Recently, a reporter Weibo broke the news, saying: a company ’s
tablet computer issued a new product development conference, the public relations staff of the question and answer session carefully prepared questions, two of which are particularly interesting: 1. The new product can be said to be Rolls-Royce in the tablet What do you think? 2. Have you realized that you are designing an epoch-making product? Do you have any pride?
Everyone who knows public relations knows that after the press conference, it's not uncommon to find a few journalists with good relations and arrange a few "sexy" questions to send an active atmosphere to convey information. However, when this matter was mentioned on Weibo, why did it feel so good?
Those public relations marketing methods that were supposed to be right are becoming a joke for others in this era of new media and self-media. The environment is really different. Doing public relations marketing according to the original way is not only more and more ridiculous, but it is bound to die. In recent years, frontline media people and media managers
have a general collective anxiety. How should the path of traditional media go? The rise of new media has turned this anxiety into a mania. Senior media people are breaking away from traditional media at an unprecedented speed, either transforming the Internet, such as Yang Jinlin, or playing with media such as Cheng Lingfeng, Luo Zhenyu, or starting a business, such as the NetEase department.
The media and media people ’s gameplay has changed, the audience and readers have changed, and the public opinion environment has changed. The previous methods seemed ridiculous to the media, the audience felt suspicious, and had no or even negative
impact on the company. Can it still be the same?
"Change" is a correct nonsense. In fact, everyone knows that it is time to change, but the question is, what is the direction? The media people themselves are still breaking through blindly. What should the PR practitioners choose?
Fortunately, I can still see some interesting explorations. Two more typical examples:
1. Alibaba Alibaba has not taken the same path recently when responding to rumors of "new CEO candidates".
The rumor of Alipay CEO Peng Lei taking over from Alibaba CEO was triggered by a message on Weibo from former Alipay employee Feng Dahui (the effect of the resignation of employees on corporate communications will be described later), he revealed that Alipay CEO Peng Lei has started to serve as Ali Group CPO, and speculated that this may be in preparation for Peng Lei's succession as CEO of Ali Group. Such rumors were triggered by Weibo and spread quickly across the Internet.
The impact of this rumor mainly lies in three aspects: first, affecting Peng Lei himself; second, changing the mentality of Alipay employees; and third, making the succession of Alibaba CEO more complicated.
What is the traditional approach? Either rumor disregard or ignore it.
Ignore it first, this is impossible. Being in the center of the whirlpool of public opinion, ignoring it is acquiescence, which is obviously not the result of Alibaba.
Let's talk about rumors. The credibility of the media is gradually disintegrating. When the media says "no", the public often thinks "yes". After several experiences of the government dismissing rumors and deleting Weibo, the public is convinced of the rumors and deletions. The "rumor" became clearer and darker, which accelerated the spread of rumors.
Alipay's approach is undoubtedly wise: Peng Lei posted a post on the intranet, and then transferred from Alipay's publicist Chen Liang to Weibo. This can't stop the spread of rumors, but the content of this post is more expected than the rumors. In addition, the section of divorce and remarriage with Sun Tongyu was added, and soon this "explanation" covered the rumors.
This is one of the best ways to deal with rumors that I have seen in recent times.
2. In May last year, Wang Laoji, the China International Economic and Trade Arbitration Commission, ruled that Jiaduobao's parent company stopped using the "Wang Laoji" trademark. In January this year, the advertising slogan of Jiaduobao Herbal Tea was again banned by the court. In the lawsuit between Jiaduobao and Guangzhou Pharmaceutical Group, Jiaduobao has always been at a disadvantage. However, the "Sorry Body" series of Weibo seemed to apologize, but in fact was aggrieved, and used this disadvantage to complete an excellent emotional rebound and won a lot of sympathy.
What is the stereotyped approach? It is nothing more than a few points: first, legal counterclaims against Wang Laoji's monopoly and hegemony; second, he denounced Wang Laoji's unfair competition; Cruel is nothing more than revealing the interests of the court and Wang Laoji colluding with each other.
The traditional method is like two people arguing and fighting for something. The person who revealed the shame will inevitably offend the court and the government. However, despite this, what is the relationship with the audience? The audience does not care about the competition of the company, and it does not matter who is right or wrong. Life is dull enough, who reads the righteous announcements?
Gadobao's four "sorry" pictures said the other way round, ridiculing Wang Laoji's state-owned enterprise genes and making no progress. This demeanor of showing weakness to the public, showing strength to opponents, and revealing scars with a smile, is obviously more skillful than Wang Laoji's suppression of laws.
Sensitive readers should also be able to see that the above two examples are mainly anti-customers in response. That's right, in the environment where everyone has Weibo and everyone is a journalist, "response" has become the normal state of corporate public relations. It is only possible to find "forward communication" in "response". . It's like playing chess, except for the start of the malay jump, each subsequent step is both a response and a hit. Deal with the game, deal with the mentality of the players, and wait for the opportunity to attack.
Rumors, rumors, and extreme opinions are the characteristics of the new media. You cannot know where rumors, complaints, and criticisms will emerge, and "response" becomes daily public relations.
The PR of a beverage FMCG product told me that the amount of complaints, criticisms and market promotion they encountered was annoying him. Some complaints and rumors have been explained many times, but they are still being cited by the media, such as the question of whether sperm will be killed. Behind some rumors is the obvious chain of interests, which seems to have caused a group of underworld. After listening to his complaints, I breathed a sigh of relief, and based on my work experience in 360, I encountered no less than these fast-moving products.
In the past, you could get the media and the writers, but it's really impossible. Get the head office of the competent department. Now? An anonymous Weibo account can break the news, and a WeChat public platform can send messages to tens of thousands of people like a mobile newspaper. Public relations marketing is becoming increasingly passive. Exaggeratedly, even if you handle more than 3,000 newspapers in China, more than 9,500 magazines and all news sites, do you have 400 million Weibo users? Can you handle 30 million WeChat public accounts? In minutes Can you set up a technology blog?
It is no longer stable, and the leveling is no longer obvious. What to do, how to do it; to balance what, how to put it, this is the issue that corporate public relations should reconsider.
Among the dramatic changes in the media environment, several phenomena are of particular concern.
First, a large number of media people stepped out of the media and brought out a lot of free brains. Views that were previously covered by a media brand and were almost invisible to advertisers and authorities are now being seen in various media. For example, the media person Yang Jinlin complained that the taxis at Hangzhou Airport did not play meter. After the dissemination of Weibo, it greatly affected the image of Hangzhou.
Second, not many people are really capable of outputting opinions. I have seen a research report done by a propaganda department in a southern province. The report shows that there are no more than 80 people who can influence the public opinion on Weibo. Popularity does not equal influence. Take the Internet industry as an example, only 20 people have public influence.
Third, the WeChat public platform is growing rapidly, but the content spread on the WeChat public platform mainly comes from Weibo and other media. Because of the characteristics of WeChat's products, its communication power is weak, and the number of WeChat public larges that can affect more than 50,000 people is still very small. However, the WeChat public platform is highly accurate and more suitable for targeted communication.
Fourth, self-media websites and technology blogs are becoming the source of opinions for portals and other media, but these self-media websites themselves are not strong in communication. In other words, portals become content amplifiers for these self-media sites, and self-media sites exist as insight sources. At the same time, the media form of the magazine is similar to the self-media website, and its communication power is weak, and its content can reach most audiences only after being enlarged.
Fifth, the influence of comprehensive print media diminished, and credibility weakened. How long haven't you bought a newspaper? But the media vertical to a particular field has unique advantages. For example, a city newspaper in Zhejiang reported a 20% decline in revenue last year, while another newspaper focusing on the elderly in the same group has grown year after year.
Sixth, the interests of some public relations companies drive self-built media, and simply setting up a website can be used as a source of news, and at some point can influence the spread of public opinion.
Seventh, the audience does not care about the media source, and is only loyal to the content platform, such as Zaker and Today's Headline.
Eighth, the audience ’s trust in the media has reached a limit, but to the Weibo certified users, the certified WeChat public account is blindly trusted.
Ninth, the cost of spreading rumors on Weibo is extremely low. It is no exaggeration to say that the ability to create rumors and spread rumors will become the basic quality of corporate public relations. Even Sina has no way to deal with rumors about itself on Weibo, which shows how difficult it is to deal with rumors.
These phenomena have brought unprecedented difficulties to corporate PR marketing. There are more and more platforms with media attributes, more and more complaints and criticisms with communication characteristics, your competitors are getting worse, your users are more and more discerning, and the media is getting smarter. Even if you have more annual budgets, you will not be able to spend all of them from the media and new media. There are still many traditional media that have cooperated for many years. Routine response is also a costly task.
So, is there really no alternative? Of course not. Doing public relations is more and more like making a product. Only when you are close to the place where users gather, can you understand user needs and public relations feelings. The way that several people discuss the "yes" in the conference room is often not working now.
Public relations marketing is also a craft job. The interesting thing is that every attack is creating a new product. Good communication indicates that the product was successful, and poor communication indicates that the product failed. Like those entrepreneurial products that have a large amount of venture capital funds from the beginning, the chances of failure are very high, and the products carved by their brains are more favored by users. The success of communication is only related to IQ. God gave everyone a brain. If you use it to think about how to spend money when doing PR, it is better to think about the following questions:
First, what audiences want to see most is like meeting user needs. For example, in recent days, the gang rape case of Li Shuangjiang's son has spread widely. There cannot be any public relations behind it, but this promotion obviously caters to the needs of the audience: see the big guys go ugly. Today I saw Li Shuangjiang's wife interceding for her son, hoping for more tolerance. Needless to say, this is a highly failed public relations response, and it will only amplify the public's dislike of Li's son.
Second, what the media is missing now, look for a blue ocean of views. For example, the Cheetah Browser was interviewed by the Ministry of Railways a year ago. It coincided with the peak of the Spring Festival ticket booking. The media was lacking the materials of the Ministry of Railways.
Third, what are competitors doing? For example, JD.com announced that it would raise US $ 700 million in financing, a public relations strike after learning about Ali's upcoming capital operation this year. Similarly, Sogou's acquisition of Sosou is also a beautiful hype for the right to speak in the media during the 3B war.
Fourth, what is the hottest social topic at the moment. Earlier the case of Lei Zhengfu and other senior Chongqing officials was a successful public relations meeting the social hotspots: happy to see corrupt officials being exposed. From this point, Zhu Ruifeng is the absolute master of this set.
Fifth, how to do a public opinion test and how to make iterate quickly. Doing public relations is the same as making products. The year of planning and eating is long gone, and even a month of planning should not be there. Throw opinions to get feedback, and get feedback to adjust direction. Just like making products, small step and fast iterative public relations is the most grounded marketing.
Sixth, how to consume an organization that is larger than you. This applies to small and medium-sized companies.
The death of an Internet product only occurs in two cases: one is that the product manager has made a serious mistake, and the other is that the product environment has changed abruptly. Now a sudden change in the public opinion environment has occurred, and soon a large number of public relations practitioners who hold traditional thinking will lose their original advantages. The product manager's perception of the product determines how far a product can go. The sensitivity of the public relations staff to the environment will also determine how long the PR can be done.
A senior who has 12 years of media experience and 4 years of PR experience said that PR companies are mainly to complete customer indicators, and talents above the vice president consider strategies; another well-known financial magazine editorial board believes that People in public relations companies usually have no idea, they just ask whether they can report and how many posts they can send. In a sense, no matter how good the service is, the public relations company's business will become worse and worse. When a company realizes that the above problems cannot be solved by a public relations company, it is more reliable for the company to handle the art of public relations.
So, how can companies do public relations by themselves?
First, make PR not like PR. Du Yuesheng is the god of public relations in the author's mind, although no book has ever said that Du Yuesheng is a PR marketing practitioner. Leaving aside the business of selling opium and other things, no one is above him in terms of his life and his accurate grasp of the human heart. In fact, Du Yuesheng began to attach importance to "self-media" in that era. He always gives help to people who ask for him regardless of their rank. Few people on Shanghai Beach talk about Du Yuesheng's bad words. For traditional newspapers, Du Yuesheng pays special attention to interface reporters, and even some reporters' families are supported by Du Yuesheng. Even everyone in the circle knew that Du Yuesheng planned to kill the worker leader Wang Shouhua, but none of the articles in the newspaper appeared. It's not like a public relations person can do a good job of public relations, otherwise, others can't avoid it.
Second, we should reasonably respond to the news of the resigned employees. As mentioned above, Feng Alihui, a former employee of Alipay, broke the rumors about Alibaba's successor to the CEO list, apparently more credible than individuals with other identities. This situation is unavoidable, and the most sensible approach for companies is to "yangmou", that is, to expose in advance. Explode your own material, leaving others unexploded. For example, the departure of Jack Ma as CEO is based on this idea. If someone keeps telling that Jack Ma is about to step down, the consequences of speculation can be imagined. The second treatment method is that the parties make head-to-head explanations. Of course, a kind of explanation will only make people feel that they are justifying. Only with personal emotions can they break the credibility of the leaker.
Third, it has nothing to do with the media. Do we still need media relations? The answer is that there can be no media relations, but there must be media relations. The opinions conveyed by the media are no longer authoritative, no longer unique, and even cheaper. A critical report in the XX Evening Newspaper or the XX Observer Newspaper is far less powerful than a few personal opinions of its editor-in-chief. At the same time, the flow of media among the media is unprecedentedly high, and even many media people have established their own media. In this case, media relations have become empty talk.
Fourth, what is the investment ratio of toB and toC companies in both new media and print media? In fact, this depends on how you think about the relationship between media and media people.
Fifth, how to deal with rumors and how to spread rumors? In today's media form, the distorted public opinion of "rumors" is becoming more and more normal, and the old "repellent" methods are not working. Analyzing the motivation of rumors, studying the path of rumors, and destroying the soil of rumors are the problems that every corporate PR encounters every day. When Obama ran for the first time in 2008, his personal online rumors skyrocketed. The Obama team set up a "rumor exposure desk". False rumors are not afraid of exposure. This is also one of the methods worthy of reference. In addition, if you know how to get rid of rumors, you also know how to make rumors and spread rumors. They will make rumors, dare to make rumors, and make good rumors. They will have an advantage in dissemination.
In an exchange with the media and marketers a few days ago, the PR director of a medical electrical company in China believed that the recruitment of PR now depends on who this Weibo follow, such as whether they follow a lot of journalists. Those who do not belong to oneself, and those who live too far away from the circle of life, are not grounded. My point of view is just the opposite. The public relations that follow a lot of journalists are too much like a public relations, and their horizons must be too narrow. It is difficult to focus on their own field of work in today's public opinion field.
Doing public relations is not like public relations. If you do public relations as products, you can make beautiful communication works. Someone summed up a few words on how to do a good job in public relations marketing, and the author fully agrees: I can write a manuscript, put it down, be known, and get my sister's paper. To be more succinct, it should be: dreams, feelings, not imagination. Do you think so?