What Is a Public Financial Institution?

Financial industry public relations refer to various public relations activities carried out by financial institutions for specific purposes.

Financial industry public relations

Right!

Financial industry public relations refer to various public relations activities carried out by financial institutions for specific purposes.

Chinese name

Financial industry public relations

Purpose

Specific purpose

Activity

Various PR activities

Features

Broad target and diverse community

(1) The main body of public relations in the financial industry is various types of financial institutions, including: banking financial institutions such as central banks, commercial banks and various professional banks; non-bank financial institutions such as credit cooperatives, insurance companies, retirement and Trust investment funds, investment companies, postal savings systems, etc. Due to the professional division of labor, the financial services provided by various financial institutions are not the same, and their public relations work also has its own focus. For example, the People's Bank of China, the central bank of China, is an important task in the administration of national finance. It is responsible for formulating a unified national financial policy, policies, regulations and financial management system, formulating the bank's RMB deposit and loan interest rates, and organizing and implementing the report after approval by the State Council. Focusing on this task, one of its public relations work priorities is to timely transfer information about financial decisions and credit plans to other financial institutions, and to use various channels to publicize and explain the country's financial principles, policies and regulations. Bank of China, as a professional bank engaged in foreign exchange business in China, has focused on one of its public relations work: for the development of foreign economic and trade and financial services, it cooperates with specific business departments to develop and establish business relationships with foreign financial institutions. ^[1]

The tasks of financial public relations mainly include the following three aspects. ^[2]

(1) Government and related functional departments ^[2]

The development of public relations in the financial industry helps to increase the visibility and credibility of such organizations, promote their information communication and exchange with their specific publics, improve service measures and promote business development to enhance their market competitiveness and gain a good society Benefits and economic benefits. To do this, we need to do the following: ^[3]

1. Public relations activities in the financial industry generally pay attention to their own image building ^[4]

The image building of the financial industry is mainly based on its own business characteristics and the transfer of the main public objects, with the direct goals of improving corporate credit and increasing its closeness to the public.

(1) Credit is the life of the financial industry and the core of corporate image building. The company's credit is not only derived from the company's economic strength and good operating performance, but also closely related to daily business activities. The public's confidence and trust in financial institutions is the result of the accumulation of every day's business activities. For example, the bank repays principals and interests on time and saves loans to assets in a timely manner. The insurance company fairly evaluates the insurance premium payable each time and pays the insurance premium in a timely manner. In addition, training employees to raise public awareness, being meticulous in daily business activities involving the company's credibility, and consciously maintaining the company's credibility are the core contents of maintaining and establishing credit activities.

(2) Strength, stability, closeness, and humanity are the basic modes of financial enterprise image characteristics. In addition to maintaining a high evaluation of credit, the image of financial institutions should also pay special attention to the barriers to the general public caused by changing traditional business methods. For example, with the development of the times, small and medium-sized customers have become increasingly important in financial business activities. Many financial institutions have strengthened communication with small and medium-sized customers and the general public, and even the visible image design of enterprises has become increasingly public-oriented. For example, the business place has been transformed from a traditional luxurious palace-style building exterior to an overly-carved interior decoration, which has shifted to a modern, more accessible design. In terms of image, in addition to continuing to highlight a stable and continuous corporate signage system, scientific and efficient corporate management level and advanced first-class modern equipment, giving people a stable and practical "bull" image, they have also begun to pay attention to various amusing The large, cute dolls, pleasing wall hangings, flower bonsai, etc. create a pleasant and more humane business environment.

(3) A good customer public service plan is the basic project for the image building of financial companies. Good service is not only one of the most important products that the financial industry provides to customers, but also the basis for maintaining good customer relationships. In particular, the instruments, clothing, attitudes, efficiency, and service quality of front-line business people who are in direct contact with customers are directly related to people's first impressions and evaluations of the company. For example, the bank's business staff should greet customers actively and introduce the services provided to help customers choose the savings method that can obtain the greatest convenience and benefits. The industrial and commercial enterprises shall, as far as possible, help them to choose the most favorable methods of raising funds according to the actual needs and operating capabilities of the other party, so as to meet their production or operating activities' needs for funds.

In terms of implementing service plans, financial institutions should also use their vast amount of information and the advantages of having high-quality talents to provide enterprises with high-level consulting services related to operations. For example, to provide the industry and commerce industry with more comprehensive market information, economic status analysis, investment consulting, feasibility studies, corporate financial analysis and consulting, and solve the problem of capital turnover, to help companies obtain better economic returns on loan investment. Insurance companies can assist companies in preventing various emergencies, and help them formulate a set of scientific precautions and solutions for various catastrophic emergencies to reduce unnecessary losses. The victims should be proactively assisted to get rid of the crisis, revitalize their careers, and lay a solid foundation for long-term cooperation between the two parties.

In addition, providing a service method that meets security and confidentiality requirements and facilitates business transactions, and provides customers with comprehensive and secure protection measures is also one of the important contents of implementing a good customer public service plan.

2. Implement a good community PR plan

The development of the community is the prerequisite for the development of financial enterprises. Only the prosperity of the community can have the prosperity of the financial industries such as banking and insurance. Therefore, the financial industry should take active support of community development plans and support the development of community industry and commerce as its most important responsibility.

Actively participating in various public welfare activities in the community is the most commonly used form of community public service in the financial industry. The content of this type of activity is very wide, and financial companies can focus their efforts to make achievements in a certain field. For example, do everything in your power to fund or assist the community to solve various social problems, help raise funds to implement the plan to solve the problem of no dwellers, shantytown reconstruction; fund community culture, art, sports, sponsor cultural and academic groups, and various beneficial culture , Arts, sports competitions, etc .; providing various social education programs or courses, holding stock knowledge lectures, special seminars on financial and social development, courses on family planning or family economics, etc .; providing special scholarships to relevant institutions.

Carrying out financial-related publicity among the community public to promote public financial awareness, develop saving habits, and establish insurance concepts. This is a long-term and unremitting task of public communication in financial institutions. In the implementation of this community communication plan, in addition to cooperating with the mass media for publicity, or using media to broadcast advertisements, or organizing large-scale cultural, artistic, and sports activities to support publicity, financial institutions such as banks and insurance companies can also adopt Hire depositors or insurers as co-storage, co-insurance or propagandists to expand the direct contact between the enterprise and the wider community; can establish cooperative relationships with various industrial and commercial enterprises, with the assistance of these institutions, use salary Japan issued savings bills, promotional materials, and even assisted the development of new savers. Community schools can be used to encourage young people to save, cultivate a new generation of connections with the company, and lay the foundation for future development.

3 Pay attention to media propaganda and guidance to public opinion

The media's propaganda on various issues in the financial sector, and social opinion on financial enterprises, can often cause large fluctuations in financial business. The magnitude of its impact cannot be ignored by the financial industry.

In addition to closely monitoring and timely analyzing various media reports and public opinions, and studying the impact and trends of social changes on the financial industry in order to prevent problems, public relations personnel of financial institutions must also actively establish relationships with the news media and social opinion leaders and create Good financial opinion environment.