What is a public relations strategy and what are the types of classic public relations strategies

1. Offensive public relations strategy.

When there is a conflict between the organization and the external environment, take offense as defense, change the environment, and create a new situation. Its characteristics are: the content form is novel, can greatly attract the attention and interest of the public, is conducive to quickly improve the visibility and reputation of the organization.

2. Defensive public relations strategy.

It is taken to prevent its own public relations dysfunction when there is a potential crisis or incoordination in the organization. It is characterized by adopting a strategy of combining defense and guidance, focusing on prevention, keenly discovering the symptoms and precursors of its own public relations disorders, and taking timely measures to adjust its own policies and behaviors to promote its transformation into good public relations.

3. Retreat public relations strategy.

A public relations strategy developed when a company suffers a major setback. The retreat public relations strategy is to calmly deal with market threats in accordance with the requirements of the company's stability strategy, and try to resist or adapt to changes in the situation with existing economic resources.

Implementation steps of a public relations strategy.

The PR strategy is generally divided into four phases.

Phase 1: Conduct an investigation and grasp the situation. Understand the evaluation, discussions, requirements, and expectations of the company's related parties on the company's business, business, and public relations.

Mainly use comprehensive public relations investigation methods, listen to the opinions of relevant personnel, listen to the opinions of experts, listen to the opinions of customers, listen to the opinions of internal personnel of the enterprise, and analyze the tone of relevant reports.

Phase 3: Structuring strategic measures for public relations. Strategic measures are developed based on the specific situation analyzed.

At this stage, it should be noted that the content of the strategic measures must correspond to the PR topic; It is necessary to establish the goals and objectives of the public relations activities, the object, content, period, method and angle of the public relations; Help advertisers determine the PR system and build PR awareness.

Stage 4: Set up a PR project and implement it. There are many details in the implementation stage, and generally comprehensive advertising companies need professional companies to help with implementation.

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 realizes the overall goal of public relations of the organization.

1) Abstraction. The content of public relations strategy is often the planning of public relations activities that are overall, major or determine the overall situation, mainly from the macro to determine the direction, goals, priorities, steps, etc. of public relations. A PR strategy is much more abstract than a PR strategy, and it is often presented as a outline document.

2) Instructive. The public relations strategy determines the goals, priorities and steps of public relations activities from the macro perspective and direction, which requires the organization to investigate and study when formulating the public relations strategy, so that it can become a scientific guide for public relations strategy planning.

3) Pioneering, bridge, and bridge. A PR strategy is future-oriented, taking into account the goals and direction of the organization's PR over a long period of time, and it is formed before the PR strategy is formulated. As a part of the organizational strategy, the 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, priorities, and steps in the PR strategy cannot be changed at will. Once established, it should be relatively stable to ensure that the PR strategy and other PR activities are carried out around one or a few central objectives.

There are three main differences:

1) The scope is different. Marketing is limited to the field of enterprise production and circulation, at most in the economic field, but public relations involves the relationship between any kind of social organization and the public. In addition to businesses, public relations also involves various organizations such as **, schools, hospitals, etc., far beyond the economic field.

Public relations is more social than marketing, and the scope of application of the discipline is also broader.

2) The purpose is different. The direct purpose of marketing is to sell products, so as to further expand profits and generate business benefits; The purpose of public relations is to establish the image of the organization and generate a good public reputation, so that the organization can achieve great development.

3) The means are different. The means used in marketing are **, merchandising, advertising, packaging, trademarks, product design, distribution, etc. These means are closely related to the purpose of product sales. The means used in public relations are promotional materials and various thematic activities.

Marketing is a broader concept, which encompasses all the work of marketers to carry out business activities and sales behaviors in response to the market, and the classic definition is "the activities, processes and systems that bring value to customers, customers, partners and society as a whole in creating, communicating, disseminating and exchanging products."

Public relations is only one part of the marketing mix in a marketing campaign, which refers to the communication with the public and the management of information in the process.

Public relations strategies generally include: targeting, target group analysis, information collection and analysis, strategy development, implementation and monitoring, evaluation and adjustment.

1. Target positioning

The goal positioning of public relations strategy refers to the goal that an enterprise or organization wants to achieve when establishing a relationship with the public, the public, and other aspects. The key to this step is to define the goal, determine the feasibility of the goal and the specific method to achieve it.

2. Target group analysis

Target group analysis refers to the research and analysis of the demographic, cultural, psychological and other aspects of the target group when formulating a public relations strategy by an enterprise or organization, so as to better understand the needs and psychology of the target group, so as to better formulate a public relations strategy.

3. Information collection and analysis

Information collection and analysis refers to the collection and analysis of information from all aspects of the public, such as the public, the public, and other aspects of the public when formulating public relations strategies, so as to better understand the attitudes and views of the public, and to better formulate public relations strategies.

4. Strategy formulation

Strategy formulation refers to the formulation of public relations strategies by enterprises or organizations based on the results of target positioning, target group analysis and information collection and analysis, and determining the goals, directions, content and forms of public relations, so as to better achieve public relations goals.

5. Implementation and monitoring

Implementation and monitoring refers to the implementation of the public relations strategy after the enterprise or organization formulates the public relations strategy, and monitors and evaluates the implementation process, so as to adjust the public relations strategy in a timely manner and better achieve the goal of public relations relations.

6. Evaluation and adjustment

Evaluation and adjustment refers to the evaluation and adjustment of the effect of public relations after the implementation of public relations strategies by enterprises or organizations, so as to better improve public relations strategies and improve the effectiveness of public relations.

An organization to improve its relationship with the public.

Promote the public's awareness, understanding and support for the organization, so as to establish a good organizational image and promote a series of public activities such as product sales.

It is intended to mean that a social organization, collective, or individual must establish good relations with the various internal and external publics around it. It is a state in which any business or individual is in some kind of public relations state. It is also an activity, when a business enterprise or individual consciously and consciously takes measures to improve and maintain their public relations status, it is engaged in public relations activities.

The main functions of public relations:

1.Information management.

It mainly refers to the liquid trace transmission of information, including product information, etc.

2.Advice and advice.

It refers to the provision of public relations information and opinions by public relations personnel to the leaders and decision-makers of social organizations as the basis for decision-making. This includes the best and most important aspects of the environment and the overall level.

3.Publicity.

The process by which social organizations disseminate information to the outside world through mass communication and other means.

4.Coordinate relationships.

The methods of coordinating relationships are state answers: feedback and regulation, emotional dredging, and information sharing.

5.Crisis management.

Measures taken by social organizations to prevent the occurrence of a crisis or to control the crisis in a timely manner and reduce losses when a crisis occurs. Crisis management can maintain, restore or refresh the image of a social organization. <>