News draft can not be compared with the effect of communication and influence.

Today, news articles in the dissemination of power and impact of the effect has been issued by the top of the internal mail can not be comparable. This kind of message with "internal", "personal", "emotion" and other elements creates a kind of mystery, which caters to the media's pursuit of exclusive "internal news" and stimulates the public's curiosity and reading desire. Because of this, compared with the official, public information release, seemingly inadvertently disclosed "internal mail" can often create more effective communication effect, can more effectively affect the media and the public.

In Ali, PR is a god-level presence, and much of it is due to the fact that its public relations department uses its internal mail well. Other internet bosses seem to have seen the advantage of this external PR ploy, and the internal mail is no longer veiled. In addition to Ma Yun, there are some big guys on the internal mail exposure has a unique?

--Ma Yun

The big guy who has the most exposure to the internal mail is the chairman of Alibaba's board of directors. Some of the company's customers are fraudulent, some of the direct sales team employees involved, Ma Yun wrote that he was "very painful, very tangled, very angry"; by September 2012, Ma Yun in the internal Mail announced the Aliyun OS independent operation; by the afternoon of January 15, 2013, Mr Ma announced that he would resign as CEO on May 10, 2013, and basically every big change in Alibaba was first caused by the so-called internal mail outflow.

Ma's internal mail, whether it is the public relations are not willing to jump to the conclusion, but 2012 years Alibaba Group directly with the official micro-BO Open the internal mail MA, and brought the title, it is clear that this has become an external publicity strategy Alibaba.

On the one hand, these internal letters are more likely to be spread than ordinary, dry and wizened press releases, which are more rich in the CEO's personality. On the other hand, as a mail client, Ma Yun is equivalent to the industry's internal first explosive material people, the fact that the industry to Alibaba changes will not produce too much negative rumors, for Alibaba to establish a very strong protective layer.

--MA/Zhangxiaolong

Ma Yun, who often stands in the tuyere even when he retires, Tencent chairman Ma is relatively low-key, referring to its internal mail is not much seen, mostly with the dialogue Ma Such news words appear, can say, MA walk is in accordance with the common sense of the obediently route, buried in the product.

But Tencent PR apparently did not intend to let Zhangxiaolong and pony walk the same obediently route, starting yesterday afternoon, small knitting friends circle of each Big V began to bask in about Zhangxiaolong internal mail. I have to say, this way and the timing node is a good choice. The establishment of the micro-credit business group was announced in the form of an internal mail disclosure and announced that this meant that the first stage of incubation had been completed.

In this internal mail, Tencent's corporate culture and product culture have again been strengthened, "user first" and "small team mentality" and other team concept has become a popular vocabulary, has become the road from the media and experts to study the analysis of the example. This modest internal email is magnified by the enormous aura of micro-letters and Zhangxiaolong itself.

--Robin Li

Among the bat's three giants, Baidu Li's internal mail looks more like chicken soup for the soul. In this year's youth, Robin Li released an internal email, telling his staff in the tone of a young mentor, "in this most precious time, we have to grow into a truly reliable person." In the future, many new orders and new rules will be written back to us. ”

Corporate culture and spiritual pursuits are what Li has been trying to strengthen in his internal mail. Youth is the most precious gift of life, and youth should not be used to commemorate and cherish. Let us sharpen ourselves in this best time, grow as soon as possible, and make unremitting efforts to fulfill our mission and dreams. ”

Do not know the technical House to see the text of these drag text when the heart is really touched. Or perhaps the technical curtilage also need spiritual comfort and baptism.

--Zhou 祎

360 Chairman Zhou's internal mail is quite "fool" taste. April Fool's Day, a "Zhou to 360 of the staff of a letter" in the social network crazy, afterwards, in the microblogging platform has been very active parties Zhou on Weibo denied:

"Twitter is the so-called internal mail that I write to middle-level executives. 360 of the competitors are several, do not know who wrote this for me. Every time 360 enters a new field, there is an ' enthusiastic person ' who writes the internal mail for me. Last September, a warm-hearted man wrote an internal letter for me. Careful people can find the law: every time 360 new breakthroughs, there will be forged internal letters. Anyway, you are tired of writing. Come on, leave an address, I will send you a fee. ”

Denying the time, the enthusiasm for the mouth of the cardinal is obsessed with the propaganda of the 360, but also back to the Joker "send a fee." It can be speculated that Zhou is not an internal mail for PR propaganda, but a forged "internal mail" propaganda.

--Jia Yue Pavilion

As long as the internal mail for all employees, intentionally or unintentionally will always be exposed, then for the CEO of a listed company, it is worth noting, that is, do not violate the disclosure of information rules.

Previously, garden President Mo Bin in the information sent to the internal staff, this year, the cumulative subscription amount has been more than 100 billion yuan, this information after the leak led to the stock price, the company suspended, the company had to send a notice of clarification, and said that the review of internal procedures to ensure that all employees are sensitive and confidential information confidential.

By contrast, the founder of Music, CEO Jia Yue Pavilion in the internal mail for the Super TV campaign in a good sense, he wrote in the Mail "due to the letter of the need, part of the information omitted", so did not in the mail to reveal the size of the Super TV, price and other key information, but to take Samsung as a target, Claims that the Super TV is "twice times more than half the price" compared to the latest Samsung TV.

--Liu

Whether it is in love or fighting, has been rumored to continue the Beijing East CEO Liu also played the internal mail, but just learned the shape, and did not learn God. Liu on March 10, 2014 Weibo published its own mail, announced the strategic cooperation with Tencent, only mentioned the Beijing-east acquisition of Tencent's QQ network to buy and Pat net 100% interest, as well as the Xun network of some shares, There is no mention of Tencent to 215 million U.S. dollars to buy a stake in Beijing east, accounting for the IPO in the foreign capital of the capital east of the 15%, became the third largest shareholder of the fact. Later in the micro-letter to read the letter to the pony brother to understand the overall situation and the truth.

So, despite the Liu of this email, the final inscription "-Your Liu" is also very sensational, but in this email showed the heart and pattern, really can not be recognized. In the internal mail content marketing, East elder brother still need to work harder.