There is a famous saying in communication studies: "You have to spread." This shows that communication is a basic social behavior unique to human beings. Public relations communication is a comprehensive communication behavior. It basically belongs to the organizational communication level, but it also has the characteristics of various communication types. From this perspective, studying different types of general communication will help the development of public relations communication activities.
Also known as autobiography, it refers to the communication method of information exchange that integrates both parties, such as personal self-reflection, recall and thinking, self-talk, self-venting, self-comfort, self-narcissism, ideological struggle, inner conflict, etc. . The phenomenon of autobiography exists in all sane people. Through autobiography, people can achieve self-psychological adjustment when they are exposed to various impacts from the outside world, leading to successful and harmonious external communication. Intrahuman communication is the basis of all human communication behaviors. Wang Po sells melons and boasts herself
Strategic thinking
Self-preaching
Method of expression
Organize your own public relations activities and say you are good< /p>
Communication ideas
The basic method of public relations communication ideas at this level is self-promotion, publishing articles through the media, and holding press conferences with product releases as the theme to prove themselves to the society. The stuff is good. This kind of public relations method is full of the pages of various newspapers. Look at those newspapers that say: "XX company recently released a XX product, and the quality is at the world's advanced level." This is a classic portrayal of this type of public relations. This kind of public relations method is usually used when a company is just starting out, or when a product has just been launched and no one knows about it, so you can only praise yourself. Regardless of good or bad, as long as it is exposed
Strategic thoughts
Comprehensive exposure
Method of expression
A mix of positive news and negative news
Communication ideas
Many companies or brands hope to increase their visibility and influence in the short term, so any means seems to be available. The typical way of expression is to use some public relations event marketing, manufacturing Some sensational topics have attracted social attention. For example, an advertising company built a bulletproof toilet in Beijing, which suddenly became the focus of social news. There are also many unknown people who suddenly exposed their relationship with a celebrity, or maliciously leaked it. Other people's privacy, etc., are all manifestations of this public relations method. For a brand that does not seriously consider the long-term brand image and is currently in a weak state, full exposure is undoubtedly a strategy that can make a difference, but it cannot be abused, otherwise it will be difficult to eliminate some negative things if they are amplified later. Let others speak well of you
Strategic thinking
Testimony strategy
Performance method
Look for image spokespersons, find opinion leaders to praise yourself, find "Entrust"
Communication ideas
Sometimes public relations need to be done so that no flaws can be seen, so you can't praise yourself. You praise yourself for being a public relations person in the early stage. Smart public relations should know this. Using other people's mouths to say what you want to say. Therefore, the most common practice in this type of public relations is to find "support". To put it more simply, it means to find image spokespersons, experts, and opinion leaders to say good things about you. This kind of "testimony" The method is quite powerful, especially when it is difficult for many consumers to distinguish the difference between two brands. If a brand is recommended by an authoritative person or the same consumer, it will double the confidence of consumers. For those companies that want to enhance their brand value, letting others say good things about them is undoubtedly a good way. Make an impact in the east and attack in the west
Strategic Thoughts
Detour Strategy
Method of Expression
Don’t mention too many things related to your own products, but use other activities Express your own image
Communication ideas
Most public relations methods are too utilitarian. A discerning person will know at a glance that it is deliberate hype by the manufacturer. In this case, half of the consumers will run away. And smart public relations often keep their secrets. For example, those who sell medicines often invite you to participate in some health check-up activities, give you classes, invite you to participate in activities, and give you small gifts, until the moment you are about to leave. , they carefully put the advertisement into your pocket, and some people even asked you to buy something after they became familiar with you. At this time, you were defenseless because of the activities started by the company, so you easily accepted it. Roundabout strategies are always more powerful than direct strategies, so this kind of activity is everywhere in the streets, and the reason why it is so popular is naturally because it is a bit strategic. Talk about the industry, talk about responsibility, don’t talk about yourself
Strategic Thoughts
Place strategies, associate strategies
Expression methods
Don’t talk about yourself , not mentioning products, but talking about social responsibility and industry value
Communication ideas
The highest level of public relations is to be far-sighted, show that you are an industry leader, and achieve a state of selflessness. PR. Because when you are doing socially responsible communication, you don’t need to mention your competitors, and you don’t need to talk about yourself, so you can get more social support, so everyone will think that companies that do this are actually not good at all. It is not a utilitarian enterprise, but in fact what you convey is an invisible high-end image.
People treat you as a high-end value company because of what you do, thereby distinguishing you from other companies. Sponsor activities, support public welfare undertakings, support research on target consumers, and sponsor industry index research. They are all the best manifestations of this strategy, which not only enhances the brand, but also gets dissemination and support, and also contributes to the long-term construction of the corporate brand. This method is naturally the most brilliant.
To sum up, you will find that the public relations communication of enterprises pays more attention to themselves and less to the industry and society. It focuses more on publicity and exposure and less on detours and insertions. The reason is that high-value public relations communication has not yet reflected its due value and requires the efforts of the business community, communication community, and consulting community.