Network PR has become the manipulation of public opinion tools: industry scale 100 million yuan

Recently, food safety incidents are attracting attention. And with it has been uncovered by the Internet PR unspoken rules. Once the individual enterprises find quality problems, the first thing is not to solve the problem as soon as possible, but how to cover up the truth, "public relations" as a "clear" government departments, "smooth" the media, and thus deceive consumers of the tools.

So how do these online PR help these problem enterprises "put out the fire"? How do these online PR affect our public opinion?

　　Information shielding technology is a breeze

How do you get your company to be found in search engines?

Shanghai Tian-Qing technology company is Google (Google) 's Shanghai regional agents, the company's main agent is Google "Adwords" business, that is, keyword ads. Mr. Tan, the company's consultant, said the company has a professional team of door-to-door research and customer communication, design ads, to discuss a number of key words together. The number of keywords has nothing to do with charges, there are keywords in the thesaurus. Thereafter, there will be special monitoring of the keyword clicks, according to the rate of clicks, a 8 cents per click.

"If you have keywords that are bad for your company, can you delete them?" The reporter once asked a search engine staff.

"Technically, as long as the keyword in the thesaurus, can be deleted at any time." "The search engine's staff explained:" Our industry has its own rules, as long as the customer needs, of course, can be deleted. As long as you spend money, you can do it. You will find that many things are not seen in the search engine, this is not accidental. ”

According to his introduction, customers pay to buy the search engine page on the right side of the auction ads rankings, the general search engine on the left is the natural ranking, when users search for a keyword, the engine according to the rules of confidentiality of the computer to calculate the relevance of each page for this keyword, the more relevant, the left

And some search engine page on both sides of the launch of the auction service, which the left-hand side of the search results text link ranked advertising prices, far higher than the right side of the auction rankings ads. It is reported that the bidding ranking business has become some of the most profitable search engine projects.

According to an informed employee who participated in the bidding rankings, the characteristics of the bidding ranking is in addition to the click Charges, but also charge "pai fee." In the same keyword ads, pay the highest price of the ads can be ranked first, if the ads appear in the search results, but also by the user clicks, not only charge the rank fee also to receive a click fee. Clearly, the criteria for bidding rankings are advertisers ' fees.

"When people come to realize that the search results are related to silver, I believe such search engines will be spurned." A media practitioner said that with the formation of the search engine oligopoly, it is not a simple business enterprise problem, involving people's right to know. "The government should put in place strict standards and fulfill its regulatory obligations in the media, which is related to people's right to know." ”

　BBS false False True True

Not only the search engine becomes a focal point of network PR, BBS is also an important position for them.

In the network planners Chen Ink, traditional media generally do not have a draft, but the network from BBS to portal sites, can spend money PR withdrawal draft, eliminate the impact.

"We have studied the 20多万个 forum, which monitors a hundred thousand of forums, of which there is no more than 10,000 marketing value." In these 10,000, there are 5,000 forums with flow and popularity, and we have studied these 5,000 forums. "1024 Interactive marketing CEO Dongzi static introduction, they put the forum into 25 big class, 226 small class." If a customer determines the network public relations, the company will be targeted to monitor public opinion, but also to carry out "Word-of-mouth marketing."

Dong said that the current network of public relations is the main means, is the use of search engines, major portals, forums and SNS and other sites, to netizens, bloggers the identity of the release of soft text, advertising and so on, the current network of public relations industry scale of 50 million to 100 million yuan.

It's hard to imagine a post with "the most important eight words before the college entrance exam", which will be implied by advertisements. Verbatim reading will find, "keep good mental state, drink less carbonated beverages, standing some like XX can quickly replenish energy drinks!" "In fact, a function of beverages in the Internet advertising."

"If you are a candidate or a parent, you will read this article very carefully," he said. "Planning This Marketing network PR is satisfied:" Publicity to be carried out in imperceptible. ”

The network information self propagation is better than the newspaper broadcast television, therefore, the network is the current crisis public relations main direction. Many times need to start from the Forum, blog, search engine, SNS Community Network and other aspects at the same time, for crisis PR.