(1) establish a good image that enterprises care about social welfare undertakings. By sponsoring some social welfare undertakings, social charity undertakings and social public welfare activities, enterprises can leave a good impression of caring for society and devoting themselves to public welfare undertakings in the eyes of the public, which is well received by public opinion, thus winning a good reputation for enterprises.
(2) improve the social benefits of enterprises. After the sponsorship activities, the enterprise has won the general favor of the general public, improved its popularity and reputation, and improved its overall image. Although these can not directly achieve economic benefits, they have created a good external environment for the survival and development of the enterprise and improved its social benefits. In the 197s, Japanese cars were unpopular in Indonesia and were often burned on the streets of Jakarta. Later. The Japanese have planned and implemented many sponsorship activities in Indonesia to sponsor various charities in the country. As a result, Japan's trade environment in Indonesia has changed quickly. By the 198s, most of the cars used in Indonesia were Japanese.
(3) expand the impact of enterprises and their products, and strengthen public relations promotion activities. Enterprises are interested in public welfare undertakings. Especially in the process of sponsoring sports competitions and recreational activities, enterprise names and product trademarks will frequently appear in the extensive reports of the news media, thus forming an advertising offensive, which greatly improves the visibility of the enterprise and further expands its social influence. For example, the "Casio Family Singing Competition" and "Jianpi Cup Billiards Competition" broadcast by TV stations have made the company name and product trademark deeply popular. There are also companies that provide sportswear for athletes participating in the Olympic Games, the Asian Games or the National Games. Because of the high viewing coverage of sports events, if athletes appear in sports clothes sponsored by the company, it is equivalent to making a large advertisement for the company. Its influence is incomparable to general advertisements. While the popularity and beauty of the company have improved, it has naturally opened up unobstructed sales channels for products.
Significance
(1) Public relations sponsorship is a skill of market communication. Sponsorship can be used to expand an existing product market or introduce a new product to the public closely related to the enterprise. Sponsorship is also a clever investment method, which can occupy the market quickly and accurately while doing good deeds.
(2) Public relations sponsorship is a way to create an image. Enterprise decision-makers can improve the status of enterprises and individuals, strengthen contact with existing consumers, develop new businesses and create corporate image through personal contact with other social organizations.
(3) Public relations sponsorship activities are channels for communication with employees within the enterprise. Public relations sponsorship can be used to improve morale, enhance corporate awareness and make employees feel proud of it, and strengthen the centripetal force and cohesion of enterprises.
(4) Public relations sponsorship is a means to gain public support and eliminate hostility. Through sponsorship activities, information beneficial to enterprises can be disseminated to the public, indicating the sincerity and strength of enterprises. The reliability of this information dissemination is far better than that of Hayabusa's advertising.
question 2: the significance of public relations planning. this is a good question, which shows that you like to think deeply and explore the essence of things. The answer is as follows:
Public relations planning is a conscious overall conception behavior with enhanced personal experience.
Based on the theory of the embedded value of social network, all social values are embedded in specific people and cannot be separated from people's existence. Therefore, from the perspective of following the guidance of value, in order to obtain a certain embedded value of society, it is necessary to carry out corresponding effective planning and implementation to enhance the trust of the people who embed this value. This is the demand source and significance of public relations planning.
question 3: how to understand the meaning of public relations planning? Public relations planning refers to the strategy, planning and design process of overall public relations strategy and specific public relations activities carried out by public relations personnel on the basis of full environmental analysis and investigation in order to achieve organizational goals.
question 4: what is planning? What is the main meaning of planning? Planning is strategic planning, and strategy is to come up with ways to win and make yourself invincible, which is called "trick up your sleeve" in ancient times. Planning is to clarify the methods to give effective implementation, classify and regulate clearly. Together, it is an effective way to let yourself win.
Question 5: What is the difference between the planning of public relations and the planning in the usual sense? 1) The main body of public relations planning is the public relations personnel;
2) The content of public relations planning is to design an action plan for public relations activities;
3) Public relations planning serves the public relations objectives of the organization;
4) The planning of public relations is based on the actual state of public relations and its development trend;
5) The core work of public relations planning is to plan and design an action plan for the decision-making and planning of public relations activities.
question 6: what is public relations planning? what is public relations planning?
The process of other marketing planning is basically the same. After completing the project investigation and research, the planning of public relations activities has entered the design planning stage. This is the most creative part of the public relations work. Public planning can be divided into two parts: strategic planning and tactical planning.
strategic planning refers to the planning and design of the overall image of the organization, because this overall image will be used continuously for a long time, which is related to the long-term interests of the organization. Tactical planning refers to the planning and arrangement of specific public relations activities, which is a specific campaign to achieve organizational strategic goals. The most fundamental task of making public relations plan is the strategic planning of organizational image. In every specific public relations activity, what task the public relations department should accomplish depends first on the image design in the planning stage. Only on this basis can the organization further plan specific public relations activities. ? Q In short, without the strategic planning of organizational image, specific public relations activities will lose their souls, become a blind investment with low efficiency, and sometimes even have negative effects.
(1) strategic planning of organizational image. The strategic planning of organizational image includes the strategic prediction of the organization's survival and development environment in the next few years, which competitors the organization will meet, and what changes will take place in the organization's public structure and public demand. It can be said that the strategic planning of organizational image should be the basic guideline of organizational work. At the same time, the strategic planning of organizational image should be stable and should remain unchanged for at least five years, so it is of great significance and must be cautious.
Pay attention to the coordination of strategic planning and tactical arrangement
The words strategy and tactics are borrowed from the military. Strategy refers to the key decisions related to a war or campaign, such as who to fight, when to fight, what strategic goals to achieve, and so on. Tactics refers to how to mobilize troops, use aircraft or missiles, arrange logistics support and so on in order to achieve strategic goals. Applying it to public relations practice means that after determining the overall image of the organization, it is necessary to formulate a public relations activity plan to ensure the implementation of the overall image. Therefore, we should pay attention to the following points: pay attention to the consistency between public relations objectives and the overall image of the organization; When making public relations plans, it is necessary to avoid being too broad and the theme is not prominent; Public relations activities should have certain flexibility, including time and requirements, on the premise of achieving strategic objectives; The public relations plan should pay attention to the connection from top to bottom, leaving room and interface for the next activity.
(2) Tactical arrangement of public relations activities. When the strategic image of the organization is determined, the specific task is to implement it. Every tactical public relations activity is the realization of the strategic goal of public relations. The planning process of specific public relations activities is as follows:
① Determine the theme. The goal of public * * * relationship is a kind of goal or state that public relations personnel want to pursue and aspire to after professional planning and carrying out various public relations activities. That is to say, the organization prepares to "do" and "what results to achieve" through public relations activities. For public relations activities, it is of great significance to determine the public relations objectives. 2 choose the public. The public of an organization is often multifaceted, but it is unrealistic to focus on all aspects in a public relations activity. Organizations need to select the public according to the theme of publicity. In this way, public relations activities can be focused and achieve the expected goal smoothly. Because different people have different economic conditions, cultural accomplishments, living habits, values and interests, they have different attitudes towards organizations. Therefore, organizations should choose communication channels and public relations models according to the characteristics of the public after selecting the public. In short, the more thoroughly you know the public, the more targeted the public relations objectives will be, and the better the implementation effect will be.
③ choose the public relations mode. The so-called public relations model refers to an organic system composed of certain public relations goals and tasks and a set of working methods applied to realize such goals and tasks. Different public relations models have different functions. When making a public relations plan, we should choose the public and public relations mode according to the predetermined theme. Common public relations modes include:
propaganda public relations, which mainly uses various media to express themselves directly to the public, in order to transmit organizational information as quickly as possible and form a favorable public opinion. This is the most commonly used public relations mode, including issuing press releases, placing public relations advertisements, holding press conferences, holding new product launches, printing promotional materials, giving speeches, making audio-visual materials, publishing internal publications, blackboard newspapers and so on. Its characteristics are: strong dominance, strong timeliness, wide scope, rapid communication between organizations and the public, and relatively large social opposition ... >; >
Question 7: What is the significance of studying the relationship between public and private in ancient times? Although the relationship between public and private in a strict sense only appeared at the beginning of the 2th century, like everything has its embryo and embryonic form, thoughts and activities with public relations consciousness appeared in ancient society. However, people at that time did not realize the significance of the relationship between public and private, and they would not adopt scientific and systematic methods to carry it out for themselves. Therefore, those thoughts and activities belong to the spontaneous state of public relations. This paper expounds the main contents of this paper from three aspects: the source of public relations, the causes of ancient public relations activities, the examples of public relations activities and the reference and influence on modern public relations activities, and draws the conclusion that although these public relations and quasi-public relations activities have not matured and become today's public relations, they are historically It still has profound influence and reference for today's public relations activities. The above-mentioned Shang Yang reform, Zhuge Liang's "Thirty-six Strategies" is still a model for modern enterprises to organize public relations activities. Therefore, it will never be out of date to study the ancient public relations activities for modern public relations activities.
Keywords: the origin and influence of public relations activities
Text: Everything has its historical process of production and development, public relations. Studying the historical development of public relations and analyzing the social and historical reasons for its emergence and development are not only conducive to further grasping the essence of public relations, but also conducive to our objective analysis and understanding of the current situation of public relations in China.
Although strictly speaking, public relations only appeared at the beginning of the 2th century, like anything, they have their embryos. Thoughts and activities with public relations consciousness appeared in ancient society. However, people at that time did not realize the significance of the relationship between the public and the public, and they would not adopt scientific and systematic methods to carry out image-building activities for themselves, so those thoughts and activities belonged to the spontaneous state of the relationship between the public and the public.
1. Tracing back to the source of the relationship between the public and the public
(1) Ancient history. Li opened a formal public relations office in the United States, which made public relations a social occupation and marked the advent of modern public relations.
Abroad, archaeologists discovered in Iraq in 18 BC. The announcement told farmers how to sow, how to irrigate, how to deal with diseased rats and how to harvest crops. Much like the propaganda materials released by modern agricultural organizations, this discovery is called the earliest trace of public relations activities in human history. Ancient Greece in Europe practiced slave-owner democracy, and the citizens in the city-state had great benefits for the people. Every year, the "shell exile law" was used in the mass meeting to decide whether the consul would stay or not. In order to gain the support of the people, Every ruler must learn the skills of winning public support. In his masterpiece Rhetoric, Aristotle, a great philosopher in ancient Greece, expounded the art of how to use language skills to influence public thought and behavior. Modern western scholars of public relations believe that Rhetoric can be called the earliest theoretical work of public relations. The ancient Roman Empire once adopted the "twelve bronze tables method" to engrave laws on twelve bronze medals and publish them. In order to win the support of the people, Julius Caesar founded the world's first newspaper, Every Diary, to publicize it to the people in popular Latin. He also asked people to write a book for him, The Battle of Gaul, to establish his own image. Thus, he ascended the throne of the highest consul.
(II) Two schools of the origin of the ancient public relations
There are still many disputes in the theoretical circle about whether there was public relations before modern society. Based on the above historical facts, we must admit that modern public relations are not passive water, and we should admit its historical origin. Although ancient public relations activities can not be called public relations in a clear sense. However, some of its characteristics still reflect the characteristics of the public relations.
There are two views on the origin of the ancient public relations, one is that it originated in ancient Greece and Rome, and the other is that it originated in the United States.
For those who believe that it originated in ancient Greece and Rome, for example, princes and nobles in ancient Greece and Rome hired poets to create public opinion for themselves, professional persuaders appeared. To illustrate the existence of early public relations activities and ideas at that time.
Those who believe that the source lies in the United States emphasize the purpose and secrecy of propaganda and communication. They take some people deliberately created events during the American War of Independence to create and influence public opinion as an example, and to achieve political goals as an example to illustrate the existence of early public relations activities and ideas at that time.
(3) The activities of public relations in ancient China are
.