What is crisis public relations?

Question 1: What is public relations? What to do? 1. Public relations as a profession simply refers to people engaged in public relations work

2. Public relations as a behavior explanation: Public relations is the communication and shaping of social organizations through communication in order to survive and develop. Image, balancing interests, coordinating relationships, optimizing the social and psychological environment, and the science and art of influencing the public

3. The specific work content of public relations: Public relations as understood by many people is always considered to be drinking and eating. , go through the back door and build relationships. In fact, this is a narrow sense or even distorted public relations behavior. In fact, in a broad sense, the work content of public relations must be determined from the definition of public relations behavior, shaping image, balancing interests, coordinating relationships, and influencing the public. From this broad definition, advertising personnel, negotiators, and image spokespersons are all included in the profession of public relations.

For example, there was once a problem with aspirin produced by a well-known American pharmaceutical company during clinical use, which resulted in the death of a patient. This matter was After the media reports, the company's market share plummeted, so the company immediately launched a long and vigorous public relations campaign. 1. First, they asked authoritative agencies to conduct a comprehensive investigation of the medical accident and draw up an accident report. Finally, It was concluded that the accident was caused by the doctor's irregular dosage of medication. They immediately issued announcements through various print, radio, and television media, published the accident report, and clarified the entire accident. 2. Promote in the media that the company once produced representative drugs with far-reaching influence. 3. Lower the prices of all the company’s drugs. After a period of hard work, the company's brand's trust among consumers rose to the level of accident money, and a public relations crisis was eliminated. This series of activities can be collectively referred to as public relations activities.

Now you know what public relations is. To put it simply, public relations is to maintain the brand and maintain trust.

Question 2: What is public relations? The connotation of public relations: (1) Shaping the image of the organization The art of innovation and exquisite conception (2) Management science, focusing on people's hearts (3) Management philosophy of internal unity and external development (4) Intangible assets, means of "soft competition" 3. Definition of public relations 1. Original public relations is a social relationship between a social organization and that part of the public that constitutes its living environment and affects its survival and development. 2. Comprehensive functional definition: Public relations is the science and art of social organizations communicating, shaping images, balancing interests, coordinating relationships, optimizing the social and psychological environment, and influencing the public in order to survive and develop. (1) Three elements of public relations: communication social organization - social public communication: subject, intermediary, object core work: shaping the image of the organization, coordinating interests, purpose: organization's survival and development scope: organization's survival psychological environment 1. Definition of extended attributes (omitted) ① Refers to public relations activities ② Public relations profession ③ Public relations science ④ Public relations awareness (concept) The Ministry of Labor and Social Security defines the public relations profession as: Personnel who specialize in the investigation, consultation, planning and implementation of public information dissemination, relationship coordination and image affairs of organizations . 4. The basic characteristics of public relations: (1) Targeting the public (2) Taking reputation as the purpose (3) Taking reciprocity as the principle (4) Taking the long-term as the policy (5) Taking sincerity as the creed (6) Using communication as the means of public relations It consists of three elements: social organizations, the public, and communication. Public relations is the science and art of social organizations communicating, shaping their image, balancing interests, coordinating relationships, optimizing the social and psychological environment, and influencing the public in order to survive and develop.

Classification of public *** relations 1. Communicative public *** relations carry out public *** relations work in interpersonal communication. The method is group communication and personal communication, which is the most widely used. 2. The application of publicity type public *** relations Use mass media and internal communication methods to carry out publicity work and establish a good organizational image. 3. Type 4 of tactical public relations activities. Social public relations organizations use various social, public welfare, and sponsorship activities Activities to create a good organizational image. 5. Service-oriented public relations take providing high-quality services as the main means. The purpose is to gain social understanding and praise through practical actions and establish a good image of oneself. 6. Crisis-type public relations* Under the influence of the media environment and industry environment, corporate crises are inevitable. Crisis public relations aims to help companies solve crisis public relations problems. 7. Consultative public relations mainly collect social information. .To understand social public opinion and provide consultation for the organization's business management decisions. 8Constructive public relations specifically refers to the organization's efforts in public relations to create a new situation. 9. Sustaining public relations *Relationship social organizations are used to consolidate a good image during stable development. 10. Offensive public relations social organizations take the initiative to establish and maintain a good image. 11. Defensive public relations social organizations are A public relations activity method adopted to prevent the imbalance of one's own public relations. 5. Public relations communication (5B principles of public relations original theory of key point public relations) Binding point Binding point: Public relations communication is for the long-term development of the brand service. Whether the direction of public relations communication is correct depends most fundamentally on whether it is in line with the brand's personality; whether public relations communication is effective and powerful depends on whether the core connotation of the brand has been explored and whether the strongest combination with the brand has been found. point. Otherwise, it will go in the opposite direction, fail to achieve the goal of communication and cause damage to the brand. Backstop Supporting Points: Brand building is not a castle in the air, and public relations communication is not something that comes out of nowhere. All communication must be supported by practical measures. Bright point Highlights: How can we achieve twice the result with half the effort? There must be highlights that can attract public attention and media excitement. Why did Huang Jianxiang become one of the hottest celebrity hosts? Just because of his howl during the World Cup commentary. Boiling point: Even if water is boiled to 99 degrees, it is not boiling water if the last fire is not added to bring the water to 100 degrees. The same is true for public relations communication. Sufficient communication volume must be ensured to achieve the expected communication effect. Bodyguard protection point: In the era of media pluralism and "grassroots media", while attracting attention in the process of public relations communication, the trend... >>

Question 3: What are the crisis public relations handling procedures? Which ones? 1. Confirmation and assessment of crisis

At the beginning of a crisis, it is often the best time to deal with crisis public relations. If it worsens further, it may enter a protracted and continuous stage, or even enter a severe stage of crisis. Eventually the company went bankrupt. Faced with a fleeting opportunity and an urgent juncture, the company's top priority is to start the work of the crisis management leading group as soon as possible. (Kumei Network) serves as the core of corporate crisis management, coordinates command, and takes overall control. If the company has never established such a management team, it should quickly mobilize the company's human resources to form a crisis public relations team composed of senior managers, relevant functional departments and even external experts of the company, and set up a crisis control center as appropriate and clearly stipulate The division of responsibilities, corresponding authorities and communication channels among members of the crisis public relations team. After the crisis public relations team is formed, the relevant person in charge will go to the scene to collect information to understand all aspects of the crisis, further confirm the nature of the crisis event and the cause of the crisis, and understand the detailed process of the crisis. Understand the victims of the crisis and their victimization situations, etc., to form a correct understanding of the crisis. Once a crisis is confirmed, the crisis public relations team must analyze the development trend of the crisis event, the possible impact and consequences on the company, the response measures that the company can and can take, and the policy for handling the crisis event in the shortest possible time. Make preliminary assessments and decisions on major matters such as personnel and resource security.

2. Crisis diagnosis

Crisis diagnosis is a process in which enterprises investigate and evaluate the crisis and then explore the specific causes of the crisis. In critical moments, the resources that can be deployed are very limited. Enterprises need to determine the real root cause of the crisis through crisis diagnosis, and adopt different treatments for different degrees of crisis. Crisis diagnosis needs to be combined with professional public opinion monitoring system for analysis to clarify the cause. , and then prescribe the right medicine. Usually, the root causes of corporate crises are divided into external factors and internal factors. External causes of crisis are related hazard factors that pose a threat to enterprises due to external crises such as economic depression, natural disasters, and infectious diseases. The extent of the damage is wide, the root cause of the crisis is relatively direct, and it is beyond the control of the enterprise. Internal causes of crisis are related harmful factors that lead to business difficulties due to poor management. They are affected by people's subjective initiative. The root causes of the crisis are complex, but they are within the controllable scope of the enterprise. In view of the characteristics of external and internal causes of crises, corporate crises should mainly diagnose internal causes. Enterprises should analyze various inducements that cause crises, and provide a basis for the next step of formulating crisis public relations strategies by sorting out the relationship between crisis events and crisis inducements.

3. Confirm the crisis public relations handling plan

The commander-in-chief of corporate crisis public relations handling should give full play to the team's highest unified strength and choose a more appropriate plan from feasible plans. It is the most ideal situation if various action plans to solve the crisis can be formulated according to the crisis management period, one of which can be selected and implemented. However, if the company does not have preventive measures for crisis management beforehand, which is a common problem for small and medium-sized enterprises with insufficient resources, the company managers should personally lead the heads of relevant departments to the front line to take command and discuss how to deal with it on the spot. and implement the action plan immediately. In the crisis decision-making process before selecting a plan, various options should be listed based on the evaluation results and diagnosis results, the pros and cons of each plan should be weighed, and a plan should be selected from them. The brainstorming and decision tree methods are better for the selection process of the plan, because this logical judgment method takes into account each action plan and its consequences. It is worth noting that even in an emergency, the aforementioned processes of assessment, diagnosis, debate, and plan selection should not be abandoned, but the time can be shortened as much as possible.

4. The organization concentrates its efforts and implements the solution

This is the central link in crisis public relations processing. The public and public opinion must not only look at the company's declaration, but also the company's actions. Since crisis response resources and time are limited. If power is used evenly, the crisis response may appear to focus on one thing at the expense of the other, or fail to grasp the main contradiction in the crisis, resulting in heavy losses. Therefore, crisis response actions should be prioritized. Through the previous crisis assessment and crisis diagnosis links, we should identify the main crisis or the focus of the crisis, first solve the more harmful and time-sensitive problems, and then start to solve other problems. In this way Crisis public relations handling is effective. When a crisis occurs, companies must take immediate action and respond and handle it seriously. In the process of crisis public relations handling, if the company can follow the general principles of crisis public relations handling and act step by step according to the guidelines and measures of crisis public relations handling, then not only will the crisis be resolved... >>

Question 4 ：What is the profession of public relations? What is your main job? Professional understanding is that public relations is public relations - public relations. Generally speaking, the image of a company or a group in a public social environment can be reduced or expanded to a public figure or even a country, or a coalition of countries, such as the European Union. These groups and individuals are an image that is recognized by everyone in a larger range. Such images are often created through the mass media on the various behaviors of these corporate groups themselves, including group behaviors and representative individual behaviors, such as the words and deeds of a certain leader, reporting, and various activities including soft articles, advertisements, and even donations and various activities. activities and so on. Including when a crisis occurs, such as a crisis of trust, when a crisis occurs, people involved in public relations must respond to it and provide countermeasures.

For example: For example, if a company's products have problems, such as some Japanese automobile or electrical appliance manufacturers, the products sold in mainland China have quality problems, but they refuse to provide appropriate compensation or implement remedial measures.

There are reports that consumers can be well compensated for the same quality problems in the United States - in this case, the company will encounter a serious public relations crisis, and if they do not handle the matter well, it will lead to Negative news and so on. The people who deal with these image issues are public relations personnel.

For another example, a company donates money to disaster areas, or donates money to build schools for out-of-school children. If these help and attention to disadvantaged groups are exposed in the media, it will have a good impact on the company's image. The exposure effect is even better than directly saying that the company has many products, and it is better than making an advertisement of more than ten seconds, and it is not more expensive than that~~ This kind of behavior is also a public relationship behavior.

Modern public relations personnel often work in conjunction with the media, reporters, advertising departments, etc., in order to achieve better results. If you find that there is a lot of positive news about a certain company in the media, it is probably because the company's public relations department is very strong, or the reporter has received a lot of kickbacks. Such news is called soft news.

Question 5: What does public relations do every day? Public relations is a bridge between enterprises, the media and the public, and serves as the throat of enterprises. The purpose is to tell the audience the information that the enterprise wants to convey, and In this way, various effects can be achieved, whether it is improving the brand image or promoting the sales of a certain item.

The skills of public relations are indescribable, but the methods of public relations can be quantified. From a large perspective, it means using your creativity to plan and execute a campaign that can achieve the purpose of communication for customers; from an early age In terms of public relations, writing press releases, in-depth drafts, planning exclusive interviews, maintaining corporate media exposure, etc. are all methods

A public relations company is a public relations company, which is composed of professional public relations companies Composed of relationship experts and various public relations professionals, it is an information-based, intellectual-based, and communication-based service organization that specializes in providing public relations consultation for social organizations or accepting entrustments to carry out public relations activities for customers. **Affiliated companies are the collective name for independent PR service organizations such as PR consulting companies, PR consulting companies, PR firms, and PR service companies.

The business scope of a public relations company includes:

Consulting and diagnosis

Liaison and communication

Collecting information

Press agency

Advertising agency

Product promotion

Conference services

Event planning

Concierge services

Audio-visual production

Training services

Question 6: What is the nature of workplace public relations? Official explanation: A public relations company that values ??different media Based on an in-depth understanding of , editorial style and operational details, by fully understanding the communication demands of the enterprise (organization), analyzing the combination of corporate communication goals and media demands, and organizing effective public relations planning, public relations activities and public relations manuscript writing/release professionalism *** company.

So in terms of specific work content, it roughly includes the following categories:

1. Media monitoring: According to the needs of the enterprise, communication about itself, comparable companies and industries, etc. Monitoring, collection and statistical analysis of the situation, that is, monitoring of its media environment.

2. Crisis public relations: Develop corresponding media countermeasures and mechanisms to minimize the impact on the company's operations and development in response to possible and existing negative news about the company.

3. Daily communication: According to the communication needs of the enterprise, plan, organize, and write public relations manuscripts in a certain cycle to communicate, publish, track, feedback, and collect in designated media to create a good image for the enterprise. Of course, as the public opinion environment continues to change with corporate communication needs, there are now more and more communication methods and richer content.

4. Daily conference affairs: Do some conference work for the enterprise, such as the planning, organization, execution and dissemination of press conferences, industry seminars, corporate interviews, dealer meetings and other related public relations activities.

The above are some general work contents. In fact, what I am engaged in is not a traditional type of public relations. Public relations is a large industry and there are many subdivided areas, but in terms of communication functions, there are * **General.

In fact, in the end, it is your company's positioning of the workplace work scope of its internal department employees. The outside world thinks it is one-sided.

Question 7: What does a public relations company do? What are the main positions? It depends on the type. There is formal public relations. Formal public relations is to help companies or other companies make plans to obtain certain benefits. The informal ones are hotel ladies and the like

Question 8: What is the main content of public relations work? I really can’t say this in detail. Depending on the industry, department, product, etc., the specific work content will be different.

The main thing is to get customers or buyers. Work alone or cooperate with other colleagues in the department to win orders,

Question 9: What is the first lifeline of crisis public relations? The following information is reproduced for reference

The implementation of crisis public relations, including crisis prevention, crisis Three major steps: diagnosis and crisis management.

1. Crisis diagnosis

In the past, the most missing thing in our crisis public relations was the analysis and diagnosis of the crisis. In the crisis trauma theory, Mr. Li Hua launched the first crisis diagnosis tool - the STR crisis diagnosis model. The first step in crisis diagnosis is to figure out the nature of what happened, that is, the situation. 1. According to the crisis trauma theory, events that cause trauma to the public are called crises. 2. Negative events that do not cause trauma to the public but attract public attention are called scandals. 3. Negative events that do not attract public attention but cause harm to others are called accidents. According to the crisis trauma theory, a crisis, as an event that causes trauma to the public, will cause the public's attitude and impression of you to change. Scandals, because they do not cause trauma to the public, will only "polarize" the public's attitudes and impressions of you - that is, people who like you will like you more, and people who hate you will hate you even more. Before an accident attracts public attention, it will not have an impact on public attitudes and impressions; however, if it is not handled properly and attracts public attention, it may escalate into a crisis, leading to changes in public attitudes and impressions. When dealing with scandals, the principle is to “do no harm to the public.” As long as it doesn't turn into a crisis, scandal can actually increase loyalty! Therefore, some companies, especially celebrities, will deliberately create scandals to hype them up! When dealing with accidents, the principle is to "follow the rules and avoid disputes" to prevent disputes from escalating into crises; among them, rules refer to rules that are unanimously recognized and formed by everyone, rather than rules unilaterally formulated and introduced by the enterprise. . (Mr. Masahiko Aoki, a famous Japanese economist, defines rules as "shared belief", which means "shared belief" and "shared knowledge"). The second step in crisis diagnosis is to analyze the trauma caused by the crisis to the public, that is, Trauma. 1. Public cost. What the crisis might cost the public, and what the replacement costs would be. Is it life and health, property damage, etc. 2. The degree of public involvement. How many people are affected by the crisis? How deep is the impact? That is, how closely related the crisis event is to you. 3. Level of public concern. Whether the impact of the crisis on you is what you are most concerned about, care about or care about the most. The third step in crisis diagnosis is to determine how much of a threat the crisis will pose to you, that is, Risk. 1. Expectation gap. The outside world has questioned whether it will point to the place where the outside world has the highest expectations and we attach the most importance to ourselves, that is, where the gap in expectations is the largest. For example, McDonald's hygiene issues. 2. Relevance. Will it lead to questions about other places, similar to medical contagion. For example, if there is a problem with the railway dispatching signal system in one place, everyone will feel that the signaling systems in other places are unsafe; and a bus accident on the highway will not make everyone feel that accidents will also happen on other roads or buses. 3. Sensitivity. Is it a sensitive issue or a sensitive group of people? For example, food safety has been a relatively sensitive issue in my country in recent years; urban management, officials, second-generation rich people, and second-generation officials are sensitive groups. 4. Resistance. In the past, a country with a better public impression had a stronger ability to withstand the impact of crises. For example, iconic companies such as Apple will have less impact from the crisis.

2. Crisis handling

Crisis trauma theory points out that because a crisis is a change in the public’s attitude and impression of us, the guiding principle for handling a crisis is to “treat people rather than things.”

The events that led to the crisis will eventually pass, but the public's attitude and impression of us will remain. Therefore, crisis public relations is actually about meeting people based on their circumstances, rather than discussing matters based on their circumstances. Therefore, the kind of crisis public relations practices that conceal the facts or confuse right and wrong, although it can make things pass "satisfactorily", will not bring any help to the real crisis - the change in the public's attitude and impression of us. And it can be very harmful. The specific steps for crisis management are as follows: First, build trust, which is the basis for the success or failure of crisis public relations! Just like if the patient does not trust the doctor, it will be difficult for even the most skilled doctor to cure the patient. The most important thing in healing the public's wounds is to build trust. Without trust, all subsequent efforts will be in vain, and crisis public relations will fail! Ninety-nine percent of the public's trust in you comes from your first response after a crisis occurs. Because we are all based on other people's opinions after the fact...>>

Question 10: What does the public relations specialist do? Isn't the county TV station bad? I don’t know what you do on the TV station.

But the state-owned enterprise you mentioned is a well-known e-commerce company. There are not many e-commerce companies with the prefix "国". Could it be COFCO Womai.com?

Editors of e-commerce companies are different from editors of TV stations and newspapers. To put it simply, they are online editors. Compile some articles and send them to the company website or other external websites every day. If it's in a foreign language, it's okay, and there is some technical content in the foreign language. Chinese online editing is meaningless. No matter how diligently you publish articles, your writing skills will not improve. There are too many trolls on the Internet now, and they do the same job, which is to post, but they are not particular and upscale. The future way out for those who work as online editors is probably to switch to online promotion. I say that you are more suitable to be a public relations specialist, but I actually think that since you have worked in a TV station, it would be a bit unfair for you to be an online editor. Your media path allows you to do media liaison work.

Public relations specialist is better than the editor position. The main job of the public relations specialist position in this company is probably similar to the company's administrative position in charge of external relations. There shouldn't be much need to go out to socialize. Work is generally handled by phone, email, and instant tools (QQ, MSN, etc.). It is not ruled out that there are a few times when I need to go out for work. For example, if you want to publish a newspaper, find reporters to do interviews, special topics, etc., you need people with media experience to do it. But the main job should be to contact various media websites for promotion, or handle the company's online and offline negative news, etc. The grade is higher than editing.

But neither editor nor public relations specialist is the core business position of an e-commerce company. I don’t know what your e-commerce company does. Generally, it is better for e-commerce companies to deal with technology or direct business, and then human resources.

Is this career promising? . All I can say is, it depends on how you behave. To be successful as an editor, you have to go to a newspaper, magazine, or periodical unit. To be successful in public relations, you need to have a strong network of people, or you have a political background or a media background. If you are not qualified here, you can consider working for a specialized public relations company or a large state-owned foreign enterprise. Corporate relations are the core position there.

Having said so much, let’s give the best one without points. Help me.