公关行业管理团队绩效的评估和榜样激励

摘要

所谓三个臭皮匠，顶个诸葛亮。如今，越来越多的国内公关企业也在尝试改变管理方式，开始尝试以组建团队的方式激发员工的工作热情，实现组织的目标。但是团队内部成员差异较大，其动机、态度和个性各不相同，再加上外部环境的复杂性与多变性，所以团队最初的建设以及后期的管理是团队激励的关键所在。做好了这些工作，对于员工是一种无形的激励，能为组织带来更为丰厚的利益回报。

在国内的公关行业里，尤其是名气较大的公关公司招人容易，留住人才才是关键。为了留住优秀人才，各个公司都会有自己的高招。在公关团队中，榜样是企业先进文化的体现者，是企业生产经营活动的模范。他们的言传身教、身先士卒，对其他员工来说有着巨大的感染力。所以榜样发挥出来的激励力量也是无穷的。

此外，对于任何一个公关团队来说，业绩评估也是留住人才的一个至关重要的问题，业绩评估有利于维护团队形象，能够搞清楚团队目标是否真正实现，有助于增强队员的成就感与集体荣誉。正确的绩效评估是判断一个团队是否成功的最重要，也是最后的标准。

绩效管理的每一步都蕴藏着成功的机会，通过与团队工作的监测，适时调整方法，接受并给予反馈，那么实现团队目标就变得更加容易。在这个简单的过程中，蕴含着一些基本方法，做好了这些，团队就会更高效。

关键词　  榜样激励   团队管理   绩效考核   良性竞争

目录

摘要 I

一、引言······································································································································4

（一）研究背景和意义······································································································4

（二）研究思路和框架······································································································4

（三）小结·····························································································································4

二、公关企业绩效评估和榜样激励理论综述··········································································6

三、国内公关企业员工绩效评估和激励存在的问题·································································7

（一）把激励简单等同于奖励··························································································7

（二）公关企业未建立客观准确的绩效评估体系··························································7

（三）薪酬制度不合理·········································································································7

（四）忽视激励群体的层次性与差异性·············································································7

（五）领导榜样激励艺术难以提高·····················································································8

四、如何运用绩效激励理论调动员工的积极性·········································································9

（一）了解不同员工的需求······························································································9

（二）开诚布公地与成员面对面沟通··············································································9

（三）给予员工自由发挥的时间和空间··········································································9

（四）选择合理的激励方式·································································································9

1.物质激励······························································································································9

2.能力激励······························································································································9

3.工作环境激励······················································································································9

4.成就激励······························································································································9

（五）制定有效的激励政策································································································10

五、对于如何改善公关企业绩效评估和激励机制的建议························································11

（一）合理的薪酬制度必须建立在客观准确的绩效评估体系下·································11

（二）建立和实施多跑道、多层次激励机制·································································11

（三）培养榜样行为是一个重要因素············································································11

1.在公关项目操作中，实时观察，发现行为榜样····························································11

2.时刻关注，注意培养行为榜样························································································11

3.着力造就行为榜样，向其他团队成员做展示································································11

（四）培养员工超越自我的团队精神···············································································12

（五）通过员工持股减少重要员工的流失·······································································12

六、杭州某公关企业“军事化”管理下的团队绩效·······························································13

（一）麒麟共创的管理机制及现况····················································································13

（二）麒麟共创的团队绩效分析························································································13

（三）麒麟共创军事管理文化的后果和反思····································································13

七、总结········································································································································15

参考文献········································································································································16

致谢···············································································································································17