News background Web founder Shi Yan: Service Forever free don't worry about income

In the April 2007, the news background network was officially launched in a virtually silent manner, and its goal was to become a common network platform in the field of PR communication.

PR communication is a fast growing industry, China International Public Relations Association Survey Report, 2006, the domestic Public Relations Service market annual turnover is 8 billion yuan, in recent years, the industry growth rate has been maintained in more than 30%.
However, people familiar with the industry understand that PR communication is by the main body (enterprises or institutions), PR agencies and the media tripartite, a "complete ecological circle" with little external force. So, does this industry need a network platform? Or does the Internet have the opportunity to enter or change the field?

"There is a chance," the news background net founder Shi Yan so thinks, "not only has the opportunity, a recognized network platform also can promote the PR communication industry to move toward specialization and standardization more quickly." ”

Drive the ideal phase forward

When PR was first started in China more than 10 years ago, domestic PR firms were operating almost in a business model that now seems very peculiar. A PR firm may not have the ability to ligatures a decent piece of news, or even have a job related to PR consulting. The company's resources are only a personal relationship with a number of media journalists, but such personal relationships have been able to ensure that it publishes public relations contributions that are satisfactory to the media. And the release of these manuscripts, at that time, is indeed more dependent on personal relationships than news value. So, in the years after PR spread into China, the personal relationship with media reporters or senior media has always been a great resource for PR companies to bid on their customers.

More than 10 years later, PR communication in China has been almost called leap-type development, corporate public relations awareness, public relations Agent Company's professional rapid improvement, the entire industry has been a rapid improvement in the standardization of the degree.

Although the development speed is very fast, but the whole profession's standardization consciousness is still insufficient. "In the view of Shiyan, if the media charge is still the majority of PR agency's largest business costs, it shows that the media and public relations companies still do not establish a logical business relationship."

Theoretically, whether a news article is adopted by the media, should be considered first is obviously the news value of the manuscript, rather than the high or low cost of the paper or not. An idealized working state of a professional editor should be to collect and collate relevant news as widely as possible, decide whether to follow up the interview according to the content of news, and decide the publication status according to the final news value.

"The ultimate goal of the news background network is to promote and serve this idealized state." News background Network is an open platform, according to the industry different 16 channels, each industry related enterprises, institutions, including public relations companies, in access to the news background network accreditation, and commitment to the release of content is responsible, can use this platform for news material release, The media is also free to browse or subscribe to news materials from the news background network. "Shiyan Introduction said."

Starting from free

Such a platform, obviously, is theoretically valuable to the industry. But the success of such a platform depends first on its ability to build a brand trust and whether it can gather enough users. News background network to try to solve the above problems in a free form, after the establishment, the news background net first established with nearly hundreds of network media official or unofficial cooperation, the current release to the news background of the news material, will be automatically passed to all the cooperation media for editing to choose to use. About 30 of these media, for the professional nature of the news background network, as well as the Publisher qualification Audit Work Trust, will be all forwarded from the news background network news.

Although this release only for the network media, and can not guarantee a good enough release location, but because the value of network dissemination is constantly being valued, so, officially launched 3 months, the news background network has been established with dozens of public relations companies and more than hundreds of well-known enterprises cooperation.

"We will keep this free service forever." With the news quality and quantity of news material on the internet rising, we will rely on these content resources to establish a cooperative relationship with more media, which will also become our basic charge service. "The number of commercial media in the country is over 8,000," said Shiyan. In addition to a number of information organizations and foreign media focusing on China's production and economic field, the goal of the news background network is to establish a partnership with 10,000 media, with the help of a network platform to deliver the customer's news material to 10,000 media at a low price, will become the news background network unique charging service content. ”

There seems to be no competition between the service and the PR company, the core value of the PR company lies in the consulting planning and the deep communication of the core media, and the advantage of the news background network lies in the wider media communication.

Don't worry about income

In the stage of resource construction, when the charging time is not yet ripe, how can the news background net feed itself? The news background net also like those network company that the idea is too advanced, want to depend on investment to endure to spring?

"Not So," Shiyan's answer is very easy, "the news background is not worried about the income problem." ”

"The basic billing content mentioned above is only the midrange service of the news background network, and in addition to midrange services, we have low-end services, high-end and more targeted services for media and large enterprises." Before the midrange service matures, the survival of the news background network relies mainly on low-end services, a low-end service that, frankly, is PR press. In fact, we are in good shape now. ”

Originally, relying on the content of the media cooperation, the news background network to establish a wide range of media resources, but also to cultivate a good sense of media communication and communication skills, therefore, the news background network is fully capable to provide users with value-added services. At present, the news background network in the value added to the performance of the ability and professionalism, not only has been recognized by ordinary enterprises, even a number of media resources are not rich in small public relations companies, has also chosen to most of the public relations press work outsourced to the news background network.

"However, we are not overly chasing this part of the income, because, what we are most worried about is not survival, but whether we can maintain the pace of rapid development, before the possible pursuers, to become the market's leading brands." "Shiyan said.