Case Study on the Relationship between Public and Private Interests \x0d\[—— Mengniu-Super Girl and Shiny Fast Man \ x0d \ x0d The ratings of Super Girl and Fast Man reached a new high in Hunan Satellite TV, especially the competition of Super Girl in the second quarter became the most attractive performance market in China in 2005. In 2007, "Fast Man" also played an efficient and beautiful blitzkrieg in just three months. Why did Super Girl and Fast Man achieve such great success? Let so many TV sets of China families be concentrated in one TV station at the same time, and let so many multimedia follow-up reports become the topic discussed by so many people in the streets and lanes of the country, which is closely related to their public relations activities. \x0d\ public * * * relationship refers to a series of publicity activities carried out by an organization to improve the relationship with the public, promote the public's understanding, understanding and support of the organization, and achieve the purpose of establishing a good organizational image and promoting commodity sales. Its original intention is that social organizations, collectives or individuals must establish good relations with all kinds of internal and external public around them. It is a state in which any enterprise or individual is in a state of public relations. It is also an activity. When an industrial and commercial enterprise or individual consciously and consciously takes measures to improve and maintain its own public relations, it is engaged in public relations activities. As a part of the long-term development strategy combination of the subject of public relations, the meaning of public relations refers to this management function: evaluating the public's attitude, confirming the policies and procedures of individuals or organizations in line with public interests, formulating and implementing various action plans, improving the subject's visibility and reputation, improving the image, and striving for the understanding and acceptance of the relevant public. The relationship between \x0d\ and * * * includes three elements: organization, public and communication. Next, I will analyze the success of "Mengniu-Super Girl" and "Shiny-Fast Man" from these three aspects. \x0d\ First of all, from the perspective of organization, sociologists believe that "an organization is a social group that is carefully designed to achieve a specific goal". ① The organizational design of "Super Girl" and "Fast Man" can be described as unique, from auditions to preliminaries and semi-finals, with layers of elimination and layers of resurrection mechanisms. It was decided that the champion, the first runner-up and the third runner-up in each division would participate in the finals held in Changsha, Xingcheng, which attracted the audience. In addition, as an organism, an organization needs a good environment for its survival and development, and the environment constitutes the basic condition for its development. "Organization is an organ of society, and only if it can make its own contribution to the external environment can it be considered successful." "The only reason an organization exists is to provide good services to the external environment." As far as the environment is concerned, "super girl" and "fast man" are also handled properly, and their internal environment such as decision-making, staff, management mechanism, cultural atmosphere and mental outlook is harmonious and orderly. \x0d\ From the analysis of the external environment, a very important content in the external environment is the public, especially the talent show such as "Super Girl" and "Fast Man". Whether the public supports it directly determines their fate. As the object of public relations, the public is a special interest subject with a specific organization as its core. Take Mengniu as an example. Taking "Super Girl" as the platform, "Mengniu" will focus on young people. The title fee of "Super Girl" for "Mengniu" is 20 million yuan, with a total investment of about 28 million yuan, including 15 seconds of spot advertisements and live billboards. Of course, "Mengniu" has contributed much more to "Super Girl". In many bus bodies, outdoor light boxes and print media advertisements, the beautiful image of "super girl" has been left, and the cost of this launch is as high as more than 80 million. Adding up the figures before and after, Mengniu's investment has reached 654.38+0.8 billion. With the rapid rise of ratings and social prestige of Hunan Satellite TV, Mengniu has also gained huge benefits and become a fashionable drink for young people nowadays. People who like "super girl" often think of Mengniu yogurt at once, and those who like "super girl" will fall in love with Mengniu yogurt hopelessly. It can be seen that under the influence of "super girl", as a fashion group, Mengniu is extremely wise to focus on young people. It adapts to the trend of young people's crazy pursuit of fashion, and can be said to cater to the public, thus achieving great success: "Mengniu's sales revenue on yogurt this year is at least 2 billion yuan, and the average profit on yogurt drinks is expected to reach 30%." According to the investigation report of a research group of a marketing consulting company in Shanghai, Mengniu yogurt has become the first brand mentioned by consumers of "yogurt drinks". Among the female target audience aged 65,438+00-25, the first mention rate of yogurt is as high as 45%. \x0d\ Finally, from the perspective of communication elements, communication is "the behavior and process of people exchanging information by means of symbols and media". (3) Mengniu invited Baby Zhang, the super girl runner-up, as the image spokesperson of the product, and customized the advertising song "All Bitterness and Bitterness are Me" for her, which appeared in TV advertisements, radio, light boxes, road signs and all activities of Mengniu in first-and second-tier cities. For example, product packaging, posters, TV advertisements, online advertisements and radio advertisements are all linked to "Super Girl", while more than 300 street concerts and more than 2 million DM released by "Mengniu" were also completed by "Mengniu", which not only added fuel to the fire for "Super Girl" but also enhanced the overall image of Hunan Satellite TV. Fast Man has surpassed the slogan of "I am the brightest" and constantly introduced various strategies such as "shining new perspectives", "shining new forces", "shining new conjectures" and "shining new life", which has achieved good results in communication. At the same time, Shiny and Fast Man also communicate with major domestic media in a timely and effective manner, attach importance to journalists' feedback, grasp the propaganda orientation of corporate brands, and achieve the purpose of improving corporate brand awareness and reputation through communication. In view of the problems in communication, we classify the media, break them one by one, customize manuscripts for the media, and communicate with reporters repeatedly. \x0d\ Finally, Fast Man succeeded. Its success lies in its high ratings and high turnout rate in 2005. "Shiny" also succeeded. The success lies in its highest popularity and 80% market growth rate in the eye drops industry in the shortest time. The public relations event of the whole project has finally been recognized by customers. In 2007, Renhe's marketing blitz of shining happy boys finally came to a successful conclusion. X0d \ "Mengniu-Super Girl \" and \ "Shiny Fast Man \" are all cases of public relations, which fully shows that good public relations plays a vital role in the government, enterprises and even the whole human society. Only by paying full attention to the image and reputation of public relations can enterprises achieve ultimate success.