Big enterprise: Don't neglect to communicate with the media

The news media is very powerful. It can make your enterprise famous and disappear. For example, the collapse of the giant group and the later famous brain platinum. Mr. Zheng Chong wrote a good article, which is very valuable. Bless every enterprise and make it famous in the world with the help of news media.

---Zhuge's Notes

"It is impossible to prevent!" This is the first sentence that a township party secretary said to me the other day.

The town was recently issued a negative report by a media, which attracted the high attention of the state leaders. The secretary sighed: "The media is not easy to be offended. Recently, they have been subjected to 'blackmail' by some tabloid reporters."

Recently, there have been several news crises around the author, from enterprises to local party committees and governments. A county in the author's hometown was just exposed by a media two days ago, and the head of the Propaganda Department called to complain about "bitter": "Now the leaders of the county have directly dealt with it, and we are not allowed to manage it."

The day before yesterday, I had a dinner with a media boss. He and I talked about an angry matter. A person who handled the crisis for an enterprise said to him, "When someone else's enterprise is in a mess, you should not fall into the trap."

Several successive "crises" have exposed the shortcomings of enterprises (including local party committees and governments) in media public relations. How to deal with the relationship with the media and how to deal with the media is really a lesson for propaganda staff.

Understanding should be in place: enterprises that do not attach importance to media public relations will suffer sooner or later

In May of this year, the Economic Information Daily published a report entitled "Chenming Paper Industry Wastewater Hidden Discharge Polluting Laizhou Bay", with the subtitle "Call us a well-known paper enterprise in the country, many media investigations have ended, you can do as you please!".

Chenming Paper is a leading enterprise in the national paper industry, a listed company, and is preparing to list H shares in Hong Kong. Energy conservation and emission reduction is a key task of the country this year. This report undoubtedly has a significant negative impact on Chenming Paper.

The Chenming incident is a typical illustration of the fact that enterprises that do not attach importance to media public relations will suffer sooner or later.

Many reporter friends told the author that Chenming Paper supplies paper to many media, and has a long-term partnership with Xinhua News Agency Printing Factory. I feel that I can play with the media, including the media affiliated to Xinhua News Agency. I didn't expect to be exposed, and was exposed by the authoritative Xinhua News Agency subordinate newspaper. In the words of a deputy general manager, "We feel very humiliated."

It is because of the supply and marketing relationship with many media that Chenming Paper basically does not take the interviews of news organizations seriously. There are also some media who come to interview the pollution problem and are put down by their one phone call and one meal. This time, the reporter of the Xinhua News Agency's Economic Reference News went to interview Chenming Paper, just like other media. Before the press release, a person who claimed to be the headquarters of Chenming Paper called the reporter: "We are a well-known paper enterprise in the country, and many media investigations can't do it. You can do as you please!"

If you don't pay attention to media public relations, you will inevitably suffer. The author believes that the media is not only the carrier of public opinion, but also the maker of public opinion. The mass media is the spokesman of the public and the representative of public opinion. Therefore, if enterprises despise the media, they will despise public opinion, and the consequences are extremely dangerous.

Now, public relations has become a mature discipline. American public relations master Leonard Safire said in his book "Strong Public Relations" (Chinese version published by China Machine Press) that public relations has become an influential and systematic mature discipline that can influence people's ideas through powerful and gentle means. He said that in enterprises in the 21st century, public relations is more important than advertising. The chief executives (CEOs) of some important companies come from the field of public relations. Managers of all industries and disciplines take it for granted that mastering the core tools and principles of public relations is as important as being familiar with computer knowledge. Does this plan and help Ferdinand? Marcos, the master of public relations who successfully took the presidency of the Philippines, believed that modern public relations played a very important role in promoting the growth of corporate capital. Almost overnight, it could develop a newly established small company into a large enterprise with a listed asset of $1 billion. Public relations also play an important role in achieving company mergers and acquisitions, handling business transactions between companies and political parties, influencing government decisions, and even opposing the impeachment of the president.

Therefore, public relations between the government, especially enterprises, units and the media are a large number and frequent occurrence. Public relations between enterprises and the media mainly include providing or releasing news information (mainly in terms of new products, new technologies, new processes, management experience, mechanism and system reform and innovation, etc.), avoiding critical reports, communicating with the media in crisis, publishing advertisements, corporate image and brand publicity, etc.

It can be said that "relationship between media and enterprises" is the key variable for the success of public relations projects. It is unavoidable for enterprises to encounter crises, and many of them are caused by the media. A good relationship between enterprises and the media is conducive to controlling risks, preventing and resolving crises.

In fact, the more prestigious enterprises want to be supervised. The supervision of the media and the public is a promotion to enterprises. Because the more transparent an enterprise is, the more confident it is, the more healthy it will develop. This is a virtuous circle. If an enterprise is not recognized by the media and the public, its image will be damaged. An enterprise that is not recognized by the media and the public cannot survive.

From a large number of cases of the life and death of enterprises, it can be found that a successful enterprise can no doubt handle the relationship with the media well, on the contrary, there are many results of the bad relationship between the failed enterprises and the media.

Infrastructure first

1、 Set up institutions.

In 2005, the author took an interview with the editorial department to write a report of a listed company. Through the external interview, the author basically grasped the required content, and then called the company to communicate and verify some facts of the interview. Who knows, several departments of the company pushed each other and said that the interview was not the responsibility of the department. Finally, after talking to a vice president of the company, we didn't get any results.

Because the facts were clear, the author sent the manuscript to the editorial department. After the manuscript appeared in the newspaper, it caused a strong response. On the evening when the manuscript appeared in the newspaper, the boss of the company found the author through various relationships. Through this matter, the company quickly identified the department in charge of media liaison.

It is a common problem for many enterprises that there are no specialized agencies or departments specifically responsible for media liaison.

According to the author, modern enterprises should set up an organization specialized in dealing with the media in the organizational structure, and at least one deputy general manager of the enterprise should be in charge of the management department of the relationship between the enterprise and the media.

Enterprises and media relations management organizations have different names according to different enterprises, such as: News Department, Public Relations Department, Planning Department, Outreach Department, Publicity Department, Culture Department, Advertising Department, etc. Large enterprises are usually called News Center, Advertising Center, Planning Center, Cultural Center, etc., and also called Public Affairs Department, Media Relations Department, External Communication Department, Market Communication Department, etc. The name can be different, but a common function is to deal with the media on behalf of the enterprise, with the focus on spreading and promoting the enterprise brand, and maintaining the image and reputation of the enterprise.

In addition, the enterprise should give the organization sufficient status and power, just as the domestic propaganda ministers at all levels enter the standing committees of the Party committees at all levels, so that it can enter the top level of the enterprise, clearly understand the enterprise's strategy and position, and ensure the rapid, "original voice" and smooth transmission of important information.

In addition, enterprises with mature conditions should set up a press spokesman to ensure the smoothness, standardization and consistency of the company's external communication.

2、 Team up.

For media public relations, it is far from enough to have institutions alone. Dealing with the media is a highly professional job. The personnel of the enterprise and media relations management department should have strong comprehensive quality, such as political intelligence, cultural accomplishment, writing skills, communication skills, organization and planning ability, etc.

Last year, the author and Professor Wang Wei of Shandong University of Finance were invited to visit the boss of a company. After registering at the reception desk downstairs, he was led to the office of the person in charge of news publicity of the company. This gentleman is very responsible. Although we told him that he was invited by the boss and was quite familiar with the boss, he still had to ask clearly, like a "interrogation". Finally, because we were a little "angry", this gentleman said very strongly: "I have worked as a reporter for many years." By implication, we seem to be "fraud". Professor Wang Wei was so angry that he was about to leave.

Such as the above, many reporters, especially "tabloid" reporters, are often encountered, especially the propaganda department of some local party committees. When receiving reporters, they must be divided into three or six or nine grades. The party newspaper must be warmly received, and the tabloid newspaper should be ignored. This is a major factor in the news crisis. The "news crisis" in Zhanhua County two days ago, it is said that some local cadres interviewed actually "quarreled" with reporters.

A few years ago, there was a "Toshiba (laptop) incident" at home and abroad. One of the lessons that Toshiba learned afterwards was that it lacked experienced spokesmen to communicate effectively with the media. At that time, Toshiba's evasive attitude of allowing the situation to develop wantonly under the centralized media coverage made the national sentiment of Chinese consumers ignited by ordinary product complaints. The head of Toshiba's public relations department, Renmin Sengui, said: "This incident made Toshiba realize that it is not enough to speak only by products, but also by people. For this reason, Toshiba decided to set up a public relations department in China to strengthen communication with the media and the public."

According to the author, the personnel in charge of media public relations in enterprises (including local party committees and government propaganda cadres) should have the following qualities:

First, be familiar with the media. The media public relations personnel are good at dealing with the media, and try to form and maintain friendly relations as much as possible. Don't give the media a cold shoulder. Otherwise, there may be a situation where the wall falls and everyone pushes.

Second, professional attitude. Don't just look at the big media, but look down on the small media. As long as it is a reporter's interview, regardless of its origin, it should be carefully arranged and fully cooperated. Knowing some of the rules of the media and the hidden rules can resist the fraud of some irregular media reporters on enterprises. Knowing how to release news information and accept interviews with reporters can improve the effectiveness of communication.

Third, professional quality. Public relations of the media is not just emotional investment. In modern society, the importance of such emotional behaviors as eating invitations is gradually declining. We should be proficient in how to operate the media, make news, and create news materials that can match the media. This requires media public relations personnel to understand and master professional knowledge, facilitate communication with the media, and help the media understand professional issues.

Fourth, the hole candle takes the lead. When communicating with reporters, we should be good at taking advantage of opportunities. Any move can find unfavorable or favorable public relations materials, so that enterprises can plan strategies and prevent problems before they occur. In fact, the occurrence of the crisis has its inevitability in the contingency. The very important reason is that the public relations department is not sensitive to touch, resulting in the development of the crisis beyond control.

Fifth, be good at planning. We should understand the characteristics of the media, understand the culture of the media, and be familiar with the operation of the media. According to the characteristics of different media, the company's information can be continuously and targeted, which is conducive to the establishment of the company's overall image. It will be targeted in media public relations, enterprise publicity and brand communication, which can improve the utilization rate of publicity expenses and help enterprises spend less money, do more things and do big things.

3、 Build access roads.

Many enterprises despise the organizational construction of media relationship management. One of the reasons is that the boss knows several media leaders and reporters and thinks that this is enough, but it is not. There are great differences between organizational management and personal relationship. Organizational management is the guarantee of the system and has strong planning. Personal relationship is sometimes uncontrollable, because the mobility of media personnel is large, and a single personal relationship is easy to break.

We should have a good attitude when dealing with the media and carefully build a good media relationship network. This media network channel should have a width: that is, the media within the required propagation radius of the enterprise should be considered; Second, there should be depth: that is, the relationship with the media should be in place, the friendship should be deep, and we should have a "pen pole" for our use; Third, we should have a high level: that is, we should establish a relationship with the senior management of the mainstream media, and be able to speak and help at critical moments.

It can be said that media network access will become a valuable intangible asset for enterprises and a powerful capital for external competition.

Magic weapon to win: guide public opinion

The only and ultimate purpose of media contact with anyone is to obtain information. The public relations department must keep this basic principle in mind when dealing with the media.

However, many enterprises do not attach importance to this point and feel that the farther away from the media, the better. In fact, for enterprises, especially some large enterprise groups such as listed companies, their public nature determines that they are always concerned by the media.

According to the author, it doesn't matter if there are problems. The key is to find out the events that may cause media attention in time, and then formulate countermeasures in time. The best way is not to cover up the problem and release the voice of the enterprise through the media in time, so that there will be no news crisis.

The most fundamental reason for the news crisis of some enterprises is temporary cramming. Such enterprises mainly include:

First, do not contact with the media at ordinary times, and go to public relations immediately in case of problems or in order to gain benefits. Temporary cramming is disrespect for others.

Second, we only go to public relations for the sake of immediate interests when we encounter problems. This is a short-sighted public relations.

Third, when using reporters, try to get close and get in touch with each other. Once you achieve your goal, you will forget the other party. Such immoral practices are spurned and condemned.

Fourth, when the media is useful, it will pull the plug, and when it is useless, it will be ignored. The motivation and purpose of public relations are practical, but we should not adopt a pragmatic attitude and avoid practical means. Pragmatism does not conform to the moral standards of the Chinese people, and the Chinese people advocate that a drop of water should be repaid by a spring of water.

Fifthly, some units and individuals rely on their right to have money, and take the approach of coming and going to the media immediately. This is an immature, irrational, unsustainable and unreliable means of public relations.

 企业大了：别忽略了与媒体沟通

    新闻媒体是很厉害的。可以让你的企业名扬天下，也可以让你的企业销声匿迹。譬如垮台的巨人集团和后来闻名的脑白金。郑重先生写了一篇好文章，很有价值。祝福每一位企业，借助新闻媒体，名扬天下。

                        ---诸葛手记

 “防不胜防!”这是前几天一位乡镇党委书记和我说的第一句话。

   这个镇前不久被一家媒体发了篇负面报道，引起了国家领导人的高度关注。书记感叹说：“媒体不好惹，最近接连受到一些小报记者的‘敲诈’。”

   近来笔者身边接连发生了几起新闻危机，有企业的，也有地方党委、政府的。笔者老家的一个县前两天刚刚被一家媒体曝光，宣传部部长打电话来诉“苦”：“现在县里的领导直接去处理了，不让我们管了。”

   前天与一位媒体老总一起吃饭，他和我谈到了一件恼火的事情，一位为某企业做危机处理的人士对他说：“人家企业正在焦头烂额的时候，你们就不要落井下石了。”

   接连发生的几起“危机”，暴露了企业（包括地方党委、政府）在媒体公关上的缺陷。如何处理与媒体的关系，如何与媒体打交道，确实是从事宣传工作人员需要补得一课。

认识要到位：不重视媒体公关的企业早晚会吞下苦果

   今年5月份，《经济参考报》刊登了这样一篇报道，题目叫《晨鸣纸业废水暗排污染莱州湾》，副标题是《称我们是全国知名造纸企业，不少媒体调查都不了了之，你们看着办吧！》。

   晨鸣纸业是全国造纸行业的龙头企业，是一家上市公司，并正准备在香港上市Ｈ股，而节能减排又是今年国家的一项重点工作，这篇报道无疑对晨鸣纸业造成了重大的负面影响。

   晨鸣事件很典型的说明一个道理，不重视媒体公关的企业早晚会吞下苦果。

很多记者朋友对笔者说，晨鸣纸业给许多媒体供应纸张，与新华社印刷厂是多年的合作伙伴关系，自我感觉能够玩转媒体，包括新华社所属的媒体，没有想到会被曝光，且是被权威的新华社下属的报纸曝光，用一位副总经理的话来说：“我们感到很丢脸。”

   正是凭着与许多媒体存在着供销关系，所以晨鸣纸业基本上不把新闻单位的采访当回事，也确有一些媒体前来采访污染问题被他们一个电话、一顿饭摆平的事。此次新华社《经济参考报》记者去采访，晨鸣纸业也像对待其他媒体一样不放在心上，记者发稿前，一个自称是晨鸣纸业总部的人致电记者：“我们是全国知名造纸企业，不少媒体调查都不了了之，你们看着办吧！”

   不重视媒体公关，必然会吞下苦果。笔者认为，媒体不仅是舆论传播的载体，也是舆论的制造者。大众传媒是公众的代言人，也是舆论的代表。所以说，企业如果轻视媒体，就等于轻视舆论，其后果是极其危险的。

   现在，公关已经成为一门成熟的学科。美国公关大师伦纳德.萨菲尔在其所著的《强势公关》（中文版由机械工业出版社出版）一书中说，公关已经成为了一门有影响力而且系统完备的成熟学科，能够通过强大而温和的手段，影响人们的观念。他说，在21世纪的企业里，公关比广告更重要，一些重要公司的首席执行官（CEO）都来自于公关领域，所有行业和学科的经理人员理所当然地认为掌握公关的核心工具和原则与熟悉计算机知识一样重要。这位一手策划、帮助费迪南多?马科斯成功登上菲律宾总统宝座的公关大师认为，现代公关在促进企业资本增长方面有着非常大的作用，几乎一夜之间，它能将新成立的小公司发展成为一个拥有10亿美元上市资产的大企业。公关还在实现公司合并及收购、处理公司与政党间的业务往来、影响政府决策，甚至反对弹劾总统等方面都起着重要作用。

   因此，政府特别是企业、单位与媒体公关是大量的、经常发生的。企业与媒体公关主要包括提供或发布新闻信息（主要是新产品、新技术、新工艺、管理经验、机制体制改革创新等方面）、避免出现批评报道、出现危机与媒体沟通、刊登广告、企业形象和品牌宣传等。

   可以说，“媒企关系”是公关项目成败的关键变量。企业遭遇危机是难以避免的事，而且很多就是因媒体引发的危机。良好的企业与媒体关系，有利于控制风险，防范和化解危机。

   事实上，越有声望的企业越希望接受监督。传媒和公众的监督是对企业的一种促进。因为企业越透明，大家对它越有信心，企业就越能健康发展，这是一个良性循环。企业得不到传媒和公众的认可，形象就会受损，一个不被传媒和公众认可的企业是无法生存下来的。

   从大量企业生生死死的案例中可以发现，一个成功的企业无疑与媒体关系处理得较好，反之，失败的企业不乏太多与媒体关系交恶的结果。

基础建设先行

   一、设机构。

   2005年，笔者接编辑部安排采写某上市公司的一篇报道。通过外围采访，笔者基本掌握了需要的内容，随后打电话给这家企业，想就采访到的一些事实再做沟通和核实。谁知，这家公司的几个部门之间互相推，都说接受采访不是本部门管的事情。最后与这家公司的一位副总通话后，也没有得到任何结果。

   因为掌握的情况事实清楚，所以笔者便将采写的稿子传到了编辑部，稿子见报后，引起了强烈反响。稿子见报的当天晚上，这家公司的老总便通过各种关系找到笔者沟通。通过这件事情，这家公司很快明确了主管媒体联络的部门。

   没有专门机构或者没有明确负责媒体联络的部门，是很多企业的一个通病。

   依笔者之见，现代企业在组织架构上要设置一个专司与传媒打交道的机构，而且至少应该有一位企业副总级领导来分管这个企业与传媒关系的管理部门。

   企业与传媒关系管理机构因企业不同有不同的名称，如：新闻部、公关部、企划部、外联部、宣传部、文化部、广告部等等，大企业通常叫新闻中心、广告中心、企划中心、文化中心等，还有的称公共事务部、媒介关系部、对外传播部、市场传讯部等。叫法可以不同，但一个共同的职能是代表企业与传媒打交道，重点是传播推广企业品牌、维护企业的形象和声誉。

   另外，企业应赋予该机构足够的地位和权力，就如国内各级宣传部长进各级党委常委会一样，使之进入企业最高层，能清楚了解企业的战略、立场，保证重要信息的传达快速、“原声”、畅通。

   另外，条件成熟的企业最好设立一名新闻发言人，确保公司对外传播的通畅性、规范性和一致性。

   二、组队伍。

   对于传媒公关来讲，仅有机构是远远不够的。与传媒打交道是一项专业性很强的工作。企业与传媒关系管理部门的人员要有较强的综合素质，如政治头脑、文化修养、文字功底、沟通技巧、组织与策划能力等。

   去年，笔者与山东财政学院王蔚教授应邀拜访某公司老总。在楼下前台登记后，被领到这家公司负责新闻宣传的负责人办公室。这位先生很负责任，尽管我们告诉他是应老总之邀并且和老总已经相当熟悉，他依然要问个明白，象“审讯”一般问了个清清楚楚，最后这位先生因为我们有些“恼火”，很强硬地说：“我也是干了多年记者的。”言外之意，我们好像是“诈骗”来的。王蔚教授气得当时就要离开。

   如以上情况，很多记者尤其是“小报”记者是经常遇到的，尤其是一些地方党委的宣传部，接待记者时一定要分个三六九等，党报的一定要热情接待，小报的就置之不理。这是发生新闻危机的一个主要因素。前两天沾化县的“新闻危机”，据说当地接受采访的一些干部居然与记者“吵”了起来。

   几年前，境内外发生了一场“东芝（笔记本电脑）事件”，东芝公司事后总结自己的教训中有一条，就是缺乏有经验的新闻发言人与媒体进行有效的沟通。当时，东芝任由事态在媒体的集中报道下肆意发展的回避态度，使中国消费者的民族情绪由平常的产品投诉事件给点着了。东芝公关部负责人大森圭界说：“此事件让东芝认识到光靠产品说话是不够的，还必须用人来说话。为此，东芝决定在中国区设立公关部，加强与媒体、公众的沟通。”

   依笔者之见，企业（包括地方党委、政府负责宣传的干部）负责媒体公关的人员应该具备以下素质：

   第一、熟悉媒体。媒体公关人员善于和媒体打交道，并尽可能地结成和维系友好关系，不要对媒体人走茶凉。否则，就可能出现墙倒众人推的局面。

   第二、专业态度。不要只大看大媒体，而小看小媒体。只要是记者采访，无论其来头，都应做周详安排，全力配合。懂得媒体的一些行规，了解其中的潜规则，能抵挡一些行为不规的媒体记者对企业的欺诈。知道如何发布新闻信息，如何接受记者采访，能提高传播实效。

   第三、专业素养。媒体的公关绝不仅是感情投资。在现代社会，吃请等联络感情行为的重要性在逐步下降。应该精于如何运作媒体、制造新闻、创作出能吻合媒体的新闻素材。这就需要媒体公关人员了解掌握专业知识，便于和媒体沟通，帮助媒体理解专业问题。

   第四、洞烛先机。在与记者沟通交流时，要善于洞烛先机，任何风吹草动，都能发现不利或者有利的公关素材，使企业运筹帷幄，能够防患于未然。实际上，危机的发生在偶然性中有着必然性，很重要的原因就是公关部门触觉不灵，结果导致危机发展到不可控制。

   第五、善于策划。要了解传媒的特性，懂得传媒的文化，熟悉媒体的操作。能够根据不同媒体的特点，不间断地、有针对性地传播公司信息，有利于公司整体形象的树立。在媒体公关、企业宣传、品牌传播中会有的放矢，能提高宣传费用的利用率，帮企业花少钱、多办事、办大事。

   三、建通路。

   很多企业轻视与传媒关系管理的组织建设，原因之一是老总认识几个传媒头头和记者，认为这就够了，其实不然。组织管理与个人关系具有很大的差异，组织管理是制度的保证，有很强的计划性，个人关系有时不可控，因为，媒体人员的流动性很大，单一的个人关系容易发生断路。

   与媒体打交道要有良好的心态，要精心构建一个良好的媒体关系网络。这个媒体网络通路，一要有宽度：即企业所需传播半径内的媒体都要顾及；二要有深度：即与传媒的关系要到位，交情要深，要拥有一支为我所用的“笔杆子”；三要有高度：即与主流传媒的高层要建立关系，关键时刻能说上话，帮上忙。

   可以说，媒体网络通路将成为企业极具价值的无形资产，对外竞争的强大资本。

制胜法宝：引导舆论

   媒体与任何人接触的惟一和最终目的都是为了获取信息。公关部门与媒体打交道务必牢记这条基本原则。

   但是很多企业并不重视这一点，觉得与媒体离得越远越好。其实，对于企业来讲，尤其是上市公司等一些大型企业集团，其公众性决定了他们是时刻受到媒体关注的。

   依笔者之见，出现问题不要紧，关键是及时发现可能会引起媒体关注的事件，然后及时制定应对措施。最好的办法是，不掩盖问题，把企业的声音及时通过媒体发布出去，这样就不会出现新闻危机了。

   一些企业之所以出现新闻危机，最根本的原因是临时抱佛脚。这样的企业主要表现在：

   第一、平时不与媒体接触联系，一旦遇到问题或为了得到利益，立马去公关。临时抱佛脚是对他人的不尊重。

   第二、只是眼前遇到问题、为了眼前的利益才去公关。这是一种目光短浅的公关。

   第三、用到记者的时候，想方设法套近乎、拉关系，一旦达到了目的，就忘记了对方。这种不道德的做法被人唾弃和谴责。

   第四、媒体有用的时候就拉关系，没用的时候就不理不睬了。公关的动机是实用的，目的也是实用的，但不能采取实用主义的态度，手段应避免实用。实用主义不符合中国人的道德标准，中国人崇尚滴水之恩当涌泉相报。

   第五、一些单位和个人倚仗自己有权有钱，对媒体采取招之即来，挥之即去的做法。这种做法是不成熟的、不理性的、不长久的、不牢靠的公关手段。

   依笔者多年面的经验，经常不断地给媒体，最好是相对固定的记者提供新闻信息和材料，是媒体公关的制胜法宝，是与媒体保持长期、友好、稳定关系最有效的手段。（郑重http://blog.sina.com.cn/zhengzhong01）

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

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1 国学智慧改命运：孝敬父母+五合一+自强不息

2Zhuge Changqing's Three Golden Keys to Changing Destiny

2诸葛长青改命运三把金钥匙诸葛长青施食仪轨 （十五步简洁版）

3Zhuge Changqing's Greeting Ritual (15 Steps Concise Version)

3 诸葛长青施食仪轨 （十五步简洁版）

4How to repent: the ritual of repentance and the method of repentance (full version)

4   如何忏悔：忏悔仪轨忏悔方法（完整版）

5How to read the Dizang Sutra: Methods for reciting Dizang Sutra (complete version)

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6How to release? The ritual of releasing life

6怎样放生？放生仪轨

7Zhuge Changqing's Repentance Culture: A Case Study of Repentance Methods for Changing Destiny

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8Free Life Culture: Free Life Culture in Ancient China

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9施食震撼照片：佛菩萨护法神亲临现场

10Feeding Rite Return: the return is changed to simple return

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