1) defines the purpose of PR.
As I said at the beginning of this part, many companies are eager to find reports when they see others being reported by the media. It is impossible to report for the sake of reporting without any preparation. Before public relations, enterprises must first be very clear about the purpose of this public relations.
I think PR has three main purposes: financing, recruiting people and promoting products. Assuming that the purpose of PR is financing, then the selected media must be what VC likes to watch, and the information conveyed must also be what VC likes.
2) Put the product &; Convert the technical language into a language that the media can understand.
Many enterprises bow their heads to make products, but the information is a mess. It is suggested that enterprises should fully and seriously understand themselves before communicating with the media, and make clear what they want to express most in this PR. When expounding the product, you can try to list the characteristics of your product, select a few highlights, and then describe the product completely in the most accurate language. This makes it easier for the media to grasp the core part of your product.
3) Don't prepare too much for the media, but don't prepare too little.
Other companies have written their own product reports, product introductions, team backgrounds and even opinions. The rest just want us to send them. This is a thankless practice. In fact, most journalists sit down and talk to you about this project out of interest. What they want to see is that you explain the product clearly, not "help" them get everything ready.
Second, contact with the media.
1) Know the media you want to vote for, and then "prescribe the right medicine"
Clear the purpose, ready to convey the information, the next step is to contact the media.
This step requires public relations personnel to be very clear about which media are concerned about which areas. For an extreme example, if your product is artificial intelligence big data and the information transmitted is some cutting-edge technologies, then if this manuscript is given to the entertainment news media, it will definitely sink into the sea. However, if big data is made into an entertainment event, it may be adopted by editors. For example, use big data to predict who is the champion of China's good voice ... in short, be very clear about what your promotion media is concerned about.
2) Find the most suitable reporter
Even if you choose the right media, A media and journalists have different concerns. Careful public relations staff can understand the style and interests of journalists by reading articles written by different journalists. (For example, Zhi Xiaofeng of our team will pay more attention to intelligent hardware, and Shu Hang likes to write news about pornographic and illegal publications ...), and your communication with reporters will get twice the result with half the effort. At the same time, I also suggest that public relations personnel keep in touch with reporters, even if there is no major news release, they can keep in touch at any time to update the progress and new situation of enterprise products in time, so that journalists can respond quickly and accurately when major events happen in enterprises.
3) Withdrawal and revision of the draft
This is a headache for media public relations. Sometimes there are some bad comments on enterprises in the media, which are the most authentic comments of journalists on products or events. Of course, the enterprise will come to you and ask to withdraw the manuscript to eliminate the influence. Our approach is only to correct factual errors, rather than deleting them immediately when required by enterprises.
In this case, I suggest that enterprises can first carefully look at whether there are any factual errors in the contents written by the media. If there are, they can politely ask the media directly instead of directly asking for retraction. If the negative things written by the media are really the problems of enterprises, then enterprises will face crisis public relations. About "how to deal with crisis public relations", this topic is worth writing another article.
Third, some reminders.
1)PR≠ press release
Some companies that don't know much about the media will think that PR can send all kinds of manuscripts online, so they also send manuscripts to KPI of public relations department every day. I also heard that a company held a fan party, and the boss asked the public relations department to publish a manuscript and make headlines in the science and technology section (all Wang Feng's disease).
2) Don't try to control the media.
The media can really play a role in corporate propaganda, but the media is definitely not a propaganda channel that you can control. The media's pursuit of news will be very fast, and the views are novel and multi-angle. Every reporter's views may be different. Therefore, what enterprises should do is not to let the media write articles in full accordance with the rhythm and thinking of enterprises, but to do the most fundamental guidance at the source of information.
3) Don't spend money on the manuscript.
In fact, most media can get reports through normal communication, and there is no need to think about spending money to buy reports. However, some enterprises mistakenly believe that the media is used to send soft articles and publicize enterprises, and the means of public relations is also very simple and rude. This disrespectful way can easily give the media a bad impression. Of course, the idea of the enterprise is also because some colleagues have such "business", so I won't comment here.
4) Don't ask a second-rate public relations company to do public relations for you.
Many companies actually know that they don't know much about public relations, so they invite public relations companies to do it. As it turns out, I have contacted many public relations companies, but few professionals. Some public relations companies don't even know about Party A's products, but they will continue to harass the media under the pressure of Party A's KPI. When the reporter can't bear to be disturbed, he can only have a bad impression on Party A served by the public relations company.
5) The company itself is the best public relations channel.
Yes, if we talk about public relations, I believe the best channel is definitely not the media. In the final analysis, PR is the communication between enterprises and the public. Now that WeChat and Weibo are widely used, enterprises can establish their own communication channels with the public without relying entirely on the media. But it is also a great challenge for enterprises to make themselves interesting, quality and influential.