Public relations is the most effective way to build a corporate brand. Properly applied methods can play a role of four or two. In particular, the increasingly competitive Internet industry requires not only good products, but also the need to maintain a corporate brand. Through a series of public relations activities, the company's brand awareness, reputation, and loyalty can be stabilized in order to stay consistent in the competition. Win users. Let's take a look at the four effective public relations magic weapons that Internet companies must use. Welcome to shoot bricks.
Annual Meeting The company annual meeting was originally a year-end celebration for internal employees, but in recent years, with the joint promotion of the market public relations of the major Internet, it has gradually evolved into a public relations event involving all members of the company, and The spreading effect is surprisingly good. In order to attract the attention, every company has made every effort, you please actress, I made a luxury car, your boss plays crosstalk, my boss plays cosplay. In the past few years, there have been many successful cases. For example, Baidu ’s Du Niang became a hit at Baidu ’s annual meeting, thus acting as a free image ambassador for Baidu for several years. , Also became a hot topic of the year; and this year, some Internet companies invited Takizawa Laura to the scene, a game company invited Hatano Yui to reward outstanding employees "enjoy" one night, although the fun is relatively low-level, but these topics It is highly explosive and disseminating, and will attract attention for a period of time, and will become a talker after dinner.
2. The court complained that each family did not forget to pick up the weapons of the law during the war. For example, XX Company brought XX Company to court. Once you take up legal weapons at this time, you can not only seize the moral high ground, but also win the attention of users, and even gain some sympathy points. Generally speaking, going to court is just a filing of an indictment, and who wins or loses depends on the court's decision. However, sometimes the complaint of an Internet company is a public relations show. Regardless of the success or failure of the lawsuit, the key is to show a gesture. I am wrong, I am innocent, and I am bullied by it.
In recent years, we have seen constant lawsuits between major Internet companies. In fact, most of the driving force is brand public relations. In recent years, Baidu has sued 360, 360 has sued Baidu, and Tencent has sued 360, and 360 has sued Tencent. Anyway, everybody will report it, and it will not lose much money, but it has won a lot of attention.
3. Making a statement Generally speaking, a statement is a statement of attitude, and it is also used a lot in Internet companies. Good statements on the one hand can indicate corporate attitudes, and on the other hand can even cause a discussion. Especially in today's increasingly developed social media, a statement can reach a considerable spread. Making a statement is also a must-have method for public relations battles. I declare that I have nothing to do with XX, I declare that XX has copied my products, etc.
Among them, the better representative manufacturer is NetEase. What NetEase will play most is to issue a statement accusing others of plagiarism. Just go and do a random search and you can see several such messages: "Netease Statement: Strongly Condemn Sina Light Blog for Plagiarism of LOFTER", "Netease Statement that Taobao Is Suspected of Plagiarism in Impressionism", "Netease Statement Will Complain to Tencent News Client for Plagiarism" Wait, to name a few, the impression is that NetEase's product manager is the most product manager of the Internet company, always leading the trend, always copied by others, it is really a headache. But NetEase also seems to copy other people, such as NetEase's Fanfan allegedly plagiarized public comment network. This is really a walk by the river, how can we not wet shoes.
4. News soft text The soft text mentioned here is not a press release, not a corporate publicity article written by the copywriting of the company's public relations department. That should not be called soft text, but hard advertising. The real soft text should be moist and silent, so that everyone rushed to spread it and was still in the dark. The media liked it, netizens liked it, and the company received the maximum exposure. These soft articles are full of news sites, community sites, Weibo and so on. Representatives of this are created by Weibo's Duanzishou, and there are also some masters of soft text from the media. Although the soft text of the paragraph player has a good communication effect, the effect is difficult to evaluate. Sometimes the soft article pays attention to a degree, and the way the brand is embedded in it is also very particular. Too few implants are easily ignored by readers, and too many are easily ignored by editors. So, however, I don't think there are any classic soft texts in the classics. You might as well look for those soft white texts written by Shi Yuzhu, which should be more classic.