Network PR companies prefer "big single"

Absrtact: Although in the network industry for nearly a decade, but, children's supplies online mall general manager Jack or the network of the Navy to make a dilemma. The reason for this is that Jack has recently invested a significant amount of advertising on his website, but his rivals

Although in the network industry for nearly a decade, but, children's supplies online mall general manager Jack is still the network of the Navy made a dilemma.

The cause is that Jack has recently invested a considerable amount of advertising for his website, but its competitors use similar web name and domain name to play a "ball game", and offline network of the navy to release confusing information posts, but also to make Jack worse.

Jack faces a dilemma: if rights are to bring greater exposure to rivals, if left unchecked, it is tantamount to handing over the results. Finally, he figured out a way to hire the Internet navy to make positive comments one months before the company's new business was released. When this kind of "victim" becomes "the offender" the example unceasingly in the network is staged, the network underworld has the survival development possibility, the massive network Navy also emerges the water surface.

Inside and out.

Quiet two years of sister Furong again to kill back to the network, and a few years ago to play ugly Bo People's eye is different, after slimming the Lotus Beauty map quickly spread in the major sites, however, this once red China's internet "grassroots" star has not been able to continue to be popular.

"In fact, most of the network hype is failure." Yu Ting, director of a network PR company, told reporters. It is understood that the promotion of a network reds from thousands of yuan to hundreds of thousands of yuan, and the price is a measure of the quality of the important standards of speculation.

Take an order of hundreds of thousands of yuan for example. Network PR company provides customers with a very luxurious service package. In addition to the design of several sets of different positioning of the hype scheme, even include the design of customers wear clothes every day, where to appear, what kind of modelling. "It's not difficult to do what we need to do," he said. Yu Ting told reporters.

Network Public relations Company is the "Navy" resource integration of the concentration. Large-scale, good reputation of the company's charging standards will also be higher. When the PR company gets the business order, it will contact the fixed "navy leader" to carry out the task assignment, "the Navy leader" then directs "the Navy" to carry on the actual operation.

The seemingly simple three-level division of labor, in fact, involves hundreds of thousands of navy. Under normal circumstances, the public relations company extracts 60%, and many of the Navy is the remaining 40%, if the total price base is relatively small, the bottom of the Navy to take the hands of the money is very few, so the Navy will take all the way to expand their own income.

An interesting phenomenon is that the Navy will often be hired in the morning by a party to post, and in the afternoon will receive the customer competitor's deletion of the post business.

Network PR companies prefer the "big single", that is, the company orders.

In fact, every PR company in the contract with the customer, will be required to provide network PR services. and network PR in the implementation of work, usually using direct planning and participation in the implementation of two models.

"Participation in the implementation of the PR company is relatively simple, involving only process execution and post tracking." "Yu Ting said.

Direct planning means that the PR company plans Network Marketing events according to the customers ' long and short term planning and market status. At this time the public relations company will first put in the hands of the network media resources to use the form of press conference to gather together, and focus on the main website news page release.

But the release of this simple form of advertising has not adapted to the open and the internet world of Lele. Therefore, the public relations company also through some popular bloggers, moderators into the offline grassroots entertainment publicity. "will use the formal network news channel and BBS two different styles of content at the same time to publish, in order to deepen the consumer impression." "Yu Ting said.

The vicious competition between Mengniu and Yili reflects the alternative demand of the market.

Yang Zhaoyong, a professor and network expert at Beijing University of Posts and telecommunications, believes that the public's rebellious attitude determines that simple and beautiful things in this personalized society will not be fully recognized. The reason why the dairy industry war so attracted attention, it is to meet the consumer's exploration and error-correcting mentality. This farce is not so much a battle for the Navy as it is for the whole market environment.

If you have a personal advantage, you will not be recognized in this personalized online world.

The embarrassment of the business

"Some people are invisible among ordinary netizens, post messages and have institutional interests behind them," said Qizheng, a spokesman for the CPPCC's four-time conference on March 2, 2011. To create false public opinion, the aim is to influence public opinion, mislead the audience, and even affect government decision-making, worthy of attention and vigilance. ”

It is understood that, since 2008, the enterprise investment in the network of public relations and advertising costs increased year by year. However, the network this dual-channel form does let the enterprise feel "half is the sea, half is the flame" of the tangle.

Enterprises on the one hand through the network brand marketing, of course, can not avoid the "fake" or exaggerated publicity. On the other hand, the enterprise bears the mission of "counterfeiting". If you encounter a hostile attack from a competitor, be ready to strike back.

Compared with the cost of advertising in other media, the network Navy has obvious advantages. In addition, the whole society for the grassroots, the original pursuit of the network of the Navy has become inevitable. "The network Navy has a market demand for a long time." "Yang Zhaoyong said.

Beijing Municipal Public Security Bureau statistics show: More than 50% of the network postings are from the network PR.

and "Shengyuan milk powder to children precocious puberty event", "Overlord Shampoo liquid Carcinogenic event" not only caused the market uproar, but also let enterprises face the crisis of integrity and even bankruptcy.

In addition to the rapid elimination of products, Enterprise vicious competition has gradually involved the whole industry. It is understood that during the "3 15" period, the appliance brand in the network will be exposed frequently similar to fighting, consumer disputes, poor quality and other negative information.

In fact, American companies have also faced the network of the Navy's troubles. It is understood that a cosmetic company known as Lifestyle Lift hired people to publish false positive comments online to attract consumers, fined 300,000 of dollars under the relevant law.

Although China has not yet enacted laws to regulate the network, the Navy seems to be converging. A "Navy network" of the Army Alliance has been renamed "Water June Net", obviously, the Navy also want to borrow "gentleman" to wash off their bad image.

Yang Zhaoyong that enterprises also have to practice good internal strength. In addition to strengthening the internal flow of the company, reduce the occurrence of errors, in the first time after the problem is resolved, but also to ensure that the company's transparency, at any time the company's dynamic present to the public, so that the public has a fixed impression on the enterprise, to prevent negative news stops.

(This source: China Business Report)