Study On Public Relationship Management Of Y Motor China Company

Y Motor Company,headquartered in USA,has been famed as a cross-nation corporates for long and mainly engaged in automobiles manufacturing and sales.Back to its entry into China in 1990 s,it brought in the Brand Y and since then played well in the great times of “reform and open-up,attraction of foreign investment”,witnessed the robust development of automotive industry in China.In recent years,fast changes in China economy and industrial status quo presented great challenges to the further image promulgation of corporate and brand,and thus prompted the study on how to promote PR management by taking the changes and challenges into account as the way to strengthen the trust by government,media,public and employees,and consolidate the good corporate image,which currently is in shortage.Based on personal practice in PR management function for years in Y Motor China,this thesis combined PR theories,analyzed status quo of PR management of Y Motor China,and pointed out the existing issues as following:(1)low localization of PR tactics;(2)PR staff's lack in strong initiative;(3)cooperation issue between function teams;(4)rigid PR process;(5)mediocre performance of external communication;(6)incomplete building in crisis management system.To conclude,it's noted that the problems mentioned are more wholistic in terms of existence in multiple functions of PR management while with different characteristics for each function.Thus corresponding approaches were proposed in accordance with key parts of PR work as following:(1)for external relationship,advised to deepen the understanding of pulic needs,improve PR personnel system and seek internal support;(2)for information communication management,there's the needs to enhance the management of 5 W elements in communication;(3)for crisis management,suggestions are made for enhancement in crisis warning management,and improvement in repairing of corporate image and reaction with external public,and experience learning through effective assessment of crisis management performance.Also specific measures were proposed for each PR functions.