Media Communication outside the advertisement - the secret of the company's public relations manuscript ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------ "Success marketing ", 2004-09-24, author: Daqian, number of visits: 159 everything has doorway. The public relations manuscript are used as a "potential propaganda" cutlery because of its small investment, "output" high, has become an advertisement, and the enterprise uses the media to spread another recurrent way. However, specific manufacturing techniques, operational processes, often let the executor's headache. This contains a number of "destiny" links such as media relationships, manuscripts, and communication portfolios, and in different stages of enterprise development, public relations strategies are very different. The public relations manuscripts summarized by the Company Market Manager from the package to the published package, and draw a successful road map of the Directive Target for the Media Promotion Commissioner that encounters such problems. To receive one: Creating a library publicist manuscript seeming to be simple, in fact, there is a process, and when the real operation is performed, the detailed database is key. A Enterprise is a medium-sized IT manufacturer, mainly producing PC and digital camera products. In the publicity before 2001, 300,000 advertising fees were planned each year, and some advertisements were made in the "Computer World", "China Computer News", "Computer Business Intelligence", and by hereby adopted the Advertising Department. Some enterprises have a soft text of some companies. At the beginning of 2002, the leadership of the company found that corporate image construction is almost a blank, and the 300,000 advertising fees are almost like playing water for brand building, and it is difficult to see. Therefore, in the fiscal year, the board of directors agreed that the advertising fee was cut, and the cost of the balance of the fees was promoted, and the number of soft text issued, and the average was about 100,000 words per month. I am temporarily ordered, and I quickly set up a person's media promotion department. Until this time, I found out that the task currently carried out is not a soft text, but the public relations (the industry is also called public relations). In reality, public relations and soft text are distinctive. The public relations will seem simple, in fact, there is a process, and each joint is very important. Workers must be good, and must first make a tool. When performing truly, a detailed database is key. I am basically adopted two steps of strategy. Step 1: Scissors the Dafa Dafa I do a bit similar to the clipping, or like a book. That is, all the information that can be found, makes a differential class, so that there is sufficient material in the future, these materials will constantly correct and add content as the company changes. Content includes, corporate history, corporate scale, organizational structure, corporate honor, corporate culture, corporate philosophy, sales status, corporate product (business) introduction, business (product) Advantage, R & D team, corporate planning, focus Characters, pictures, film libraries, etc. Step 2: Planter Substitution Project This section should increase the collection of in-depth material information, especially some actual stories, activities, people speaking (regardless of leadership or employee or third-party testimony), there must be a deep summary Therefore, there is a spirit of "breaking the casserole", with the sensitivity of the reporter, constantly looking for related materials. Pay special attention to the following three aspects: (1) The content of the relevant material of the corporate elite. Product Idea endorsement of endorsement enterprises, management theory industry insights. Introduce their views, stories, anecdots, and some short language tests, and constantly enrich the content. (2) Related materials for business philosophy. Enterprise's third-party testimony, service consultant appointment, service activities organization, excellent customer service team construction, service training, certification, convenience service, etc. (3) Enterprise activities.
Including a number of leaders, enterprises, annual celebrations, public welfare activities, promotions, etc. All incidents must have interviews. To receive 2: The creative of the public relations manuscript seeks the author of the publicist, should become the "think" of the media and manufacturers, not the "publisher". Otherwise, dull readers can also smell the trading taste between the words, question the objectiveness and justice of the media; it is also a good effort to the manufacturer, but it may not be able to receive any effective effect. For public customs, ideas are equally important. The author should become a "thinking" of the media and manufacturers, not the "publisher". Otherwise, the dull readers can also smell the trading taste between the words, and even give some kind of questioning on the objectiveness and fairness of the media; it is not good for the manufacturer, but it may not be able to receive any effectiveness. Therefore, the idea of public customs is very important. Creativity includes the selection of articles, the establishment of the viewing and the arrangement of ideas. The value of the public relations depends on the creativity. The good publicist can often highlight the information hopes to spread in the most appropriate way, and will not let the media feel about difficult. Since the company is still in the development phase of SMEs, it is more difficult to spread in public relations, it is necessary to try to find a "point", which is the head. I found five techniques at the time. 1. The news report method This is the most basic technique for the operation of the public relations manuscript, but the idea of different angles can be found for successful issuance and follow-up speculation. My experience is that the company's press release must also achieve "four." The first is to socialize the product. For example, our company has developed a "one-button operation" computer product, which can be used as simpler. So, I mentioned the concept of "building the first computer" for computer blindness ", causing the competition between many media. It is necessary to learn the "first" from different perspectives from different perspectives, explain the huge interests you can bring, where is the difference between it. Secondly, the technology leads the industry. I converted the one-button operation just mentioned to the first technology, emphasizing its technology and research and development time, etc., published in the IT industry media with "one-button operation, technical achievement application". Sales diversification. Once, I heard that a counter Hailong Building sold 10 PCs in 10 minutes. I quickly wrote a "1 minute selling a computer, computer is also crazy" news. Then, it is necessary to make the service. On the day of March 15th, it must be a good service article in advance, such as "PC service, one slow two to see three through", "Everyday 3.15, a company promises 7/24", etc., through humanized services to create an enterprise image, Promote product sales. 2. Creating a competitive law has a news release, which is clearly unable to achieve the expected effect, so you have to do some depth of the media style. Because A corporate name is not passed, it is necessary to find a competitor from the product level or enterprise level, bind together, especially in some well-known enterprises or news booms, and can quickly improve corporate brands. For example, we have launched a simple operational digital camera, take two competition laws. On the one hand, some articles such as "XX camera, big knife to traditional digital camera"; on the other hand, the international manufacturer "pull down the water", released some "butterfly needs reasons, Cangyang confront A enterprise transformation" . This first meets the media's news demand, and makes consumers feel the power of a company. 3. Classification of these tactics in the following tactics can lead to the topic of "watershed", "points" can be large, as long as there is a media, Chinese consumers are passionate new things, new lively, so constantly create new topics, New things are very meaningful. (1) Products promote tactics. With the starting point of the new product application, the original product pattern is divided.
For example, a company introduces a simple operation of digital camera, you can publish an article such as "XX camera, four characters", emphasizing the future development of the camera to form a traditional camera, simple digital camera and professional digital camera. (2) Concept leading tactics. Solitably capture the market trend, use your own advanced product design capabilities, and continuously launch new concepts to guide the market, open up the market, and win the market. For example, a company has introduced a concept computer product that does not contain only outer casings, which emphasizes fashion, personalization, avant-garde has become the development trend of today's IT products, launched computer "DIY". News topic. (3) The lowest price tactics. Take a low price war, kill the market at a lower price, forced the competitor to follow the price, and to achieve the competitors of the competitors, it is the recruitment of the enterprise. The cooperation of the publicity requires a skill. For example, we have made the slogan of "consumer new application era", emphasizing that more profits should be given to consumers. (4) "First Insert" Tactics. This tactics can also be called the "first" tactics of "a certain brand" tactics, choose a suitable entry point, highlight the technical advantages of a certain aspect of the product, starting the brand. (5) Service leading tactics. Service card tactics is all brands of winning magic weapons, after-sales service is a matter of consumers, manufacturers do well in this area, can win consumers' trust and preference. 4. Market review method Because each media should issue a comprehensive report of some industries, it is necessary to communicate with the media frequently, and write similar articles to the media in advance. In the article in a comprehensive report of the market, you can put your company in the main position, such as writing a special product, you can list your customers in the first or second position in the list of the list. In this way, readers will pay more attention to their business when they read articles. 5. Consumer Refrigeratory Law guides consumers to purchase articles, which is very significant for promoting sales. Because the media is a third-party perspective, it is easy to convince. In the procurement information, the company is listed in a clear position, put some of the affected brands to talk together, and clear their product characteristics, involving the function of the opponent brand to talk about some of its general functional parameters. And even dilute. At the same time, in the title, what "PC purchase, three major disciplines, eight pay attention", "digital camera purchase, to" five "Xiangmian", etc., causing the interest in many media consumer layouts. Consumer experience classes are also essential, you can start from some consumer purchase habits, to write articles in the form of a store survey, and put your product characteristics are caused by consumers. Because of a variety of techniques, the A enterprise basically monthly publicist release is from 100,000 words, and because of performance, the media promotion department has also increased to 3 people. One manager, the rest of the two is responsible for paper media and network media. To lead three: Media communication strategies in the enterprise will serve as large and medium-sized enterprises, and this stage of public relations should be strong, more attention to some big topics. In 2003, A company has become a large and medium-sized enterprise due to the development of rapid development, so it starts to stronge in this stage. In addition to taking some of the above strategies, more attention is more concerned about some big topics, and carry out new five A technique. 1. The leader of the leader method is characterized by the leading characters of each company, whether he is character, performance, or experience, it is possible to compete, these are highlights, news points. In the leading figures, they avoided the characteristics of "enterprises without personality", turning the focus to the living people.
In the eyes of the reader, such a article is often readable, so the reading rate is also high. 2. Bottom Washing Methods This is mainly referring to enterprises can emphasize their own views and their own business practices. For example, an incident of purchasing PCs in two years, forming a focus topic of the industry. So A company puts forward the commitment of "three-year free maintenance" with some other manufacturers, and is generally concerned by persons inside and outside the industry. 3. Management, some successful business management methods of successful enterprises have gradually been concerned, so many media have begun to report this type of topic. Therefore, it can summarize the characteristics of corporate culture, effective business management methods, etc., assist some stories, and provide the media. However, it is necessary to communicate smoothly with the reporter or editor, talk about the topic, to the foot material, and cooperate with the organization's interview, so that the publishing issue can be guaranteed, and the article can be issued. 4. With an event law like some domestic, international major events spread yourself. For example, in the major events such as SARS, "Shenzhou No. 5" launch, it is actively promising, and it is in the way, and it will understand the A enterprise while people pay attention. 5. A variety of activities have characteristics, and influential activities will cause attention and reports of media. Such as press conferences, industry exhibitions, seminars, distributors, product promotions, sponsorship activities, public welfare activities, etc. Some news is created, by manufacturing some news, especially with the continuous growth of the company, the media's attention is also increasing, and one fell swimming can become an news material. In the event, invite the reporter to participate in the scene, and finally send some news reports. It is important to emphasize that when enterprises planning a certain activity, we must stand in the media's perspective, fully excavate the social significance of the event, and preparation for media reports and comments. (1) News (product) conference. Release the latest news about products, technology, events, events, etc. to the media, communicate to the target group. (2) Participate in the industry exhibition. Consider participating in the exhibitions of various forms (such as the digital, consumer electronics). (3) Help the seminar. Cooperate with government-related departments, industry associations, and related group organizations, and through these departments, the specific status of the agency, to play a good effect that is not met by general propaganda. (4) Dealer Conference. Regularly organize the dealer conference regularly with distributors across the country. (5) Product promotions. Can work with large shopping malls, Internet cafes and other units, using the characteristics of holiday passenger traffic, using a variety of promotions and methods. (6) Sponsorship activities. Sponsive a variety of sports or public welfare activities. (7) There is a prize. Holds a prize essay activity with institutions such as academic groups (such as education sectors). (8) The visit to the leadership. Invite the government leaders to inspect and invite groups to visit. (9) Public welfare activities, charity activities. Do some public welfare. Essentials four: five-sided attack, improve the release of the hit rate, afraid to marry the wronglang, it is even more afraid to find a wrong person. Therefore, to read media, there must be a hunter's psychological quality to find that each newspaper is clear, how many layers, what characteristics. Thereby improving the hit rate. Under normal circumstances, you can attack. The first is the news version. Different news about the company should find the corresponding different news layouts. For example, financial news of newspapers is suitable for the news of the company's strategic level. The second is to stabilize the industrial layout of the company. The third is the company, the economy, and finance. Some companies have reported that people's interview can be released through this layout. The fourth is the consumer guide, more common in some comprehensive newspapers. Fifth is another layout. Such as marketing layouts, etc. You can find the corresponding layout according to your needs. One of the principles that must be clear is that the largest is in line with the interests of corporate.
