How PR can make a product more popular

Recently, a reporter in micro-blog, said: "In a company launched a new tablet computer launch," PR staff asked answer to prepare two a particularly interesting question: 1, the new product can be said to be flat in the Rolls-Royce, for this How do you see? 2, Do you have a sense of pride when you realize that you are designing a product that has a epoch-making meaning ?

After the press conference, find a few relations good reporter, arranges a few "disgusting" the question active atmosphere transmits the information, in the public relations domain is very common. But when it's on Twitter, why does it feel so good?

The public-relations marketing tools that were supposed to be deserved are being laughed at in this new media and media-infested era. The environment is really different, in accordance with the original way to do PR marketing, not only more and more ridiculous, and will surely die.

In recent years, the front-line media and media managers have a common sense of collective anxiety, the traditional media way to go? The growth of the new media has made this anxiety manic, with senior media moving away from traditional media at an unprecedented rate, or by transforming the Internet, such as Yang Jinlin, or playing from the media, such as Cheng, Lo Zhenyu, or entrepreneurship , such as NetEase department.

Media and media players have changed, audiences and readers have changed, the public opinion of the environment has changed, the previous means in the media seems ridiculous, the audience feel suspicious, no impact on the enterprise or even negative impact, the public relations practitioners can not change the play?

"Change" is a right nonsense. In fact, everyone knows it's time to change, but the question is, what's the direction? Media people themselves are still blind breakthrough, PR practitioners should choose what way?

Fortunately, you can still see some interesting explorations, and give two more typical examples:

1, Alibaba

Alibaba recently in response to "new CEO candidate" rumors, no old-fashioned.

Alipay CEO Pengley to take over the rumors of Alibaba CEO, by the former Alipay employees Feng Dahui on micro-Blog A section of the message (leaving employees to the corporate spread of the impact of our later on), he revealed that Alipay CEO Pengley has started as Ali Group CPO, And guess this may be in preparation for Pengley's successor Ali Group CEO. Such rumors, triggered by microblogs, spread quickly across the web.

The impact of this rumor is mainly in three aspects: first, to Pengley their own impact, and second, let Alipay employee mentality changes, third, let Alibaba CEO succession issues become more complex.

What is the traditional approach? Either dispel the rumor or ignore it.

It is impossible to talk first. In the center of the public opinion vortex, ignore is the default, this is obviously not the result of Alibaba.

Again the rumor. Media credibility is gradually disintegrating, the media say "no" thing, the public often think "yes". After several instances of the government's denial of the deletion of micro-blogging, the public has been convinced of the rumors and the deletion of the manuscript. "Ballad" More and more black, but accelerated the spread of rumors.

Alipay's practice is undoubtedly sensible: by Pengley himself in the net send a post, and then by Alipay's PR Liang turned to Weibo. This can not prevent the spread of rumors, but the content of this post is more material than the rumor, plus and Sun Tong Yu divorce remarried that paragraph, soon this "description" covered the rumors.

This is the best way to deal with rumors that have been seen in recent times, not one.

2, Gado

Last May, China's international economic and Trade Arbitration Commission ruled that Gado's parent company stopped using the trademark "Wang Lao Ji". This January, Gado herbal tea advertising language was banned by the court. Gado has been at a disadvantage in Gado and the canton Pharmaceutical Group's lawsuit. But the "Sorry Body" series Micro Bo seems to apologize, but actually Senqui, using this disadvantage to complete a good emotional rebound, won a lot of sympathy.

What's the old-fashioned way? There are only a few points: first, the law on the counterclaim Wang old Kyrgyzstan monopoly, hegemony; second, denounced the Wang Old Kat unfair competition; third, to distort the ban, playing word games to change the advertising word to continue, the most ruthless is nothing more than to expose the court and Wang Old Kat mutual collusion between the interests

The traditional way is like two people quarrel, contend for a red, uncovered the shady people will inevitably offend the court and the government. But, however, what does it have to do with the audience? The audience does not care about the enterprise competition, also does not matter who is who is not. Life is boring enough, who's going to look at those righteous pronouncements?

Gado's four pairs of "sorry body" picture Ru said, the Wanglaoji of state-owned enterprise genes, not think enterprising ridicule incisively and vividly. This to the public weakness, to rival show Strong, smile from revealing scars show demeanor, compared to Wang old Kat through the law suppressed bearing, obviously more than a chip.

Sensitive readers should also be able to see that these two examples are in response to new. Yes, everyone has micro-blog, everyone is a journalist's big environment, "coping" has become the corporate public relations of the normal, in the "response" in search of the opportunity to "positive transmission" of the possibility. It's like chess, except for the start of the first horse, every step is both coping and attacking. To deal with chess, to deal with chess player psychology, opportunistic attack opportunity.

Rumors, rumors and extreme views are the characteristics of new media, you do not know where there will be rumors, complaints and criticism, "response" has become a day-to-day public relations.

A beverage FMCG PR told me that they encountered complaints, criticism and marketing of the amount of direct proportion, let him tired. Some complaints and rumors have been explained too many times, but still by the media continue to quote, such as will not kill the essence of the problem. Some rumors behind the obvious interests of the chain, as if to provoke a group of triad. After listening to his complaints, I long sigh of relief, with my work experience in 360, the problems encountered are not less than the fast consumer goods.

Before you can handle the media, to deal with the writer, really do not, to finish the head of the department. Now what? An anonymous microblogging account can be expected to explode, a micro-credit public platform can be like a mobile phone report to tens of thousands of of people mass information. PR marketing is becoming more and more passive. Exaggeration to say, even if you take care of more than 3,000 kinds of newspapers in China more than 9,500 kinds of magazines and all news sites, there are 500 million users of Weibo you do? 30 million micro-credit public accounts you got it? Technology blogs that can be built in minutes.

The fix is no longer stable, and the level is no longer apparent. What to do, how to deal with, what to fix, how to pendulum, this is the corporate public relations should reconsider.

There are several phenomena that are particularly noteworthy in the dramatic changes in the media environment.

First, a large number of media people out of the media, bringing out a large number of free brains. Originally by a media brand coverage, but also by advertisers, the authorities diluted almost invisible point of view, now will be seen in various media. For example, the media Yang Jinlin complained that the Hangzhou airport taxis do not play table, after the spread of micro-bo, the city's image of Hangzhou has a great impact.

Second, there are really not many people who actually have the ability to export ideas. Seen a study done in-house by the propaganda department in a southern province, the report shows that the number of people who really can influence the public opinion on Weibo is not more than 80, and popularity is not equal to influence. In the Internet industry, for example, only 20 people have a public influence.

Third, micro-trust public platforms are springing up rapidly, but the content of the microblogging public platform is mainly from Weibo and other media. Because of the product characteristics of micro-letter, it is decided that the transmission force is weak, can affect more than 50,000 people in the micro-letter public large number of small. However, the precision of micro-credit public platform is very high, which is more suitable for directional communication.

Four, since the media site, Science and technology blog is becoming a portal site and other media sources of opinion, but these from the media site itself is not strong communication. That is to say, the portal becomes the content amplifier of these media sites, since the media site as an insightful source exists. At the same time, the media form of the magazine is similar to the media website, its communication power is weak, its content can be enlarged to reach most audiences.

Five, the comprehensive category of print media influence decline, the credibility of the weakening. How long has it been since you bought a newspaper? But the media that is perpendicular to a particular field has a unique advantage. For example, an urban newspaper in Zhejiang Province reported a 20% decline in revenue last year, while another newspaper focusing on seniors in the same group grew.

Six, a number of public relations companies to drive the interests of the media, casually build a website can be used as a source of news, in some cases, the influence of public opinion on the spread of the position.

Seven, the audience does not mind the media source, only on the content platform loyalty, such as Zaker, today's headlines.

VIII, the audience to the media trust has been low to the limit, but the certification of micro-Bo users, certified micro-trust of the public number blind.

Ninth, the cost of spreading rumors on the boping platform is extremely low. It is no exaggeration to say that the ability to create rumors rumor rumors will become the basic quality of corporate public relations.

These phenomena have put forward the unprecedented difficulty to the enterprise's PR marketing. There are more and more platforms with media attributes, more and more complaints and criticisms with communication features, your competitors are getting worse, your users are getting picky and the media is getting smarter. Even with a lot of annual budget will not be spent on all the media, new media, there are many years of cooperation between the traditional media to deal with the day-to-day response is a cost-saving job.

PR is more and more like making products.　　Some people in the conference room to talk about the "line" method, now often not. So, is there really no way? Do PR more and more like to do products, only in the user gathered place close to hand-to-hand combat, can understand user needs and PR feeling. Some people in the conference room to talk about the "line" method, now often not.

PR marketing is also a skill to live in, and the interesting thing is that every attack is creating a new product. Dissemination of good, indicating that the product success, the spread of the bad, indicating that the product failure. And those who have a large amount of wind investment in the beginning of the entrepreneurial product failure probability is very high, and several people use the product of the brain carved out more favored by users, the success of communication is only related to IQ. God gives everyone a brain, and if you use it to think about how to spend money on PR, think about the following questions:

First, what the audience wants to see is just like meeting the needs of users. For example, in recent days, Li's son gang rapes a wide spread, this matter can not be without the promotion of PR power, but this promotion clearly catered to the needs of the audience: see Big fool. Today saw Li wife for her son, hope more tolerant, needless to say, this is a very failed PR response, will only magnify the public against Lee son's bad feeling.

Second, the media now lack anything, find a view of the blue ocean. For example, a leopard browser by the Ministry of Railways interview case, coincides with the peak of the Spring Festival travel, the media is missing the material of the Ministry of Railways, how could the incident be spared?

Third, what competitors are doing. For example, the Beijing-East announced that the financing of 700 million U.S. dollars, is that Ali will happen this year after the capital operation to make public relations attack. Similarly, Sogou acquisition search is also in the gap between the 3B war, the media for the right to talk about the beautiful hype.

Four, what are the hottest social topics at the moment? Prior to Lei and other Chongqing senior officials of the photo case, is to welcome the social hotspot and on the successful PR: happy to see corrupt officials were exposed. From this point on, Zhu is to engage in this set of absolute master.

How to make a point of view, how to quickly iterate the point of view. Do PR and make products like, make a plan to eat the day of a year long past, even one months of planning should not have. You can get feedback and get feedback to adjust the direction. As with products, small steps run fast iterative public relations, is the most grounded gas marketing.

Six, how to consume larger organizations than you. This applies to small and medium-sized companies.

The death of an Internet product only happens in two situations: first, the product manager has made a serious mistake, and the second is the product environment mutation. Now the abrupt change of public opinion environment has occurred, and soon will see a large number of public relations practitioners who cling to traditional thinking to lose their original advantage. The product manager's feeling of the product determines how far a product can go, and the sensitivity of the PR person to the environment will determine how long PR can be done.

A senior who has a 12 media experience and 4 years of PR company Experience said PR company mainly for the completion of customer indicators work, vice president above the talent to consider the strategy; another well-known financial magazine editorial board that he contacted the public relations company's people usually have no idea, will only ask whether can do the report, can send a few p. In a sense, the business of a PR company that serves better is going to get worse. When the enterprise realized that the above problem is the public relations company can not solve the time, the public relations of this craft work or by the company's own fencing more reliable.

So, how can companies do their own public relations to do to do beautiful?

First, let PR not be like PR. Yuesheng is a PR God in my mind, although no book has ever said that Yuesheng is a PR marketer. No one is above the business of selling opium and not talking about it, but from the point of view of the person and the precise grasp of the human heart. In fact, Yuesheng in that era began to pay attention to "from the media." He is always on the people who ask him to help, regardless of the level, no one in Shanghai Beach talk about Yuesheng. For traditional newspapers, Yuesheng special attention to the interface of reporters, and even some of the family of journalists from Yuesheng to feed. Everyone in the circle knew that Yuesheng had planned to kill the worker leader Wang Shouhua, but none of the papers had been published. Not like a PR ability to do a good job in PR, otherwise, others avoid the fear.

Second, a reasonable response to staff turnover. As mentioned above, Alipay's former employee, Feng Dahui, is clearly more credible than any other person in the rumours of a successor to Alibaba's CEO. This situation is unavoidable, the most sensible thing for enterprises is "Yang seek", that is, early exposure. Explode their own materials, so that others can not be explosive. For example, Ma Yun retired CEO, that is, the operation of this idea. If someone constantly bursting material ma is about to resign, the consequences of speculation. The second treatment is the parties to the confrontation to do the explanation, of course, disregard's explanation will only make people feel is in the defense, only with personal emotions, in order to disrupt the credibility of the explosive material.

Third, it has nothing to do with the media, but also media relations? The answer is that there can be no media relationships, but there is a media relationship. The media's views are no longer authoritative, they are no longer unique, and even cheaper. A critical report in the XX newspaper is far less powerful than the personal views of its editor-in-chief. At the same time, media in the media, the flow of unprecedented high-speed, and even many media people to build up from the media, in this case, the media relations into empty talk.

Four, to B and to C companies in the new media and print media on both sides of the proportion of the amount of input? In fact, it also depends on how you relate to media and media people.

How to deal with rumors and how to spread the rumor? In today's media form, "rumors" this abnormal public opinion is becoming more and more normal, the old "rumor" means is not the spirit. It is a daily problem for every corporate PR to analyze the rumor motive, study the rumor route, and destroy the rumour-spreading soil. In 2008, Obama's first election campaign, on his personal network rumors flying, the Obama team set up a "rumor exposure platform", false rumors are not afraid of sun, which is also worth a reference to one of the techniques. In addition, know how to refute, also know how to rumor, preach rumors, will be disinformation, dare to rumors, make good rumors, will be in the spread of the advantage.

A few days ago in a communication with the media, marketing people, a medical electrical company in China, PR director thinks, now recruit PR to see this person Weibo are concerned about who, for example, is not concerned about a lot of reporters, if the concern is not amorites with their own people, life circle distance too far from the people, belong to ungrounded gas. My point of view is quite the opposite, pay attention to a lot of journalists PR too like a PR, the vision must be too narrow, only concerned about their work area is difficult to spread in today's public opinion field.

Public relations do not like public relations, the PR do like in doing products, it is possible to make beautiful dissemination of works. Some people on how to do a good PR marketing summed up a few words, I fully agree: Write a manuscript, put under face, when got public knowledge, put the sister paper. Say the cock silk a little, should be: Have a dream, have feeling, not utopian. Do you think so?