What is the relationship between the public and corporate image?

With the further development of commodity economy, if enterprises want to survive and develop in the fierce competition of competitors, they must create a good corporate image in the hearts of the public from all walks of life. The shaping of corporate image depends not on the colors and lines of painters, the dances and figures of dancers, the tones and rhythms of musicians, the dialogues and performances of actors, the montage of TV photography and the language skills of writers and poets, but mainly on the art and skills of public relations. As an art, public relations uses the principles and methods of information dissemination to be accurate, timely and timely. However, in the practice of public relations, there are not many things to follow, and there are even fewer rules and regulations of public rationality. In the whole operation management, the relationship between the public and the public is the most artistic link.

In the history of the development of market economy, the relationship between enterprises and the public has never been so close as it is today, which is so important for the business development of enterprises. On the one hand, the company's own every move (such as new product listing, price adjustment, advertising communication, service provision, complaint handling, etc.). ) will affect the public interest; On the other hand, the public's requirements for enterprises (such as product quality, service items, environmental protection, etc. ) often affects the life nerves of enterprises. The more the economy develops, the more open the market is, the more public enterprises it faces, and the more complicated the relationship with the public becomes. In the complicated relationship between enterprises and the public, there are similarities and conflicts; There are obvious and hidden; There are long-term and short-term; There are essential and superficial. In this context, enterprises must pay close attention to all kinds of social relations around them and their development trends, take proactive public relations actions inside and outside the enterprise, carry forward favorable factors, eliminate unfavorable factors, and strive to create and maintain a harmonious environment for enterprise management and development, so as to create a good corporate image and achieve enterprise management goals.

2 * * * Relationship and Corporate Image Overview

2. 1 Basic connotation of public-private relations

Professor Heywood, a famous American public relations authority, defines public relations as "public relations is a science that maintains the most favorable business environment for enterprises." In addition to evaluating the attitudes of relevant people, we must win the understanding and support of the public through good policies and effective communication. In short, the relationship between the public and the public is a science of managing corporate image. Generally speaking, the relationship between the public and the public is a management activity with the public as the object, honesty and credit as the principle, continuous and smooth communication as the means, and the purpose of improving the corporate image. From a static point of view, the relationship between the public and the public is an objective state-a harmonious business environment; Dynamically speaking, public relations is an activity-an active public relations activity. For modern enterprises, public-private relationship is their business philosophy of survival and development, and it is also the working art of seeking unity within the enterprise and building an image outside.

In the new era, the relationship between the public and the public is an activity or function of a social organization to establish a two-way communication, mutual understanding and mutual adaptation with the public by means of communication, so as to realize internal unity and external development. Its fundamental purpose is to create a good image of the enterprise through continuous, in-depth and meticulous communication activities, so as to gain public understanding and acceptance, and thus win trust and support. The establishment of a good image will bring about the realization of enterprise goals and the acquisition of benefits.

Public relations are the designers of corporate image, and the beauty guidance of corporate image in the eyes of the public is a crucial event and a systematic and comprehensive social project that cannot be underestimated. Good corporate image building requires public relations personnel to carry out scientific, planned and step-by-step public relations activities under the guidance of corporate public relations strategic thinking, that is, through scientific public relations activities. And combined with the unique nature of the enterprise to carry out scientific planning and design, using all means and skills of mass communication and interpersonal communication to carry out a series of public relations activities to ensure the renewal and perfection of the corporate image.

2.2 Definition of the concept of corporate image

The so-called image refers to the concrete impression that can arouse people's thoughts or emotional activities. The "image" of public relations refers to the overall characteristics of the organization from the inside out in the social and public impression, which enhances the "image" consciousness of the organization and is the most basic requirement and condition of public relations work.

Management, behavioral science. Communication and other disciplines also study the problem of "image". The key point is that this kind of discipline often only studies the general characteristics of "image" and the universal law of shaping image. However, the research of public relations mainly focuses on the process of shaping "image", and it also studies the process of shaping a specific image, how to make an organization (enterprise) develop and how to make an institution (enterprise) prosper.

Modern enterprises attach great importance to the shaping of corporate image. A good corporate image is an intangible asset and priceless treasure of an enterprise. After an enterprise has a good image and reputation in the outside world, its products or services can be trusted and affirmed by consumers, and it can also create favorable conditions for attracting and gathering talents. It is helpful to seek reliable raw materials and energy supply customers, increase investors' confidence, seek stable and preferential business channels, enhance the surrounding communities' understanding of themselves, and gain residents' appreciation and support, thus improving the competitiveness of this enterprise among peers or increasing its trust in the outside world. In a word, with the development of commodity economy, corporate image building has become more and more important and valuable.

The so-called corporate image refers to the impression and evaluation of the whole enterprise by the public (including employees in the enterprise). Yasuhiro Yagong, a famous Japanese public relations expert, pointed out that "the views and concepts of stakeholders at all levels around the company constitute the corporate image of the company. The internal and external views and concepts of the company should conform to the actual situation of the enterprise, and if they are inconsistent, they should be revised. In other words, the actual state of the enterprise should be close to the image state. When the image state is better than the actual state of the enterprise, it is necessary to improve the enterprise to make it consistent with the enterprise image; On the other hand, when the real state of the enterprise is better than the image state, it is necessary to improve the corporate image to correctly reflect the real state of the enterprise. " In order to achieve harmony between corporate image and corporate reality, an important way is to actively carry out public relations activities. In public relations activities, it is necessary to find the best combination of public interests and enterprise interests, assume the social responsibility of modern enterprises, and spread to the public everything that enterprises have done for the public at an appropriate time through appropriate means (such as news, advertising, sponsorship, literature and art, sports, etc.). ), thus arousing the public's understanding, care, recognition and support for the enterprise, and then shaping the excellent corporate image.

Enterprises have long left reliable stationery and seals for the public, and their contributions to the public and the whole society have been affirmed by the society. This is a good corporate image. Enterprise employees are masters of their own affairs, resulting in the idea of * * * in the same boat, honor and disgrace and * * *. Everyone pays attention to the operation of enterprises, attaches importance to the benefits of enterprises, cherishes the reputation of enterprises and exerts the highest work efficiency. This is also a good corporate image.

2.3 corporate image performance

The expression of corporate image refers to the whole enterprise, not only the quality of products or services, but also the vitality, competitive consciousness and responsible attitude towards consumers and social welfare undertakings. Corporate image is composed of many factors of the enterprise. Its contents include enterprise evolution, financial performance, stable performance, product variety, product quality, export records, labor relations, reputation of factory director and manager, social responsibility, scientific research achievements, personnel quality and so on. The overall image of an enterprise is reflected from each component, and it is a comprehensive evaluation and impression of the enterprise. Specifically, it includes: (1) institutional evaluation. Such as whether the organization is sound, whether the personnel are capable and whether the work is effective; (2) Evaluation of management level. Such as business decision-making, production management and financial management. Whether the direction is correct and whether the organization and command are proper; (3) the evaluation of the quality of enterprise personnel, including the evaluation of leaders' decision-making level, innovation ability, subordinate technical level and service quality. If a company has a good image, the public will treat it with a positive praise. In this way, it may get more loans, win more partners and supporters, win more sales and markets for its products, and succeed in its career. A good corporate image is mainly manifested in the following two aspects.

On the one hand, it is spiritual quality, which refers to the mental outlook, basic personality and attitude of the enterprise. Enterprises should have the spirit of pioneering and innovation, be able to adapt to the situation of reform, be determined to innovate, and dare to create a first-class level among powerful peers. Enterprises should have a positive social outlook and values, care about social problems, care about social welfare undertakings, especially live in harmony with residents in surrounding communities and strive for the best social environment. Enterprises should have an honest and fair attitude, abide by laws and regulations, and fair trade is the proper character of enterprises. Fair competition, fair price and considerate service are indispensable for a good corporate image.

On the other hand, it is the external performance of the enterprise. Corporate image mainly depends on the inner spiritual quality, and also benefits from the careful design of public relations. For example, whether the enterprise name and product name are easy to understand and remember, fresh and eye-catching, and profound in meaning. Whether the advertising creativity, corporate logo, commodity trademark, architectural style, entrusted color and commodity packaging are consistent with the characteristics of the enterprise, that is to say, the public relations department, as an image designer, should fully consider the characteristics of the enterprise and the needs, interests and habits of the public, so as to make the corporate image unique and not satisfied with the general impression of the public.

Product image: that is, the overall impression of the design, shape, name, trademark and packaging of the product to the public, such as the signs of hotels and restaurants. Trademark is a symbol of corporate reputation and should leave a good impression on the public with its unique artistic conception. Commodity packaging is the representation of appearance, and it is also the first to enter the public impression. Representative color means that enterprises fix a certain color tone for buildings, packaging, uniforms, etc. Psychologically deepen the perceptual impression of the public.

Employee image: This not only refers to employees' clothes, but also includes service attitude, factory atmosphere, shop atmosphere and employees' mental outlook. That is, the overall impression of employees' political, ideological, cultural quality, technical level, service attitude, professional ethics, spiritual years and clothing to the outside world.

Public relations image: this is an image that conforms to the overall interests of society, the reality of enterprises and is easy to be remembered by the public through the planned, step-by-step and long-term efforts of enterprises under the guidance of correct public relations ideas.

Entrepreneur image: This refers to the impression left by business leaders on the external public and employees in terms of political and ideological level, knowledge structure, work experience, organization, command and decision-making ability, public relations awareness, pioneering spirit and temperament.

The above product image, employee image, public relations image and enterprise leader image are all closely related to the overall image of the enterprise, especially the image of enterprise leader is the core and key of the enterprise image. Whether an enterprise can establish a good corporate image among the public by developing public relations is closely related to whether the decision-makers of the enterprise have a strong sense of public relations and whether they attach importance to and support public relations work. An entrepreneur has a strategic vision, attaches importance to supporting or personally grasping the public relations department, pays attention to the shaping of corporate image, timely educates and guides, and mobilizes all employees to do a good job in public relations in an all-round and three-dimensional way, that is, all-staff public relations. In this way, the cohesion and centripetal force of employees are enhanced internally, and the attraction and appeal to the public are enhanced externally.