The Structure Of Food Enterprises' Public Relations Work Patterns

Food, as one of the matters vital to national welfare and people's livelihood, has attracted wide concerns throughout the world. On one hand, food enterprises have to take social responsibilities like the guarantee of food security into consideration. On the other hand, they are faced with the problems like the fostering of enterprise image, the creating of a famous brand, the establishment of excellent reputation, the striving for mutual reconciliation and crisis management, all of which are issues that will exert drastic influence on the self-development of an enterprise.In China today, efforts which were made to promote public relations in food industry is far from satisfactory. Many food enterprises haven't included public relations into their overall strategic plan. Based on such a context, this paper thus puts forth some intimation for the construction of the public relations operation mode.From the spiritual perspective, efforts should be stepped up to strengthen people's public relation thinking including the sense of public relations in the top management, the public relations awareness in middle management and the knowledge of public relations in the first-line employees. In addition, due attention must be paid to prevent the vulgarization of public relations. And bear in mind that work related to public relations should not go against the fundamental principles like "public interests come first" and "the code of conduct: honesty and credibility".From the perspective of organizational guarantee, the paper presents that a special department for handling public relations must be set up to push forward the implementation of public relations activities. We suggest that the public relations department must be upgraded to a first-level organization in the enterprise and a two-level structure in its internal constitution. Apart from that, the rapid developing of some specialized companies in recent years has become an important driving force for the conducting of public relations work in the food enterprises. Both the P.R departments and the P.R companies have their advantages and disadvantages. What needs to be done is to foster strengths and circumvent weaknesses thus to make a rational use of the two.On the basis of the above two points, and by taking into consideration the actual characteristics of the public a food enterprise may face in its market operation, the paper suggests some effective strategies for dealing with food consumers, media, government in the hope of giving food enterprises some substantial guidance in term of the operational level.