Three key points in media relations

The Earth people know that the media to your company's positive report, can bring a distant http://www.aliyun.com/zixun/aggregation/12972.html "> brand value, staff morale and business promotion and other effects." These are not a page of advertising can replace, and think, this is free yo. (therefore, public relations organizations generally use the translation of media reports into the corresponding advertising value, of which the multiplier is 3, some 5, that is the same version of the space multiplied by three or five. Of course the advertising value AD. Equivalent value The practice itself is controversial. ）

Therefore, when a first-class media that you admire is willing to report to your company, you need to know some basic rules of professional cooperation and communication with the media, we think of three points here, of course, there are other times we did not think of.

1, it is best not to submit a request for review before publication

Many customers want reporters to finish their manuscript to give them a review, this request, from the customer side, there are reasonable, such as they want to ensure that the facts will not be biased, and then the article itself will not give their personal career shadow or even unexpected blow. (think, if the boss found the media error report, furious, the first to blame who will be.) And with some of our colleagues ' personal experience, some PR people from abroad even have such a wish, the subtext being that they take it for granted that the Chinese media are not professional enough.

However, we recommend that customers do not make such a request to the media as far as possible. This is often thirst, and the negative effect is far greater than the positive. Because it basically turns off the door to the media in the future. Journalists may not protest, but in private they think it is an insult to their individual and to the media they represent, so how can we expect them to cooperate later?

2, after the media has a factual error, it is best not to rage

What if the story of the media is unfortunate and true? A company's outreach will not stop here, and you can use other channels to reverse this error in future communications. Of course, it is best to call a journalist or editor to point out the problem during the first time that the error occurs. At this time the most attention is their own attitude and tone, because the media who have the right to speak at this time in a defensive and fragile psychological state, he first want to hear should be your thanks, and then very polite to point out some regrets. In that case, media people tend to behave meekness. If the media has a network version, the most direct way to edit is to change the web version of the article directly, or to send a correction. But unless the problem he thinks is serious, it is generally not willing to make corrections in the next issue of the publication. So, you can only do your best and don't bite. Think of it as an opportunity to strengthen relationships with the media, so that they can be made up by more reporting.

3, as far as possible to strengthen the media relations, and do not throw everything to the PR company

The usual mode of PR industry is that when you hire a PR company, it is the PR director who is involved in the relationship with the customer, and a PR boy or little sister who has dealings with the media on behalf of the client. The students who just left the campus soon have some enthusiastic hormones, but they may not even have time to turn the paper, the client is doing nothing is not clear, hurriedly to the reporters to call. Busy with the next customer relationship director often too late to instruct them how to pitch story in good way, so the younger sister in the reporter seems to be full and the real estate agent dead. The thing is, the reporters think they represent the brand that should be tasteful.

Therefore, it is advisable to make sure that someone in the PR company will approach the media on your behalf to ensure that they have some basic knowledge of your business, your competitors and your industry, and that it's best to do some drills beforehand about how and what the media says. Of course, try to take the time to strengthen the necessary media relations, rather than throwing everything to the PR company.

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