PR logic: "seeking one-night stands, tube rice"

Introduction: "One-night stand" represents good and evil, "tube rice" represents strength, "beg" represents active / passive.

iDoNews Column July 11 Featured (WeChat iLoveDonews)

Today, with the rapid development of social media, the process of brand building is increasingly being interfered with by audiences and consumers. Businesses for brand building is no longer the same as in the past completely by the enterprise's own initiative to define, more and more has become a process of public participation. Many companies have come to realize that the brand image is not the image of the brand owner, but the image of the public mind. In a sense, the brand image is more humane.

As the most direct responsible person to establish a brand image, public relations plays a decisive role in decision-making in the process of enterprise brand building. Today we will analyze the relationship between PR strategy and brand image.

First of all, since brand image is the public image of the mind, then we need to first analyze how human beings make social cognition.

Starting from the core theory of social interaction. Human beings in the process of interaction for the recognition of the same type, in psychology level contains two dimensions. The two core dimensions are basically related to a full description of a person's character.

The two dimensions are IQ and EQ.

In plain words, before you know a person, as long as you know that person's intellectual ability and social skills, you can roughly describe the person's personality traits. For example, this person is very clever but not good at communication, or the person is a bit stupid, but getting along well with others is good.

For the brand image, the various information released to the public through the PR strategy will also trigger the public's categorization of the brand image. In the absence of contact with the product itself, the public will also subconsciously place the brand in two dimensions based on the information they have acquired, and define the brand based on its own reference to two dimensions.

Therefore, in the content output, corporate public relations for the release of information will determine the public's first impression of the brand. Whether the brand is smart, whether it has technical content, whether it can meet the needs of users, whether there are communication channels, whether brands care about public feedback, whether they will be amended according to public opinions, and so on.

If we go back to deeper psychological cognitive characteristics, we can find that the basic starting point of human psychological cognition, whether it is IQ or emotional intelligence, will still return to human biological characteristics. That is survival and reproduction.

In the logic of social interaction, human beings for the purpose of identifying the same kind of character, can be simply described as: the other is not smart enough? (Does it pose a threat or support for my survival?) Is the other party good at socializing? (Whether to help my survival)

However, simple character recognition can not completely describe each other. Just as if your friend introduced a sister to you, apart from trying to understand whether the other is smart or not good at socializing, there is a very important factor: is it beautiful?

As the largest, the most direct and the most important information carrier, whether the girl itself is pretty or not may directly determine whether you want to have a deeper development with this sister. Similarly, returning to the biological characteristics of human beings, whether or not the girl is beautiful and her health level will determine subconsciously whether you are going to do something with this girl.

As for enterprise PR, product as a special information carrier also bears the most important and important information communication function in PR strategy. Even if the audience gets a lot of brand information without contact with the product and the brand image is perfect, once the product is exposed, its inherent brand image is entirely likely to be completely reversed by the product itself. How to reconcile the differences between the information release and the product hosting so that the information carried by the product itself complements the brand information is the first step of all the corporate brand PR strategies.

After determining the information bearing relationship between the brand and the product, PR's style choice of the strategy will determine the relationship between the enterprise and the brand. We also return to the psychological cognitive level of human beings. After positioning each other's basic attributes, people will transform this two-dimensional orientation into a more psychological impression of social attributes. And this three-dimensional psychological impression is also the basic image behind the brand image in the public mind.

The three basic dimensions are: good and bad, strength, active / passive.

In the description of human relations, we often find such a passage, the goddess said to Rex: "You are a good man ... ..."

Through a simple description of this sentence, a vivid reeling image will appear in our minds.

First: You are a good person. I may recognize your social skills.

Second: This sentence is forcing me to say. I admit your initiative.

Third: You are weak burst. Poor dwarf thick rolling thick! ! !

For the brand, the audience and potential consumers will also have similar identification behavior.

For example: You are a good brand, but I just do not buy your account. Or, this company too special or grandson, but I have obediently pay.

In three-dimensional impression recognition, good or bad, the mapping of its social orientation. Strength, mapping its ability. The active and passive, mapping their personality traits.

For corporate PR, the choice of PR strategy for the brand also determines how the brand will map in the public mind.

Social orientation is noble and gorgeous cilantro stream of people or close unity of the president shake hands flow?

Brand ability is to change the trend of social leadership era or honestly picking up leftovers with the big brother?

Is the personality trait podcasting every day, or three sticks?

For the brand image, the choice of any direction is correct. Of course, the premise is still brand information and product hosting. If the choice of public relations strategy out of these two aspects of the constraints, then even spend more effort, for brand building still no value.

To the famous artillery piece "seeking one-night stand, tube rice" as an example.

After I send this message, the audience's understanding of this message will be a mapping impression of "I" in the audience's mind.

The audience will understand and analyze this message: "one-night stand" shows the person's concept of good and evil, "tube rice" represents the level of the person's strength, and "seeking" shows the person's active / passive character .

After the audience's analysis of this message is over, the audience responds to this message based on their level of acceptance of "me."

This is brand information release.

Suppose that after seeing this message, a certain sister is pleased to make an appointment and accomplishes the information described in the message with "I". So in the actual interaction with "I", she will re-assign the entire brand image:

Interaction level: Will "I" speak when I meet? Are you approachable and amiable? Still silent without a meal?

Competency level: "I" is handsome handsome big alive? This meal is eating Michelin Samsung or Shaxian?

Characteristic level: is the process of opening a house is dominated by my sister?

This is the product hosting.

These two seemingly independent acts will determine whether the brand "me" will leave a favorable comment on her sister's heart, thus determining whether I still have a chance to start another one with this sister. Therefore, in terms of strategy choice, we need to "I" based on their own ability to carry out targeted optimization of each other's characteristics. That is, if I want to complete this interactive action, I need to choose my PR strategy based on my sister's personality. At this point, the importance of the first message delivery will be reflected.

What kind of sister in seeing "seeking one-night stand, tube rice" message, the message will have a positive response?

From the perspective of interactive identification, we also make a psychological impression on the "sister": the concept of "one-night stand" is judged as "good", the ability of "tube-rice" is recognized, and "begging" Take the initiative to answer.

In the actual operation of the brand strategy, the difficulty of strategy selection is slightly higher than the above example about guns. Because in many cases, secondary behavior once identified, it is difficult to change. Because "I" can make a statement about the gun, adjust my strategy and execution, but the enterprise public relations promotion of information and materials once delivered to the media, and then want to modify the very troublesome. Therefore, the pre-positioning of the choice of their own ability to grasp the information feedback analysis and interpretation of these aspects will affect the brand in the future spread of progress.

After obtaining the brand information and experiencing the information carried by the product, the public's information conveyed in the social media will once again be transformed into the image of more dimensions according to their basic cognitive and linguistic features.

In the latest theory of social psychology, the mapping of these more dimensions is reduced to five core elements: degree of sensitivity, degree of outreach, degree of easygoing, due diligence and openness.

These five dimensions in the communication process than the three-dimensional and two-dimensional basic knowledge more easily through the language presented. The language, it is the public to understand the most basic brand is the most important way.

Returning to the topic of the artillery, the description of "me" by "sister" in their circle of society after the completion of the interaction between "sister" and "me" will be more biased toward the characterization of "me" through action Behavior characteristics are described. That is, "I" is not a sensitive person, I am extroverted or introverted, I am not willing to act in line with my sister, I am not on the "rice" this is a very good management and implementation, I can not accept Sister of some special interest?

These descriptions will create a more concrete mapping of other sister girls in their sister's social circle, and thus determine whether I have a chance to meet her friends. I said in a column of iDoNews, "Helpdesk in PR Advertising Industry." Every time a project is completed, there is always a sense of guilt. In fact, practitioners in the public relations advertising industry should not be in this state.

For social marketing, building a brand image by exporting "keywords" is nothing new. In this regard, Baidu and other search engines in fact the potential of social marketing is actually far from being excavated. Rely on the support of big data and intelligent analysis tools, large data Internet companies represented by Baidu will be able to provide strategic support for all corporate public relations. By collecting and analyzing keywords from the public, corporate PR will be able to optimize the brand's PR strategy in a dynamic process by providing feedback from the public and adjusting public relations strategies of corporate branding based on these five dimensions. So, at this level, listening to the voices from the public is much more meaningful than actively outputting the keywords.

The selection of public relations strategy based on social psychology is based on the depth of understanding of human implicit personality view based on corporate public relations. Public relations staff need to put themselves in the public position to think about PR tactics and public relations. This is the vast majority of public relations people who use the phenomenon of observation as the basis for tactics choice. There is still much room for learning and improvement. The blind reading of the public psychology may or may not necessarily be better than the phenomenon feedback strategy. But at least at the executive level, ways to enhance public engagement and listen to public feedback remain the most basic skills a corporate PR should have.

So, let me hear your voice!

(Author Song Rui, starting to iDoNews column, please indicate the source and source.)