Public Relations In The Marketing

The public nature of the relationship is an inner unity, outside the art of management anddevelopment of business, emphasizing the spread of communication, trying to establish amutual understanding between the enterprises and the public, and the relationship of trust, soas to promote the goals of the enterprise itself. Western public relations bud which appeared inthe United States in the1930s,"the newspaper publicity campaign. Changes of the modernmarketing concept, so that the public relations officially become an important part ofcorporate integrated marketing communication, public relations crisis management theoryalso shows that in the modern enterprise marketing practice increasingly important role. Tothe public through the media to spread their mission and values, increase public confidence inpublic on the company’s products or services, to create a good corporate image. Face of theglobalization of the market economy, intense competition in the market situation, publicrelations and crisis management theory again confirms the importance of its corporatesurvival and development.The article marketing theory Public Relations as the object of study, the first tosystematically combing through public relations and crisis management theory, from theconcept, content, and operating principles of public relations and crisis managementspecifically addressed. Based on the theory itself to make in-depth inquiry, graduallyadvancing the theory, which leads to Shuanghui Group case, Shuanghui is in the new situationand context, to complete metamorphosis and has been clobbered, this article will the role ofpublic relations level, the operational level as well as public relations crisis management workof the opportunities and challenges encountered, from the front analysis the Shuanghui everystep of the expansion strategy is how accurate the use of public relations to achieve tangibleresults, the success of; same time, from the negative side analysis The Shuanghui Howdeparture from the crisis management of mind of being eliminated in the challenge. From thecase, a more thorough parsing of public relations, to determine an irreplaceable important roleof public relations and crisis management, which targeted strategy analysis given to publicrelations to the meaning of the times. Finally, reflection Shuanghui, bitter experience, refinedexperience for successful Shuanghui fails Shuanghui learn its lesson.This article is designed to parse through the study of the theory of public relations itself,combined with practice cases Shuanghui Group lessons to boost the operation of the businesspractices, the message of hope to play a certain reference to the use of corporate publicrelations will constantly reform progress marketing professional to bring a bit of influence.