- 2008/08/27 Wed
- お仕事関連 > 広報マニュアル > 広報という仕事
3：企業市民として社会の一員であるために
1.社員一人ひとりが広報マン
日頃、我が社のサービスをご利用いただいている社会の人々は、我が社で発行するPR情報や広告ばかりではなく、社員一人ひとりの態度、言葉遣いなどからも企業イメージを判断しています。全社員が企業市民としての会社の方針を良く理解し、社会の人々に対し礼儀正しく謙虚であり、広報活動の原点である企業と社会の「コミュニケーション」の重要性をよく認識し、お客様の立場に立った視点で、サービスや仕事を進めていくことが何よりも必要です。
広報の業務として企業PRで「話す」と同時に、お客様のご意見・ご要望を「聞き」、当該部署へフィードバックしていますが、こうしたご意見・ご要望をきちんと受け止め、改善する姿勢をお客様に伝えていかなければ、ご意見・ご要望を寄せて頂いた方に「対応の悪い企業」として烙印を押され、真の「コミュニケーション」が実行できないばかりか、企業価値を損ねる事になります。
対話から得られた結果を生かすためには、社員一人ひとりが「コミュニケーション」確立のための認識を持つことが必要です。
2.広報活動とCSはクルマの両輪
CS（＝Customer Satisfaction）とは「顧客満足」のことで、広報（PR）活動とはクルマの両輪のように、どちらが欠けても上手く前に進む事が出来ません。CSの向上とは、企業のサービスを利用しているお客様のニーズを的確に把握し、満たすことです。
ここで注意しなければならないのは、お客様のニーズを満たすために提供されるサービスは、けしてマーケティング調査などで導き出され、提供するサービスではなく、お客様自身が判断し、納得のいくサービスのことです。このサービスの内容には、施設の改善といったハード面ばかりではなく、われわれ社員の接客態度や言葉遣い、同業他社のサービス向上に伴う要望など、社会的要求も含まれます。
広報活動とCSの向上は別の概念ですが、広報活動が「社会との対話」を経営に生かす活動であるのに対し、CSの向上は「お客様の意見」を営業に生かす活動です。広報（PR）活動を充実・徹底させればおのずとCSの向上も図れるのです。
社会との「対話」の中から社会のニーズを把握し、満足していただけるよう経営・営業等を変化させていく。これにより社会との「コミュニケーション」を確立できるとともにお客様の満足も獲得できる事で、車の両輪と言われる所以です。これを繰り返す事でPDCAサイクルを確立し、永続的に成長を続ける企業になれると考えます。
この「Sec.1広報という仕事」の最期のまとめとして、けして忘れてはならないことは、対話の中でただ話を聞くだけではなく、それを生かすこと。すなわち、企業の倫理と社会の倫理と擦り合わせ、お互いを近づける努力がなければ、本当の広報活動の充実・CSの向上、強いて言えば企業の発展は図れないということです。
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