2005年09月25日

老婆念IMBA,老师留下一个要做Presentation的作业——讲讲你的亲属所从事的职业。对于我这个做PR的来说,要解释清楚确实不容易。

歌中道“军公章有我的一半,也有她的一半”。

我想“Blog有我的一半,也有她的一半”。

今后这里的Blog将有我老婆一份子了,每周至少有她的一篇Blog——关于她的作业。

Whenever I was asked the question about my husband’s occupation, I must use much time to explain what does his job mean. Because he is a public relations consultant.

When hearing the word PR, people mostly think of press releases, or television interviews. However, public relations is more than these most visible techniques It involves more than just informing the press about a product release, PR includes also research, counseling, planning and communicating.

Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and various publics on whom its success or failure depends .

Public Relations is a subset of marketing skills and is increasingly important in global markets.

In China, PR is still a new thing which now gains more and more attention. Just like the crisis of Kentucky Fried Chicken and Nestle milk   powder several month ago.

The two company adopt different PR solutions on the crisis.

KFC reflect immediately to stop the sales of food and apologized to the public on the media.

They deal with the crisis professional and gain good feedback.

On the contrary, the Nestle adopt the solutions step by step: at first it wanted to hide the reality , then refuse to apologize, next step is only apologize but not refund, at last it refund to the customer by the public pressure. For the mistake of treat the crisis, Nestle corp. suffered huge lost not only on its sals but also on its brand.

Crisis Management is one branch of PR. There are many other contents :

firstly: Corporate Communications and Public Affairs,

²       ·  Company positioning

²       ·  Corporate reputation programs

²       ·  Market entry strategies

²       ·  Media relations

²       ·  Shareholder audits

Secondly: Financial Services Communications

²       ·  Financial services marketing

²       ·  IPO road shows

²       ·  Media monitoring and analysis

²       ·  Media relations

Third : Marketing Communications

²       ·  Ad campaign launches

²       ·  Category development

²       ·  Consumer road shows

²       ·  Media analysis & competitor monitoring

²       ·  Online promotions

We can see the importance of the power of communication. Regardless of the size of the enterprise or type of industry, communications are at the heart of delivering results and winning support. They are a critical force in business success because they have the power to affirm or change people’s perceptions and behavior. Because of their impact, communications can help or hinder a company’s profitability, growth and market share. In fact, communications are so important that they need to be strategically managed . That is why we need do public relations.