1. Enterprise public relations

2. PR practices in US &China
What is PR? 1.
Why need PR? 2.
Cases related 3.
Difference and commonality 4.

3. Content conscious planning activities
two-way information exchange process
it is a behavior of the output of the process
It will be the public interest in the first place
It is one kind of management function

4. Enterprise public relations work procedures
public relations survey
public relations program
public relations plan implementation
public relations effect evaluation

5. Crisis public relations
Characteristic ：Accidental,focuses,destructive, urgency
Function：
Brand maintenance, product marketing and public praise maintenance.

6. Function of PR
On social
organization
On society
On individual

7. PR is advocated and developed by social organization
On social
organization
Collect
information,
test
environment
Output
Information,
establish
good image
Coordinate
relation,
improve
cooperation
consult
advice,
participate in
the decision
Crisis
management
2,Corporations convey information about their products or services to potential customers.When new products are introduced to the market the role that public relations plays is crucial for creating awareness and differentiating the product in the public’s eyes from other similar products.
3,Public relations helps an organization and its public adopt mutually to one another."
5, When anything untoward happens like an accident in a production plant it is the job of public relations to provide honest and accurate information so that the uncertainty by the people involved directly or indirectly can be assuaged. 7

8. Spur the social environmental optimization
On society
Spur the social environmental optimization
Social interactive environment
Social mental environment
Social economic environment

9. Differences & Similarities Between Organizational & Societal Functions
Organizational functions involves actions concerning the company while societal functions are involved in dissipating useful information towards consumers.
Both are involved in conveying messages and encouraging communication of a business organizations.
Both serve as good means of developing communications and gathering data.
Both use different forms of media for better creativity and convenience.

10. On individual Update individual perceptions Improve personal
competence

11. Main Functions of PR Gathering information Coordinating disputes and
Corporate Reputation and corporate image
Gathering information
Coordinating disputes and
crisis management
As public image is important to all organizations and prominent personalities the role of public relations specialist becomes pertinent in crisis situations. Public relations agencies provide important and timely transmission of information that helps save the face of the organization. 11

13. Crisis management
Crisis management is the nature of activities to respond to a major threat to a person, group or organization.
Typically, proactive crisis management activities include forecasting potential crises and planning how to deal with them.
Crisis management often includes strong focus on public relations to recover any damage to public image and assure stakeholders that recovery is underway.

14. Planning For A Crisis
Companies must be able to quickly answer questions and allegations about looming crisis.
Crisis management is vital for every
organization.
There are more examples of organizations getting crisis management wrong than doing it right.
The organization's most important asset is at stake, their reputation. It is useless to conceal the truth from the public because eventually someone will blow the whistle.

15. ×
Firestone continued to sell faulty tires to the public when they knew there was a problem with the product. After many deaths, Firestone recalled millions of tires, and the public wondered how long Firestone knew about the problem. Now Firestone is on the verge of declaring bankruptcy and going out of business because they made poor crisis management decisions

16. √
In 1991, a Pepsi customer claimed to have found a syringe in a can. Once the story hit the press, there were numerous reports of people finding screws, syringes and bolts in Pepsi cans. The Pepsi Company immediately denied that this was possible and that these claims were fraudulent. Pepsi started running ad campaigns against these incidents saying that they were "copycats" and Pepsi cans are "99.9% safe." This gave Pepsi enough time to discover what was happening.

17. Guidelines for Successful Social Crisis Planning
1. Understand your organization.
2. Create a new social mindset in your organization.
3. Know your consumers.
4. Form a social crisis team.
5. Roll out a social crisis communications plan.

18. More cases

21. Behind that……

24. purpose
activities
procedures

25. purpose increase the credibility
to increase public awareness about their company
build brand name
recognition
promote corporate name and identity

26. purpose
sales/revenue
attract investment

27. activities
press release
Advertising

28. activities
Corporate Philanthropy
Corporate Sponsorship

29. procedures Analysis of the situation Definition of problem areas
Identification of pertinent publics
Establishment of specific objectives
Planning of program
Implementation of program
Periodic evaluations of progress

30. Cultural Difference
Between Corporate P.R
in China and U.S

31. Individualism & collectivism High-context & Low-context
Cultural Difference between Corporate P.R in China and U.S
Individualism & collectivism
Power distance
High-context & Low-context

32. Individualism & Collectivism

33. relationship; loyalty
Individualism & collectivism
Americans
Personal goal
Individual Freedom
Date; Fact
Individualism
Chinese
Collective honor
Interdependence
relationship; loyalty
Collectivism

34. Power Distance

35. Power Distance

36. High-context & Low-context

37. Thank you !