Investigation And Research On Inner Public Relations In Small Advertising Companies

Since the beginning of the new century, with the deepening of reform and opening up and socialist market economic system, the initial establishment and gradual improvement of China’s economic rapid development of the national "12th Five-Year Plan" put forward the advertising industry to improve the professional, intensive international level, promoting the health of the industry, comprehensive, coordinated and goal of sustainable development and the implementation of policy measures, the advertising industry also take the opportunity to continued to grow, ushered in the golden stage of comprehensive development of the advertising market continues to expand,this caused among enterprises has become more intense competition, the survival of enterprises greater test. A large number of scholars from a different perspective on business growth factors, such as resources, entrepreneurs, corporate strategy, industry structure, organizational structure. When the enterprises develops to a certain extent, it needs a driving force to promote the growth and development. Public relations is an inner unity and outside the development, operation and management of art (Wang Lefu); a management function; kind of communication behavior; a mechanism for coordination of interests; an image-building work. Public relations enterprises in the material aspects of competition into non-material aspects of the competition, while maintaining the advantage of the quality of products and services focus on the shape of the image of the organization and enterprise coordination of internal and external relations. Especially in coordinating the internal relations, public relations can create a harmonious atmosphere within the enterprise, so that the entire enterprise employees collaborate and concerted efforts to improve the survival and development of enterprises in the fierce competition in the market.In this study, I take Chengdu David Advertising Co., Ltd. as an example, I combined with access to a large number of domestic and foreign research data on the basis of David’s internal public relations constitute level theoretical ideas and field observations, the formation of the initial questionnaire, and then individual interviews, questionnaire be modified, and finally into a formal questionnaire. David50employees to conduct a survey and analysis of the survey results, explore the existing problems in the David Advertising Co., Ltd. internal public relations, including David cohesion and internal communications situation is not ideal.David’s internal cohesion and communication conditions are not ideal, this study proposes the following development strategy:the First, cultivation cohesion:Set reasonable business goals, business goals to achieve business value and meet the staff demand sides to reach agreement, the company and its employees have common values, the operations of the business and the employees will be able to focus in the same direction; building corporate culture, corporate culture has a powerful unifying role because of its people-oriented, respect for human feelings in the enterprise caused a solidarity and harmonious atmosphere of mutual trust, strengthen the team spirit, the staff very attractive, so as to promote the cultivation of cohesion; enhance the business leaders of the non-power influence business leaders to personal moral accomplishment and leadership, guidance and control of the business atmosphere, the combination of the various resources of the enterprise, to mobilize all positive force, inspire staff enthusiasm and creativity to lead the efforts of the unity of all employees; establish a scientific system management system, a sound and comprehensive, fair and reasonable system of rules and norms between the enterprise members acting in concert and values consistent with experience from the obligation, to consciously develop the process, in this process, cohesion can be enhanced; introduction of quality training, expand the quality of the process, individual employees can improve their overall quality, and enhance the identity of the team goals, and relationships within the team to improve cohesion can be significantly improved. Second, to promote the David Advertising Co., Ltd., company internal communication:communication to create a good atmosphere, good to protect the effectiveness of communication, we must first have a good communication environment; improve the channels of communication, which is a necessary condition for good corporate internal communication, to adjust communication content, communication plays an important role in the quality of the communication; coordination staff differences, differences of employees is mainly due to communication barriers, coordination this difference can reduce the negative impact of communication, and enhance the communication skills of the staff the communication skills of the staff is the basis of communication, good communication skills to ensure efficient communication.These development strategy is helpful for the company to achieve internal unity, so that the employees of the target values with the company’s goals, values, a high degree of unity, solidarity, making the company one of the better development, and provide reference material for the same types of enterprises.In the end of the article, there are the shortcomings and the direction to improve.