How to establish a good corporate image in logistics

As the socialization reform of university logistics continues to deepen, the management system and operating mechanism of university logistics have undergone tremendous changes. The business content and work responsibilities of logistics have been significantly expanded and refined compared with the past. The safe operation of logistics, Harmony and stability are still the focus of the government and university leaders; at the same time, affected by the socialist market economic environment, service recipients' requirements and hopes for university logistics services are increasing day by day, and teachers and students have increased individual needs and awareness of rights protection. These new situations and new problems pose new challenges to how to further improve the logistics publicity and information work of colleges and universities.

Emancipate the mind, change concepts, and understand and guide the logistics publicity and information work of colleges and universities from the perspective of establishing a good public image

The public image of an enterprise is also called the enterprise The organizational image or public image refers to the organization's relatively stable status and overall impression in the minds of the public, which is specifically reflected in the public's opinions, evaluations, requirements and standards. The corporate image of an organization is holistic, systematic, multi-level, group-based, and long-term.

After decades of exploration and practice in the socialization reform of university logistics, the campus market has gradually grown and matured. University logistics entities have basically realized corporate operations or simulated corporate operations. Changes in the service environment and logistics Changes in the entity's own management system and operating mechanism require that university logistics must learn to adapt to the market mechanism and refer to and learn from the advanced management concepts and service standards of social enterprises.

In the face of new situations and new situations, logistics publicity and information work in colleges and universities must emancipate their minds, change their concepts, and introduce relevant experience and practices of social enterprises in handling public relations, so as to establish good public relations in logistics. Understand and carry out publicity information work from an image perspective. It is necessary to adopt a variety of publicity methods, expand multi-level publicity channels, improve and innovate the publicity work system, and change one-way preaching into two-way communication, multi-way communication, and three-dimensional dissemination. Publicity and information work must not only consider and deal with problems from an overall perspective, but also Every aspect and case-by-case problem must be taken into consideration; the current problems must be considered and dealt with, and the publicity effect must be able to affect more people and last for a longer period of time.

Build a multi-level, all-round publicity and communication system, and carry out publicity and information work around “establishing a good public image”

Since the establishment of the National People’s Congress Logistics Group 9 years ago, publicity and information work has continued Emancipate the mind, change concepts, focus on the work goal of "establishing a good public image", integrate publicity channels and publicity forces, fully explore and give full play to new publicity models and approaches, and focus on the six major aspects of publicity explanations, information collection, communication and feedback, etc. Exploration and innovation have been carried out in this regard and remarkable results have been achieved.

(1) Refining traditional publications and promoting the quality of print publicity to a new level

At present, the main print publicity media of the Logistics Group mainly include "Logistics Group Work Newsletter", "Renmin Congress Logistics Group" Newsletter" and on-campus promotional windows. Among them, the "Work Newsletter" is issued once a week, mainly summarizing the work dynamics of each department of the group in the previous week. Each unit will report to the general manager's office on Monday, and the general office will compile and edit it and circulate it within the group. First, it will facilitate leaders to fully understand the group's work. , and the second is to promote mutual learning and reference among various departments. So far, 220 issues have been compiled and printed. The "Group Newsletter" and the school's publicity window focus on important and major events for special promotion, and are compiled and updated regularly every month or according to special work conditions. Among them, the "Group Newsletter" will be reported to the school leaders and relevant departments, and sent to the logistics departments of other fraternal universities for exchanges. Up to now, 77 issues have been compiled and printed; the publicity window is located in the statue square of President Cheng Fangwu in the middle of the school, mainly in the form of pictures to communicate with teachers. Students introduce and explain the logistics work and service situation. The window has 12 editions. It is specially used and managed by the logistics group. So far, 54 issues have been compiled and printed.

While producing group-level publicity publications, each grassroots business department also compiled and printed some internal publicity publications to introduce its own work and reflect the voices of employees, such as "Renmin University Catering" by the Catering Management Department, Apartment The management department's "*** Tongguan "Stay"" and the hotel management department's "Welcome Pine" are increasingly standardized and improved in their compilation and management levels.

In addition, the apartment management department also tried to produce an electronic journal "Spring Flowers and Autumn Facts" for teachers and students to download and read.

(2) Expand the functions of the group’s official website and create a new front for online publicity

The Logistics Group began to build an official website in 2002, and relied on the school’s “Digital People’s Congress” project to continuously innovate and Complete. At the end of 2008, the group's website underwent a comprehensive revision, focusing on adding news updates and information release, strengthening the quantity and timeliness of information release, and beginning to comprehensively introduce the group's service content. At the same time, it also tried to add a student postal service inquiry function and opened a The "Group General Manager Mailbox" has a dedicated person responsible for checking and replying to expand the service and communication functions of the website.

In May 2010, the website of the Logistics Group was revised and upgraded again. The new website was designed to realize the three major functions of "publicity and explanation", "service guarantee" and "information communication", and was improved and strengthened on the basis of the original website. The "Service Hall" column breaks the framework of the group's business departments for the first time and is subdivided into 16 specific sections based on the needs of service objects to better serve the majority of students and attract more students. More students visit and use group websites.

From the revision at the end of 2008 to now, the number of visits to "National People's Congress Logistics Network:" has exceeded 100,000.

In addition, the group's catering management department, apartment management department, kindergarten and other units have also built department sub-webpages on the group's website to introduce the department's work dynamics and service content in more detail.

(3) Increase external publicity efforts and comprehensively demonstrate the new look of our school’s logistics reform and development

While doing a good job in internal information communication, the group also attaches great importance to external publicity work. Timely submission of the group's reform and development trends and daily key tasks to government authorities, logistics industry associations and school publicity departments has had a relatively broad impact in the field of college logistics. Taking January 2009 to June 2010 as an example, the school's homepage "People's Congress News Network" published more than 120 articles by the group, the China School Logistics Information Network published more than 150 articles by the group, and the Beijing School Logistics Socialization Reform Service Network published the group's articles. 7 manuscripts.

(4) Take the initiative to participate in campus BBS forums to understand students’ opinions and resolve service conflicts

College BBS forums are a place where students express their opinions and release information. It is also a place where students express their views on the school. The place where opinions on logistics work are most concentrated and sharp has once become a relatively weak link in the logistics publicity and information work of colleges and universities. Faced with this new situation, the logistics group rose to the challenge, took the initiative, turned passivity into initiative, and turned the BBS forum into a new front for understanding students' opinions, resolving service conflicts, and publicizing logistics work.

In May 2003, the Logistics Group negotiated with the Tiandi People's Congress BBS Station Management Committee to open a special "Logistics Opinions and Suggestions Board" and set up a "weininfuwu" account, which is managed and used by a dedicated person from the General Manager Office of the Group, representing The group responds to students’ inquiries, complaints and suggestions on the BBS. By setting up a special logistics section, we can respond directly to students' various opinions, solve problems to the greatest extent, effectively resolve conflicts and misunderstandings, correctly guide online public opinion, and also promote the improvement and improvement of logistics work itself. In addition, while passively responding to students' opinions, we also take various measures to seize the public opinion position and actively "voice", such as publishing logistics work updates, announcements and service content from time to time, proactively answering and guiding students to solve problems that are not related to logistics. This not only serves students, but also publicizes logistics work, creates a good public opinion environment, and establishes a good image of "responsible logistics, service logistics, and educational logistics" on the BBS forum.

(5) Use student organizations and student media as bridges to actively expand new channels of publicity and communication

In addition to using BBS, general manager mailboxes and other daily student communication work, the logistics group also provides long-term Maintain various forms of communication and exchange with student organizations and student media.

The Logistics Group has always attached great importance to communication with student organizations. It holds symposiums with organizations, hires student supervisors, invites students to visit logistics units and other activities to listen to student opinions, strengthen communication, and participate in Democratic management of logistics. In 2009 alone, the Group and its business departments held more than 20 symposiums with student organizations.

In addition, the group seriously receives interviews from student media such as the Youth Congress and News Weekly on campus, and actively invites student reporters to conduct special reports on major and important events in the logistics field, providing student reporters with in-depth access to the front line of logistics. Provide various assistance to understand the work, and help student journalists revise and improve manuscripts from a professional perspective. Reporting on logistics work through student media resolved some misunderstandings among students, enhanced the persuasiveness of logistics work, and established an open, transparent, and democratic public opinion image of logistics work.

(6) Launch mobile newspapers, produce online videos, and make full use of new media to expand new ways of publicity

On the basis of consolidating traditional publicity media, the group’s publicity information work continues to innovate and explore Some new media promotion methods were used.

On April 2, 2010, the Logistics Group’s mobile newspaper based on the mobile SMS bulk sending platform was officially launched and began to send various information, news, notices and messages to specific groups of people in the form of SMS and MMS from time to time. It not only achieves rapid, concise and novel external publicity, but also strengthens the timely, accurate and seamless connection of the group's internal instructions, further promoting the informatization, modernization and paperless process of the group's management work.

In addition, in response to the current tendency of college students to accept new media such as online videos, the group produced a "Campus Safety Education for College Students" video in 2009 and uploaded it to social network spaces, the National People's Congress homepage, and the group's website. for students to download and watch. This video is completely self-written, self-directed and self-acted by the group's young employees. It selects real cases that happened around students, so that students can receive safety education by "watching TV". After the video was released, it was well received by the school and classmates.

Establish a long-term mechanism for publicity and information work to achieve sustainable development of publicity and information work

The establishment and maintenance of the image of the logistics company requires long-term and continuous efforts, which requires the establishment of And improve the long-term mechanism of publicity and information work, strive to achieve the sustainability of publicity and information work, and establish and maintain a long-term and stable good image of logistics in the minds of teachers and students.

(1) Leaders attach great importance to and vigorous support is a prerequisite for achieving sustainable development of publicity and information work

The publicity and information work of the Logistics Group has received great attention from leaders at all levels from the beginning. and great support. Li Jiugao, assistant to the principal and general manager of the logistics group, has repeatedly emphasized to cadres and employees at all levels that "propaganda is also productive", put forward the propaganda policy of "don't preach, but explain", and personally guided the group's propaganda information work, keeping a busy schedule I still find time to participate in group publicity work meetings over the years, summarizing the past and looking forward to the future with grassroots correspondents. Pei Sheng, secretary of the party committee and deputy general manager, is in charge of the group’s propaganda and ideological work, grasping the general direction and general principles of propaganda information work. He also serves as the group’s spokesperson to receive student representatives and student journalists, and communicates directly with students. Other leaders of the group have provided different forms and varying degrees of support and assistance in terms of human and material resources for publicity and information work in their respective business areas.

(2) A stable and efficient publicity team is a key link in realizing the sustainable development of publicity and information work

The logistics group has established a full-time and part-time publicity and information team based on the administrative management system. work force. The group's publicity and information work is uniformly responsible and coordinated by the group's administrative department, and a dedicated person is set up in the general manager's office to screen, modify and publish various written materials and press releases. Correspondents from each unit are organized to conduct business training from time to time; each functional department and business departments designate a middle-level cadre (usually the party branch secretary) to be responsible for the unit's publicity and information work, and select 1-2 young employees as part-time correspondents to be responsible for the unit's information while completing the business work of this position. Submission, news gathering and image collection.

After the introduction and training in recent years, the average age of correspondents is under 30 years old, and they are basically undergraduates and master's students. The propaganda and information team has become younger and more knowledgeable. The writing and communication skills of management cadres at all levels have significantly improved. Comprehensive qualities such as policy understanding and execution capabilities have also been enhanced accordingly.

(3) Establishing and improving the work system is an important guarantee for achieving the sustainable development of publicity and information work

The Logistics Group has gradually established and improved the relevant systems for publicity and information work since 2003. Continuously improve the management system for publicity and information work. The group has formulated and issued systems such as the "Opinions of the Logistics Group on Strengthening Publicity Work", "Interim Regulations of the Logistics Group on the Payment of Remuneration", and "Opinions on the Establishment of a BBS Problem Solving Mechanism" in the form of official documents, establishing publicity information from the group level Regarding the status and role of work, work operation mechanism, reward and incentive measures, etc., the Group has long insisted on implementing and continuously improving the publicity work system, effectively ensuring the normal operation of publicity and information work, and also well mobilizing employees to participate in publicity and information work. enthusiasm and initiative.

(4) Necessary financial support is the basic condition for realizing the sustainable development of publicity and information work

Based on the actual needs of publicity and information work, the logistics group has a relatively tight administrative office budget Despite this, a certain amount of funds were still invested to support publicity and information work, which greatly promoted the improvement of the level of publicity and information work. The first is to establish a remuneration payment system and pay grassroots correspondents based on the number of words in the selected manuscripts; the second is to purchase and update necessary hardware equipment for propaganda work. In recent years, each unit has been equipped with digital cameras, voice recorders, etc. equipment; thirdly, in order to improve the quality of promotional publications, the group’s newsletters or some special issues are gradually implemented in color printing; fourthly, human and financial resources are specially invested to support the revision and upgrade of the group’s official website, and special subsidies are given to technical personnel responsible for daily maintenance; fifthly, at the end of each year The group must hold publicity work meetings to commend advanced units and outstanding individuals in publicity work; and so on.

With the great attention and strong support of leaders at all levels, the logistics group’s publicity team worked hard, pioneered and innovated. After several years of hard work, the group’s publicity and information work has been supported by schools, industry associations at all levels and the government. It has been highly recognized by the competent authorities and has achieved remarkable results. The group was rated as "Advanced Group for Propaganda and Ideological Work of Renmin University of China" by the school twice in 2007 and 2009. From 2006 to 2009, it was rated as "Advanced Unit for Information and Propaganda Work of National University Logistics System" for four consecutive years. The Catering Management Department was awarded the title of “Advanced Collective in Communication and Publicity Work of the China College Association of Colleges and Universities in 2008-2010”; many people in the group were rated as advanced individuals in publicity and information work in the school, Beijing and the national logistics system.

The logistics group’s publicity and information work closely focuses on the central work and development strategy. By building an all-round publicity and communication system, it carries out multi-channel, multi-angle and multi-level publicity and communication work, demonstrating the results of the logistics reform. It publicized the logistics service work, praised the dedication of logistics employees, condensed the organizational culture of the logistics group, and established a good public image of the logistics group.