Emancipate the mind, change the concept, from the point of view of establishing a good public **** image to understand and guide the work of college logistics publicity and information
Enterprise's public **** image, also known as the enterprise's organizational image or public image, which refers to the organization of the public in the minds of the community in a relatively stable position and overall impression, specifically expressed in the views of the community at large, evaluation, requirements and standards. The organization's public *** image has a holistic, systematic, multi-level, group, long-term and other characteristics.
Socialized reform of college logistics after decades of exploration and practice, the campus market gradually grows, maturing, college logistics entities basically realize the operation of the enterprise or simulated enterprise operation, the change in the service environment and the logistics entity's own management system and operation mechanism changes, it requires college logistics must learn to adapt to the market mechanism, with reference to and reference to the advanced management concepts of social enterprises and service norms.
In the face of the new situation, the new situation, college logistics publicity and information work must emancipate the mind, change the concept, the introduction of social enterprises to deal with the relevant experience and practice of public **** relations, from the angle of establishing a good public **** image of logistics to understand and carry out publicity and information work. To adopt a variety of means of publicity, expand multi-level publicity channels, improve and innovate the publicity work system, change the one-way didactic for two-way communication, multi-directional communication, three-dimensional dissemination, publicity and information work should be considered from the overall situation and deal with the problem, but also take into account each aspect and case-by-case issues; not only to consider and deal with the current problem, but also make the publicity effect can affect more people, can last longer.
Constructing a multi-level, all-round publicity and communication system, publicity and information work around the "establishment of a good image of public ****"
NPC Logistics Group was established nine years ago, the publicity and information work to continuously emancipate the mind, change the concept of publicity and information work around the "establishment of a good image of public ****" work objectives, the publicity and information work around the "establishment of a good image of public ****" work objectives. Image" of the work objectives, the integration of publicity channels and publicity power, fully explore and play a new mode and way of publicity, in the publicity statement, information collection, communication and feedback and other six major aspects of exploration and innovation, and has achieved remarkable results.
(I) Refine the traditional publications, and promote the quality of print publicity to a new level
At present, the main print publicity media of the Logistics Group mainly include the "Logistics Group Newsletter", "NPC Logistic Group Newsletter", and three kinds of on-campus publicity windows. Among them, "Work Newsletter" is a weekly newsletter, mainly for the group's various departments of the previous week's summary of the work of the dynamics of each unit on Monday reported to the General Manager's Office, the General Manager's Office summarized and edited in the group circulated within the group, one of the leaders to facilitate a comprehensive understanding of the work of the group, and secondly, to promote the mutual learning of the various departments to learn from each other, up to now, has been printed 220 issues. The Group's newsletter and the school's publicity windows focus on important events, major events for thematic publicity, printed and updated on a regular basis or according to the special work each month. Among them, "group newsletter" will be submitted to the school leadership and relevant departments, and sent to other sister colleges and universities logistics department to exchange, up to now has been printed 77; publicity window is located in the middle of the school into the statue of the president of the square, mainly in the form of pictures to the majority of students and teachers to introduce and explain the logistics work and services, window **** 12 version, by the logistics group dedicated to the use and management, so far, has been printed 54 issues.
In the good group level publicity publications at the same time, the grass-roots business departments also compile and print their own internal publicity publications to introduce their own work, reflecting the voices of the staff, such as food and beverage management of the Department of the "NPC Food and Beverage", Apartment Management Department of the "*** with the off" live "and the hotel management of the Department of the" Welcome Pine "and so on, the level of printing and management level increasingly standardized and improved. The level of compilation and printing and the level of management have been standardized and improved day by day. In addition, the Apartment Management Department also tried to produce an electronic periodical "Spring and Autumn", available to teachers and students to download and read.
(2) Expanding the function of the official website of the group, creating a new position for network publicity
Logistics Group started to build the official website in 2002, and constantly innovate and improve it relying on the school's "Digital People's Congress" project. News and information dissemination, strengthened the number and timeliness of information dissemination, and began to comprehensively introduce the Group's services, while also trying to add a student postal service query function, the opening of the "group general manager mailbox", by a person responsible for checking and replying to expand the site's services and communication role.
In May 2010, the Logistics Group website was again revised and upgraded, the new website in accordance with the realization of the "publicity", "service" and "information communication" three major functions. The new website is designed in accordance with the realization of the three major functions of "publicity", "service guarantee" and "information communication", and on the basis of the original website, it improves and strengthens the service function and information communication function, in which the "service hall" column breaks the framework of the group's business departments for the first time, and subdivides it into 16 specific panels based on the needs of service recipients as the starting point to serve the students better, and attracts more students to visit and use the group's website. Group's website.
From the end of 2008 to the present, "NPC Logistics Website:" has been visited more than 100,000 times.
In addition, the catering management department, apartment management department, kindergarten and other units under the Group have built their own departmental sub-web pages on the Group's website, which introduce in more detail the work dynamics and service contents of their departments.
(C) increase the external propaganda efforts, a comprehensive display of our logistics reform and development of the new style
In the internal communication of information at the same time, the Group also attaches great importance to external publicity work, the Group's reform and development of the dynamics of the group in a timely manner, as well as the formation of the day-to-day focus of the work of the manuscripts to the government department in charge of the logistics industry associations and the school propaganda department to send in the field of logistics in colleges and universities to produce a relatively wide range of Influence. From January 2009 to June 2010, for example, more than 120 articles of the Group were published on the homepage of the school "NPC News", more than 150 articles of the Group were published on the logistics information network of Chinese institutions, and 7 articles of the Group were published on the socialized reform service network of Beijing school logistics.
(4) take the initiative to strike the campus BBS forum, understand the students' views, resolve service conflicts
College BBS forum is the vast number of students to express their views, release information highly convergence of places, but also students on the school logistics work is the most concentrated, the most acute place, once became a college logistics publicity and information work is relatively weak link. In the face of this new situation, the logistics group to rise to the challenge, take the initiative, passive for active, the BBS forum into the understanding of student opinion, resolve service conflicts, publicity logistics work of the new position.
In May 2003, the logistics group and the heaven and earth people's congress BBS station committee negotiation opened a special "logistics opinions and suggestions version", the establishment of "weininfuwu" account by the group general manager of the office of the person responsible for managing the use of the group on behalf of the group in the BBS. Responsible for the management and use, on behalf of the group in the BBS to answer students' inquiries, complaints and suggestions. Through the establishment of a special logistics forum, positively respond to the various opinions of students, maximize the solution to the problem, effectively resolve conflicts and misunderstandings, and correctly guide public opinion on the network, but also to promote the improvement of the logistics work and enhancement of their own. In addition, while passively responding to students' opinions, we have also taken various measures to seize the public opinion position and take the initiative to "speak out", such as releasing information on the dynamics of logistic work, announcements, notices and services from time to time, and taking the initiative to answer and guide the students to solve the problems that don't belong to the logistic field, which not only serves the students, but also publicizes logistic work, and creates a good public opinion environment.
(E) to student organizations, student media as a bridge, and actively develop new channels of publicity and communication
In addition to the use of BBS, the general manager of the mailbox and other daily student communication work, the Logistics Group also maintain a long-term and student organizations, student media to carry out a variety of forms of communication and exchange.
Logistics Group has always attached great importance to communication with student organizations, through *** with the organization to hold symposiums, hire student supervisors, invite organizations to visit the logistics unit and other activities to listen to student views, strengthen communication, and participate in the democratic management of logistics. In 2009 alone, the Group and its business units held more than 20 symposiums of various types with student organizations.
In addition, the Group earnestly receives the interviews of student media such as "Young People's Congress" and "News Weekly" on campus, takes the initiative to invite student journalists to make special reports on the major events and important events in the field of logistics, provides various kinds of assistance for student journalists to understand the work on the front line of logistics, and helps student journalists to revise and improve the manuscripts from the professional point of view. Through the student media to report on the logistics work, defuse some of the students' misunderstandings, enhance the persuasive power of the logistics work, and establish an open, transparent and democratic image of public opinion of the logistics work.
(F) the opening of the cell phone newspaper, the production of network video, make full use of the new media to expand new ways of publicity
In the consolidation of the traditional publicity media, the Group's publicity and information work continues to innovate, exploring the use of some of the new media means of publicity.
April 2, 2010, based on the mobile SMS platform of the Logistics Group cell phone newspaper was officially opened, began to send all kinds of information, news, notices and messages to specific groups of people from time to time in the form of SMS and MMS, not only to realize the external publicity of the fast, concise and novel, but also strengthen the group's internal directives conveyed in a timely, accurate and seamless, and further promote the group's management work. Informatization, modernization and paperless process of the Group's management.
In addition, in view of the fact that college students are more receptive to new media such as online videos, the Group produced a video entitled "Campus Safety Education for College Students" in 2009, which was uploaded to the social cyberspace, the homepage of the National People's Congress (NPC) and the Group's website for students to download and watch. The video was entirely written, directed and acted by the Group's young staff, and selected real cases that happened around the students, so that the students could be educated on safety through "watching TV". After the release of the video, it was well received by schools and students.
Establishment of long-term mechanism of publicity and information work to achieve sustainable development of publicity and information work
Logistics public **** image of the establishment and maintenance of the need for long-term efforts, which requires the establishment and improvement of publicity and information work of the long-term mechanism of publicity and information work, and strive to achieve sustainable publicity and information work, set up and maintain the logistics of the vast majority of students and teachers in the minds of the long-lasting, stable and good image.
(a) the leadership attaches great importance to support is to realize the publicity and information work of the prerequisite for sustainable development
Logistics Group publicity and information work from the beginning of the leaders at all levels attach great importance to and strong support. Assistant principal and general manager of the Logistics Group Li Jiu high cadres and staff at all levels repeatedly emphasized that "publicity is also productive" work ideas, put forward "do not preach, but to explain" publicity policy, personally guiding the group's publicity and information work, busy schedule still take time to participate in the group's publicity work conference in previous years. He personally guided the publicity and information work of the Group and took time out of his busy schedule to participate in the publicity work conference of the Group in the past years, summarizing the past and looking forward to the future with the grassroots correspondents. Mr. Pei Sheng, Secretary of the Party Committee and Deputy General Manager of the Group, is in charge of the Group's publicity and ideological work, grasps the general direction and general principles of the publicity and information work, and receives the student representatives and student journalists as the spokesman of the Group to communicate with the students directly. Other leaders of the group are in their respective areas of business from human and material resources for the publicity and information work in different forms, different degrees of support and help.
(2) Stable and efficient publicity team is the key link to realize the sustainable development of publicity and information work
Logistics Group, relying on the administrative management system to set up a full-time and part-time publicity and information work team with each other. The group's publicity and information work by the group's administrative department is responsible for the coordination, and in the general manager's office to set up a person responsible for all kinds of written materials and press releases screening, modification and release, from time to time to organize the units to carry out business training of correspondents; each functional department and business departments to designate a middle-level cadres (generally party secretary) is responsible for the unit's publicity and information work, and at the same time to select 1-2 young employees as part-time correspondents. Each functional department and business department designates a middle-level cadre (usually the secretary of the Party branch) to be responsible for the publicity and information work of the unit, and at the same time selects one or two young employees as part-time correspondents, who are responsible for the submission of information, news writing and collection of image data of the unit while completing the business work of the post. After the introduction and training in recent years, the average age of the correspondents is below 30 years old, basically all are undergraduates and master's degree students, the propaganda and information team is more youthful and knowledgeable, the writing ability and communication ability of the management cadres at all levels have been significantly improved, and the comprehensive qualities such as the level of policy comprehension and execution have been enhanced accordingly.
(C) the establishment of a sound working system is to realize the sustainable development of publicity and information work is an important safeguard
Logistics Group from 2003 to gradually establish, improve the publicity and information work of the relevant systems, and constantly improve the publicity and information work of the management system. The Group has formulated and issued official documents in the form of "Logistics Group on the strengthening of publicity", "Logistics Group on the issuance of remuneration for the interim provisions", "on the establishment of BBS problem solving mechanism" and other systems, from the Group level to establish the status and role of publicity and information work, the work of the operating mechanism, rewards and incentives, etc., the Group has been adhering to the implementation of the Group has been continuously improving the publicity and information work system. The Group has been persisting in implementing and improving the publicity system for a long time, which effectively guarantees the normal operation of the publicity and information work and mobilizes the staff to participate in the publicity and information work positively and proactively.
(4) the necessary financial support is the realization of publicity and information work of the basic conditions for sustainable development
Logistics Group, according to the actual needs of publicity and information work, in the case of administrative and office funds are relatively tight, but still invested a certain amount of money to give support to publicity and information work, and greatly contributed to the improvement of the level of publicity and information work. First, the establishment of remuneration payment system, according to the number of words of the selected manuscripts as the standard to pay remuneration to grass-roots correspondents; Second, in order to carry out publicity work and update the necessary hardware equipment, in recent years, successively for the units are equipped with digital cameras, recording pens, and other equipment; Third, in order to improve the quality of publicity publications, the Group's newsletter or part of the special edition of the gradual implementation of the color version of the printing; Fourth, the Group is a dedicated investment in manpower and financial support for the Group Official website revision and upgrading, to give the technicians responsible for the daily maintenance of special subsidies; Fifth, the end of each year the Group will hold a publicity conference, the publicity work of the advanced units and outstanding individuals to be commended; and so on.
Leaders at all levels attach great importance and strong support, Logistics Group publicity team work hard, pioneering and innovative, after several years of hard work, the Group's publicity and information work has been highly recognized by the school, industry associations at all levels and the government authorities, and has achieved remarkable results. In 2007 and 2009, the Group was twice awarded "Advanced Collective for Publicity and Ideological Work of Renmin University of China" by the university, and was awarded "Advanced Unit for Information and Publicity Work of National University Logistics System" for four consecutive years from 2006 to 2009. The Catering Management Department of the Group was awarded the title of "2008-2010 Advanced Collective for Communication and Publicity Work of China University Catering Association"; many people of the Group have been awarded as advanced individuals for propaganda and information work of the school, Beijing and the national logistics system.
Logistics Group's publicity and information work closely around the central work and development strategy, through the construction of an all-round publicity and communication system, to carry out multi-channel, multi-angle, multi-level publicity and communication work, showing the results of the logistics reform, publicity of the logistics service work, celebrating the dedication of the logistics staff, cohesion of the logistics group's organizational culture, and set up a good image of the logistics group's public ****.