Lin Interview Guest Shen Zhiyong: Public relations and workplace in the internet age

Guest profile:

Shen Zhiyong, senior public relations consultant, Beijing Andy Zhi Xin Public Relations Consulting Co., Ltd. CEO, Century Peng Yuan (Beijing) Management Consulting Co., Ltd. Senior lecturer, Yi Network invited researchers. Good at corporate public relations strategy, brand marketing, media communications, crisis PR, social media marketing and other fields, long-term attention to it, the Internet, E-commerce, furniture, business-to-business and other industries, concurrently, "East China Furniture", "Shenzhen Furniture", "Today's Furniture", "pharmaceutical economic news" China Entrepreneur Network, 21st Century Economic Reporting network, such as a number of media contributors, media commentators, has a wealth of crisis PR theory and practical experience.

Executive Secretary of PR company of China International Public Relations Association, as well as China public Relations industry official portal-China Public Relations Network editorial Director, both media and public relations experience, active in public relations practice frontline, advocating "effective PR", Committed to the development of China's enterprises to meet the needs of the public relations practice system, through professional services to create value to help Chinese enterprises win success.

The interview record is as follows: (this text version has omitted, is not complete, if want to have a thorough understanding, please go to the Lin Xi GE community to download the recording to listen)

Lin Host: Hello, Mr. Shen, I also took a serious look at some of your things before the interview, you are very familiar with the public relations this piece, in your opinion, public relations and network PR is a concept? Is there any difference?

Shen Zhiyong: The concept of public relations is not very good, then I would like to speak briefly about the meaning of PR, PR from his definition, is a very simple concept. A series of activities undertaken by an enterprise or an organization to establish and maintain relationships with which it is closely related, it can be understood as public relations activities, simply called PR, and government-related, called government relations, and community-related call community relations, and internal staff related to the company, called employee relations, is probably such a concept. Public relations from the table to understand the meaning of two modules, we have learned marketing are aware that it is in fact and advertising, the traditional marketing is called 4P, in its promotional this link inside and advertising is tied, so you can understand as a product to promote the way. Another is, like crisis public relations, facing various crises, facing various public opinion, various media news speeches, it and advertising is completely different, this is a concept of PR. Then, the network PR from the word meaning understanding can be understood as in the Internet as a medium platform for a series of public relations activities, this is the Internet network PR concept. From the difference between them or contact can be understood as, network PR is only a part of public relations, it is a public relations exhibition, it is a promotion of public relations, it is the category, the largest network PR is not in professional, because the rise of the Internet, The change of the whole media environment and the multi-original expression of public opinion have fundamentally overturned some ways of expressing our traditional PR.

Lin Host: Well, thank you very much, Mr. Shen, for the difference between public relations and network PR, the concept of the answer to the force. You are now the CEO of Beijing Andy Zhi Xin PR Consulting Co., Ltd., the company's main business is also the public relations this piece? Can you introduce your company?

Shen Zhiyong: Our business, we call it media communication as the core, then what is called media communication as the core? People who have learned about PR companies, should know the business of public relations companies, basically can be divided into two large chunks:

The first piece, is our media dissemination, to put it simply, is that all work is related to the media, media as the center of communication.

The second part is the activity, the activities include as we understand such as: annual meetings, press conferences, as well as various suppliers, dealer conferences, auto shows, even concerts and so on.

Of course, we are currently focused on media brand dissemination of this piece, product promotion, marketing, and some crisis PR processing, media relations and communication with the media and so on.

Lin Host: You do is PR planning, there are some novice friends, I would like to ask Mr. Shen, the most common way of public relations?

Shen Zhiyong: We can understand this, such as your most familiar products, cell phones or computers, we also said in the front, PR it and marketing and advertising side by side, it can be as a way of promotion. When a product is listed, it may choose to advertise for a spokesperson, on the other hand, it will be looking for a PR company, so what will the PR company do for him? Let me summarize some common pr ways of doing things:

For example, we have seen a number of press releases, soft articles, some hot events, some leaders ' interviews, media conference forms, and some consumer experience, as well as our well-known forum-style Word-of-mouth promotion, which is basically something that a PR company does.

Lin Host: Where do you think you need to do PR planning, can you give an example?

Shen Zhiyong: Just now we talked about, from a marketing standpoint, any new product or new strategy implementation, all need to let your target audience, to get more relevant information, then, I spread this information at the same time, I need to consider how we want to pass to what kind of person? Actually, These processes need us to do a series of public relations planning, and, this plan is all the products need, we can have many ways to do.

Lin Host: Thank you, Ms. Shen for the detailed solution of PR plan, I would like to ask Mr. Shen, our website will sometimes appear crisis PR, of course, I said is a relatively large number of sites, or the company, crisis public relations should be formulated some kind of strategy to the crisis of public relations cost reduction, or switch to power? For example, the previous Siemens PR event ...

Shen Zhiyong: Do the Internet, whether big or small site, personally, the Internet is actually a more transparent industry, the general problem will not be particularly large, unless, like some Baidu this industry boss with monopoly suspicion of the company, will have a lot of people stare at it, the general website, basically will not appear some PR problems. From the idea of doing the site, whether it is a crisis or crisis PR, "crisis PR" the core of the concept, it is not to say that we will never have a problem, never a crisis, it is actually to tell you to do something before, as far as possible to avoid crisis. The best way to reduce the cost of PR crisis is to try to make mistakes, respect your consumers, respect your customers, respect the third party with you, so that you can minimize the cost of crisis PR and get a better reputation.

Just Xiao Jiang is raising the Siemens PR event, I do not know if you have to pay attention to this matter, in fact, this incident is a good case of crisis public relations, although Siemens in the micro-blog set up a very smooth channel, but the consumer in the protection of complaints, Siemens did not listen to the voice of consumers, Really value them, not willing to take responsibility.

So Siemens made a big bend to quell the incident, in fact, the refrigerator door is not close to the problem is a very small problem, and will not because of this incident, in the hearts of consumers to negate the brand Siemens, the entire event process, these problems, Siemens can be completely through the process to solve the sale, There is no need to pay the extra cost to deal with this crisis, in fact, from Siemens this incident, told everyone, when there is such an event, we must learn to do, but, escape is not solve the problem.

Lin Host: What should we do after the PR failure?

Shen Zhiyong: First of all, we must be honest, do not opportunistic, try to cover up, is to be courageous to assume responsibility, if you want to continue in this circle inside the mix, we must learn to be honest, courage to take responsibility, come up with practical solutions to solve this matter, do not avoid shirking.

Lin Host: If an enterprise encounters the customer's massive feedback to promote the product to have the quality question, how quickly solves?

Shen Zhiyong: Every enterprise has its own set of decision system, each link appeared the problem, in fact, are particularly troublesome things, the rapid resolution of the problem is often a lot of enterprises are not likely to do, because, often the first to receive the problem is not the decision-making level, in time to find the problem is to layer the report, any one aspect of the problem, Will delay the resolution of the problem, and the entire middle management of the enterprise system is afraid to assume the corresponding responsibility, so it will cause the enterprise to solve the problem quickly. If you want to quickly solve the problem of product quality crisis PR, first of all, with the media to do a good relationship, through the media to convey the attitude of the enterprise to the problem, and then passed to the mass group, of course, do these also need to have the corresponding conditions, enterprises to establish a complete crisis public relations system and process. Those dealing with crisis public relations personnel, must be related to training, with a certain degree of professional awareness.

Enterprises to maintain a good relationship with customers, so encountered problems, can be resolved in a timely manner.

Lin Host: Talk so much about PR planning, for PR we need some kind of resources, such as money, such as talent?

Shen Zhiyong: As a PR speaking, the home page is you have to have the consciousness of PR, do not need you have too much resources or too many money, if you are as a small company to talk about this problem, you can not afford to bid, do not advertise, can not afford a particularly good designer, but must understand some public relations knowledge, Learn to do more to their own business to do some preparatory work, so as to better help our cause.

Lin Host: Asked you so many questions about the PR company, then you as the CEO of the PR company, how do you charge? PR should be charged very expensive!

Shen Zhiyong: PR charge is based on the nature of public relations work to locate the price, the public relations company's charging model is generally divided into two kinds:

Long-term customers, is the need to provide long-term services to customers, generally in accordance with the year to provide services. is to do according to the project, such as I want to open a conference, press, do a publicity and so on. Basically, some of the public relations of the charging model on these, his charging model is actually mutually agreed, there is no unified model, the total to the speaking, PR charges or relatively cheap.

Lin Host: Speaking of talent, recently a lot of friends are looking for a company, headhunters are looking for people, are in search of their needs, and need people are not the same, for some newcomers to choose the route is also very confused, need thorough planning, for Mr. Shen you are a business owner, for the new career planning, Or is there any good advice for the internet person's career plan?

Shen Zhiyong: For the new career planning problem, when I was in college, I read a book by Mr. Chen Ning-yang, there is an article in the book called "Reading Teaching 40 years", this article was very famous at that time, there is a sentence I have always remember, he in the book recalls why he won the Jobert Award in his early 30, He said that when one is young, he chooses a path that is relatively more promising, and then insists on the possibility of success. In fact, I personally think that the internet is a very good industry, the development of the Internet will only be more and more good, can not be everyone away from the internet, so when the Internet more and more with our real life integration, I think it is certainly a promising field. For new people, when we are in the workplace, we should adjust our mentality at any time, don't be too anxious to succeed, always like to compare with others, in fact, when you walk a lap, you will find you back to the same place, and so, it is not as good as we first lay the foundation, not too anxious to succeed, put the mentality of peace, I read a word on Weibo, "We are too young to be too successful", in fact, I think this sentence has profound meaning, we can go to the understanding of this sentence.

Lin Host: Well, thank you very much for our teacher Shen, our program will come to an ending, thank Shen Teacher's share.

Conclusion: The interview with Shen Zhiyong teacher will be over here. The above is just the first link in the text version, for the second, the third link, Lin has brought you the entire recording of the download.