Press Company "out of control" soft text promotion rules are changing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

From the United States and China to enter the Chinese market to Chang broken shell, so far over the past 10 years. Vigorous 10 years of battle, Justified Tong Siege, 2010 turnover breakthrough 100 million, 2011 years of 200 million, annual turnover of 100% growth.

The market is changing and the pattern is changing. Facing the current challenge, this "veteran" is po old or a heavy machine?

The survival of the Chinese version of the American society

Mr. Chen is the head of the brand Department of the world's top 500 companies in China, sending 20 corporate press releases to the designated 10 dozen media each month. Chen Xiao to reporters calculate a public relations account: for example, send a 1000 words of the manuscript, in the print media published area of about 150 square centimeters, PR company stipulates 1 square centimeters equals 10 words, (or 12 words), each word about 4-10 yuan. PR company's charge is 150cm2x10 Word/cm2x4 yuan/Word, the charge is 6000 yuan. In this way, Mr. Chen pays at least 1 million of the PR company's press fees every month.

One day, Chen received the United States through the e-mail, read the charges, not by open eyes, thousands of yuan fee, the manuscript sent to the media throughout the country? She was skeptical of dialing the other person's phone.

2003, the United States and the agency landed in China, the first public relations company, "the word charge" mode to issue a challenge. Compared with traditional PR companies, the company has more than 24,000 media resources, and in 40 languages to send corporate information to 135 countries and regions, and charges concise, cheap, thousands of yuan can send manuscripts to the domestic thousands of media. Therefore, some people in the industry have a hunch that the wolf is here.

Surprisingly, the company's business in China is not going well. The American society is not committed to the press rate, and Chinese customers are often difficult to accept this commitment to release the effect of the way.

Wang Chu engaged in education and training chain business, he hoped that the company's news can be published in the major front-line city of the daily newspaper, Evening News edition, so that the majority of parents can pay attention to his education brand. Wang Chu has a marketing department with two or three copywriting. "Copywriting staff to write the manuscript, even through the American society, it is difficult to be used by the media, or through public relations companies." Wang Chu helpless to reporter said.

The American society also has its own grievances. In its view, the customer has to send enterprise information needs, the media has to gather information needs of enterprises, the United States and the value of the company is the enterprise information to the media. Why is it not feasible in China to be clear and accurate based on the positioning theory?

Imitating the development model of the United States, China has also appeared "Wo Mei Commercial telecommunications" and "China commercial telecommunications" such as the press Agency. However, due to the pattern of complete plagiarism, the scale has never been done.

Industry experts said that if the domestic media release news, usually to pay. And China's corporate customers, most of them have a strong marketing needs, news articles are often flooded with a lot of propaganda information, rhetoric gorgeous, semantic ambiguity. This kind of manuscript, even if the public relations company sends, also needs to pay the big price. Making the media free is basically impossible.

In order to improve the rate of press, the United States and society to allow the media and enterprise customers to face the exchange of methods, teaching customers to the corporate news into social news, to obtain greater influence. However, customer education is not so easy. You know, PR companies have been giving businesses "literacy" for more than 10 years. Although the United States and Beijing has suggested that the U.S. headquarters to include writing into the business category, but the United States and the Agency does not undertake the enterprise's press release task, adhere to the "intermediary news release Press organization" positioning.

Also in 2003, Chang the traditional public relations company's service model and the US-American society fees pattern "grafting", has achieved the unique localization--China's first commercial news release platform. For most Chinese business customers, they need good publicity and low fees. Chang just caters to this demand.

Justified Beijing company director said, compared with PR companies, Chang charges more inexpensive, and the United States, compared to the Chang of the press volume is more secure, therefore, Chang by the market's great favor. 2010 Chang turnover exceeded 100 million, 2011 years broke 200 million, a year turnover to achieve 100% growth. Market size of 60%, more than 24,000 media resources at home and abroad and more than 10,000 journalists strategic cooperation ...

Embattled

After 10 years of development, Chang has become the industry's largest press company. The so-called catches. Chang's marketing director Chao complained that he was surprised to find in October 2011, in Baidu search hit "Justified pass" three words, out of more than 10 unknown to the top of the press organization. Point into the site inside a look, the content is all the smell of plagiarism. The application of Baidu trademark protection, but has not been clean, and now there are four of "justified Tong" as the key word.

"Press intermediary easy very, as long as the accumulation of media resources, anyone can do." Chao said, "Last year I saw a small press agency to survive, reported low prices." Network Press 30 Yuan 1, but to send customers are a number of small sites or no portal site. The press agency finally withdrew from the market. ”

Internal。 Justified a staff member said, now the industry good writers are thousands of words, and as long as orders, regardless of whether the customer through or not, have to pay money. A price of 500 yuan in any case it is difficult to ask professional writers learned that in order to improve the quality of manuscripts, Chang hired more than 10,000 major media professional journalists as part-time news writers, and found a lot of media editors and experts from all walks of life resources. For example, home appliances customers, Chang let the Home Appliance edition editor to fencing. But the prices of press releases are extremely low. According to the justified website public quotations, long-term customer writing fee is only 600 Yuan 1.

The loss of professional writers first affects the quality of the press release, followed by the loss of customers.

Zhang, the head of the clothing company, said Chang was her good partner and greatly reduced their promotional costs. But now sometimes the writing quality is not high, sometimes modify several times also change bad. It makes them very troublesome.

"Content is more important than release," Zhang said. "We do media campaigns to impress readers, and to a large extent, this depends on the content of the manuscript." If the quality of the manuscript content is not high, we release how many media is useless!

A senior writer believes that the key to customer complaints about the quality of the manuscript is communication, and the current situation is that the writer is completely out of touch with the client. Information asymmetry leads to the passage of manuscripts or to achieve customer satisfaction, entirely by chance.

Due to the high cost of the press, low charges, Chang face less profit, staff pressure is too large and so on, justified difficult to like the United States and so on the recruitment of talent extravagantly. The company insiders say that there is no money at all in the writing business, and many times there is a loss.

Industry insiders believe that the public relations industry in the creation of the area of the number of words charge mode, one-sided pursuit of the amount of press, ignoring the quality of manuscripts. And the United States and Chang in the promotion of the industry in the process, are gradually realizing the misunderstanding of this business model correction. And Chang face the challenge, only technical difficulties, through media strategic cooperation, website channel to buy and other means to drive down costs, and improve talent competitiveness, Chang in this regard to make long-term efforts.

where

Semlly, the internet entrepreneur who returned from studying in the U.S., told reporters that the first net trader made a relatively simple profit. Put the product online, the price is marked as a physical store 60%, 70%, the order will continue to come. But now, the situation is different, more and more network business, competition is more and more fierce. Take Taobao for example, enter a brand of clothing, it is possible to "jump out" thousands of sellers. Why do customers buy your goods instead of others? So the most important thing is to advertise the product advantage and reputation advantage.

Semlly clearly felt that the network era of wisdom has opened, Soft Wen era has passed, the reader as an idiot is stupid behavior. Those who boast of the soft text out often on the enterprise and not much value, readers do not believe, do not look, and even psychological resistance.

2012, Chang organized a group of people to convene strategic seminars. After several deep discussions, as well as the analysis of hundreds of customers, Chang summed up the view that the customer is the most important content, is the manuscript, is the picture, is the reader's feelings. Can the content impress readers?

Justified Tong Marketing department Chao said that now some long-term vision of the media, in order to improve the quality of content, has openly proposed a "boycott of Soft Wen" slogan. The future development direction of PR industry needs to adapt to the needs of the media, must improve the quality of manuscripts.

Interestingly, even customers Zhang also suggested that the price of 600 Yuan 1 can not find a good writer. If the writer level is very low, will not be good manuscript. This will greatly affect the enterprise's propaganda effect. The price increase of contributing services must be put on the agenda and implemented.

Justified service manual revealed that the entire Chang price system will be a major adjustment, of which the most important thing is that the newsletter writing service to increase prices.

Chang, one of the founders of the Deng, said that in order to improve customer satisfaction in the long run, it was necessary to build up a core of contributors, Chang decided to set up a writing advisory body. Manage news training and write. Customer information through the "filter" through the press advisory body, and then through the justified pass, the effect will be greatly enhanced,

In addition, the decline of print media and the rise of network media will be the general trend. With the new media communication and marketing environment mature, corporate news to keep pace with the times, the release of graphic press releases to be gradually converted into the form of multimedia press releases, and multimedia media talent reserves to prepare for the rainy day.