Traditional Culture Encyclopedia - Hotel franchise - What is public relations major?

What is public relations major?

With China's accession to the WTO, the market economy system tends to be perfect and the global economy tends to be integrated. The relationship between the public and the private sector, which has developed for nearly 2 years, has become increasingly mature in the domestic market, showing a leap-forward development trend, bringing unprecedented opportunities to the market. Its introduction into the industry, from star-rated hotels to industrial and commercial industries; Its scope of work, from media relations, meeting arrangements, exhibition management to more comprehensive marketing promotion, brand management, crisis management and corporate culture strategy management, even involves public relations publicity and city image building. The role and position of the relationship between the public and the public has been paid more and more attention, and the quality of public relations practitioners has also changed from "vase" to "image spokesperson", "functional manager" and "think tank consultant". In just 2 years, in the coastal cities of China, where the economy is developing rapidly, the public-private relations have completed the stages of enlightenment, initiation, implementation, promotion, comprehensive promotion and continuous integration, and this development process has gone through 8 years in the United States and 4 years in Britain, Singapore, Hong Kong and other countries and regions.

■ The rapid development and change of the public-private relations in China has benefited from China's economic reform and opening-up for more than 2 years. The development of internet technology and the change of economic globalization in recent ten years have further catalyzed and accelerated this process. How to effectively manage the change, handle all aspects of social relations by means of communication and understanding, resolve contradictions and conflicts, actively prevent and eliminate crises, fully grasp and make use of opportunities, and seek the stable and sustainable development of the organization, which provides a positive way for modern public-private relations with one of the themes of coordination and communication. At the same time, this is also the most important topic for public relations personnel. At the same time, the transformation of global economic model brought by information technology and e-commerce has put forward new requirements for the future development of public relations-the extremely flat organization brought about by economic globalization will require public relations to enter the high-level planning and decision-making process, play the role of think tank and intelligent consultant, and become an indispensable part of the four magic weapons of modern enterprise management (capital, talent, technology and public relations). Therefore, enterprises and institutions will increase their investment in public relations departments and use public relations functions to maintain and enhance the company's integrity, popularity and reputation. Using public relations to help market promotion will also be promoted to a new height. The knowledge level of public relations practitioners, insight into the industry and the support and planning role of senior management of enterprises will also be promoted to a higher level.

■ Since 1999, the Ministry of Labor and Social Security has included the "public * * * relationship" in the national professional public ceremony. China's public relations is developing in the direction of specialization, professionalization, standardization and internationalization. This puts forward high functional requirements for the employees in the whole public relations industry: publicity and guidance, dissemination and promotion; Collect information and monitor the environment; Consulting construction and image management; Communication and coordination; Planning activities and organizing implementation; Solve contradictions, crises, etc. This requires public relations practitioners not only to have a wide range of knowledge, but also to strive to become experts in certain fields; Be good at learning, updating and accumulating professional knowledge to adapt to the changing market environment; Keep pace with the times and keep innovating; We should create competitive advantages to meet the challenges from all sides. Therefore, based on enterprise marketing and brand management, it can and should be the orientation and development direction of modern public relations practitioners to become a consultant to senior management.

■ At present, a considerable number of top-level public relations personnel of Fortune 5 companies have been promoted to the position of senior vice president, and directly participate in the decision-making matters of the board of directors, including: 1) assisting the senior management in determining the company's medium-and long-term strategic positioning; 2) Establish short-term (current year) company publicity essentials (purpose); 3) Maintain and develop the company's reputation; 4) Regularly release information to the president at home and abroad to strengthen the company's reputation and cohesion.

■ Practitioners in public relations should also seize the favorable opportunity of China's accession to the WTO and make continuous efforts to improve the professional technical service level and position of the public relations industry. The organization's public relations staff should focus on the core business and consolidate their role as organization management consultants, which will have far-reaching significance for the long-term and sustainable development of the organization and make new contributions to the development of market economy and social progress.