The Research Of DZ Group On Media Relationship Management Strategy

The smoothness and efficiency of the information communications of a corporation is largely depended on whether the corporation is able to obtain recognition from the public and whether it is capable of winning a better operation environment and growth space in the fierce competition of its industry. In an information society where data and information is communicated in speed, the media are exerting increasingly greater influence on the public life. For corporations therefore, to implement effective media relationship management, to build up good media relations and to avoid or resolve corporate crises are key to the realization of strategic goals of the corporation.The dissertation endeavors to analyze in depth the current management system of media relations of DZ group and to point out its advantages as well as weaknesses. Furthermore with the core of the strategy adjustment of the group, the dissertation analyzes the characteristics and competition structure of the key businesses of the group and, in combination with the evolution of media communication model and the changes of major competitors in management of media relationship, the dissertation puts forward six suggestions in terms of management system of media relationship of the group to be in line with the group strategies, namely adjustment of management structure, focus on core functions, building up of team strengths, improvement of evaluation system, implementation of media education and strengthening of the studies on crisis.