The so-called publicity-oriented public-private relationship is to promote oneself through various publicity channels and ways, improve the visibility of the organization, and thus form favorable public opinion. Publicity-oriented public relations is characterized by the use of certain media for self-promotion, which is dominant and timely, and is embodied in the following three points:

First, use the form of public relations advertising. According to the organization's intention, promote yourself in newspapers, magazines, radio, television and other news media, establish an image, and win the goodwill of the relevant public.

Second, plan a special activity of "making news" to attract news reports. This is a free publicity method, which is more convincing and attractive than public relations advertising in effect, and is more conducive to improving the visibility of the organization.

Third, by holding various commemorative meetings and celebration ceremonies, or taking advantage of the fame of celebrities, stars and other special figures, we can achieve the effect of improving the visibility of the organization.

Second, communication and public relations.

The so-called communicative public * * * relationship means that public relations activities are only carried out in interpersonal communication, without the help of other media, and direct contact is made to establish feelings and achieve the purpose of establishing good relations. Communicative public relations is an effective way of public relations, which makes communication enter the emotional stage, with directness, flexibility and more emotional color. When implementing communicative public relations, we must pay attention to the following three points:

First, improve self-image, master the etiquette and art of communication, and be good at using spoken and silent language to communicate with people.

Second, always keep in touch and pay attention to your usual emotional input. "Go to Sanbaotang if you have something to do." Maintaining frequent contact and communication can shorten the psychological distance of interpersonal communication, close their emotional connection and maintain their good relationship for a long time.

Third, the form of group communication. Through various receptions, working meals, banquets, tea parties, dances, condolences and other interpersonal exchanges, the feelings of both sides will be enhanced.

Third, service-oriented public * * *

The so-called service-oriented public-private relationship is a kind of public-private relationship activity mode which takes various high-quality services as the main means and wins the favor of the public with its high-quality services. The service-oriented public-private relationship is characterized by doing a good job by its own practical actions, and its special media is service, not publicity. So it is basically a form of direct communication between people. There are many kinds of communication symbols, full of human feelings, sensitive feedback and rapid adjustment. Do a good job of serving the public and the relationship between the public is:

First, improve service measures and strengthen after-sales service. Perfect service can win the trust and support of the general public and establish a good image. For example, "IBM means the best service".

Second, combining commodity sales with other cultural and recreational activities can facilitate customers and make them serve multiple purposes. "Colorful" program group of Guangzhou South Tower TV Station invited Guangzhou Song and Dance Troupe to perform "Spring in the South Tower". Free admission tickets were given when shopping in the south building, which attracted many citizens and about 25,000 people watched the performance. This strengthened the relationship with the public, enlivened the commodity purchase and sale market, and greatly improved the reputation of the South Building.

Fourth, social public relations

The so-called social public * * * relationship is a model for organizations to use various social, public welfare and sponsorship activities to carry out public relations. It is a way of public-private relations with various organized social activities as the main means. Social public relations maximizes the social influence of the organization by holding various commemorative meetings, celebration ceremonies, social sponsorship and other social activities. It has the characteristics of public welfare and culture and has a wide influence. Its range of activities can be large or small, simple or complex, and it adopts comprehensive means of communication (interpersonal communication, physical communication, print communication and mass communication). Its public welfare is particularly easy to win the favor of the public, which is very similar to social welfare undertakings. Social public-private relations are not limited to immediate interests, but focus on establishing organizational image and pursuing long-term interests.

1. Be good at planning various public relations activities flexibly by taking advantage of various opportunities, so as to arouse the interest and concern of the press and the public and achieve the goal of making a name for yourself through mass communication.

Second, adhere to the principle of altruism, especially respect the public interest and attach importance to the overall interests of society. A restaurant in Beijing was originally unknown. It held a three-day support for Africa Day and charity bazaar, which aroused great interest of the press and made special reports, and its popularity increased rapidly. V. Consultation-oriented public-private relations

The so-called consulting public-private relationship is a public-private relationship model based on providing information services. Through news monitoring, public opinion surveys, social surveys and other means, we can understand information and social trends and provide reference for organizational decision-making. The characteristics of consulting public-private relations are long-term, complex and arduous. Under normal circumstances, it is necessary to set up a special information channel, which is responsible by a special person, such as the director's mailbox, the mayor's special telephone, and the people's petition office. Only by persisting in long-term and extensive collection and comprehensive treatment can we get the ideal effect. Specific methods for consulting and public relations are as follows:

First, establish information channels and collect information extensively. For example, the Guangzhou Municipal Government once held an essay-writing activity on "If I were the mayor of Guangzhou", and set up a "mayor's special telephone" and a "mayor's special mailbox" to communicate the contact between the mayor and the citizens and help the mayor understand the people's feelings. Among them, the "mayor's post" received more than 6,000 letters a year.

The second is to carry out various consulting services, set up supervision telephones, and handle reports and complaints.

Sixth, the construction of public relations.

The so-called constructive public-private relationship refers to the continuous efforts of social organizations in public-private relations in order to create a new situation and make the relevant public have new interest in the organization and its products and services, thus directly promoting the development of the organization's cause. Generally speaking, constructive public-private relations are applicable to social organizations that are newly established or introduce new products for the first time. It is characterized by innovation and development, which can greatly enhance the visibility of the organization.

1986, Shanghai Guomian No.30 Factory introduced a German terry knitting machine. In order to expand the influence and sales of terry, the factory held a thousand-person knitting competition for terry clothing, and selected the winning works in the knitting industry and put them into mass production. The news came out that the number of applicants actually reached 3000! This move greatly increased the sales of Shisan brand ring velvet in this factory. Reporters also went to the door to interview and published the close-up and news of "Thousands of people skillfully tied the circle line". There are many other methods, such as opening advertising ceremony, new product display, free trial, entertaining visitors, offering discounts to opening guests, giving away promotional materials and so on.

Seven. Correct public-private relations

The so-called corrective public-private relationship is a public-private relationship that takes measures to correct the negative impact (risk or serious imbalance) caused by subjective and objective reasons and restore the damaged good image and reputation of the organization. Correcting public-private relations is characterized by timely discovery, timely response measures and proper handling, so as to recover losses and re-establish the image and reputation of the organization. There are two kinds of damage to an organization's image and reputation: one is due to some misunderstandings from the outside world, even man-made damage; The other is due to internal imperfections or negligence. For the former, the public relations department should quickly find out the reasons, announce the truth, clarify the facts, and take measures to eliminate the factors that damage the image of the organization. For the latter, we should take prompt action, contact the press, control the influence and calm down the storm. Only timely internal correction and compensation can restore public trust and re-establish a good image as soon as possible.

Viii. Maintaining public relations

The so-called continuous relationship between the public and the public refers to the continuous transmission of information through various media in a relatively dull way, which makes social organizations exert a subtle influence on the relevant public for a long period of time. The maintenance of public relations is mainly used to stabilize and consolidate the original good relationship. It is characterized by maintaining the status quo through preferential service and emotional contact, without seeking a big breakthrough, but without interruption, and maintaining good relations through uninterrupted publicity and work. There are many specific methods, such as: long-term customers can enjoy low-price concessions; Small gifts can be given to regular customers on holidays; You can be invited to participate in activities, strengthen emotional ties and so on. For example, a Japanese company presented a perfume towel with the company name at the door every day, which quickly expanded its popularity.

Nine, defensive public relations

The so-called defensive public * * * relationship is a public * * * relationship model adopted to prevent the imbalance of its own public * * * relationship when there is a potential crisis (or disharmony) in social organizations. The characteristics of defensive public relations are: adopting the strategy of combining defense with guidance, focusing on defense, keenly discovering the signs and precursors of the imbalance of public relations within the organization, taking timely measures to adjust its own policies and behaviors, and promoting its transformation into good public relations. The main method is to understand the potential crisis through investigation and prediction, and put forward the improvement plan.

X. Positive public-private relations

The so-called offensive relationship between the public and the public means that when there is some conflict between social organizations and the external environment, we should take defense as the offensive, change the old environment and create a new situation. The characteristics of enterprising public-private relationship are: the content is novel, which can quickly arouse the concern and interest of the relevant public and quickly improve the credibility and popularity of the organization.