Brand public relations emphasizes the purpose of using public relations strategy, that is, to enhance the brand image of enterprises through public relations activities. Brand public relations is to encourage the media to enhance the affinity of enterprises and enhance their brand image by publishing and reporting enterprise trends, new product release and promotion, new services and other ways.
Implementation of brand public relations
1, strategic planning
Enterprises should attach importance to the strategic significance of brand public relations to enterprise development, improve their understanding of brand public relations, and use public relations skills to achieve strategic goals.
1) Global
Brand public relations is an inseparable part of enterprise management strategy and plays a very important role in enterprise management. Enterprises should position brand public relations and make decisions from the overall strategy of the overall development of enterprises.
2) long-term
Brand public relations is not a short-term behavior of enterprises, but a strategic move focusing on the long-term development interests of enterprises.
3) Functional management
Enterprises must make clear the management function of brand public relations, that is, public relations activities should be formulated and implemented by the brand public relations functional department of enterprises, and provide implementation plans and feedback information to the decision-making level of enterprises.
2. Executive team
The comprehensive ability and execution of brand public relations executive team will directly affect the final result of corporate public relations, so we should pay attention to the quality of executive team members and teamwork.
1) membership quality
A comprehensive quality: members' cultural level, ideology and morality, personality characteristics, cooperation ability, etc.
B. Language ability: language expression ability and art. Skills include the ability to break the deadlock in negotiations, the ability to create an atmosphere, and the ability to negotiate effectively. The art of language expression includes humor, expression and so on.
C. Market insight: keen market information capture ability, including information analysis ability, information grasping ability and information mining ability.
D. Communication and coordination ability: including effective communication ability with departments, media, the public and government agencies, and the ability to coordinate various relationships.
The communication and coordination ability of members is one of the key factors affecting the success of brand public relations. It can straighten out internal relations, improve team cohesion and improve team combat effectiveness; More importantly, it can create a relaxed business environment for enterprises, provide a relaxed atmosphere for corporate public relations, and help achieve corporate public relations goals.
E, quick response ability: quick decision-making ability, able to make accurate decisions on the rapidly changing market and environment. Quick response ability, able to respond to the media and the public quickly and effectively, and solve their questions and doubts.
2) Division of functions
A. decision maker: responsible for brand public relations decision-making and making plans.
B. information manager: responsible for collecting, sorting and summarizing information.
Supervisor: Responsible for the implementation of public relations activities.
3. Information reserve
1) product information: product information, new products, technology applications, competitors, etc.
2) Consumer information: changes in consumer demand, consumer behavior and consumer characteristics.
3) Policy information: national policies and regulations, international environmental trends, international situation, etc.
4) Public opinion information: media evaluation, social response, etc.
5) Information analysis and classification: all kinds of information are analyzed and sorted, and finally classified to provide information support for public relations decision-making.
Step 4 find a way
1) Make different public relations plans as needed.
Policymakers can make different public relations plans according to different types of public relations activities, different information and environmental changes, such as sponsoring public relations activities, new product launch public relations activities, social activities public relations activities and so on.
At the same time, we must make alternative plans and emergency plans to deal with emergencies in the process of public relations activities.
2) Prepare public relations budget
Do a good job in public relations budget control, ensure the smooth progress of public relations activities and achieve the expected goals. The budget of public relations includes the budget of investigation and decision-making, the budget of communication, the budget of implementation and the budget of evaluation.
5. Program implementation
1) preliminary preparation
A. Strictly demonstrate a large amount of information, repeatedly calculate and scrutinize, make clear the environment and conditions for achieving the goal in the future, recognize the favorable and unfavorable factors, predict possible problems, and imagine various feasible schemes from different angles.
B, clear all kinds of relationships, such as with the media, with government departments, etc. It is expected that it is possible to distinguish irresistible factors.
C, determine the time and place of public relations activities.
2) Choose the right media
According to the nature of public relations activities and the characteristics of the target public, especially the media contact habits of the target public, what kind of media they like or are used to, choose the right media.
3) Making public relations information
According to the cultural, social and psychological characteristics of the target public learned in the process of investigation, research and planning, press releases, advertising drafts, speeches, exhibition instructions, brochures and other public relations information of public relations activities are compiled or produced according to these characteristics.