First: be familiar with the law of media operation.
Familiarity with the law of media operation is the most important thing for enterprises to choose publicity work. To achieve the publicity effect, products must understand which media are effective and which are useful to them. Don't "grab your eyebrows and beard", aim at the right place, otherwise a lot of work will backfire, and in the end it will not pay off.
The use of media is not the more the better, but the better. No matter where you are, you should be familiar with the local media first. What are the effective media? What is the target media? Which media readers and viewers do their target customers like to see? It seems difficult to do this, but it is not difficult to think about it carefully. As long as you know the law of media operation, you can do a good job in the four-part series.
First, briefly introduce the influence of the media through its friends and relationships. The TV station has Nielsen ratings ranking; Newspapers have circulation; The radio station has a listening rate; Online media has data of page views. Only by mastering these data can we be familiar with the local media effectively, and truly promoting products is the first job.
Secondly, be familiar with the internal columns of the media. Different media have different columns, and the influence and coverage of different columns are different. For example, the ratings of sctv cultural tourism channel are among the best in Chengdu, but it mainly focuses on news and people's livelihood. Although "Help" and "Golden 30 Minutes" are well-known columns in Sichuan Province, they are not ideal columns for enterprise product promotion. However, if you choose hard advertising, you must choose the time period of these columns.
Thirdly, it is more important to do excellent programs or special topics than to send ten messages. In-depth reporting, in-depth reporting is necessary for product promotion. It is essential to find a media column suitable for your own products, and carry out in-depth promotion and in-depth reporting.
Finally, rational use of online media hype. More and more data show that it is much faster and more economical for online media to hype enterprises than for enterprises to spend a lot of money to invite spokespersons and invite many media to interview them. Once again, take the "good state" conference as an example. Personally, I think it can be accompanied by a lot of online hype value. For example, articles such as "Declaring War: High-priced Soymilk Won Traditional Milk" and "Decryption: Why Astronauts Choose Soymilk over Milk" were published on the Internet, which caused discussions on the Internet and eventually formed a public opinion atmosphere, thus achieving the publicity effect.
Second: pay attention to the details of the scene.
Back to the press conference itself, at this press conference, I saw a well-known column of a TV station in Chengdu being broadcast live, but there was basically no product image advertisement in front of the reporter's camera. Imagine that these signs are printed on the door of the star's appearance, or on the star's clothes, and the communication effect is different.
On-site details also include many questions: the communication between the on-site company and the media, the attitude of the on-site staff to the media, the answers of the on-site person in charge to the media questions and so on.
When some important stars appear, there will be some big names more or less, but how to realize the communication between the two sides requires the patience and ability of public relations personnel.
In a word, the phrase "details determine success or failure" is correct. A press conference and product promotion is not the behavior of one person, but the behavior of a company and the product itself.
Third, pay attention to coordination.
Coordination is the most meticulous work in communication, and the lack of coordination directly affects the company's image and product promotion.
Long-term participation in various press conferences will lead to a problem: chaotic media coordination and management, chaotic communication between management and the media, unclear product theme, inconsistent propaganda caliber and so on.
It is not difficult to do these jobs well. It is suggested to do some media interview exercises in advance and ask some questions from standard questions. So as to understand and master the reporter's problems first.
Before the press conference, all departments should hold some meetings to coordinate the work, so that public relations companies and media friends can participate and truly consider all aspects.