corporate image be effectively established, otherwise it will be just flashy and unrealistic. of ineffective work.

(2) The shaping of corporate image by public relations relations

The shaping of a good corporate image by public relations relations is reflected in the following aspects:

(1) Coordinate relations with employees.

Satisfying employees is the starting point and prerequisite for shaping corporate image and improving competitiveness.

Because employees are the "cells" that make up a department, the goals of the department can only be realized through their division of labor and cooperation, and each performing their own responsibilities; the department is the basic unit that constitutes the organization, and is between the enterprise and the individual employee. Social groups and department members influence each other and are interdependent, and have the same or similar behavioral norms and work goals; leaders are the highest command level of the enterprise and are in a unique position in internal public relations. In the process of establishing the internal image of the enterprise, the leader’s The role of coordination and promotion is irreplaceable. Leaders should put employee relations at the forefront of internal public relations work and coordinate various relationships within the enterprise. As a leader, you must first deal with people issues, that is, the interest relationships, competitive relationships and relationships between unit employees. information relationship. Department leaders have the responsibility to actively coordinate internal employee relations through various internal public relations activities, so that employees can develop and gain a sense of direction, accomplishment, trust, and comfort.

(2) Coordinate the relationship with consumers.

Under the conditions of modern market economy, a company's good image is more closely related to its business success. The relationship between enterprises and the market depends largely on the relationship between enterprises and consumers. Because the law of the market is that "the customer is God", satisfying customers is an important basis for shaping the corporate image and enabling the company to survive and develop in competition. Customers, that is, consumers, are an important public in corporate public relations. Customers are the objects of enterprise service. Winning customer satisfaction with products is the prerequisite for the survival and development of enterprises. Enterprises and consumers are both interdependent and contradictory. The enterprise carries out "all-employee public relations" to let quality awareness, service awareness and image awareness penetrate into the minds of every employee and internalize them into concepts that guide action. When a company loses the trust of consumers, its life ends. The reason why public relations play an increasingly important role in enterprises is precisely because it is a channel for communication between consumers and enterprises, a bridge for communication between enterprises, and a platform for enterprises to go international.

(3) Coordinate community relations.

From the perspective of public relations, the community is the root of the enterprise, the environment in which the enterprise depends for survival, and the base for the development of the enterprise: this determines the interaction between the enterprise and the community. Stake: Enterprises benefit from the community, and the development of the community benefits from the enterprise. For example, Baofeng Winery in Henan Province has invested more than 200,000 yuan in municipal and mountainous construction in recent years. The main members of a community fall into the following four categories: ordinary residents; local government agencies; industrial and commercial enterprises; and various social organizations. The key to building a good community is to adopt a "neighbor" policy. Whether it is a small factory with dozens of people or a large or medium-sized enterprise, they are ordinary "citizens" of the community and should be "good citizens" and "good neighbors". The best way to improve community relations is to become one with the community, that is, actively participate in community activities as a "community service", fund community development, participate in other valuable community affairs, adopt an "open door" policy, and purposefully communicate with neighbors. Youshe carries out various social activities to enhance understanding and harmonize feelings.

(4) Coordinate government relations.

Pay attention to the image of the company in the mind of the government and establish a good relationship with the government. The government is the governing body of state power. Enterprises are under the macroscopic jurisdiction of the government and have various forms of contact with relevant functional departments of the government. The government's judgment of enterprises, like the public, has a certain tendency. Therefore, coordinating the relationship between enterprises and the government is an important part of the corporate public relations department. Establishing a good relationship with the government often brings unexpected benefits to enterprises. Enterprises can have extensive contact with government personnel, frequently communicate information with government departments, establish good corporate reputation among government departments, and expand the company's influence in government departments.

(5) Coordinate the relationship between competitors.

Treating competitors well and engaging in civilized competition to improve corporate reputation are the objective needs for shaping a good corporate image. Looking at corporate competition from the perspective of public relations, respecting opponents, treating opponents well, cooperating in competition, and competing in cooperation are not only the requirements of socialized mass production, but also the objective needs of enterprises to create a good image.

It is contrary to business ethics to treat opponents as enemies and resort to deception, slander and other means to benefit oneself at the expense of others. Vicious competition among peers can only lead to self-destruction of reputation and loss-lose for both parties. This kind of unfair competition has become commonplace, even among some companies with high reputations. This will undoubtedly affect the public's impression and evaluation of the company and damage the company's image. Regarding its competitors, Yili has managed to neither be humble nor overbearing, neither suppressing nor following, but carrying the banner of "China is strong with us" and showing everyone's style. The external public relations are impeccable. It neither offends competitors nor maintains a state of healthy competition. We can develop and grow together and be brilliant together.

In addition, companies must also coordinate their relationships with the news media. News media refers to information dissemination tools such as newspapers, magazines, radio, and television. It is the main channel for enterprises to contact the public and is also the most sensitive and important information window for enterprises. Generally speaking, companies that are familiar with the news media, or companies with a high degree of intimacy with the media, often reflect the positive side of the company from the communication tools, and often have a greater impact on the negative side of the company. Often downplayed. Therefore, attention must be paid to coordinating media relations in public relations.

3. The focus of public relations in different development stages of enterprises

In different development periods of enterprises, their information dissemination and two-way communication should have different contents and focuses. **Relationship staff must learn different communication methods and do a good job in communication according to the actual conditions and characteristics of different development periods, so that the corporate image can be shaped more and more perfectly.

(1) Early stage of entrepreneurship.

In the initial stage of an enterprise, the public from all walks of life should be informed of the enterprise in a timely manner, so that the public can have a good impression of the enterprise from the beginning. The establishment of the initial image is often related to the future development of the enterprise.

(2) Development period.

During the period of smooth development of the enterprise (for example, when the enterprise develops rapidly and its reputation cannot keep up with its scale; when two or more enterprises merge; when the enterprise moves or reorganizes ; When the company has new facilities, such as the company launches new products or completes a new factory building, or purchases new machinery, etc.) At this time, the communication of public relations work should be dedicated to maintaining and maintaining the image and reputation of the company, and consolidating the existing There have been some achievements, and we have made persistent efforts to further expand the influence of our company.

(3) Crisis period.

When the company encounters risks. The leaders and public relations personnel of this company must be calm and calm, not get discouraged, and must seize the right opportunity and adopt flexible publicity strategies to make the company's products quickly accepted by the public, thereby overcoming risks and turning danger into safety. At a time when the corporate image is tarnished and damaged. Corporate decision-makers and public relations personnel should adopt a pragmatic attitude, deeply understand the reasons, and first review the company. If it is indeed due to internal reasons, they should correct the mistakes, rectify the company, improve operations and management, and improve product quality. , improve service attitude, inform the public of the measures taken, seek public understanding, revive reputation, and create a new corporate image. For example, when the Guangzhou Wanbao Refrigerator Factory's wrong decision of neglecting product quality was exposed by newspapers, and the corporate image and product image were seriously damaged, on the one hand, it paid close attention to the improvement of product quality, and on the other hand, it actively carried out communication and rectified the company's image. The situation was quickly reported to the public, and reporters from major news organizations in Beijing were invited to visit the factory to inspect the quality improvement. After these news reports, the reputation of Wanbao Refrigerator Factory was restored, and the corporate image was once again among the public. Set it up.

IV. How can enterprises develop effective public relations?

First of all, in terms of public relations personnel, in addition to selecting a certain number of full-time talents with good quality, they should also Attention should be paid to the selection and training of a group of part-time public relations personnel in various functional departments, so that they can be deployed to cooperate with the public relations department when the company carries out large-scale public relations activities.

(1) Pay attention to the company’s internal public relations.

Internal corporate public relations are an important part of corporate public relations. Its status is directly related to the realization of corporate public relations goals and the creation of a good corporate image. It is the foundation of corporate public relations and the prerequisite and guarantee for achieving good external corporate relations. Carrying out internal public relations relies on effective internal information exchange, that is, through democratic management, cultural and sports activities, ideological and political work, etc., we strive to achieve the highest level of communication and the lowest level of communication, so as to achieve sincere unity and coordination within the enterprise. A good internal public relations relationship of an enterprise is the basis for an enterprise to survive and develop in the competition. In order to establish a good corporate image, we should pay attention to handling the relationship with the public within the company, pay attention to the cultivation of corporate values, create the best personnel environment, cultivate the sense of belonging, identity and pride of the internal public, and form a harmonious family atmosphere. ?, to provide guarantee for external public relations work.

(2) Pay attention to the company’s external public relations.

The external public relations of an enterprise is an activity between an enterprise and its external public to achieve mutual understanding and support through effective information communication. It is an important activity to establish a good image of the enterprise. The important work content of the company's external public relations is to establish regular contact with the company's external public and strengthen two-way information exchange. On the one hand, enterprises should try their best to collect information from the external public as quickly and accurately as possible; on the other hand, they should convey relevant information of the enterprise to the relevant public in a timely, accurate and effective manner, so that the decisions and activities of the external public can serve as the basis for the production and operation of the enterprise. Provide convenience and enable the enterprise's production and operation to comply with relevant public interests and requirements. To this end, it is usually necessary to do a good job in news publicity, public relations advertising, social welfare sponsorship, etc., and pay attention to seize every opportunity to carry out external public relations, including the opening or renaming of the enterprise, the conversion of the enterprise or the development of new products. When business and corporate production develop rapidly, especially when visibility and credibility are not high, mistakes occur, or are misunderstood by the public, extensive public relations activities are carried out. This is an important aspect to achieve corporate public relations goals.

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