Gao Shenning: How to effectively launch interactive marketing business for PR companies

Digital Integrated Marketing Series VI: Effective development of interactive marketing business

Wen/Gao Shenning

About this time last year, I have written an article has been widely concerned-"" with internet users to attack opponents "network underworld will Fall", the first introduction of the concept of "network Triad", after the widespread concern, the main reason is that the "cyber hatchet" this career has been sublimated. The concept was then widely used by major media. The reason for this concept is that after the outbreak of Master Kang's water Gate incident, carried out a profound reflection, once had to leave the industry to find another occupation of the idea, last year, after the national day, I wrote the "Network marketing is demonized-network PR will not become mainstream", of course, also by a large number of people in the industry counterattack, There seems to be some bias at the moment. Then went into an advertising agency, leaving the once-favorite industry-interactive marketing. Perhaps I am a layman, the understanding of public relations, it is from this time last year began to really understand, although the previous has been shouting oneself is engaged in the network public relations business person. May be out of the industry like, know a lot of friends in the circle, the understanding of public relations more and more profound. At that time the advertising company, the industry has a lot of fame, but always can not afford to complete the spirit of the work, it may be that they are not really a person advertising. So at the end of last year, the advertising company, which gave up less income, went back to the PR firm and started again from the account Manager ...

The correct understanding of PR is from that will start. Have to spend a lot of time to make up for the deficiencies before, after all, I have not received a system of basic public relations training, perhaps before the network PR business experience, but is a drop in the bucket, before the set of things are their own groping, and no one to teach you. Another major reason is that the Customer Manager to serve the customer and the whole project management, learning has become the theme of the past year. A variety of financial newspapers, magazines, all kinds of writing style, must be in a short period of time to improve quickly, after all, the customer's money is not I used to learn public relations knowledge training funds. During this period, although the customer has been a lot of angry and complained about my professional ability, but with the continuous learning and strengthen the ability of this area, the customer is always more praise than the number of mad. As a result of the previous network PR experience, the work is unavoidable still have to contact the network public relations business. It is the understanding of traditional public relations, half a year, I have been repeatedly thinking about how to promote the needs of enterprises to carry out the right and effective network public relations business. On the basis of the traditional public relations, I have a new thinking on the network PR, and gradually realized that "talent, professional" on the network public relations of great effect. For the above two points, I hope to start a new discussion with colleagues.

The impact of the network on the future of society, perhaps no one can be fully foreseen, but the consensus is: the future of internet-based marketing promotion business momentum is inevitable. In recent years, major public relations companies and advertising companies have a business transformation, the Internet business as the focus of future business development. Talent and professionalism has always been a foothold of the PR company, but unfortunately, although the public relations company saw the future profit point, but in the talent and professional training, and did not see very thoroughly, the business for the internet is only the traditional PR means and advertising thinking translation, Even though everyone is saying that network PR can not be a translation of traditional PR, but now we look back to seriously think about the business we are engaged in, is there any other way out? So, how can the public relations company effectively launch the network public relations business? I think, still should be from "talent and professional" these two angles of a profound revolution!

First of all, the traditional public relations, training a large number of PR elite and marketing genius, but these gifted elites are not necessarily network PR talent and elite. Therefore, a planned training and the introduction of network PR talent should be as a public relations company launched a network of public relations business, the first priority to grasp, only in this way in the future public relations industry stand still.

1 talent training. According to new statistics, China's internet users have reached more than 300 million, the future figure is still a straight rise. Only people who really know the internet, in order to carry out public relations services for enterprises, but there are not many people who have in-depth research on the behavior characteristics and needs of netizens, most PR companies are learning and doing, some even have not contacted the blog and the community, but only chat QQ and MSN people to serve the customer's responsibility, This becomes very dangerous. The public relations company to the network public relations talented person's training, should be a system process, one has never been in the forum and has sent the post the human, wants to provide the professional network public Relations service to the customer, is a very funny matter. These so-called professionals, you think carefully, you send a post or reply to a post? Maybe, I'm afraid we have to learn from posting and blogging.

2)          talent Introduction. Where are the network PR professionals? Perhaps this is a problem for the bosses of the PR companies. He is a difficult question to answer, but a very simple one. A good teacher can bring out a group of good students. The network public relations professional talented person, to the Netizen psychology understanding is profound, the network resource is formidable. But such talents are few and far between. If we want to recruit traditional public relations talent thinking to recruit, perhaps, a year will not meet a few. Because even the headhunters do not know the question, we are afraid that it is difficult to answer. Talent, where exactly? A senior Netizen, how many some ruffian gas, how many a little angry green, how many a bit of a professional.

3 The rise of the network public relations, spawned a large number of network public relations business-oriented Professional interactive marketing company, these represent companies such as 1024 interactive marketing company, Chen Network Marketing advisory body, er MA Interactive marketing Company and Word-of-mouth interaction such companies. Based on market demand, only in Beijing, large and small thousands of homes, but such companies are mostly lack of core customers, are a small customer or outsourcing business to maintain survival. Although the names of these companies are loud, there are still problems with expanded reproduction. But these companies, most of the employees are engaged in the initial level of work, such as writing, posting, top stickers, long-term bubble forum, these people more or less have their own professional knowledge of network PR, and such talent, often submerged, looking for the regular army. And several well-known PR companies, customers occupy the majority of the public relations market share, generally speaking, customers will not separate the network of public relations business to find new suppliers, which has formed a vicious circle: Professional network PR companies can not meet the ideal customer and the traditional PR company is distressed is a customer, But there is no professional talent to serve, the market cycle has formed. At the same time, another issue is highlighted: Professional network PR companies are mostly in the last two years, smart market-sensitive employees most work six months or a year later, because such a company's salaries and traditional public relations companies are basically equivalent to half the position, such as professional network PR company's account Manager salary 4 K, and the traditional PR company's Customer Manager's salary is above 6K, and all kinds of welfare insurance is complete, and these capable employees most need a good platform is also relatively high salary, and managers of the financial strength and management capacity of the lack of So these company staff's instability, almost every six months will have a large scale staff flow, but these mobile employees, but often not to the public relations Company's recognition that the grass roots, arrogant posture became the current PR company talent Introduction and recruitment bottlenecks. Of course, this is not a stick to kill, good prospects need to cultivate slowly, even if it is not familiar with the public relations business, but I think as long as you know the Internet with Chinese characteristics, serious training, talent will follow.

Secondly, the promotion of professional degree of network public relations. Of course, the promotion of professionalism is based on the strength of the talent reserve. Many public relations companies, often pay attention to the development of the business, but neglected the network public Relations professional degree of promotion. Do not think that "network PR is the price of Chinese cabbage", the attitude of the public relations company bosses, often is not confident of their own company, will inevitably be eliminated by the market, PR this industry, 30 years of Hexi, 30 years east, next to whose home, we can not say. So how do PR companies improve their professionalism, I think at least starting with the following three areas:

1 The entire Network public relations business Knowledge study and the training. This is something that many companies are beginning to realise, but often verbal. Must be implemented, a weekly group study I think is very necessary. Of course, this study must be methodical. Please ask some of the general senior editors of the website to lecture, please some active writers in the forum to tell what they saw and heard, please some grassroots name Bo talk about how to become opinion leaders. It's okay. Gangs Forum, write posts, scold curse mouth war, engage in online love, perhaps, everyone's network sense came, all day in the happy net vegetables and stealing vegetables staff, must not be professional network public relations talent, but to study these phenomena, study any network hot spots behind implied social contradictions, so, We can know what the Internet users are thinking, it is no use to show off those theories, because we ourselves are not a qualified netizens.

2 cooperation with professional institutions. We have to study the theory, certainly not as high school professors and Masters, doctors and senior. More contact with college students in order to understand the new consumer demand, because these people, is the backbone of the network force. The study of the theory, is necessarily suitable for the current society.

3 Network PR product development. When I was working for an online advertising company, I found a very interesting department: Product Development Department, the department has product director, Product manager, analyst and other positions. The main task of this department is to study the latest Internet users ' needs and network patterns, to put forward new methods in time, and to develop network advertising products, the company has been the industry's momentum of fierce network advertising companies. This phenomenon I was very confused at that time, before the site work, there is a product manager this position, but the advertising company has, perhaps, and the advertising company's business relationship, now think there is no logic to say. Throughout the industry's public relations company, no PR company opened a product department, nor any company put forward a specific PR products to sell (may be, I see less, did not read it, put forward the theory of the customer is there). I think that to engage in network PR business, the establishment of a product development department, perhaps a good turning point, we think, if the product development department is a few very senior netizens and have a wealth of public relations experience of the experts, according to the online consumer consumption patterns of real-time changes, coupled with the customer's various constantly put forward new requirements, Research and development of different enterprises for the network PR products, the bosses of PR companies, but also afraid of the future business does not do well?

Any change in the dissemination of the media from the change, when today's internet as the public access to the most widely used carrier, we engaged in public relations marketing communication practitioners, the pace can go faster? The network has penetrated to people's basic necessities and so on all aspects, how we maximize the exertion and the use this new dissemination way, will win the future public relations market the important sharp weapon.

Friends who are interested in the above topics are welcome to communicate with me in the following ways:

Msn:luyishisi008@163.com

Email:hualihuawai@gmail.com