public relations strategy, also known as public relations strategy, refers to the long-term and holistic planning and countermeasures of an organization around the core of public relations, which is future-oriented and aims to achieve the overall goal of public relations. Characteristics of the public-private relationship strategy (1) Abstraction. The content of public relations strategy is often the planning of public relations activities that are global, significant or decisive, mainly determining the direction, goal, focus and steps of public relations from a macro perspective. Compared with public relations strategy, public relations strategy is much more abstract, and it is often expressed as an outline document. (2) guidance. Public relations strategy determines the goals, emphases and steps of public relations activities from the macro and direction, which requires organizations to investigate and study when formulating public relations strategy, so that it can become a scientific guide for public relations strategy planning. (3) Being proactive and bridging. Public relations strategy focuses on the future, and fully considers the goal and direction of organizing public relations in a long period of time. It was formed before the formulation of public relations strategy. As a part of organizational strategy, public relations strategy is guided by the overall strategy of the organization, forms and obeys the overall strategy of the organization, and connects the overall strategy of the organization with the public relations strategy. (4) Relative stability. The strategic objectives, key points and steps in public relations strategy cannot be changed at will. Once established, it should remain relatively stable to ensure that public relations strategies and other public relations activities are carried out around one or several central goals. The factors of the strategic operation of public relations * * * The strategic operation of public relations must first improve and transform our own concepts and ideas, strengthen and construct five elements, so as to change the way of behavior and thinking. First, the work of image awareness and public relations is a challenging job. Internally, challenge yourself; Externally, we should challenge all strangers and fields. The purpose is very simple, that is, to create your own popularity and reputation first. It is true that there is a problem of establishing an image as big as a country or as small as a department or a person. Especially for enterprises, enterprises are particularly important, so they are all faced with a problem of public relations. Let people engaged in public relations not only think about their own departments, but also think about the overall situation. Relations with the government, employees, communities, consumers, the same industry, unexpected aspects and so on. From the perspective of public relations, the combination of internal temperament and external image of social organizations constitutes the image of social organizations. In fact, not only the business leaders represent the corporate image, but every employee has the problem of the corporate image spokesperson. Establishing a good social image of an enterprise is the foundation of its survival and development. For this visualization problem, we must first train our own employees to enhance this awareness. We should strengthen the management in this respect from all directions. At the same time, constantly maintain and improve the relationship with many factors in the real environment. Because, to establish a good image in society and get more reputation is not a one-off event, nor is it a one-person thing. We should strive to manage social organizations, make them a unified whole, and form our own culture and spirit. Therefore, to fight a protracted war, we should study this image problem from a strategic perspective. Image consciousness, in the final analysis, is to complete a task of "establishing trust". As the Biography of Shang Jun said, Shang Yang's new law is ready. "Fear of people's unbelief has already made a tree stand at the south gate of the national city, and those who can relocate to the north gate will be given ten gold." It is meaningless to just move the wood, but the real purpose is to achieve the effect of "establishing trust" through it. Second, quality awareness Now many enterprises are establishing the concept of "benevolence, righteousness, courtesy, wisdom and trust". "Benevolence" means "two" people. That is to say, if there are more than two people, there will be a relationship between people. An enterprise should deal with the relationship with the public related to society, and personal factors are the first. It is impossible for an enterprise not to be a personalized organization. Consumers believe in an enterprise just as they believe in a person. A person's quality refers to his stable and consistent characteristics and tendencies in a series of behaviors, and it is also the embodiment of certain social moral principles and norms in personal thoughts and behaviors. Social organizations, like social individuals, can't communicate with the outside world for a long time, let alone communicate and cooperate with others, if they show perfidy, meanness, selfishness and complacency! Some philosophers say that life has the realm of three evils. First, "those who stand upright, like flint, are immortal all their lives." We can analyze that this is mainly the result of positioning ourselves with virtue. Second, "those who set things up are still the light of candlelight, and they are immortal for generations." It is necessary to "use things to deal with the world" and finally achieve the result of "establishing things". The third is "the speaker, if the sun and the moon are gorgeous, will be immortal for generations to come." To make a statement, an enterprise should not only make a statement for itself, but also need the society to make a statement for itself in the true sense. It is very necessary to make appropriate publicity for the leaders of this enterprise. Enterprises should not only strengthen their own ideas, but also strengthen the enterprise quality of their employees! Generous, generous, generous, upright, promising, even the wisest man is foolish ... sincere, faithful, etc. The character of an enterprise can reflect the taste of its products. The ideological quality of enterprise employees determines the grade of products. Quality consciousness, which is the cornerstone of the strategic operation of public relations. With a good sense of quality, the relationship between the public and the public will go to a higher level. Short-term behavior can't do great things; Without the quality of honesty, there will be less and less place in society. This is the rule after the market economy is improving day by day. Third, management awareness In modern enterprises, employees should have management awareness, especially those engaged in public relations. People-centered cultural standard and human affection-centered cultural atmosphere are the basis of good organization and management. It is a way to improve yourself to learn and use the management ideas of our predecessors to the maximum extent. China culture not only promotes the development of China's history, society and economy, but also is regarded by the west as an ideal model to promote social progress. Many scholars who study China's traditional culture believe that the discovery of China culture by the west in the 17th century is as important to westerners as the great geographical discoveries made by Da Gama and Magellan. In 1987, US President Ronald Reagan delivered a State of the Union address, citing the idea of "governing a big country if it cooks a little fresh food" in Laozi's Tao Te Ching, which still makes American management talk about it. There is also Lao Tzu's "doing nothing, doing nothing, tasteless, big or small." It is more difficult than easy to repay a complaint with virtue, and it is more detailed than it is. Difficult things in the world must be done easily, and great things in the world must be done in detail. Therefore, the sage is not great after all, so he can become great. A husband who makes light promises will be faithless, and how easy it is will be more difficult. So far, these famous sayings have not lost their universal significance, and they are also the "lecture notes" to enhance management awareness. Isn't this the reality? ! Think of inaction as doing something, think of nothing as something has happened, and think of no taste as having a taste. Think of small things as big things (nip in the bud, prevent minor delays), and regard scarcity as many. Reward others' resentment against themselves with kindness (to avoid intensifying contradictions). Solve difficulties from easy places; To achieve great things, start from small places. The difficult problems in the world must be easy to solve when they first arise; The important events in the world must be small when they first happen. Therefore, saints always do not like great achievements, but they can make great achievements. Those who promise easily will inevitably lack credit; People who think things too easily will inevitably find it too difficult to do things. Therefore, saints always imagine things to be more difficult, so there is never a difficult thing that cannot be done. With this kind of ideological understanding of Laozi, we will get twice the result with half the effort if we are engaged in the work of public relations. Strictly speaking, the "management function" of the study of public relations focuses on the management of information in essence. With the idea of "doing nothing, doing nothing and being tasteless", we should be alert to all-round information, seize opportunities and solve crises. This forward-looking management consciousness can't be underestimated, and it is a valuable work in social organizations! According to the title of the third part of Future Speed written by Bill Gates: "Control the strategic thinking of information improvement", the following contents: "Chapter 1 Bad news must be delivered as soon as possible" and "Chapter 11 Turn bad news into good news" should be comments on why people engaged in public relations should improve their "management awareness". Coagulate employees' thoughts and monitor the external environment of enterprises. The work of this public-private relationship is a difficult work with no boundaries, no owners and no times. Because this practitioner needs to pay attention to too many and too broad aspects. The process of information management is the process in which public relations selectively and analytically transmit relevant public information to the leadership of social organizations in practical work. In this big system of society, we should create a smooth and fast "local area network" within our own organization. The public relations personnel of the enterprise should assume the responsibilities of the administrator of this "local area network". Fourth, risk awareness In a competitive modern society, enterprises must always maintain their vitality if they want to survive and develop. Therefore, enterprises need to dare to take certain risks. Risk awareness not only stimulates people's lazy nature, but also activates people's upward potential, which is a kind of progress, and it is also the need for the survival and development of enterprises. If there is no risk, not challenging the risk is the biggest risk. If you dare not take the initiative to take risks, you will miss opportunities and be swallowed up by unknown risks. This is the thought and understanding recognized by people today. It is the smartest way to take crisis awareness as the driving force and nip in the bud. No one will object to this. It should be said that the sense of crisis has made great contributions to the realization of the ideal. I'm afraid some people may not agree with you right away if you want public relations practitioners to raise this risk awareness. Without risk awareness, people who work in public relations can't turn the work of resolving enterprise crisis into proactive behavior, let alone do all aspects of public relations work in advance, and can't enhance and strengthen their ability to cope with and deal with enterprise crisis. Raising risk awareness is not entirely for the sake of simply preventing risks, but "taking big risks and getting big profits", which is the real purpose. "In a newly emerging industry, it is natural to take risks." In his book Future Speed, Bill Gates discusses that Boeing "makes a bet every 2 years". This is a tradition of the company, betting on one or two breakthrough aviation products every 2 years or so. As early as the 193s, they made a bet on a new bomber. The aircraft later became the famous B-17 in World War II. In the 195s, it ventured to build the first full-jet commercial passenger plane 77 in the United States, and in 1968, Boeing made the 747 without enough customer orders and without loss or profit. If any of these projects fail, Boeing may have to close down. However, in the 199s, they ventured to challenge their new generation of passenger aircraft, Boeing 777. From this point of view, huge risks and huge returns coexist, and the key is to have pioneering spirit and risk awareness of scientific decision-making. Risk awareness means hard work, and hard work means glory! 5. Central Consciousness The cognition of this central consciousness is very special. Especially for those engaged in public relations, as well as the leadership level, we must establish a central consciousness. With this self-centered consciousness, instead of letting yourself be arrogant, the key is to have a sense of responsibility and mission. This central consciousness makes people breed their own emotions. Therefore, the host will entertain guests, take the initiative to serve others, and think about problems for others ... In the final analysis, as long as you have a central consciousness, you will have more initiative and self-confidence, and there will be no more dependence, and you will definitely go all out to innovate your work. Nowadays, people say that there is a pair of cultural hands behind economic activities. In fact, the most basic way for culture to act on the economy is that culture serves as the environment and background for economic operation. The environment and background of a culture with this central consciousness are completely different from the mentality of doing things without this environment and background. In the past, the traditional view of monism, which used to spread around with the Yellow River and Yangtze River as the center, was broken by a young archaeologist. Thus, a new historical viewpoint of dialectical integration of Chinese national culture with multiple sources and streams was established. He also said that the ancient nationalities in Northeast China are one of the most successful nationalities in the history of the Chinese nation, and Baishan Heishui is also the cradle of Chinese national culture. This discovery and this view have opened the eyes of the world. In economic work, every activity subject can't avoid feeling the influence of cultural background. However, this is no longer the reason why the economy of remote provinces is not developed. Take the archaeological scholars' discovery of Heilongjiang as an example: the history of several ups and downs of the Heilongjiang River Basin tells future generations that when they break the "border consciousness" and have the "central consciousness", they can create brilliant achievements. The civilization of Bohai was like this, and so was the civilization of Heilongjiang in Jin Dynasty. We should try our best to explore our own human resources and make full use of this "cultural background" resource of history. For those who are engaged in public relations, it is particularly necessary to establish a "central consciousness", find a correct position, emancipate themselves, enhance their confidence, cheer up their spirits, and abandon the "frontier consciousness" of self-discipline and self-isolation, as well as the locking effect of being small and rich. We all have reason and confidence to improve our thoughts and beliefs, make new brilliant achievements and go global. The influence of this "central consciousness" and "border consciousness" on human behavior is told by historical experience. This is a "cultural resource" left by history. To enhance the "central consciousness", for enterprises producing products, the breakthrough in fact lies not in responding to consumers' demands, but in what they have considered and innovated in advance. This is the greatness of "central consciousness". China's traditional culture not only has a far-reaching impact on its own civilization, but also plays a more important role and responsibility in creating a new culture for the future of mankind. We believe that a truly confident civilization will not refuse or be afraid to compete in the market. In a word, tactics are only the principles and methods of fighting. And strategy is the idea of overall planning. The strategic operation of the relationship between public speed and public speed is to unify thoughts and consciousness, focus on the overall situation, start from the details, and do forward-looking and promising work in a planned and targeted manner. The strategy of public relations refers to the overall and directional planning for the future development of public relations in order to achieve organizational goals. It has five characteristics: overall, directional, long-term, risky and hierarchical. Below I will analyze the gains and losses of the following Yili Group's public relations strategy from the perspective of public relations. With the rapid development of modern science and technology, the relationship between social organizations and the public, and the relationship between people, has been paid more and more attention by all mankind. In the past, some social organizations only used public relations as tactics. Now, it is gradually promoted to the strategic level to study. Good interpersonal relationship is a rare and exploitable resource, and also an environment for survival and development. Making full use of public relations to serve the main body of social organizations is a topic of concern both inside and outside the industry. However, the in-depth analysis and research on this issue, especially for enterprises, is of strategic importance.