China's New Public Relations: Organizational Image Building: Organizational Image Building

Author: Xie Hongxia
Publisher:
Publish Date: 2004-09-01
Features: Due to the immaturity of China's market economy, most organizations lack a solid foundation in public relations theory and techniques, and they lack the ability to shape their organizational image. There are also some issues in shaping organizational image that directly affect the process and effectiveness of image building. This book provides a solution for these organizations, not only helping them recognize the importance of shaping organizational image but also teaching them how to use scientific methods to build a positive organizational image. The book is divided into four parts. The first part, Organizational Image, primarily explores the connotation of organizational image and the importance of shaping it, proposing the use of scientific public relations theory, methods, and techniques to guide the work of shaping organizational image. The second part, Social Organizations, explains that the survival and development of any organization require it to effectively manage its relationships with various publics, create a positive interpersonal environment, and seek support from all stakeholders. Public relations is a means for social organizations to gain public understanding, trust, and support. The third part, Publics, identifies the target audience for shaping organizational image, emphasizing that organizations must strive to establish a positive organizational image in the minds of the public through public relations efforts.