News Marketing: Let the media work for you

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Now the news is more than just a look, the news more and more close to everyone, close to everyone's life layer, "news landing" will be the trend. We are not a spectator of the news, but become a news party, so the focus on the news is to focus on ourselves. News has become an advantageous resource because of its powerful audience and the functions of information, curiosity, education and entertainment. What would the world be like without news? This shows the value of the news.

Promising News Marketing

The general enterprise's main propaganda way is the advertisement, whether is the television, the newspaper, the broadcast, or the magazine, the outdoor media and so on, the enterprise all in the form which the advertisement publishes, informs the consumer related information. Advertising is seen as the most direct, most effective way to promote, many companies because of the overwhelming advertising bombing, so that enterprises benefit greatly, this era is called the advertising era. But advertising is finally "out of a Santana, but not the return of an Audi," announced advertising is not a panacea for corporate propaganda.

Next is the soft ad, soft ad because in the form of concealment and expression of suspense, integrity and animations, grasp the consumer's psychology, for enterprise propaganda played an immediate role. This period, such as brain platinum, lid, such as health care products enterprise performance incisively and vividly, for consumers instilled a large amount of consumer knowledge, for its later consumption guidance played a key role. But because the soft advertisement concealment slowly by the people uncover, at the same time some enterprises in the soft advertisement writing and the operation is not in place as well as has doped a large amount of false ingredient, the soft advertisement dissemination effect also greatly discounts.

The same is the use of the media platform, people are willing to watch the news rather than accept ads, why not press the form of publicity for enterprises? So "paid news" has become a common concern of enterprises and the media, as companies and the media have benefited, so various press conferences have become the media "Moonlighting" of the scene, all kinds of media coverage of the enterprise interview has become a long and cumbersome media topic.

But the real news as a means of corporate marketing is not much, although many enterprises have seen the important role of news marketing, as a good means of communication between enterprises and consumers, has gradually been favored by enterprises, but the domestic enterprise news planning skills is clearly not enough, news marketing is still in the stage of testing water.

A correct understanding of corporate news Marketing

The author thinks, the Enterprise news marketing, is taking the enterprise as the main body, according to the law of the news operation, through the careful planning, the artificial manufacture enterprise news event or the news event carries on the news operation, uses the media report to attract the consumer attention, thus achieves the enterprise and the product propaganda function.

Therefore the enterprise must learn the news marketing, must grasp the news plan several elements:

1, the main body of the news marketing is the enterprise, is the enterprise stands in own angle to carry on the plan.

2, the purpose of the news marketing is to achieve a certain requirements of enterprises, not to achieve the purpose of the news planning for the enterprise is meaningless.

3, the dissemination of news planning must be the mass media, so as to expand the scope of news dissemination, causing sensational effects.

4, press release is to press the position objective, fair report, use the fact to speak, cause news phenomenon and news effect.

5, in the operation, must follow the news law, the false news, false news or not news.

6, the way of news planning can be man-made, but also can be social news hot events on the news operation, in short, all aspects of the existence of careful planning, so that events logically.

Correct understanding of the media

With the vigorous development of China's market economy, the remarkable improvement of people's living standards, television, newspapers, magazines, radio and other mainstream media relatively popular, emerging network media development is very rapid, and has a group of loyal high-quality groups, can say that the strong media growth for corporate propaganda provides a broad platform. As a result of the continuous promotion of the marketing revolution, news operation as a marketing means of enterprises into the enterprise marketing strategy.

At this stage, the time is not good for the operation of the media. Because of the significant increase in the number of media, one is the different media types in order to win their own interests, mutual exclusion, the allocation of limited customer resources; The second is very multimedia has to be divided into media, the emergence of political, economic, social, life, urban category, such as the media, or even more detailed, such as economic classes are classified into political and economical categories, Marketing, management, channel and so on, so as a media, its development space is also very limited. At the same time, due to the control of the media by the National Press and publication agency, the Media management and press release are restricted. Media should be published regularly, the publication must have content, to spend money, but also to have the news and the primary information to attract consumers, so the media business awareness is also strengthening. In order to develop, the competition for news in the various major media, some media even vicious news hype, which fully illustrates the current media industry news material shortage.

This also provides a good opportunity for news marketing. News is not based on reporters, editors, must have factual basis, so enterprises in accordance with the actual enterprise news planning, is also a fact, but through the relevant planning of enterprises, more conducive to the positive propaganda of enterprises. In this, the enterprise is not only the news consumers, but also to do news manufacturers.

How companies deal with the media

The news media's bounden duty dictates, does not allow the personal or the group to manipulate the news truth, therefore the Enterprise news plan first must pass is the good media relations. If the relationship between the enterprise and the media is not good, then in the course of operation, the best news planning will not be supported by the media.

Now many large enterprises have found the importance of news, but also set up a corresponding media and public relations departments and the media to establish relations. There are also a number of newly established public relations agencies, specifically for the cooperation between enterprises and the media matchmaking. First, some news articles can let the media release, the second is related to corporate negative news to let the media Jews. Many enterprises are to let the media jiede and exposure and silence, because the media shoulder the burden of supervision of public opinion. Therefore, it is true for enterprises, the media can carry a boat, can also overturn, enterprises to strive for favorable news reports is particularly important. Data show that: foreign enterprises attach great importance to the use of mass media to establish a good reputation, only the United States newspaper media, more than 60% of the news is provided by enterprises.

In the specific operation of the process, the first and the media editorial Director, column editors and journalists do a good job of relations, they have become their friends, behind the matter is nothing difficult, after all, friends are the best business partners.

In addition to emotional, it is necessary to get the media like the real things, so that the media are willing to "free" service. If your so-called "news", in fact, is the face of advertising, if your "news", there is no news value, if your "news" is only the boast of the enterprise, how people will leave you propaganda space. No media will joke about its credibility unless it is an "ad" that is not in the bag.

Some large enterprises, such as multinational groups, leading enterprises, well-known business people, themselves will arouse the interest of the media, become the object of media attention. such as Coca-Cola, Haier, Wahaha, Lenovo and other enterprises and leaders often appear in the media. And a large number of small and medium-sized enterprises do not have such treatment, they do? Then you have to dig up the value of the news. From the media audience's point of view, long a pair of "news eye", mining the news "selling point", so that audiences can see, media available.

Several methods of enterprise news planning

To win by a miracle

A hospital seems to be connected with the world of Guinness, but Tianjin Ai-Min hospital did. 1997, the man-made hospital decided to 11 years old, weight of 348.5 pounds of the special fat Juvenile Dengchejian implementation of treatment, experience 188 days, the success of 180 pounds to lose weight, created the "Fastest speed of youth" world Guinness record. 2000, the 530 kg weight of Harbin people Meng just 100 days to lose 160 kg, and created a "fast weight loss of the fastest person" world Guinness record. That year Meng just by CCTV as "the luckiest person in the 20th century", Xinhua news agency issued a draft report, large and small media also reported this matter, Tianjin People's hospital reputation also spread. Many of the domestic weight loss agencies, but the people's hospital in their peculiar way, not only created a mega-news, but also received a free publicity.

Now, Tianjin AI-Min Hospital where the chain, will use the same kind of news planning tricks, is in the local search for the largest fat, and free treatment. Because this event itself has certain special nature, therefore the news media spontaneously up carries on the Omni-directional report, this by the enterprise manufacture, the media hype news event for the enterprise propaganda has obtained the extraordinary effect.

To borrow a celebrity skillfully

Celebrity is the object of the news media chasing, skillfully borrow celebrity natural innuendo enterprises, famous comedian cattle in Mengcheng as the county magistrate, is the best example of the use of celebrity.

Anhui Mengcheng County, a poor county, to the unprecedented to please the star to do the magistrate, it is the use of celebrity. The news plan is ingenious, make full use of the combination of the two points, one is the cultural celebrity was appointed as "Deputy magistrate", very newsworthy, the second is cattle cow, cattle, called Niu, went to known as "Cattle County" Mengcheng, the tube is cattle economy, cattle culture, is also reasonable.

From the herd will become "cattle County Magistrate" news, the national media is swarming, regardless of the layout of the speculation. Like Sina not only in time to set up the "' Niu elder brother ' to be ' cattle magistrate '" news topics, but also specifically launched the "Cow County Diary" Serial. Of course, the "Cattle magistrate Incident" also sparked controversy, such as the Beijing Evening News published article, "Cattle when the county magistrate debate: cattle can be cattle county magistrate?" , the Yangcheng Evening News raised the question "is it illegal for the herd to enter politics?" 》。 But the more controversy, the greater the impact of the incident, the better the propaganda effect on cattle and Mengcheng County. At the time, media coverage across the country was described as overwhelming.

This incident to Mengcheng County brought enormous effect, the popularity of the big increase, with the herd said is "Now even overseas also know that China has a cattle big county called Mengcheng", at the same time the economic benefits achieved significant results, is the occasion celebrity News Marketing classic case. In addition, there are jiannanchun to borrow the name of Clinton, alcoholic drinks, Yongyu and other events, is a masterpiece.

Hitch a ride.

Many news events in fact contain a lot of business opportunities, if you can find the relevance of news events, enterprises can become the beneficiaries of news events. The 2000 PPA crisis in the cold medicine industry has made the 999 cold spirits, which do not contain PPA, the biggest winner in the PPA event.

"PPA incident" caused by the cold medicine industry a small shock, causing consumer psychological panic, trust crisis, at this time if not timely correction of public opinion misleading, enterprises are likely to infringed the incident and suffered "accidental injury." The market opportunity for Chinese medicine and the absence of PPA to the entire cold medicine market have made the 39 pharmaceutical industry the first time to strike and launch a large-scale news war.

With the advertising campaign, in the form of press releases, through the media authoritative reports, rapid impact in the country. Due to the timely response, in the second day of the crisis, 39 health online published on the "cold, tai grams can not eat, eat what?" , "care for themselves, the refusal of PPA", at the same time, Sina, Sohu, NetEase, Shanghai Hotline, 21CN and other famous websites to link. Reports on the "999 Cold spirit" without PPA and the 39 determination to seize the cold medicine market appear in the central and local news media.

999 Cold Spirit is the first in the CCTV broadcast "no PPA" ads. By taking this PPA incident shun car, homeopathy, the original ranking of the cold medicine market 10th, has become the market share in the forefront of the leading brand.

Ledge

Many companies are not smooth sailing, in the difficult choice of time, bold to make some important decisions, seems to have the logic of the back, but often can revive. For example, Maotai "broken bottles" incident, "drink paint" incident, has created a good news effect.

Haier start-up early, products often appear quality problems, in the Zhang of the personal planning, made a "own hit the refrigerator news event." The incident caused no small fluctuations, Haier lost 67 of unqualified refrigerators, but with the help of news dissemination, Haier won the public trust in their products. Haier performed a ledge of news events, "hit the refrigerator incident" so that Haier tasted the sweetness of public relations, Haier Group has been very focused on news events spread, almost every day in the domestic and foreign media can find about Haier's news coverage.

Small

News no small things, "a drop of water can reflect the sun," to small can see big, a small business can be reflected in the enterprise's culture and philosophy, to enhance the public awareness of the enterprise height. For example, ping An insurance in the "SARS" period to the customer Free "SARS Prevention handbook", a small mind to obtain the trust of customers.

There is also an example of small that one day a large group of homeless pigeons were found in a building that had just been completed by a company. Public relations staff know, feel that this is a good opportunity for enterprises to fame. So people close the window, not let the pigeons fly out, and hurriedly notify the Animal Protection Association and the news media, thus planning the famous "pigeon event." Through this incident, the company not only established a caring corporate image, but also greatly improve the visibility of the enterprise.

The way of news planning is not limited to these, but must follow the law of news.

Corporate News Planning Considerations

1, the establishment of the news spokesperson system

A normative news spokesperson's words and deeds and action criteria. The two news spokesmen and the news media establish good interactive and cooperative relations, and get positive effect on the guidance of public opinion. Third, timely release of enterprise dynamic, prompt and reasonable arrangements for the holding of press conferences. Four, promote the continuous standardization of news marketing development.

2, news planning to establish innovative ideas

As with other marketing methods, innovation can attract people, can not innovate, the news may be "old". News will highlight a "new" word, novelty can keep the public attention to enterprises, this is the basic fulcrum and starting point of news planning. For enterprises, especially to plan some dynamic news, planning some let the media and society feel very innovative events.

3. Stand on the position of impartiality

Enterprises in the news planning before, it is necessary to put their own position. To stand on the position of the media, stand on the position of the industry, stand on the public's position, not blindly from the point of view of the enterprise. Microsoft's news campaign is to ignore the effective communication with the Government and the public, thus suffering from the United States Government and the mass media, the end of its monopoly market as a result of its split.

4, all aspects of planning to be careful

The success of news marketing is the success of planning. From topics, planning, to concrete implementation, every detail should be carefully planned, can not have the slightest negligence, at the same time to do a good job emergency, emergency processing preparation. The fact is not true, the organization is not in place, resulting in deceiving society, deceive consumers impression, it became a big taboo news planning.

5, the establishment of feedback and follow-up system

After the press release, like a bomb detonated, no one will fully predict what will happen, so that every marketing activity of the enterprise to achieve a maximum, we have to pay attention to some even subtle changes. For example, from the number and characteristics of the audience, activity visibility, goodwill, media and the attitude of the audience to collect relevant information, establish feedback and effectiveness evaluation mechanism for the activities of the timely follow-up and next activities to lay the foundation for better.