How to form a high-performance public relations team?

In my opinion, we should first analyze the factors that need to be considered in building a high-performance team. First of all, the professional function of the public relations industry, although a bit extensive from this perspective, is an essential determinant; The second is human resources. After all, the growth of human resources is an objective fact, and the cost of human resources is the core factor. At the same time, from the microscopic point of view, there are three points: team organization structure, personnel selection and team building. The three main positions of the general public relations team and the professional functions of the public relations industry are a big topic. At present, we only analyze the service content of the public relations industry, and what kind of service we provide corresponds to what kind of service team and service personnel we need. Generally speaking, the services provided by the public relations industry now include 8 items, 12, according to the widely circulated statement. However, we might as well summarize it from the perspective of task division, which is divided into five major items: copywriting, copywriting, media, customer service and activity execution. At present, the core services provided by public relations companies, whether foreign companies or local companies, correspond to the most basic team configuration or these five positions. Of course, many companies create other jobs, such as strategic center, creative support and so on. But the core positions are copywriting, writing and customer service. Of course, there are quite a few companies that combine these three positions into one and call them customer service personnel. My personal opinion is that a standard customer service manager should have the above three abilities at the same time. Media personnel are now a very special position in the field of public relations. The local public relations company has a large number of media, and their duty is to publish daily articles. The media responsibility of foreign public relations companies is broader. Their role is close to that of customer assistant, but less than that of customer assistant. They mainly focus on customer communication and maintenance, and also participate in some manuscript writing work. They also finished publishing, but because the number and scope of publishing by foreign companies are very different from those of local companies, their focus is not on publishing. Of course, this has a lot to do with the different profit models of foreign companies and local companies. But generally speaking, this position does not occupy a very important position in a public relations team, although a large part of the profits of local public relations companies come from this. In the whole public relations case, the execution of activities is almost indispensable. Many public relations companies have special activity execution departments, and many companies in the industry are good at professional activity execution, and even achieved great success. Nowadays, public relations activities can almost be replaced by the word event communication. In 2005, after the public relations activities represented by "Super Girl" or event communication achieved super results, similar event communication emerged one after another all over the country, and the implementation of public relations activities was promoted to the height of event communication overnight. From an HR point of view, I think that the public relations activities taking Super Girl as an example have surpassed the original height of public relations activities, and the position of this position in a team will inevitably be upgraded from pure execution. From the selection criteria, this position also requires considerable experience and level, and even requires considerable talent. Therefore, this position will be recognized more and more in the future public relations industry and get its due position. But this position can't be merged with other positions, because this position needs the full attention of the personnel in this position in order not to make mistakes. It will inevitably become a relatively independent position or a completely independent department. Reasonable team layout and division of labor Through analysis, we can see that the positions of public relations team are divided into three main positions: customer service, media and activity execution. The next question is how to decompose these three positions from the perspective of division of labor and combine them into an excellent team with high performance. Before talking about team composition, let's briefly summarize the current talent situation in the public relations industry and the labor costs of various positions in the industry. It goes without saying that this industry is a talent shortage industry. All industries are short of people, but only in this industry do we know what the real shortage is, especially in the past two years, the talents in this industry are obviously green and yellow. The public relations people of the older generation are all "old" (of course, this "old" is relative to the new talents urgently needed in the industry), but although many colleges and universities have graduated many students majoring in public relations, these new people are far from mature and lack the necessary experience and knowledge. After all, public relations is fundamentally a consulting industry. Although creativity and innovation are needed, they are also based on rich experience, long-term thinking and practical accumulation of various knowledge. The overall salary level of this industry is still relatively high. Of course, in the same level, the position with the highest salary level is naturally customer service personnel, followed by event execution and media personnel. It should be said that these two issues are interrelated, and "people" value scarcity. Then when we combine teams, we should fully consider the issue of labor costs. The organizational structure of the team and the proportion of personnel in each position are the mechanism guarantee of a high-performance team. Although the tasks are summarized into three common main positions: customer service, media and activity execution, considering the labor cost, it is better to make another division of labor. A team can be composed of an account director, one or two account managers, a full-time writing assistant and two or three account assistants. Local companies can appropriately increase the number of media personnel, and the proportion should be controlled at one customer with two media personnel. Foreign companies can assign most media tasks to customer assistants to perform. It is not necessary for each team to be equipped with activity personnel, but two teams can * * * use one activity to perform or set up a separate activity execution department according to the amount of tasks performed by the company's activities. The team configured in this way must at least complete the turnover of 6.5438+0.5 million to 2.4 million/year. The tasks of the staff in each position are: the account director ensures the achievement of annual turnover and the overall strategic height of the case; The account manager ensures the perfection of each case and manuscript and the control of details, as well as the maintenance of customer relations and daily customer communication; The writer is responsible for writing all kinds of manuscripts and making media plans. There are two reasons for setting up the post of writing: first, the focus of daily communication is the quality of writing; Second, the cost performance of writers is higher than that of comprehensive customer service personnel, which can improve the overall per capita performance. Activity execution is responsible for the execution of activities, and the per capita performance of this position is higher than that of the comprehensive account manager. Media personnel are responsible for daily manuscript release and media communication, which can better ensure the success rate of release, and this part of the personnel cost is also relatively low in the overall labor cost. Customer assistants can assist account managers and event executives to collect information, enrich information and beautify plans. Potential customer assistants can participate in the creation of the plan in time to prepare for future promotion to the account manager. This is the organizational structure and staffing of an ideal cost-effective customer service team under the current situation. Selection criteria for high-performance teams A very important part of building a high-performance public relations team is selecting people. The following are the key selection criteria for each position based on my experience. Account director, professional, with certain strategic ability and height. But the most important thing is not these, but the inclusiveness of people. Because the most important duty of an account director is to lead the team to complete the task, then his most important task is how to coordinate the team members, and good inclusiveness is the premise of good management. Account managers should have strong learning ability and do things carefully. To be a good account manager, you should have a learning spirit beyond ordinary people and learn from subordinates, competitors and books; Meticulousness is the requirement of its professionalism, and it also reflects the demand of public relations profession from the details. Without the spirit of nuance, there is no professional work that surpasses the opponent. Customer assistants are required to be good at communication and thinking. It is no exaggeration to say that the essence of public relations is communication. The basic requirements of being a public relations person are to be good at communication and love communication; Only if you love thinking can you study hard, and only if you have the spirit of learning can you do things well. These two points are essential and have certain innate characteristics. Therefore, the most basic position should emphasize its natural side. Activity executives only emphasize one point: care. Activity execution is serious, serious, serious again, plus some experience, you can do it well. It is especially important to mention here that HR people should pay attention to team spirit when selecting people. Some people in the public relations industry have certain experience, qualifications, talents and abilities, but they lack teamwork spirit and are too impetuous to evaluate themselves correctly. Such people often work in every company for a short time and frequently change jobs. Such employees should be used with caution. Everything has its birth, growth and decline, and so does a team. How to maintain the continuous growth of the team is the key factor to form a high-performance team. A rolling stone gathers no moss. The key to maintaining the team's combat effectiveness is to maintain the appropriate mobility of team members. Newcomers bring a lot of new things to make the team grow and progress, and fresh blood can also make the team more energetic. The more stable the team members are, the better. If the team members remain unchanged for a long time, the whole team will be too unified and tacit in everything and lack creativity. Team members will also become lazy because they remain unchanged for a long time, and their creativity will be weakened if they are in a state of no pressure for a long time. The joining of new people is a spiritual shock to all team members, which stimulates each member to express himself harder and give full play to his potential. The other is to leave enough room for team members to rise, so that they can see their goals and work harder. Building a high-performance team is not as easy as described in the article. It is difficult to solve the problems such as recruitment difficulties caused by talent shortage, which is a subject that HR people have repeatedly studied. I'm just here to attract jade. I hope my ideas can bring some inspiration to my peers. What I want to emphasize is that all the measures, methods and standards mentioned here are not commonly used by human resource managers, nor are they mentioned in books. I think they are very important and should be written for everyone to enjoy.