If you are a public relations specialist of a company, you will pay a New Year call to several cooperative units on the eve of the Spring Festival, thanking them for their sincere cooperation.

Public relations is playing an increasingly important role in the development of modern enterprises. The development of an enterprise is based on high-quality products and services, and at the same time, it is necessary to create a good social relationship and public opinion environment. If the relationship between enterprises and the public is well established and their popularity is improved, the development of enterprises will be guaranteed. If any enterprise does not have a good image, no matter how good the facilities and products are, its development will be limited and affected.

With the establishment of socialist market economy and the further deepening of reform and opening up, public relations have been widely recognized in all walks of life, and the role of public relations has been paid more and more attention.

Public relations refers to the planned and purposeful two-way communication between social organizations, in order to establish an image and win public understanding and support. As a special form of human social relations, public relations can be said to be born together with human society. However, in the long historical period, due to various conditions, it is still in the primitive state, in other words, human understanding of public relations is still in an unconscious stage. Only at the beginning of this century, due to the improvement of human civilization level, has the soil for the smooth growth of public relations. The emergence and development of public relations has a long history, with ten years of pregnancy and one delivery. This is the modern society. The rise of public relations indicates that the management level of modern social organizations has entered a new stage.

"Successfully developing Xinjiang with customers" is the basis for establishing long-term and stable cooperative relations with every customer.

Give an example about the relationship between the organization and the public:

There is a stationery store in America. In order to attract more children, public relations personnel use their brains, make full use of the space in the shop, design a unique spatial image and win the favor of children. For example, the name of the store imitates the handwriting of children, the door looks like an open exercise book with homework done by children written on it, and the middle door shaft is a pencil. In this way, the children saw this strange shop door from a distance.

The three elements of public relations are: social organization, communication and the public. Among them, social organizations are the initiators and subjects of public relations activities. Without social organizations, there would be no public relations. Communication is the means and medium of public relations activities. Without communication, there is no public relations. The public is the object of public relations, and public relations is done for the object. No object, no public relations. Among the three elements, social organizations are dominant, with efficient communication and public authority. Coordinating the relationship among the three is the basic law of public relations activities.

Comprehensive case of public relations

I. A PR Star in Northwest China-A PR Strategy Scan of China Bluestar Chemical Cleaning Company (I) Bluestar people have a good eye for the PR cleaning industry, which is a new industry in China and is called 36 1 line. Public relations is a new undertaking in China, which is regarded as a new management art. This brand-new combination enables China Bluestar Chemical Cleaning Company, a young and dynamic enterprise, to take off. The pioneering history of China Bluestar Chemical Cleaning Company is full of magical colors, and its development course is more enlightening. More than 20 years ago, the first professional chemical cleaning company in China was born in a shed left by digging an air-raid shelter with a loan of 20,000 yuan from seven people. In the stormy years of more than 20 years, we have experienced ups and downs, worked hard and finally developed into the largest cleaning company with specialized technology and socialized service in China. At present, there are more than 340 branches and 6 joint ventures in China. The business has expanded from cleaning service and promotion of cleaning technology to diversified operations such as anti-corrosion, water treatment, waste treatment, membrane separation, computer engineering, fast food and weighing instruments. The development history of Blue Star reminds people of the history that Panasonic, which loves cats and life, has developed from a small workshop of several people to one of the few global companies. An American businessman was moved by the development history of Blue Star Company, and left such a passage in a letter: In the history of capitalism, there were many talented capitalist entrepreneurs; In the history of socialism, a group of talented socialist entrepreneurs should also be produced. As a for-profit company, Bluestar doesn't just consider how to make more money. They also thought about the social responsibility that socialist enterprises should undertake and more things that contemporary enterprises should pursue. The public relations department of Bluestar Company was born under such an idea. (2) Northwest Public Relations Cyclone1991On the morning of February 26th, 2,000 primary school seniors (who will turn 20 in 2000) braved the cold and gathered in Dongfanghong Square in Lanzhou City to participate in "Blue Star-Send 2000". This is a public relations activity carefully and creatively planned by the public relations department of Blue Star Company. On this day, after careful arrangement, colorful flags and balloons were hung high in front of the Dongfanghong Square Gymnasium in Lanzhou. "Let the Olympics enter China and Blue Star go to the world", "Love the Olympics, love it? Quot Several slogans hung obliquely in the sky under the traction of big balloons, and 2000 senior primary school students wrote their best wishes on a postcard on the spot under the gaze of tens of thousands of people who heard the news. A classmate of Lanzhou Experimental Primary School wrote on a postcard: "Mr. Samaranch, from the day when Grandpa Zhang Baifa submitted your application, we were anxiously waiting for the day when we voted. How we hope that the city approved to host the 2000 Olympic Games is our capital Beijing! "Bluestar has also set up a consultation point on Olympic knowledge, public relations knowledge and Bluestar knowledge in the square, and invited students majoring in public relations in Lanzhou universities to participate in this public relations activity. Lanzhou postal department specially sent more than a dozen mailboxes to express the support of all sectors of society for the Olympic bid. This activity of Blue Star Company was planned in detail in advance from the aspects of overall planning, organization, implementation details, skill design, time arrangement and budget. More than 0/0 news organizations in China reported and commented on this event, and the news media called it a whirlwind of public relations blowing in the northwest. (3) "Blue Star Technology Ambassador" shock wave 1992. In September, the first China Silk Road Festival was held in Lanzhou. Tens of thousands of guests from home and abroad gathered in Jincheng. Lanzhou welcomes visitors from all directions with the new image of reform and opening up. Blue Star Company seized this excellent opportunity and invested in the large-scale public relations activity "Blue Star Jing Ke Bridge". After the company's advertisement for 100 "blue star technology ambassador" was published in the newspaper, more than 500 people participated in the recruitment interview in just five days, most of them were highly educated. Blue Star Company has seen that less than15 of China's scientific and technological achievements in recent years have been truly transformed and utilized, and the real realization of the value of scientific and technological achievements needs the attention and efforts of the whole society. As a high-tech enterprise that started with the transformation of scientific and technological achievements, Bluestar Company is determined to contribute to the transformation of science and technology into productivity. They tried to build a good public relations network for Gansu enterprises through 100 high-quality "Blue Star Science and Technology Ambassadors", with the first China Silk Road Festival as the background, and through the ambassadors' intelligence and effective interpersonal information communication. Thanks to the efforts of 100 science and technology ambassadors, Bluestar has set up several branches all over the country, making Bluestar more famous. (4) The company has made a lot of efforts in internal public relations, and the advertisement of Happy News is unique. For more than three years, on the first day of the first month, when every household celebrated the Spring Festival with great joy, many employees of Bluestar Company received a special New Year gift, and published the Lanzhou Evening News with a full-page advertisement of "100 bright stars" in recognition of the company's advanced workers of the year. For the Spring Festival of Blue Star people, it adds a little joy and pride. Many units are distressed by the depreciation of advanced technology and the loss of incentive function of commending advanced technology. Bluestar has planned such a new move. On the eve of the Spring Festival, they published the list of advanced workers selected every year in the newspaper, and asked them to pay New Year greetings to readers through public good news, to all friends who have supported and helped the cause of Blue Star, and to send a newspaper with good news to their homes on New Year's Day. This move by the public relations department of Bluestar Company has achieved the effect of killing three birds with one stone: the general public learned about Bluestar's style through this advertisement; The cooperators and supporters of Bluestar Company enhanced their trust and confidence in Bluestar through this advertisement. Therefore, the commended employees and their relatives received more precious spiritual encouragement than money. (V) Blue Star Company, the winter camp of Blue Star College, recognizes that it is their unshirkable social responsibility to train a new generation of college students and create conditions and opportunities for their social practice, and it is also a good opportunity to shape the corporate image of Blue Star. In recent years, Blue Star Company holds "Winter Camp for College Students" every winter. Through newspaper advertisements, more than 100 winter campers were recruited from local college students. During the winter camp lasting more than two weeks, they organized college students to talk with some young factory directors, managers, model workers and outstanding intellectuals, organized college students to visit enterprises, scientific research institutions and suburban villages, and carried out a series of activities to serve the people. In these ways, they make universities understand, love and build the northwest, and are determined to devote themselves to the economic and cultural construction of the northwest. In the past few years, the campers of the winter camp of Blue Star University have been trainee ticket sellers on city buses. I have been to the home of ordinary farmers in Yantan Township, a suburb of Lanzhou. Participate in the association of "Suggestions for the Revitalization of Gansu". Every year after the winter camp, a column named "Essays on Winter Camp for Blue Star College Students" will be opened in Lanzhou Evening News to express the campers' experiences and feelings of participating in the winter camp. A college student wrote affectionately in the essay for the winter camp: "My home is located at the foot of Jinggangshan. I remember when I just received the admission notice from Lanzhou University that year, my elders told me that it was a dusty and desolate place. But the courage of young people to enter the world inspired me to embark on the train to the west. This winter, I was lucky enough to participate in the "Blue Star Winter Camp for College Students". What I saw and heard not only deepened my love for this treasure, but also made me listen to the call of drums. The successful feat of Blue Star Company tells me that the northwest is also bathed in the spring breeze of reform and opening up; Here, miracles can also be created. "The biggest feature of Blue Star's public relations activities is originality. Each of their public relations activities embodies the efforts and wisdom of the creators, thus becoming the public relations stars in the northwest region. Under the correct public relations strategy, the image of Blue Star has entered thousands of households. At present, Bluestar's branches have spread all over the country, and they have begun to rush out of the country and go to the world. Driven by the socialist market economy, Bluestar's business is diversified and new business projects are constantly introduced. Enterprise identification system has been introduced into the whole business management activities of enterprises.

The second part is a single public relations case.

1 .35 emergency call-error correction is like "fire fighting". Once, an American journalist named Kitty came to Odayou Department Store. He loved cats and lived in Tokyo. She bought a Sony record player and prepared to give it to her husband's family in Tokyo as a meeting gift. The clerk was very polite and specially chose an unopened machine for her. When Kitty returned to her residence, she found that the machine had no internal parts and could not be used at all. She couldn't help flying into a rage. She was going to negotiate with Oda Yu early the next morning and quickly wrote a press release entitled "The True Face Behind the Smiling Face". Early the next morning, before leaving, Kitty suddenly received an apology call from Odak Yu. Fifty minutes later, a car arrived at her residence. Odak Yu, the deputy manager who jumped out of the car, and the staff carrying big suitcases. As soon as I entered the living room, I bowed my head and said that I had come to confess my sins. Besides a new qualified record player, I also sent a box of cakes, a set of towels and a famous record. Then, the assistant manager opened his notebook and read a memo. It recorded the whole process that the company corrected this mistake all night. It turned out that when checking the goods at 4: 30 yesterday afternoon, the salesman found that he had sold a hollow sample to the customer by mistake. She immediately reported to the company guards to look for it quickly, but it was too late. This matter is very serious. After receiving the report, the manager immediately called relevant personnel to discuss. At that time, there were only two clues to follow, namely, the customer's name and a business card of "American Express Company" left by her. On this basis, Odayu Company started a series of actions that were tantamount to looking for a needle in a haystack overnight: it made 32 emergency calls and inquired about major hotels in Tokyo, but there was no result. I called American Express headquarters again and got a call back late at night, just like the phone call from the customer's parents in America. Then I called the United States and got the phone number of my client's in-laws in Tokyo. Finally, I found the address and telephone number of this customer during his stay in Tokyo. During this period, there were 35 emergency calls! All this deeply touched Katie. She immediately rewrote the press release entitled "35 urgent calls".

The three elements of public relations are social organization, communication and the public. For school libraries, "the public" is a special student group. Combined with students' psychological characteristics, interests and requirements, the three elements of public relations are used for targeted planning. 2. 1 social organizations. Young students are eager for knowledge and love group activities. In particular, some technical secondary school students, who have no pressure to go to school, live on campus and hope to have a rich spiritual life after class to enrich themselves. In view of this situation, we set up an amateur reading club, an extracurricular activity organization. Because there are students from normal schools and junior colleges, there are differences in age, knowledge needs and hobbies. So we set up different reading groups, and each student can join different groups according to his own choice. As the planner of public relations, library staff require different reading groups to have reading plans every semester and supervise their implementation. At the same time, recommend books to students so that they can

Look for the books you need in the sea of books. From passive closed-shelf lending to active open-shelf recommendation, eager students are very excited, in groups of three or five, and automatically combine according to common interests. In public relations planning, we use

The biggest advantage of the school is the teacher, which is the biggest feature of the school and the advantage that others do not have. We ask the teacher to guide the problems and opinions in reading group activities from time to time. The students have learned a lot of knowledge that they can't learn in this amateur class and expanded their knowledge. Because the books recommended by the library are recommended to students after being jointly selected by library staff and teachers, the recommended books are ideological, artistic, literary and knowledgeable. From the teaching point of view, it complements the teaching materials and complements each other; In terms of moral sentiment, it greatly improves students' cultivation and quality, and helps them form a correct outlook on life and world.

2.2 communication. The book club is just a formality. The most important thing is to infect the students' feelings, experiences and other beneficial gains in the reading club to the students around them, and the flowers of socialist spiritual civilization will bloom all over the campus, thus achieving the goal. We have chosen a variety of communication forms and formed a three-dimensional communication model. You can't just read it, you have to write it after reading it. If you can't write it, you have to say it, which depends on the different means of communication and communication in public relations. First, let the students write down their reading experiences. Writing out one's own experiences and opinions not only cultivates one's ability to analyze problems independently, but also exercises one's writing ability. Some students have written quite distinctive articles with opinions, analysis and opinions. Secondly, in view of students' aggressive and enterprising psychological characteristics, relevant teachers are invited to participate in the exchange and evaluation of reading experience among members of the reading club. In the exchange, I have a higher understanding of my own experience and book reviews. After such a reversal

Repeated exchanges, revised experiences and book reviews are more mature and unique. We spread these reading experiences and book reviews to thousands of students like snowballs, inspiring a large number of students to read good books and strive for progress. Thirdly, we organize students to participate in the class where the writer and the writer are equal, and the writer will give a speech on the book or his reading experience. If you write it, you must say it. This is called "a stone stirs up a thousand waves". Finally, in order to "arm people with scientific theory, shape people with noble spirit and inspire people with excellent works", it is necessary to plan an atmosphere in which all students can participate in reading good books. In view of the strong sense of honor and self-esteem of young students, it is not enough to talk without practice. Librarians, teachers, students and other personnel form judges, who review the books that students speak, grade their experiences and award prizes. For the winning works, we should publicize them in various ways, such as publishing a blackboard newspaper and a special issue of the winning works, so as to make them have distinct vitality. The purpose is to fill the campus with good books, and the purpose must be centered on the public. At school, we should take students as the center. A flower is not spring, but a hundred flowers blossom.

2.3 the public. The public in the school is a special group of students. Young students are keen in thinking, competitive, eager for knowledge and relatively unstable in thinking. Therefore, in terms of means of communication, we have adopted ways suitable for young people's characteristics, such as reading clubs, book reviews, lectures, appraisals, blackboard newspapers and other exposure means to meet young people's extroverted psychological characteristics. We follow the three elements of public relations: organization, communication and the masses, and use the characteristics and advantages of the library to plan a set of effective methods, which have achieved good results.