(1) Establish a good image that enterprises care about social welfare undertakings. By sponsoring some social welfare undertakings, social charity undertakings and social welfare activities, enterprises can leave a good impression of caring for society and participating in public welfare undertakings in the public mind, 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 won the general favor of the general public, improved its popularity and reputation, and enhanced its overall image. Although these can not directly achieve economic benefits, they have created a good external environment for the survival and development of enterprises and improved their social benefits. In the 1970s, Japanese cars were unpopular in Indonesia and were often burned on the streets of Jakarta. We'll talk about it later. The Japanese have planned and implemented many sponsorship activities in Indonesia and sponsored various domestic charities. Therefore, Japan's trade environment in Indonesia has changed rapidly. By the 1980s, most of the cars used in Indonesia were Japanese.
(3) Expand the influence 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 entertainment activities, enterprise names and product trademarks will frequently appear in the extensive reports of news media, thus forming an advertising offensive, greatly improving the visibility of enterprises and further expanding social influence. For example, the "Casio Family Singing Contest" and "Jianpi Cup Billiards Contest" broadcast by TV stations have made the company name and product trademark deeply rooted in people's hearts. There are also companies that provide sportswear for athletes participating in the Olympic Games, Asian Games or National Games. Because of the high viewing coverage of sports events, if athletes appear in sportswear sponsored by the company, it is equivalent to making a big advertisement for the company. Its influence is unmatched by general advertisements. While the company's popularity and reputation have improved, it has naturally opened up unobstructed sales channels for products.
meaning
(1) Public relations sponsorship is a skill of market communication. Sponsorship can be used to expand the existing product market or introduce new products 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 shape the image. Enterprise decision-makers can improve the status of enterprises and individuals, strengthen contact with existing consumers, develop new business and shape corporate image through personal contact with other social organizations.
(3) Public relations sponsorship activities are channels for internal communication with employees. Public relations sponsorship can be used to improve morale, enhance corporate awareness, make employees feel proud, 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 the advertisement of Hayabusa.
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 kind of conscious overall conception behavior with enhancing personal feelings.
Based on the embedded value theory of social network, all social values are embedded in a specific person and cannot be separated from human existence. Therefore, from the perspective of following the value orientation, in order to obtain some embedded value of society, it is necessary to carry out corresponding effective planning and implementation to enhance the trust of the people embedded with this value. This is the demand source and significance of public relations planning.
Question 3: How to understand the significance of public relations planning? Public relations planning refers to the overall public relations strategy and the strategy, planning and design process of 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 significance of planning? Planning is strategic planning, and strategy is to figure out the way to win and make yourself invincible. This was called "trick up your sleeve" in ancient times. Planning is to define methods and give effective implementation, classification and standardization. Being together is an effective way to 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 * * * relationship planning is public * * * relationship personnel;
2) The content of public relations planning is to design the action plan of public relations activities;
3) Public * * * relationship planning serves the organization's public * * * relationship objectives;
4) The planning of public relations is based on the actual state and development trend of public relations;
5) The core work of public relations planning is to 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?
It is basically consistent with other marketing planning processes. After completing the project investigation and study, the planning of public relations activities entered the design planning stage. This is the most creative part of 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 and 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 tasks 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 inefficient blind investment, 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 happen to the organization's public structure and public demand. It can be said that the strategic planning of organizational image should be the basic criterion of organizational work. At the same time, the strategic planning of organizational image should be stable and 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 make 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 planning public relations, we should avoid being too broad and the theme is not prominent; On the premise of achieving strategic objectives, public relations activities should have certain flexibility, including time and requirements; Public relations planning should pay attention to the connection from top to bottom, leaving room and interface for the next activities.
(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 relations is a goal or state that public relations personnel want to pursue and yearn for after professional planning and various public relations activities. In other words, the organization prepares "what to do" and "what 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 concentrate all aspects in a public relations activity. Organizations need to select the public according to the publicity theme. Only in this way can the public relations activities be focused and achieve the expected goals smoothly. Because different people have different economic conditions, cultural attainments, living habits, values and hobbies, they have different attitudes towards organizations. Therefore, after selecting the public, the organization should choose the communication channel and public relations mode according to the characteristics of the public. In short, the more thoroughly you know about 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 achieve these goals and tasks. Different public relations models have different functions. When making a public relations plan, we should choose the public and public relations methods according to the predetermined theme. Common public relations models include:
Publicity-oriented public relations mainly uses various media to express themselves directly to the public, to convey organizational information at the fastest speed, and to form 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, issuing internal publications, blackboard newspapers and so on. Its characteristics are: strong dominance, strong timeliness, wide range, rapid communication between organizations and the public, and great social opposition. & gt
Question 7: What is the significance of studying ancient public relations? Although public relations in the strict sense only appeared at the beginning of the 20th century, just like everything has its embryo and embryonic form, thoughts and activities with public relations consciousness appeared in ancient society. However, people at that time didn't realize the importance of public relations, and they wouldn't use scientific and systematic methods to create images 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 into today's public relations, historically, they still have a far-reaching impact on today's public relations activities. The above-mentioned Shang Yang reform, Zhuge Liang's "thirty-six plans" is still a model for modern enterprises to carry out public relations activities. Therefore, the study of ancient public relations activities is never out of date for modern public relations activities.
Keywords: the origin, reason, reference and influence of public relations activities
Text: Everything has its historical process of emergence and development, and public relations is no exception. Studying the historical development of public relations and analyzing the social and historical reasons for the emergence and development of public relations 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.
Strictly speaking, the relationship between the public and * * * only appeared at the beginning of the 20th century, but like everything else, thoughts and activities with public relations consciousness appeared in ancient society. But at that time, people didn't realize the significance of the relationship between the public and * * *, and they didn't adopt scientific and systematic methods to shape their image, so those thoughts and activities belonged to the spontaneous state of the relationship between the public and * * *.
First, the source of public relations
(A) the discovery of ancient public relations activities in history
1903 Ivy, a famous American journalist? Li opened a formal public relations company in the United States, which made public relations a social occupation and marked the arrival of modern public relations.
Abroad, archaeologists discovered BC 1800 in Iraq. This announcement tells farmers how to sow, how to irrigate, how to deal with sick 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. In Europe and ancient Greece, slave-owner democracy was practiced, and citizens in city-states were of great benefit to the people. Every year, the "shell exile law" is used to decide whether the consul will stay in the people's assembly. In order to win the support of the people, every ruler must learn the skills of winning public support. Aristotle, the great philosopher of ancient Greece, elaborated the art of how to use language skills to influence public thought and behavior in his famous work Rhetoric. Modern western public relations scholars believe that Rhetoric is the earliest theoretical work of public relations. The Roman Empire used the "Twelve Bronze Tables Method" to engrave laws on twelve bronze medals to win public support. In order to seek public support, Julius Caesar founded the world's first newspaper, Every Diary, and publicized it to the public in popular Latin. He also has a book written for him, The Battle of Gaul.
(2) The origin of two schools of ancient public relations.
There is still great controversy in the theoretical circle about whether there is public-private relationship before modern society. Based on the above historical facts, we must admit that modern public-private relations are not passive water, but have their historical origins. Although ancient public relations activities can not be called public-private relations in a clear sense, some of its characteristics still reflect the characteristics of public-private relations.
There are two views on the origin of ancient public relations, one is that it originated in ancient Greece and Rome, and the other is that it originated in the United States.
It is believed 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, and the appearance of professional persuaders showed the existence of similar public relations activities and ideas at that time.
Those who believe that the source of information is in the United States emphasize the purpose and secrecy of propaganda and communication. They took some people who deliberately created events, created and influenced public opinion during the American War of Independence as examples, and took political goals as examples to illustrate the existence of similar public relations activities and ideas at that time.
(3) The kind of public relations activities in ancient China.
In ancient China, spontaneous public relations activities were also common. Legend has it that in the Yao and Shun dynasties, * * * was in the palace ... >>