The reason why our society is rich, colorful and constantly developing is because various organizations are constantly influencing and interacting with each other. New organizations are constantly emerging and working hard to grow, and existing organizations are trying their best to protect their own interests in order to achieve expansion.

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The survival and development of an organization are related to many factors. Its own strength, good management, and suitable environment are the basis for the success of the organization. As a management function, public relations are based on how to establish and maintain the relationship between the organization and the public.

Promote the development of the organization from the perspective of mutually beneficial relationships and establishing a good image of the organization.

Public relations is an organizational activity, not an individual behavior. Therefore, the organization is the main body of public relations activities and the implementer and bearer of public relations.

When we understand corporate relationships, we must pay special attention to this point and do not describe some personal behaviors as corporate relationships.

For example, if the president of a company donates to the Wildlife Foundation in his own name, this is a personal behavior, not a public relationship; but when he donates the money in the name of the company, we can understand this behavior as a

A kind of public relations behavior aimed at improving the visibility and reputation of an organization (company) and expanding its influence.

In order to make public relations activities more targeted, in public relations science, we generally divide organizations into four types.

(1) For-profit organizations.

These organizations aim to make profits and pursue the maximization of economic interests, such as industrial and commercial enterprises, tourism services, insurance companies, financial institutions, etc.

(2) Service organizations.

This type of organization is not for profit, but for the benefit of its service recipients, including schools, hospitals, charities, social utility institutions, etc.

For example, the primary public of a school is students, and its purpose is to teach and educate people; the purpose of a charitable foundation is to better provide services to disadvantaged groups in society or those specific people in need of help.

(3) Public organizations.

Usually refers to organizations that serve the entire society and the general public, such as governments, military, fire departments, public security agencies, etc.

The goal of this type of organization is to ensure social stability, free from the influence of internal bad factors and external interference.

(4) Mutually beneficial organizations.

This is an organization that aims at mutual benefit among members within the organization. This type of organization pursues mutual benefit among members within the organization, such as political parties, trade unions, professional groups (society, association, research association, etc.),

Religious groups.

2.

Public Simply put, the public is the object of public relations.

As some of the previous definitions say, a public relationship is a specific relationship; and when we talk about relationships, both parties must be involved.

For public relations, the two parties that influence and interact with each other are the organization and the public.

Therefore, from this perspective, public relations are the relationship between the public (and the organization).

Any organization has its specific public, and public relations is the process in which the organization actively establishes and maintains good relationships with the public.

But this does not mean that the public as an object and object is completely passive and at the mercy of others. The public can express its will and demands at any time, actively respond to the policies and behaviors of public relations subjects, and thus have a positive impact on public relations.

The main body forms public opinion pressure and external motivation.

The public also has the most effective power - to vote with their feet.

When the public uses this power because they are dissatisfied, they (they) may not protest in person or make a fuss, but they (they) will sell their stocks and no longer patronize a certain store, bank, or bank.

A certain hotel, a certain tourist spot.

Therefore, when organizations plan and implement their public relations work, they must clearly identify their public objects, analyze and study their public objects, and formulate and adjust public relations policies and actions based on the characteristics and changing trends of the public objects.

3.

Communication Communication in public relations refers to the organization of communication media to transmit and exchange information or opinions to the public.

This is a process of sharing ideas, knowledge or information. Its purpose is to promote understanding, knowledge, and understanding between the subject and the object (organization and the public) of the public relationship through two-way exchange and communication.

Favorability and cooperation; its means mainly include interpersonal communication, organizational communication and mass communication.

Some scholars emphasize the importance of the communication element of public relations and believe that the study of communication processes and models is the main content of public relations. They even feel that public relations cannot be defined without dissemination and communication.

There is certainly some truth to this view.

But when we examine public relations as a whole and a system, we will find that communication, like the public and the organization, is just an element of the large system of public relations. Communication only makes the relationship between the organization and the public

A means of establishing relationships between people, and the communication media is a tool to realize this means.

Only the organic combination and synergy of the two can produce a synergistic effect in which the whole is greater than the sum of the parts, enable the organization's public relations activities to be carried out smoothly, and enable the organization to establish and maintain a good public relations in front of the public.

***Relationship image.