Lao Xie: Marketing PR planning strategy

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Under the double competition of international enemy and domestic adversary, enterprise's survival is more and more difficult. Although Nestle is the world's largest food enterprises, but in the iodine exceeded the incident still appears powerless; The light in the occurrence of "problem milk", only know blindly excuses, ultimately lead to outright failure.

In this era of frequent crises, how to deal with the crisis correctly? Even if there is no crisis in the enterprise, how to spread themselves systematically? In fact, in this increasingly important era of marketing PR, even some PR companies do not know how to provide customers with a systematic solution, and some marketing consulting companies, Just stay in the stage of selling "ideas".

To this end, the author summed up a number of programs to create a system of marketing public relations planning strategy-"BDTEP marketing PR planning Strategy", that is, from the background (Background), diagnosis (diagnose), strategy (tactics), implementation (Execution), prevention ( Prevent) five major aspects, for the actual situation of the enterprise tailored to create a systematic marketing PR solution.

Background

Background analysis is a necessary prerequisite for the successful planning of a systematic marketing PR case. Take a start-up enterprise for example, its current stage still stay in the market development stage, but the marketing PR case is not to cooperate with this enterprise to do market expansion, but to recommend it to do sponsorship marketing, public welfare marketing and so on, this is not to do background analysis results. So, in a successful and systematic marketing PR case, to the enterprise background, industry background, public opinion background and so on, thorough analysis, in the full understanding of the enterprise status quo, industry status and public opinion environment, on the basis of clarifying the actual needs of enterprises, that is, clearly and accurately plan the marketing public relations case objectives (including the primary goal, Stage goals, etc.).

Case study: The current situation of pharmaceutical regulatory adjustment

2006, after the national regulation of the medical system, the "treatment of medical corruption", "standardized drug name", "drug prices" so that prescription drugs in the hospital market has been a severe survival test, some manufacturers have canceled the normal visit of medical representatives, and even some prescription drugs simply withdrew from the hospital market, Many state-owned drug companies have lost their future in the irregular trend. For the prescription drug companies in the background, it is necessary to find a more effective marketing PR "cure" than the doctors recommend, allowing consumers to endorse this prescription drug.

Diagnosis

Case study: The analysis and diagnosis of the different stages of nine grazing kings

Policy

Case: Hong Xing-ke "technology" image positioning

Implementation

Case: HONGTA Real Madrid China Line

2003 Midsummer, the "SARS" suffering and become unusually gloomy China on the ground, because of a vigorous football match and sunny, it is "HONGTA Real Madrid China line." It with unprecedented sensational effect, let the Chinese people close to enjoy the world's top football star style, but also make the Hongta group "Mountain High Man-made peaks" of the enterprise core concept can be incisively and vividly perfect deduction, reproduced "China's first brand" of Infinite Wonderful.

In the media implementation, HONGTA also the first time in the way of press release, to the media to convey the things they want to express, and for the media industry, this is an arduous news war, operating war and strength war. Only August 2, the "Dragon and Horse War", is said to have more than 300 foreign media applications to Beijing, the number of journalists will be more than 1,000 people, and more than 20 television media to the world broadcast the event.

It can be said that the HONGTA in the most suitable time, the most suitable place, through the most suitable people, so that "mountain high man-made peak" has been the best interpretation and the best spread effect.

Prevention

Any marketing PR case could trigger a crisis. Even a very positive scenario may cause a crisis because of the exaggeration of the word or a slight departure from the fact. So, in the course of implementation, on the one hand, it is necessary for the executive (and, in general, the team to be trained in detail) to communicate the most accurate information to the media and the public, if they have no understanding, to give the most accurate explanation, to let them know the facts, to understand the facts, on the other hand, Prevention teams need to be formed to monitor the media and the public, to avoid the emergence of negative reports or the spread of negative information.

Case: Yantai Training Bar

The company is for college students to provide training information, is also the industry leader in the country, but in the previous period of time because of a college students because of their own reasons, can not be very good training, the responsibility refers to the Yantai Training Bar (www.pxba.com). But Yantai training bar executives in the first time to properly solve the problem, the maintenance of the company's image, making the company in college students have achieved a good reputation.

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