Look At Corporate Image Building From Disaster Relief Donations

After the Wenchuan earthquake, the disaster relief donations launched by the relevant organizations and media began with the first response of many state-owned enterprises.

As the media continues to report the amount of donations to enterprises, we are also touched by the power of good while finding the close relationship between public donations and corporate image.

As the public commented on donations for corporate disaster relief, a new topic emerged: in public donations, how to express the business temperament of enterprises through proper dissemination of contents and ways of communication?

Chaotic voices, equal yearning for the current China, are in a period of rapid social and economic change. A series of phased features emerging in the new economy also impact the division of the strata, and the views that represent the interests of different ethnic groups become more and more complicated.

Under the realistic economic form of digitalization, informatization and globalization, information asymmetry has been gradually improved and more business opportunities have emerged.

With the further development of the new economy, people are regarded as a necessary condition for the success of the business community. Wealth is the only criterion for success. Resources and relations are more favored by Pyramid's top ethnic groups. The hidden rules of the new business age are eroding the courage of the grassroots intellectuals.

The rise of the new social stratum and the irregular flow of social resources also make the division of the whole social stratum more serious.

The gap between the rich and the poor has been gradually widened, and the conflicts between values among the various strata are becoming more and more obvious. The strengthening of fighting against corruption has further deepened the hatred of people who have vested interests. In such a reality, the disadvantaged groups yearn for equality more strongly.

In fact, under any ideology and economic form, people's desire for equality has never been abandoned. The fundamental reason is that this great world is still far away from us.

In this unique social stage, people's yearning for equality is mixed with too many materialized sentiments, thus distorting the true nature and presenting a variety of social contradictions.

The unexpected disaster came and put social contradictions in the eyes of the public. People from different strata looked at the performance of individuals in the commercial society with different scales and different mindsets.

The nationwide disaster relief has naturally encouraged the disadvantaged groups to face the courage of life and rebuild their confidence. But when the media publicized the attitude and performance of each commercial individual (entrepreneur or enterprise) to disaster, all kinds of voices suddenly rang in Shenzhou. Obviously, this has intensified the contradictions among different strata to a certain extent.

From this we can understand that foreign enterprises' donation is slow, and they are hostile to the nation; the contributions of the enterprises in the profiteering industry are not yet as expected, which is widely criticized, and it is difficult to balance the pain of people's hearts; otherwise, they will win unprecedented support.

Then, how can we correctly examine the donation of enterprises (or entrepreneurs or stars) in the new economic era, which is characterized by the intensification of class contradictions and the name of "public good"?

How many people's interests have been taken into account in the new economy?

Who really pays for the equality of people?

These are worthy of our consideration.

For the sake of "public welfare", wisdom stems from the fact that the term "corporate citizenship" is never widely used and advertised as recently.

5. 12 earthquake caused people to see a lot of commercial individuals, wealth entrepreneurs, entertainment stars to nurture society's actions. 5. 12 earthquake disaster also made the name of "public good" to borrow or even kidnap to the maximum extent.

According to the business review, a real estate company has been blocked before being listed, and is now in the current state of financial loopholes and facing a chain breaking.

The author found that he had donated tens of millions of money, and in the name of this, he advertised advertisements in the media unprecedentedly, while his employees worried that the money could not reach the passive situation of public opinion that the enterprises might face.

The amount and intensity of donations donated by a network media are filled with every hot news corner, so that the amount and intensity of donations and intensity of public donations must be seen by every audience concerned about the progress of earthquake relief.

At the same time, we should guide people's emotions to pform from earthquake relief to donation comparison.

According to the author's investigation, most of the audience who had devoted most of the loyalty to the website turned to browse Tencent website which paid more attention to information updating.

A friend who knows a lot about the PR industry knows that the "commonweal" has been kidnapped by commercial interests.

Enterprises gradually seek to capture the public's loyalty and regard public welfare as an investment, which costs as little as possible, but the spread is overwhelming.

Of course, it requires skill.

Under the current whole business form, the concept of enterprise mission structure in the overall social and economic level will be counted on the whole enterprise's mission book.

For business development, we look forward to the emergence of more business advocating businesses, and look forward to more enterprises, entrepreneurs and celebrities to name their "public good" with their words and deeds.

As a public good, this is to balance and support people's yearning for equality, especially for those vulnerable groups who are full of hope, courage, talent and perseverance to yearn for equality and desire for value creation.

The portrayal of corporate image and the creation of professional brand is not only the skill of pursuing communication through the name of public interest, but also the correct interpretation and practice of business and public welfare.

Below this, the real commonweal lies in paying close attention to the survival status of the disadvantaged groups, making the public funds really help those who need help, and continuously managing every penny for public welfare.

Li Jiacheng and his foundation are particularly worthy of praise in this respect.

In fact, whether it is supporting the education and medical undertakings of hometown (Shantou), or all kinds of natural disasters overseas, and even this earthquake disaster, Li Jiacheng and his fund have systematic planning funds.

Some friends think that Li Jiacheng's donation is much less than that of him. In fact, if he keeps paying close attention to it, he will find that his charitable is far from a one-off, not a show for earning fame.

Wisdom originates from the true meaning of business. At the same time, careful communication and communication between planning and skills are needed.

As far as this disaster relief is concerned, Wang Shi and his Vanke are lacking in two aspects.

As we all know, people's confidence in the central government is very high at present, but it is not optimistic about the local government's acceptance of policy implementation, especially in some areas of concern.

This can be seen from the attention paid by many current events and financial commentators on the use of good money.

With this logic, we can also think that it is very understandable for some enterprises to control more donations by themselves and to help them rebuild their homes in the later stage.

Wang Shi made this commitment and explanation in his blog statement, but failed to say what he wanted to say properly.

The core content of communication with the public must be based on the truth of the business, and the wisdom is to express a theme clearly and weaken the interference options.

Wang Shi's interpretation of Vanke's disaster relief in his blog did not follow this guideline, and brought many condemnation.

Thus, in the specific period when all kinds of emotions are most likely to be aroused, the artistic demand for communication and communication is even higher.

Believing in the meaning of goodness is just like what we yearn for many real brand hearts, because the pmission is consistent with the description of the value of our life / life. The true meaning of business is the meaning of good, although different commercial individuals present value in different forms.

Believe in the meaning of good, and feel more courage, confidence and support in order to devote more effort to the journey of dream.

Wisdom originates from the truth of business, and it also spreads the beauty of people's admiration through business practice.

Rui Hong, a free financial writer, brand China industry alliance brand expert, I study net (formerly Kai Fu student network) growth consultant.

Focusing on business brand research and career brand positioning, the five career planning model has been guided by many media interviews.

MSN:ray-ys@hotmail.com