What concepts should public relations personnel have?

Wherever there are people, there must be public relations, and success in public relations is inevitable!

--PR has no boundaries!

Rockefeller was cursed as the "robber king", and Nixon was impeached in the "Watergate Incident", all due to public relations miscalculations; Coca-Cola purchased movie companies, and Japanese companies treated their employees' families well, all using public relations cards.

In modern society, public relations is not only a mysterious weapon in business warfare, but also a weapon for any organization or individual.

Therefore, it is necessary for us to enrich our public relations arsenal and hone our public relations tools.

Public relations are communication management between an organization and its publics, with the purpose of establishing a trusting relationship with these publics. Public relations management is the management of communication. Public relations management includes all communication management inside and outside the organization, involving the organization's public information management, the organization's public opinion management, the organization's public relations management and the organization's public image management, etc. Public relations science is different from the concepts of integrated marketing communications and corporate identity systems, and has richer connotations than them.

The practicality of public relations is effectively linked to the openness, development, and progress of this society, and has left varying degrees of imprints on the conscious world of college students: In this case, college students’ understanding of public relations There was a new understanding of the importance, and "public relations awareness" was born.

According to a survey of many college students by the Public Relations Association of Sun Yat-sen University, 100% of college students know that there is an emerging discipline of public relations, and 61% of college students have a strong opinion of "public relations". According to my own opinion, 5% of people are interested in public relations topics. The reasons may be summarized as follows:

1. College students eventually go to society and aim at society.

2. The development of the market economy and the reform of the education system have made public relations talents a product in high demand in society.

3. With the rapid development of the economy and the information age, students have more opportunities to learn about society. At the same time, it is also a manifestation of the social characteristics of campus students.

The public relations awareness of college students not only directly comes from the actual public relations status and theoretical penetration, but also comes from their own practical understanding, which affects and guides the choice orientation of college students' individual and group behaviors, and provides practical public relations for society. All operations provide certain reference and basis.

Nowadays, major clubs on university campuses generally set up "public relations departments"; student groups majoring in public relations have been established one after another; public relations books are highly favored; registrations for public relations elective courses are enthusiastic; and academic lectures on public relations are full; all of this shows that in the public relations field, While public relations has a preference for public relations, college students' public relations awareness has sprouted. "Public relations awareness" refers to the brain's understanding and understanding of the theoretical concepts of public relations. It is the sum of feelings and thinking processes, and is expressed through behavioral practice.

The public relations awareness of contemporary college students mainly includes the following types:

Awareness of image promotion;

The priority of organizational image. Quite a few student clubs, especially newly established clubs, have symbols. The emblem, charter, and even slogans, flags, etc. of the organization's image; emphasizing its individuality and highlighting its differences; to a certain extent, this has been effectively connected and used with the enterprise's organizational identification system; in addition, some societies also Make your own questionnaires to conduct public opinion surveys or polls to increase the visibility and reputation of the organization among the students, and constantly improve your public image; follow the psychology of classmates, while improving the practical operation capabilities of the club itself, while also strengthening your own club Strength and weight; this is one of them.

Secondly, personal image, "image first" has become the primary rule of life for many college students. The openness of society, frequent interpersonal interactions, and the original tradition The ethical education model follows the popular aesthetic concept dominated by "spiritual beauty"; the pursuit of "appearance" has become a situation where people "withstand social pressure". This change in the pattern tells us that modern public relations consciousness has It gradually occupies the conscious world of students; modern public relations awareness has silently affected students' values, outlook on life and views on society.

Every year, a group of students in colleges and universities want to go into society. To better market themselves, in addition to emphasizing their ability level and knowledge structure through written materials and completing public relations planning to know their image, they also pay more attention to their own image promotion and appearance decoration; this is an adaptation to openness to society. , and more importantly, it adapts to the development of society.

Group centripetal awareness:

The embodiment of group public relations awareness focuses on two aspects: First, internally emphasizing the priority of relationships and coordination within the organization (this is what organizational public relations pursues. The ultimate goal: harmony); second, external emphasis on consistency of action (integrated consistency of group behavior). Mr. Zhu Zhenhua, a well-known public relations expert in Taiwan, believes that public relations are a "management philosophy of seeking unity internally and seeking development externally." This shows that harmony among internal organizational members and consistency in external group behavior are precisely the dialectical manifestations of group public relations awareness.

The group consciousness and overall consciousness in campus public relations awareness behavior are reflected in internal coordination and connection. College students have obvious personality characteristics and like to express their self-awareness to achieve the affirmation and realization of their self-worth. However, according to a survey of 150 members of 13 student societies in some universities in Guangzhou, it was found that not many truly express individuality in their behavior, especially in large-scale external contact activities. They realize that public relations is not an individual behavior. , closed behavior. A person in charge of the Public Relations Association of Sun Yat-sen University once said with deep emotion: "The colorful campus cultural activities are the crystallization of the sweat and wisdom of many college students in front of and behind the scenes; many students volunteer to stand up and run around for social activities. It is really touching to provide all kinds of practical support and help; it seems that the strong sense of teamwork among contemporary college students has become the main driving force for the vigorous development of college culture; to a certain extent, this cannot simply be said to be a positive impact on enterprises. Imitating and following the organizational spirit; it is an unconscious reflection and a positive performance based on the level of self-knowledge and ability. It can promote campus culture and future social development.

Awareness of external communication:

The endless emergence and colorfulness of campus culture has injected new vitality into the communication and publicity of university campuses. As the "mouthpiece" of the organization, the communication and publicity department is often the representative of various societies. The department with the heaviest workload and the largest number of members; whenever a grand event is held, from bulletin boards to blackboards; from poster production to kitchen window displays; from radio reports to banners; whether it is passionate words or distinctive graphics , all exude an aggressive "three-dimensional" publicity offensive, the flexible use of various publicity methods and the large investment of publicity funds, which fully reflect the strong awareness of communication and promotion among college students.

Communication reflects the uniqueness of public relations. The communication behavior of college student groups can be summarized into three characteristics: reflected in the content, highlighting the broad extension of tentacles; from politics to economics, from history to philosophy, from art to music, from the manifestation of ethics and morality to the street The disdain for bad street habits has expanded the scope of vision far beyond the university itself; it is reflected in the form, the diversification of communication means, paying attention to the combination of colors, and the use of product advertising means; it is reflected in the structure, highlighting the combination of multimedia communication forms, Emphasize the layering and three-dimensionality of the effect.

In short, in communication behavior, students’ thinking and insights are consciously applied to practical operations through “colors, graphics, fonts, and sound or silent communication tools.”

Public relations psychological awareness:

Public relations psychological awareness is determined by the perfection and health of public relations psychological quality; it is an indispensable part and the most fundamental part of the maturity of public relations awareness. Factors; public relations awareness must not only have image awareness, communication awareness, orientation awareness, but more importantly, public relations psychological awareness. According to a survey of some universities in Guangdong, it is found that every successful society has some "elites". They have a good theoretical knowledge structure and ability, and have a very wide range of interpersonal relationships, competition awareness, and performance awareness: it is they who lead to the strong vitality and unique charm of community activities. In short, the psychological awareness of public relations can be summarized as follows: Aspects:

1. Good system theory, willing to accept emerging things, like innovation and change;

2. Good sense of competition, focus on the development of abilities, and actively seek to expand one's own Scope of ability development;

3. Good at creating relatively satisfactory interpersonal relationships.

In summary, many of the above ideological concepts are intertwined and interpenetrated in the minds of college students, and they all have a simultaneous effect on cultural activities and group building on university campuses. It can be seen that contemporary college students have begun to break through The traditional "education model" restricts students, embodying "application of knowledge" as the first priority; from the overall perspective of the organization, it attaches great importance to two-way communication and dissemination.

Trying to establish a good public image for the organization to which it belongs. There is no doubt that this is the embodiment of public relations awareness on university campuses and the direct result of the actual application of public relations awareness in campus life. Its effects and results are benign; that is, it can improve Their own qualities can also circulate positive effects to society. Public relations is based on the market economy as the basic premise, the humanistic spirit as the basic support, and human harmony as the ultimate destination. Instrumental rationality relies on "skills", and we must "control skills with Tao". This Tao is thought, consciousness, attitude and realm. With the development of social economy, the "sentimental consumption era" gradually replaces the "mass consumption era". In addition to caring, understanding and respecting people, there is also atmosphere, emotion and interest, making it more humane.

The ultimate value of public relations - the harmonious humanistic spirit has three levels:

1. Communication: emphasizing authenticity and sincere cooperation.

2. Tolerance: When people who cooperate have conflicts with each other due to various reasons, they can abide by the principle of "establish others when you want to be established, achieve others when you want to achieve them, and do not do to others what you do not want to do to others." principle. Efforts should be made to find the convergence point of the interests of both parties, make their respective requirements flexible, and diversify the means, methods and approaches to resolve conflicts and problems.

3. Competition: Link work performance directly to material and spiritual rewards. Modern competition is "harmony" and healthy competition at a higher level and with a more solid foundation.

The mainstream of the future development direction of public relations is: humanization, poetry, art, humanism and harmony.

Thousands of sails pass by the side of the sinking boat, and thousands of trees spring in front of the diseased trees." Superficial will eventually move toward maturity, and chaos will eventually move toward order; although the current understanding and application of public relations among college students still needs to be guided, it can It is foreseen that the deepening of public relations awareness has become the development trend of contemporary college students.

As colleges and universities continue to add public relations courses and public relations majors, the public relations team continues to grow; public relations academic lectures continue to be carried out; similar to " The successive introduction of corporate CI image design activities...will better complete the shaping of college students' public relations awareness under the background of the social "public relations boom".

History has entered a new era. As a kind of modern culture, public relations awareness has become an important part of the theoretical system of colleges and universities. We believe that with the further deepening of the reform of the education system, the socialist market economy With the further development of public relations in today's increasingly fierce competition, public relations awareness will surely further become more perfect, mature and brilliant in colleges and universities.

It is urgent for college students to have public relations awareness:

The wave of reform and opening up and the subsequent development of the market economy have formed a huge historical trend that affects the hearts of every Chinese person , profoundly changing our living environment and learning environment. We are experiencing a new great transformation that is fundamentally changing people's production methods, lifestyles, and work methods. At the same time, we are also experiencing an information revolution that fundamentally changes the way people think, learn, and socialize.

The rolling wheels of the information revolution are already galloping forward on the information highway, heading towards the era of knowledge economy. This situation affects people's behavior with unprecedented shock and scale, setting off a new wave of change. Faced with this situation, college students are the first to bear the brunt. Victory and failure coexist, happiness and pain coexist! Therefore, going from failure to victory and gaining happiness and joy from pain have become the characteristics of the times faced by college students.

Facing the era we live in, if we young people want to obtain a good right to survive and succeed in fierce competition, we must establish five major consciousnesses, namely market consciousness, talent consciousness, public relations consciousness, Information awareness and competition awareness. Among them, public relations awareness is especially important for us college students. Because public relations is a science of designing, shaping and implementing the image of social organizations; it is a management science and art that seeks unity internally and development externally. It promotes two-way information exchange between the organization and the public through various communication media, so as to achieve the purpose of establishing a good organizational image among the public, thus allowing it to enter the door to career success.

Public relations science is the science that helps you to succeed, and it is also the science that helps you become a winner. Because success and victory are the results of competition and are by no means pie-in-the-sky. What does competition mean? Competition means truth-seeking, innovation, vitality, development, breakthrough and creation. All this requires overcoming the ego. Overcome your own timidity; your own cowardice; your own mediocrity and degradation; your own vanity and arrogance.

We must also overcome ourselves to face life, face difficulties, face failures and victories. To face reality, life, difficulties, failures and victories, one must have good psychological quality, behavioral quality, noble moral quality, and positive ideology, and public relations are precisely to establish these consciousnesses and temper oneself. The best weapon.

Therefore, it is urgent for contemporary young college students to learn the theory of public relations and use public relations to guide their future life and study.