Every scholar has his own understanding of the entrepreneur's quality, but the entrepreneur's quality we are talking about here is an extension concept and a qualitative concept of public relations. We believe that if an entrepreneur needs to make a difference in political public relations, the quality of the entrepreneur needs to be coordinated in the following aspects: 1. Entrepreneur image; 2. Corporate image; 3. The political image of the enterprise; Fourth, the political quality of entrepreneurs. 1. Entrepreneur image: goal: to create a good entrepreneur image. Reason: Only when entrepreneurs succeed in their personal image can they attract the attention of politicians. Methods: 1. Be a thoughtful person: "Be a miserable person, not a happy pig." Thought is the most comprehensive performance of an entrepreneur, and it is also the main factor for him to stand out among many entrepreneurs. However, the cultural quality of bosses in many domestic enterprises is low, and cultural differences often cause obstacles to communication between people, but this is not the most important, because this deficiency can be made up by learning the day after tomorrow. In fact, there is only one way to source ideas, and that is to learn to charge. There are two ways to learn to charge, one is reading and the other is communicating with others. No matter how busy you are, you should study, and you should study with a direction and a choice, because the times need an entrepreneur with profound cultural connotation. When you read a book and are good at communicating with people, your thoughts will be revealed, and your views on a thing may determine your position in the eyes of the public and politicians. Liu Yonghao of Hope Group, for example, had several TV interviews with the governor of Sichuan Province. Zhang Ruimin of Haier Group and Jack Welch of General Electric talked about the media promotion of management ideas. 2. A quick method of personality charm: the soul of people who are subject to people is kneeling; A person with an independent personality has a standing soul. Personal charm is sometimes internal and sometimes external. To create personal charm, you can consult professional image consultants and participate in special training to improve your quality in advanced social interaction, etiquette and language arts. However, it should be noted that while maintaining your consistent image and style, don't stick to these elegant gentlemanly manners, and always be careful not to lose your own style, because your unique style is exactly where you show your charm. 3. Professional knowledge training: Make a comprehensive analysis of your industry (with the help of consulting companies), and it is best to remember some data, and then weigh the advantages and disadvantages of your company in the industry. When anyone asks you a question about your industry, you can give him a wonderful answer. 4. Honesty and credibility: Never be clever in front of politicians. Honesty is the best way. Honesty makes people trust you, and honesty makes people want to associate with you and have a heart-to-heart relationship. 5. Dare to show your experience: Don't mind that you only have a primary school education, which is the selling point of your self-promotion. Let a professional public relations company make a diagnosis for yourself, and then find 3-5 points from your own experience to package, which can be packaged through entrepreneurial TV programs or interviews with well-known magazines and newspapers. Don't shy away from your own experience, because experience is not only your wealth, but also the wealth of readers. Many entrepreneurs are trying to hide their poverty and poverty, which has attracted many people's doubts. But when you show your experience to everyone, what kind of mentality will everyone have besides admiration and respect? For example, Liu Yonghao's packaging of his own experience has narrowed the distance between the richest man in China and ordinary people, which is a very successful case. No one thinks he is poor and despises him. It is his suffering experience that gives people a little respect. 6. Shaping public image: Public image is a matter of starting a business, and a good public image is the main reason for being good at political public relations. In fact, the first five points are all for the good public image of entrepreneurs. "When everyone appreciates you very much, politicians will unconsciously like you." It is understandable that Duan Yongji, Rong Hai and others have friendship because of their public image in their own industry or the region where their enterprises are located. However, the shaping of entrepreneurs' public image is a systematic project, which needs the careful planning and cooperation of the media, entrepreneurs and corporate public relations departments. It is no exaggeration to say that when an entrepreneur's public image is established, he becomes familiar with political public relations. The shaping of public image can be started from the following four aspects: a. the image shaping of industry leaders, such as Ni,; B. Forerunners, such as Wang Wenjing, Liu Yonghao and Wang Shi; C. Managed intensive battalions, such as Zhang Ruimin; E. Public figures, such as Shi Yuzhu, Wu Shihong and Zhang Chaoyang. If you reach any of the above four standards through hard training, you will naturally step into the vision of politicians and become their right-hand man. Of course, your political public relations will be easy. Second, corporate image goal: let your corporate propaganda break through from point to point. Reason: Enterprises are always the backing of entrepreneurs, because enterprises are the driving force and image of regional economic development. Methods: 1. Investigation: Investigation is the first and most important step in shaping corporate image. Do a good job in shaping corporate image, and the contents of the investigation include a. the advantages and disadvantages of entrepreneurs in the same industry and the advantages and disadvantages of entrepreneurs in the same region; B advantages and disadvantages of enterprises in the same industry and enterprises in the same region; C. the propaganda mode of enterprises in the same industry and enterprises in the same region. Sun Tzu's Art of War says: Know yourself and know yourself, and you will win every battle. Only by knowing all the public relations contents of enterprises in the same industry and region can you be targeted, spend the least effort and do the greatest thing. After knowing all the information, quickly find out the characteristics of your own enterprise for publicity, and win by surprise. 2. Targeted: After the market survey, the next thing is to grasp the direction of publicity. Grasping this direction, first of all, it is to meet the needs of regional economy, even to publicize regional economy for public welfare, and to assume the responsibility of regional economic rise before political public relations; Secondly, the purpose of integration is to show the strength, development potential and social responsibility of enterprises. To promote in this direction, you can choose the following points: A. Product advantages: If your products are very competitive and have excellent technology, then you can build a leading image in the industry and constantly publicize your technological advantages and industrial prospects. For example, since 200 1, Changhong Group has re-established its image as the leader in the color TV industry by promoting rear projection technology. If your product is not the best in the industry, but you have technical advantages, then you can promote your enterprise products together with the leading products in the industry by challenging the powerful people in the industry. For example, in 200 1, Yan, director of Guizhou Fenjiu Distillery, stirred up the mystery of liquor blending in China and the dispute between pure water and mineral water in Nongfu Spring in 2000. B. Core competitiveness of enterprises: The core competitiveness of enterprises is also the competitiveness of a region to some extent, and any politician will look for the growth point of regional economy from enterprises. If you are inferior in the popularity of enterprise's core competitiveness, then your political public relations will definitely be inferior, and enterprises will also be inferior with the strong support of the government, and even you will miss political public relations. For example, TCL vigorously promoted its core competitiveness and established the status of Shenzhen Municipal Government. C. Corporate culture: It is also an effective method to make a fuss about corporate culture. The propaganda of corporate culture makes the enterprise break away from the vicious propaganda competition in the field of products and technology, and directly reach a higher level, where you can play freely and there is absolutely no one to confront you. For example, Haier Group's propaganda on its own management mode and Huawei's propaganda on its sense of crisis have all done enough articles on corporate culture. Third, the political image goal of the enterprise: to shape the enterprise into an enterprise with social responsibility and concern for regional development. Reason: Enterprises are social enterprises first, and participating in social activities is actually participating in political activities; Secondly, enterprises live in a specific regional political environment. If you can't create a good atmosphere in this environment, you will definitely be forgotten, abandoned and despised in this political environment. Thirdly, if an enterprise wants to achieve faster and greater development, political factors sometimes play a catalytic role. Therefore, a successful enterprise has its own political image in addition to its corporate image. Methods: 1. Push the positioning of enterprises to the position of regional representatives: when it comes to Sichuan enterprises, people are used to thinking of Hope Group; When it comes to Qingdao enterprises, people will naturally think of Haier, Hisense and Tsingtao Beer. When it comes to Xi 'an's enterprises, people naturally think of golden flowers and starfish. When the development of an enterprise becomes a symbol of the development of a region, the political environment of this enterprise is naturally very good. 2. Selectively assume certain social responsibilities: KFC's success in political public relations in China may benefit from its investment in Project Hope; Liu Yonghao hopes that the success of the group in political public relations can never be said to be a coincidence with the "glorious cause" initiated by it 1995. An excellent enterprise must be an enterprise that dares to undertake social responsibility. Only by undertaking this social responsibility can it finally be recognized by the public. 3. Help politicians solve difficult problems: Helping politicians solve difficult problems is not for you to fight for the "red hat" that cannot be explained in Ming Dow. The new CEO of Microsoft knocked on the door of China's "localization" with 6.2 billion yuan in June this year. In fact, behind this phenomenon is that Microsoft has grasped the China government's concerns about the development of the software industry. It signed the following memorandum: 1. In the next three years, Microsoft will provide domestic enterprises with software development with a total price of more than 700 million US dollars. 2. Organize and implement the 1 1 national software industry base software talent training plan in conjunction with the State Planning Commission, and send software talents from relevant universities and research institutes to study, practice and visit abroad; Third, strengthen joint ventures and cooperation with domestic enterprises, and support China enterprises to set up branches and subsidiaries overseas; Four, in some important fields of information application, cooperate with the units selected by the State Planning Commission, including establishing joint laboratories in some software enterprises, universities and research institutions, and authorizing relevant enterprises in China to use part of the technological development achievements of Microsoft Research Asia. Under the political public relations of Mr. balmer, Microsoft signed the Great Wall Project with the Ministry of Education behind 6.2 billion yuan. 4. The political quality of entrepreneurs When an enterprise has the image of entrepreneurs, corporate image and corporate political image, the entrepreneurs of this enterprise have a very good political environment and a platform for dialogue and heart-to-heart communication with politicians, but this is only a platform. If you want to achieve real equal communication and gentleman communication in the game with politicians, your political quality is indispensable. You are familiar with politics, and you can adopt his opinions as long as they are reasonable; His concern for your enterprise may eventually create a very relaxed business and development space for your enterprise. But if you talk to him about your products and technology all day, he may ignore you the next day. Small and medium-sized enterprises: three quick routes. Private enterprises are "monkeys" and enterprises within the system are tigers. In recent years, we occupied the top of the mountain when the tiger took a nap. -Xie Xin K, President of Xin K Group, is a complex system engineering, which needs a wide range of aspects and is really difficult for some enterprises in the early and middle stages of development. "Be right, be surprised." When the comprehensive strength of the enterprise is still relatively small, it is a good way to win by surprise. Combined with the practice of small and medium-sized enterprises in many areas, the author summarizes it into three aspects: 1. Good at gaining momentum. 1. Make good use of it. There are many ways to take advantage of this situation. For example, if the government organizes a study tour abroad, you can participate in it in various ways, and extensive contact will certainly produce unexpected results; For example, if the top executives of multinational companies want to inspect the investment environment, you can contact multinational companies in the early stage, and then let them take you as the focus of the inspection; For example, when a company as your competitor wants to part ways with the government, you can spread the propaganda with your own attitude. For example, after Gome vigorously promoted the choice of national chain, Suning immediately followed suit and soon built a regional brand into a powerful national brand. Of course, this situation has also created good political resources. 2. Build momentum. If nature follows the trend, the momentum is to open canals to divert water. Small enterprises have limited funds and limited influence, but their public relations activities are not necessarily a small activity. There is a private enterprise called Sanyue Company in Shaoxing, Zhejiang. This enterprise is really small, but its publicity has really attracted the attention of the provincial party Committee and the municipal party Committee. A few years ago, this company merged a small pharmaceutical factory under Jinggangshan across regions. Because of the excellent operation, Jinggangshan was soon concerned by the Jiangxi Provincial Party Committee, and naturally the Zhejiang Provincial Party Committee was also concerned. However, attention is not enough. 200 1, this enterprise competes with Japan's Mitsukoshi Company, and plans to purchase the Japanese registered Mitsukoshi trademark right in China. At that time, the ideal and spirit of this enterprise were heated by the media, and the government naturally sent out to help this enterprise with national integrity, and this enterprise also won a golden opportunity. Second, establish the government resources of enterprises. The government resources of construction enterprises are mainly government human resources. Including joint activities with the government, taking the bottom-up route and so on. 1. Charm of activities: Holding activities in cooperation with the government is the best way for you to promote your enterprise. At the reception, your landlord's preference will inevitably give you the opportunity of political public relations. Many enterprises have completed their important leap to the political public relations hall by doing great things with little money. 2. The bottom-up route. If there is really no good way, we might as well start from the next level of public relations, first shape ourselves into a leading enterprise in a certain district, then plot a model enterprise in the whole city, and then go to the whole province and so on. Although this route is hard, every step of promotion is the icing on the cake of past work, and you will get better support from government resources because of promotion, but you should remember one thing, don't make new friends and see old friends. Another bottom-up route is purely humanistic. Although this method will make entrepreneurs walk on thin ice, many entrepreneurs have chosen this path in their political public relations. Although this road is a bit vulgar, it is also an effective method. 3. Top-down route: The top-down route is mostly adopted by some powerful medium-sized enterprises. Don't be afraid of difficulties in public relations As long as the top blooms, the bottom public relations will be overwhelming. It is a good proof that many multinational enterprises first entered China from the meeting of heads of government. Yin Mingshan of chongqing lifan is good at taking this route. He often meets with senior officials in Vietnam, which has laid a good political environment for Lifan Motorcycle's market in Vietnam, which is one of the most important reasons why he can beat Japanese Honda Motorcycle in Vietnam. 4. Route from the outside to the inside: Your enterprise may not be very famous, but your enterprise is engaged in transnational trade business and cooperates with first-class multinational companies, so government public relations will make good progress because of this multinational company. Wantong Company in Zhengzhou, Henan Province is a private enterprise engaged in auto parts. The development of this enterprise unconsciously took a political public relations route from outside to inside. Most of the partners of this company are some European auto parts manufacturers. In the development of the enterprise, the company and the German doctor company have become strategic partners. Because of the special position of the doctor company in the world automobile manufacturing industry, it finally attracted the attention and support of the government, and the government public relations is natural. Now, this company is thriving in a warm political environment.