News Marketing is a popular marketing method in recent years, after the continuous refresh of the discussion, the ultimate recognition of the significance is: the enterprise in the real without damaging the public interest under the premise of the use of newsworthy events, or planning, organize various forms of activity, to create "hot news", To attract the attention and interest of the media and the public to achieve the goal of raising social awareness, shaping the good image of the enterprise and ultimately promoting the sale of products or services.
So why does "news marketing" become a popular marketing means at home and abroad? I think, its three big meaning, constitute the solid iron triangle, formed other marketing means incomparable advantage: first, substantial cost savings. It can avoid the company without sensational news, so it is not normal through the media to disseminate the information companies want to release. Especially with some of the media advertising business and the release of soft paper closely linked, but also increased the difficulty of some soft news release. And because the enterprise created the news oil head, for the enterprise high coverage of the news release provides a smooth path, this is inevitable for enterprises to save a lot of publicity costs. Second, the firepower is highly concentrated. Because the news marketing has the unification and the series theme promotion significance, then can effectively avoid the pluralistic media to form the enterprise sound pluralism, causes the dissemination power the dispersed desertification. News marketing can in a certain period of time, can focus on the topic, unity, beneficial to corporate brand rapid and strong promotion. Third, strong pull sales. The news marketing has its explosive characteristic, is beneficial to the creation eyeball economy, especially the Chinese people are keen to watch lively, if can plan well, use a news event to arouse people's curiosity, can quickly pull the Enterprise product sale. At the same time for the enterprise's other substantial development, such as financing, push series of new products, such as providing a wider road. However, in practice some enterprises in the use of the time is often unable to grasp the essentials, even just think that spend some money to do a single activity, and then find a reporter in the newspaper to put a news even if the news marketing, in fact, this is a misunderstanding, not only the point of view of the swamp is not to exercise the whole news marketing journey, so the effect must not be bad. Let me briefly explain the basic process of news marketing. News marketing, the three major disciplines in the news marketing, will undergo a prior, run, end three stages, and these three stages, is sequential, complementary, and each have three criteria need to follow. Only by strictly adhering to these three series of iron disciplines can we achieve true "win-sell". 1, beforehand three through the purpose of a successful news marketing should have its strong purpose, is the need for new products to promote or establish a corporate image, or even for financing planning. Because the purpose is different, the target group that faces must be different, then need to adopt of the news marketing way also necessarily different (its marketing method see below separately elaborated). This process is definitely not a decision to pat the head, but a multi-layered measure of the process. If only is the consumer marketing, under the general circumstance more carries on some lively, the beneficial consumer's activity generally can, but the image aspect needs to pay attention to some social benefits, carries on some public welfare event the better some. Of course, this is only the basic principle, the specific situation must be closely combined with the actual purpose of the enterprise. The purpose of fusion communication is often not only to shape the brand image, but also to sell products, so find news points and the product and enterprise concept automatically into the news, in order to achieve the best effect of occasion transmission. So how to integrate the product into the news, it needs to be carefully figured out. This aspect sees the planningNews, on the other hand, read the writing of news articles. In addition, the action is carried out with the enterprise products, corporate philosophy is consistent, but also need to pay attention to. Originally a very good product, marketing to do too loud, people are bound to doubt the quality of the product. Speculation on the news every day, then seize what news to do marketing it? Only hot news can arouse concern, only the hype of the news can cause a sensation. News point is the primary carrier of news marketing, so we must consider whether the news has value and the value of speculation. In addition, the writing of press releases is also an important part. The relevance of a press release, whether it is a topic of interest to the target group, or whether there is news value to the media, will be an important topic affecting the publication of the press release. Whether these are attractive, hit the key to consumer concerns, directly reveal consumer demand or confusion to attract consumers to continue to read the news, whether the content of the news can attract consumers, and when the consumer read the time to impress, resonate is very important, it is best to realism, is to write a thing very live without comment. Through the depth of the headlines, the clever layout of the content, the wonderful persuasion, are consumers ultimately the key to product desire, causing consumers to continue to understand products, to buy. 2, the operation should be three to protect the tightness from the writing of press releases, and has been to the relevant media reporters to confirm the telephone contact, to coherent. Because some media want in-depth report, so at any time to arrange the need to interview the media time, guide the media to release the content they want to publish. The best time to have a crisis public relations awareness, grasp the details of each activity, do not have the impression of carving, so as not to cause media or public antipathy. So it is also necessary to pay attention to the implementation, PR skills, and even the promise of news events. In addition, can focus on the newspaper, buy more in the main product counters or shopping malls and other places to send, further promote the goal effect. The combination of one is the media mix. The audience of different media has a big difference, so the writing of news in the media to choose the effect of the dissemination of the enterprise is extremely important. Media to adapt to the news is generally: newspapers, magazines, networks, television and other media, different media will carry different news language. Comparatively speaking, the newspaper spreads the audience widely, adapts to the mass dissemination various forms news news. But the newspaper also has the subdivision, has the ordinary people's Evening paper series, also has specially aimed at the young white-collar city type newspaper, as well as affects the gold collar one clan's financial media. So different newspapers pay attention to the angle of the news is different, which needs to provide different media for various news; the magazine production cycle, the audience is relatively limited, but the circulation rate is particularly high, and suitable for collection. But the cycle is generally relatively long, should be acute news is not suitable for the magazine to put. Although some magazines have shortened the cycle to weekly, they still need to communicate with the media as soon as possible to arrange the layout. But magazines have an irreplaceable advantage., such as: a strong professional product, the product of the publicity of the relatively large news, it is suitable for the publication of a professional magazine; The most important thing is to publish various forms of manuscripts, can often release the news on the same day, the short period of the characteristics of the need to consider whether or not with the release of paper media conflict, the general news of the Enterprise, the network published, the paper media has been difficult to release, so to start the paper media At the same time, because the network information is big, the refresh speed is fast, needs to publish the different form article frequently, otherwise easy to drown. The second is the content combination. Because the face of the media is different, the degree of attention to the news is bound to vary, different content of the news writing there is a combination of problems. Under normal circumstances, financial media should pay attention to the financial, financial, industry, the impact of the exposition; The mass media can explain to the society and consumer's significance; industry media should pay attention to industry interests; The network media is more flexible, can write the manuscript more detailed. Continuity is best to form a series of news events, through repeated reports of new media, in the hearts of consumers carved enterprise name. If the news event is too single, also must have the consciousness organization some mainstream media to carry on some follow-up reports, as far as possible the news fry ripe, digs deeply. In addition, with the spread of news events, the need to cooperate with other forms of article publishing, such as corporate interviews, business leaders and so on, as far as possible to the enterprise or product integration into the full, in order to achieve the best dissemination effect. 3, after the end to three summary: summary to collect all the media coverage of the information, and to remit, one is convenient for future inquiries, more conducive to the future of corporate culture, such as carrying out a number of business reports, is essential information. After analyzing sex, we should conduct media surveillance and report analysis. After the event, the media exposure rate, the news release cycle, the length of the news is to measure the success of the activity, analysis of the industry evaluation of good or bad final way. Discussion is best done by relevant principals, some executives, vendors, and end users. Detailed analysis of each news marketing of the media operating value, to get the pros and cons, to improve professional assessment, become the next marketing pointers.
