What about the PR strategy for startups?

Abstract: Lead: When oneself in the start-up company's party A, often will emerge has the money to spend the value is more difficult than earns money the sense of powerlessness. What about the PR strategy for startups? With the listing of Poly-Mei excellent products, this average age is less than 30 years old.

Lead: When you are in the start-up company's party A, often there will be the money to spend value than make money more difficult sense of powerlessness. What about the PR strategy for startups?

Guangzhou-with an average age of less than 30 years old, the young team has only spent 4 years putting the company on a bell-ringing trip to the NYSE, with the spotlight on the news that the team members are soaring in the limelight. In the love story, every story of the internet makes the young man for less than 1% of the lucky blood boiling, and will ignore 99% of the failure of the case.

The difficulty of starting a company is a lot of people's expectation. The characteristics of this industry is very clear: the younger team, the external market changes quickly, financial budget, stay up late overtime is the normal and so on, all the entrepreneurial team need to keep ahead in endurance, pain and happiness, just to wait for the long dormant after the product can survive. If the right and wrong, perhaps one of the IPO queue is the chance of being hit by a big egg.

Today is my third month to join the mobile Internet start-up team, from the management consulting industry to jump into the mobile internet industry, as an entrepreneurial team of the internet new ding. Writing this article is also considered for the three months of the work of carding and reflection.

Engaging in mobile internet entrepreneurship is a triple race of stamina, endurance and intelligence

I remember Ma said a crazy word: "Today is very cruel, tomorrow is more cruel, the next day is very beautiful, but most people are dead in tomorrow night, only those real heroes can see the day after Tomorrow Sun." "This statement does reflect the current competitive state of mobile internet entrepreneurship. Join startups, especially in the mobile social industry, where app mortality is highest. For a person is truly a physical, endurance, intelligence triple test.

Review the previous consulting industry experience and feel tired when you work about 60 hours a week. And then, in a start-up company to do the market, in the face of the vagaries of the industry situation, I often joke with friends: intelligence can not be a way to friends, physically unable to create a friend, every week 70+ hours has become the normal life.

Perhaps a lot of friends will argue that starting a business is not a long time to work overtime and achieve success. However, when you are more than the cattle products and team than you work hard, you really do not have the means to push yourself to speed sprint, in this you do not know what will happen tomorrow's industry.

In this time flies three months, every day I face a variety of chart colorful date, is a lot of late-night sitting in front of the computer over and over again to modify the PR section of the Teng of the eye astringent, is non-stop communication with the media resources, and constantly looking for the next explosion point event, is to discuss a market event and a reliable communication program, pull the small partners continuous brainstorming, six hours is also normal. But for me, getting into this highly competitive mobile social sector is a lost career and a strong belief in the invincible.

What the market for mobile social startups is doing when people talk about the market

Prior work experience in Party B is to provide a valuable consultation and promote change for party A to help party a make better management decisions. Once very envious of the students in the market work, can be a huge amount of money to burn and do extra benefits. When oneself is in the start-up company's party A, often will emerge has the money to spend the value than earns money more difficult sense of powerlessness, and mature company big hype or find out the way the operation of the association, start-up company budget is stretched, so every investment must be in the blade.

When I joined the company, the entire marketing department only short commander of the director of one, we need to quickly cooperate to build the operating mechanism of the work. We are divided into the marketing department: The new Media planning operations, PR communication, project integration planning, such as three major modules.

New media operation strategy of start-up company marketing Department

On the new media, we initially planned for micro-blogging and micro-credit operations. For the content of the strategy, we are initially divided into:

Content planning must be done before the audience positioning. We analyze that the core users are mainly the young people who like to socialize and try to be fresh, so keep three interesting content on the content update.

The output of original content must be adhered to. Early in the operation, on Weibo we will seize the week or day of hot follow-up, to maintain a certain degree of continuous innovation. But in the user transformation of this piece, we are not doing a good job, perhaps this is related to the overall micro-blog environmental trends, here, I am also very happy with the social marketing interested friends to share more exchanges.

For micro-letters, we are mainly used to mobilize the active degree of existing users. We combine the micro-credit operation with product characteristics to divide the daily content into six parts: gender knowledge content, combine product to do UGC Content aggregation recommendation, event external communication and interaction, set topic and user Interactive question and answer, acquisition fresh interesting information, prize quiz and so on content to mobilize the user voluntary content to share and spread.

Quality content needs to choose the right output channel. For the relatively closed micro-letter platform, in the initial user base is less, people are more depressed is the output of high-quality content, but there is no better channel for content output, and ultimately failed to achieve the ideal transmission effect.

The key to the socialization of new media is to do three aspects: digitization of content, socialization of communication, and accurate service. But only the small partners who have run the new media know the output of each original content, their brain cells have been burned, especially in the hot spots of the time period is always a copy of the content of the due will do the illusion.

Data can speak. In the case of stones, it is important to maintain the sensitivity of the data, you do not know how to measure the quality of the content and taste of the users are interested in the time, the data will speak. Take some time each week to carefully analyze the data behind each micro-blog and micro-trust, and you will find the connection and relevance behind the highly propagated content. This is very conducive to their own official microblogging, micro-letter content to improve the quality of the operation is also more grounded gas.

Second, the start-up company's public relations strategy

And how does a startup's PR strategy go? Our strategy is:

Maintain a steady exposure with daily manuscripts. We will regularly make a communication planning form, each month according to the company and product changes to determine what kind of voice to the outside, the appropriate expression and continuous content output will make the company's exposure and the industry's concern gradually increased.

Maintain the existing media resources and actively expand new resources. I will continue to communicate and communicate with the journalists and the media that I knew so well, telling them what our team is doing. Convinced that only repeated communication, the story will be polished to grasp the sparkle of the heart. And as a PR can also be more timely to sniff the attention of the media interest point, for the next report combed well prepared.

In the case of the start-up company's PR funding is not very sufficient, we need to carefully analyze, in what stage of development and progress, what kind of ways and resources to use to support the company's voice and views. So our requirement is that every week there are plans to expand some new media resources, so as to do the event output after the appropriate channel to support.

PR is not hard advertising, it is important to learn to tell a moving story in the right way. In the internet age, everyone is a source of communication, regardless of Weibo kol, micro-credit, media-site columns or social networking sites, I have to study how to use these platforms to tell the story of a good brand, which, on the contrary, is the best channel for users to create UGC for their brands.

In startups, as PR needs to understand the direction of each phase of the company, then learn to market, investors, users to convey a strong voice, this voice is not blunt the spread of the public, but to throw a topic to let everyone interested in your story, and to motivate people to bring interest to your products, It is best to form the hot topic of the industry.

And in the end, you should remember to do a good job of marketing communication evaluation, these may include the coverage of the crowd, clicks, reading volume, points, such as the amount of praise. Each time the data will tell you how to do it better next time. And PR as a bridge between inside and outside, it is best to hide in the middle of the user, in depth communication prominent brand personality.

The channel of choice determines the effect of communication. Say what story, in which way the dissemination effect will be the best, which is particularly important for the choice of channels. For example, some interviews with the founders of the company, we may be more inclined to industry and finance-related high weight of paper media, conducive to a large area of the transmission; for the production of sound, we are more inclined to the technology of new media, in the industry can cause more rapid attention; We prefer to select a large portal class site.

For the media in this field, the strength of uneven, the choice of Neutral point of view and strengths of the media from the sound, is a good choice. But cost is not the most cost-effective for startups. And for TV media, choosing a program that matches your potential users is a quick way to make the product explode, and we're not there yet, but the next step is to focus on the channel.

Third, the start-up company's event marketing strategy

Internet company marketing is in the forefront of the department, one of the success of the start-up company marketing department is to make event marketing, use events to get more exposure, this is a direct touch to your potential users a good way.

and event marketing is definitely a manual work and mental work, which requires the entire team to maintain a keen sense of the market, in addition to a strong executive power, with a certain media resources, events can be launched at the fastest speed.

The premise of event marketing must be that team members need to get in touch with a lot of fresh information every day, integrate these information, also need to form some flash of inspiration at any time to record and share the collision with the members.

For the product can be affixed to the creative point of integration, we will immediately engage in brainstorming, the incident has always been reasoning, if the determination of the scheme is feasible, then immediately make a matching communication plan, start to do project budget and prepare channel resources.

I think in the mobile internet industry, the entrepreneurial market is suitable for multiple attack, can think of various ways to try, with the smallest investment to maximize the effect of the brand. In the thought of the 100 methods, and constantly test one of the most effective way, eliminate 99 of them, focus on the hands of the resources of the focus on a potential outbreak of the point, constantly magnified, continuous analysis, waiting for the outbreak. Eventually attract more registered users, improve their market share.

Occasion marketing of the actual case analysis. We found that the industry boss made a series of clean the name of the poster, but feel that the poster wash white to let the feeling still not exhausted. So the team members feel that this is a very good opportunity to do occasion marketing.

After a brief discussion, everyone agreed on the event plan and began to work on the copy, using a night to discuss several sets of copywriting and presentation form confirmation, the designer began to prepare the poster. The marketing department began to spread the plan and budget, which micro-broad, what media resources to use, how to set up the dissemination of points and so on.

Before and after 48 hours, we will wash white posters for the boss, according to exposure and dissemination to measure this homeopathic marketing, our product platform positioning has been very good spread. So as a market person, if you feel that time is a trivial matter, that is a dangerous signal, because the event detonated may win in a good time.

Over the past two years in the management consulting industry, switching to mobile internet market and brand seems to cross the line, but I feel in the following three aspects are interoperable:

1, let oneself have fast learning ability: Do the market need to quickly grasp a lot of knowledge, the daily small discovery may be able to integrate into a creative event. Regarding the market, the media, the creativity, the user psychology and so on all have involved, therefore must ask yourself unceasingly to study the progress, suggested oneself every day besides uses the debris time to pay attention to the newest news event, you also need to pay attention to the user behavior tendency, needs the massive reading quantity to do own knowledge reserve

2, pay attention to the practice of each event and summary: in the mobile internet industry, the most difficult and most attractive place is, you do not know the next minute to explode what big event can let you participate in. So before you have to live in the depth of the market, in a certain knowledge reserves, the start-up companies need to continue to use small events to enter and explore the market, success or failure, after each event needs to go deep reflection, and finally form a clear case. Each student can experience growth in the case.

3, the society and various groups of effective communication and communication: Start-up companies, a market people need to invincible. You need to understand the user, understand the product, understand marketing, understand creativity. It's all based on the way you go out, talk to a variety of people, build effective learning and industry circles, and not just sit in your office and work behind closed doors. Maybe you'll find new directions and creative points in your conversations with people.

This article about my entry into the venture company three months to do the market a bit of review finally to the end. As for why to give up the original better environment to join a start-up company, because in the growth of self, gradually found that the material is never-ending.

When you think someone else's Benz is very good, someone always jumps to tell you that it is far worse than Bugatti. When you think you're in the first class, someone else may have been in a private jet earlier. You will be surrounded by a lot of insecurity, in fact, look back to think maybe just wrong direction.

Your happiness is there, but it has gone beyond the material, you can really do some things you want to try, and then how hard, every product of the rise of the dream, you have predicted it?!