Experts interpret the image of public relations in China: the image can not rely on concealment to maintain

EDITORIAL

In 2010, Chile, New Zealand and the Philippines, several "non-hot spot" has become the focus of international attention. Chile's successful rescue of miners trapped underground for 69 days, to create the history of mankind rescue a miracle, this country's image Fujitsu Lifebook C2310 battery. In contrast, the Philippines, Hong Kong tourists were abducted on the handling of the crisis slow, inefficient, and ultimately led to 8 deaths in the tragedy, leading to the Philippine government has been much criticized, national image plummeted.

National Image is the current context of globalization, the common task facing all countries, while the single event, especially the international community has been concerned about a single event, sometimes enough to cause a country's national image of a considerable extent.

In recent years, China has also actively promoting the national public relations efforts to create a new image. 2003, "SARS" for China has accumulated experience in dealing with the crisis public relations; Olympic Games, World Expo, the Asian Games is the Chinese initiative to show the world and shape the image of the big stage. Last October, China's national image overseas promotional display outside world as China is now fully into the national "public relations era."

Associate Dean of Journalism and Communication Tsinghua University, Shian Bin pointed out that as the birthplace of modern public relations in the United States, has long been proposed by American scholar, "as the marketing of Nike shoes to the United States as marketing" concept; the China International Public Relations Association executive Cheng Yan farmers that make good use of well-known enterprises in Japan's national image branding, South Korea, to promote video products with the "Korean wave" approach, are worth learning from.

Zheng Yan Agriculture said that China is now at a critical period of development, need to create a favorable public opinion for their own environment. Shian Bin also believes that the image / brand building and reputation management as the core of the "national public relations" strategy should be to enhance the core competitiveness of the powerful national security; only those who are concerned with image building and brand management of the country, to the fierce international competition among the established in position.

Overview

International Image

Appear positive and negative cases

WASHINGTON miners were rescued last year's Chile and the Philippines hostage incidents, both positive and negative national image building as the two classic cases.

Government of Chile with "people-oriented" attitude and commitment to take responsibility, to create a good image of the country, has gained worldwide acclaim. The Philippines is a country hostage Image examples of failure.

Chile mine:

National image "crises" turn "machine"

China International Public Relations Association executive vice president Zheng Yannong that the good image of the Fujitsu Lifebook S7110 battery not only beneficial to the global output of its core values, but also for the domestic economy to create favorable public opinion environment for building.

Associate Dean of Journalism and Communication Tsinghua University, Shian Bin also believes that, despite the existence of causal factors and the Chilean case the conditions can not be copied, but at the national level in a "media event marketing" to generate media exposure effects, and ultimately create a positive image of the country . He believes that the Chilean government in the process of implementation of the rescue miners "news management" and "guide public opinion" process, provide us with some useful experience.

On a wealth of "national public relations" experience in the United States, it is the first proposal of building a "brand state" concept. Shian Bin in its "national public relations and cultural influence" mentioned in the article, the American scholar Peter Van Ham that "should be like Nike marketing as marketing the U.S.."

"In the era of global communications, image building and reputation management to the core of the 'national public relations' strategy should be to enhance the core competitiveness of the powerful national security. Only those who are concerned with image building and brand management of the country, to the fierce international competition neutrality in an invincible position. "Shian Bin said.

Crisis Public Relations:

The opportunity to change public perception

It turns out that a major disaster and the crisis comes, the State often face severe test image, while the national public relations is particularly important.

Zheng He engaged in public relations practice Yannong that active and passive communication to let others know the result is not the same. He said that the traditional Chinese concept that "good things do not go out, bad news travels," the information society is changing the former case, it also reinforces the latter. He recalled that in 2003, when SARS began to information opacity, the beginning of this crisis in the processing and dissemination of doing a good job, not only accelerated the spread of atypical pneumonia, also had a bad influence. Later, we reversed the situation in time, from the central and local governments have attached great importance to a substantial increase in the transparency of information. The crisis is also cultivated in China how to deal with the crisis event in the correct image of the government and establish a national image.

"I want to emphasize that the right to maintain their own image, not just by the cover, but the public the truth. If handled properly, not only does not harm the image of the crisis, or even to establish the image. Establish the image is not a show, but to positive things actively and positively to show them and win the trust of others, respect. in addressing issues such as the tsunami, bird flu, a major event in the Songhua River pollution, we should say that the State has a very big change. "

Zheng Yan is a famous agricultural crisis management to do a footnote: "a crisis, you must not change the facts, but you can change the public opinion of you."

Stones from other hills

Use of corporate and cultural Fujitsu Lifebook p1000 battery

Focus on "people-oriented"

Guangzhou Daily: What kind of national public relations strategy for shaping the national image of the most effective? Which countries in the forefront of creating the national image?

Expert dialogue

Zheng Yannong: public relations practice from the existing view, all is successful, public relations, so that the audience must be willing and happy to accept the value of the active side of the transmission system and values.

Full use of corporate brand is a good choice. Former Japanese Prime Minister Yasuhiro Nakasone of an "international exchanges, the Sony is my left cheek, Panasonic is my right cheek," that is very vivid, well-known brands on the importance of shaping the image of a country. If China can more international brands, it will undoubtedly increase China's influence in foreign relations.

As another example, the output of video works by South Korea, with Korean tourism promotion celebrity endorsement, through a multi-cultural elements shape the international image, to achieve good results. Of course, behind this great push from the government. To make the system more effective promotion of national image, the South Korean government has also set up a "National Image Committee."

Shian Bin: the construction of national image, should pay attention to embody the "human" factor, after all, "people are the most vivid expression of the State", whether celebrities or ordinary people, national image and brand are the concrete embodiment.

In 2006, the U.S. State Department to hire Chinese-American former world figure skating champion Michelle Kwan as Public Diplomacy Ambassador, but the use of external communication "celebrity effect" one of the many examples. India's core competence in foreign propaganda, the fight is "labor force" brand, have stressed that a large number of fluent English, familiar with computer and software technology professionals, to create the "world office" of the national brand.

Many countries a unique style of "national character" is also an important Fujitsu Lifebook c2220 battery of the image project. For example, the French "romantic and creative," Americans "personal struggle" spirit, are difficult to be copied to the "national card."