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Strategic Public Relations In The Era Of Pparency

2008/4/19 12:35:00 20

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Strategic Public Relations In The Era Of Pparency.

The public relations industry should enter a golden age.

Nowadays, the unprecedented pressure and expectation of external forces faced by enterprises means that effective management of the relationship with stakeholders and creating a good external environment for the development of enterprises is one of the most critical capabilities of any organization.

First of all, at the level of reputation, the supervision and scrutiny of enterprises from official and private sectors is unprecedented in human business history.

Nongovernmental organizations have spared no effort to monitor every aspect of daily behavior of enterprises, from the origin of raw materials to the number of workers from the developing countries in factories, etc., they can not only press the enterprises to change their business behaviors through media reports or even influence relevant legislation, but also use the Internet to express their anger and appeal to the public to take a boycott.

For enterprises and other profitable or non-profit organizations, the era of pparency has come, whether willing or not.

Acceptance of greater pparency will be the only option.

Secondly, at the level of product brand, the suspicion of traditional marketing From EMKT.com.cn means and tools is increasing day by day.

The effectiveness of television advertising is becoming more and more difficult for smart TV viewers.

Consumers aspire to authentic information. They want to get equal opportunities in marketing activities instead of passively accepting information.

Today, successful marketing activities should be essentially brand initiated dialogues, equality, respect, and show their true side, rather than noisy, sharp self bragging advertising and promotion offensive.

In this environment, brand is the real expression and expression of the character of an enterprise, rather than the virtual image created by marketers.

In other words, enterprises need more professional public relations consultation assistance than ever. They need strategic public relations experts who can stand on top of the corporate level, understand the expectations of external related groups for corporate behavior, and provide suggestions on how to make business policies and daily behaviors stick to these expectations.

Enterprises need professionals to help them communicate effectively with employees, shareholders, regulators and the media.

They need creative thinkers to help enterprises to initiate dialogue with consumers and win rather than buy consumers' attention in the environment where consumers are becoming more and more expensive and ineffective.

For the public relations industry, this is a challenge and an unprecedented development opportunity.

The question is whether the current PR professionals are able enough to make full use of such historic opportunities.

The potential of public relations as a management function has long been largely utilized by most enterprises.

In recent years, when enterprises broke out scandals, CEO, who were deeply troubled, first sought help from their lawyers and accountants, not public relations consultants.

As the core part of enterprise credibility, public relations personnel seldom have the opportunity to interrupt in matters related to corporate governance.

At the same time, many brand managers have always mistaken that product publicity is all about public relations, while advertising companies expand their sphere of influence to word of mouth marketing, while direct marketing organizations use the term of relationship marketing to seduce customers.

In the view of direct marketing organizations, it is the starting point to establish a relationship by constantly adding unsolicited mail to targeted consumers' mailboxes.

Obviously, to some extent, the PR industry has never persuaded its most important customers. The top managers of these enterprises have enough strength to contribute to their own business at the strategic level, and they can produce real and perceptible business results.

Whenever a business makes a business decision, management must take into account the following four possible impacts: operational impact, financial impact, legal impact and reputation or external relations.

In the majority of enterprises, the first three possible impacts will be fully considered and meticulously considered at the highest decision-making level. Managers will ensure that the impact of relevant decisions can be fully recognized by the whole management and be adjusted accordingly in the decision-making process.

However, reputation influences are often placed in a secondary position. That is to say, when management decisions are made, management rarely consulted this opinion. The role of public relations personnel is only after the implementation of the policy is required to make the necessary hype or "packaging" for the relevant decisions, so that some poorly considered decisions are accepted by the suspicious public.

Although it does not mean that reputation or relationship impact should be placed above operational, financial and legal influences, it should be at least as important.

It is necessary for a decision to think deeply about the operation, finance, law and society of a company, so as to make the decision of the company more rational and comprehensive.

A common phenomenon is that it is difficult for public relations personnel to exert influence on the decision-making level of enterprises.

There are many reasons for this.

An objective fact is that in many enterprises, their PR functions are distributed in different departments: employee relations are often held by the human resources department, public affairs are mainly handled by the legal department, investor relations are held by the chief financial officer, and marketing communication is the responsibility of the marketing manager or brand manager. If the communication at the enterprise level is not directly reported to the CEO, it is often reported to the COO or the executive office.

The era of separating relations and communication from stakeholders into different posts has passed.

The wide range of audiences inside and outside the enterprise is no longer an independent and irrelevant group. They not only maintain regular interaction, such as ubiquitous, script src=>