The crisis behind speculation and speculation

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These days we can see all kinds of hype everywhere, there are deliberately planned and launched by the hype (such as paper stuffing dumplings, all kinds of entertainment star gossip), but also because of a social event (GB steamed bun, Zhou Tiger) and caused by the public controversy, and some malicious people borrow some hot people or hot events, Catch up with the car occasion birth potential speculation effect (Hu xx incident, Shi Yuzhu, etc.).

Hype, is now the most commonly used media to promote one of the means, is also let people, things and related enterprises in a short period of time to enhance the most effective way to promote visibility, especially in the network media rise of the web era, through the network of media open timely, open, broad coverage characteristics, the power of speculation is infinitely magnified. Want to be famous, only need a picture, a few paragraphs of text, or a bit of a sensual performance. Because of this, "wooden son of the United States", "Sister Furong", Yang Lihua and so can quickly emerge, become hit network celebrities and people talk about the new "O-like."

is because of the speculation can be in a short period of time to bring the explosion effect, so many enterprises will be the means of speculation unique appreciation. Shi Yuzhu understands the media hype way, so it and the brain platinum, the journey, and so on in the major media on the front page repeatedly see not Xuan; Similarly, many entertainment stars because of their brokers are constantly exploding, and its related to all kinds of gossip to readers and viewers of the eye to create a lasting suction. However, savvy readers will often find that in the middle of the speculation in the center of the party, the reader's goodwill is not too high, the effect is often mixed.

Here I first share with you a real case of speculation, (because of the working relationship, all the real names) to see what the real effect of the hype is how: H company in its market area has been by B companies and O companies to suppress, as the millennium old they in the development of a New Year's marketing goals, By unconventional means let the target audience put H company, B Company and O Company in the same camp. To achieve this goal they developed a series of PR hype strategy, one of the most important is the H company's general manager, continued to criticize and censure other companies and products to ensure that H company, H Company manager and H Company's product media sustained attention.

Over the next year, H Company's marketing department and PR department has been faithfully adhere to this hype strategy, over time, the H company's manager has become one of the industry's "big mouth", regardless of B Company or O company has any product launch, media reporters will always find H company manager to denounce, such as " H Company General Manager Xxx:o Company not innovation, B Company will only make money "and other news headlines." In private, "Big Mouth, Shrew," and so on the manager's "honorific" spread, even the manager's lover have written an e-mail question-"Where have you been gentle before?"

A year of hype down, the company's business and what? The data show that H company through a year of operation, performance compared to the same period of negative growth! As a result, H company General manager and marketing director have been laid off, H company also faces the fate of reform.

Can be seen, in addition to let oneself promote in the media exposure frequency, y company This hype did not receive any effect on the market. For the entertainment Reds intended to become famous, this high-frequency exposure is a good way for the public to deepen their memories and not be forgotten by the public. But for enterprises, speculation is not the best marketing, promote media attention also means more potential crisis, to this, I think there are the following points or attention.

1. What is the goal of hype?

If the planning of a round of market speculation is simply to improve a product, business or the visibility of the characters, that can be a sword to go slant, some odd strange recruit to attract public attention. For individuals, the stronger your funny days are, the higher your mirror rate (Zhou Xingshing), the greater your chances of being remembered. But if it is in order to improve the product market sales performance, the way the hype does not seem to apply, it is recommended that you or sinking down to think of themselves to improve product quality, how to expand the sales network, how to let consumers get satisfactory service.

2, speculation can not be "over the fire"

The right amount of hype will let people remember you, may let a person produce "stunning" pleasure, such as once let a person glimpse "angel sister". But if hype over that degree and quantity, laughable, let a person feel funny, to the hype of the parties produced bad impression. If hibiscus can become million people o like, H Company manager was ironic as "shrew" and so on. Degree of certainty and speculation in the nature of the event, take the ignorance when the personality (So-and-so sister), take Feely (So-and-so), no matter how the performance will become the object of ridicule, and the amount of confidence in the speculation on the time, speculation material amount of control. If every year before the Spring Festival will have Zhaoben Mountain Spring Festival Gala News (call it speculation), but the fact is that every year, Zhao Benshan will be on the Spring Festival Gala, this year said the audience will be very worried, next year, said the audience will be a little worried, and then continue to say, then you really in the audience when the monkey fooled.

3, speculation direction of guidance

Good at the author often will roll out an event n version, such as an entertainment actress gossip (perhaps for a entertainment star of the new album to do Preheating), version one is in the bar Peijiu, version Two is a wealthy package, version three or become a third party or by third party in ... Of course, this way in the entertainment industry will be tried, and applied to the enterprise will often become hanging on the head of the sword. Therefore, in the hype to do a good job of media guidance is essential, was originally to introduce a new industry model standards, after the erroneous assertion has become 28 by the national standard (see GB steamed bread).

4. Crisis prevention after excessive speculation

The crisis and hype is the brothers, hype the most popular stage is often the first photo of the crisis. As mentioned in the H company, because of the previous hype, so that the media in the competition to release new products will call to interview H company manager, in order to get better writing material. At this point can be seen as the peak of H-company hype, but then we can find in depth investigation, H company manager's personal image has been greatly discounted, and its every other company's product reviews have become another company hype new material. Therefore, it is very important to establish the necessary crisis management system and the protection measures for the relevant parties after the development of the promotion plan involving the nature of speculation. Familiar with the words "Think Twice," and many engaged in market work, media work people tend to only pay attention to the sensational effects of events, but ignore the speculation behind the potential crisis, so it also ignores the hype before the relevant crisis prevention system, which may also be why many enterprises in the beginning of a certain event will become famous, followed by a lot of negative reporting.

It's a good thing that the

fires. But it will be fried, and it needs to be done. I think, to find the right target, with good materials, will be "fried" logo. But "do" is the real factor that determines the result, hype is to do is to lead the hype direction, to prevent potential crisis. More importantly, it is necessary to know how to "do" in peacetime, to do products, will do business, but also to be a qualified person.