Enterprises Successfully Win News And Marketing.

October 25th, how to build a news media network?

How to conduct crisis public relations

How to make news public relations drive brand?

How do we plan to organize news public relations activities?

How to plan explosive public relations news?

How to create a colorful press release?

How to use public relations communication to improve individuals?

...

Recently, the "fairy's wonderful" incident broke out.

If you still remember the image of the Internet red man, "Lotus sister" and "Fengjie", if you think

The legendary experience and the bumpy life of the Taoist priest are all factors that attract netizens.

Overnight, Mian became the hottest Internet red man from Mount Longhu, an ordinary Dore.

Mount Longhu from "mixing" to "wonderful", tourism planning to realize the leap from the point plan to strategic planning, if no one has a knife, guidance, it is not easy. Why is this fire? Because the Taoist and happiness, romance, flash marriage and so on together to create a new news topic.

It can be said that this "fairy fairy wonderful" incident, as a case of news marketing, should be said to be successful. So, what inspiration is it for all the entrepreneurs who are competing in the Chinese market? Tan Xiaofang, a famous marketing expert, believes that news marketing has become a top priority in front of them. Let more people know you, know you and need you as soon as possible!

News marketing is a popular concept in recent years, that is, advertising is integrated into the news for dissemination and promotion.

However, enterprises often fail to grasp the essentials when they are using it. They think they should spend some money on an activity, and then find a reporter to put a news in the newspaper, even if the news is marketing.

This is not only a bad result but also fails to grasp the core of news marketing.

Tan Xiaofang, a marketing expert, thinks that marketing means communication, and that communication is doing things that are out of thin air. It's all right to find things, to turn small things into big events, and business news to become social news. Every enterprise should be a media publishing center. The most successful thing in this respect should be Heng Yuan Xiang. The recruiter is left-handed, and the high salary party secretary is invited. Every activity of the enterprise becomes news.

If the project itself can not become the biggest news in the industry, it can not attract the attention of the public, it is the biggest waste of resources. The Body Shop has become the focus of attention since its birth, and the overall operation cost is very low. The success has been doomed on the starting line.

Look at Haier, Mengniu, sub public, such as home, which is not the news focus of the industry?

I understand that there is a Japanese underwear brand named Miki, who has been selling poorly for three years, and the boss has a good friend named Ueda Jiro. She is a famous journalist and photographer in Japan's "read the news". He once talks about Miki's brand when he drinks and chatting with two people. Miki boss asks Ueda Jiro if he can think of a way for him. Although Ueda Jiro has promised, he has been busy with his work and can't think of any good idea at the moment.

As the wind of the day was bigger and Hilary was wearing a skirt, in the speech, Hilary's skirt was constantly blown up by the wind. Ueda Jiro constantly used his beloved camera to capture the various gestures of the first lady. When he was washing the film in the darkroom in the evening, he accidentally discovered that one of the photos that had been blown up by the wind could clearly see the underwear of the first lady's skirt. This discovery made Ueda Jiro very happy. I believe that this photo of the first lady of the United States will definitely cause a worldwide sensation. When he is complacent, he suddenly thinks of the underwear of the brand name. Once, President Clinton took his first wife Hilary to Japan for a state visit. According to the itinerary, Hilary went to Tokyo Metropolitan University to give a speech, which was held in an open-air square.

Ueda Jiro immediately called Miki's boss, and asked him for a LOGO of Miki. He skillfully printed the photos with LOGO through technical treatment, and then wrote a photo entitled "first lady spring light leakage, precious underwear love Miki" in the same night. The news was published on the front page of "read the news" every other day. The article also cited Hilary's arrival in Japan to make special trips to Tokyo's Miki underwear store to buy underwear.

For a while, newspapers and magazines and TV broadcast media broadcast and publish the news. Hilary's spring news and Miki's underwear news spread all over Japan.

Hilary is the first lady in the United States. When she visited Japan with Clinton, wearing Japanese clothes was also a sign of friendship. But because the skirt was blown up by the wind, the skirts caught by photographers were wearing Miki underwear. This series of events naturally became the gossip of people's enthusiasm. Such an ingenious event lever had immediately established an internal connection between the brand name of Miki's underwear and the first lady of the United States. This is equivalent to asking the first lady to make a brand image endorsement, and it is totally free. What a good thing! {page_break}

And Hilary saw the media so stir up her picture, know this picture is true, Miki underwear is false, is Miki manufacturers use their intention of commercial speculation, although the heart is very fury, but did not put forward any judicial proceedings, because she and her officials are very clear, if we want to pursue this matter, I am afraid it will be more of the others, because this kind of thing more and more black news will be more noisy, bigger, more, it is not good for yourself, it is to Miki this factory is bring more business interests.

The first lady had to let herself go.

The three wood underwear is also famous for its marketing storm and its relationship with the first lady, becoming the best selling underwear brand in Japan.

Similar to the domestic enterprises is the unified lubricating oil, which focuses on the advertising appeal of the United States to attack the Iraqi war and isomorphism public welfare: "more lubrication, less friction" to attract the public eye, so as to achieve success.

Professor Tan Xiaofang summed up the ten golden rule of news marketing in enterprise marketing:

Guiding principle

Two. News principle

Three, timing principle

Four, forward-looking principles

Five, the principle of creativity

Six. Feasibility principle

Seven, the principle of tortuosity.

Eight, continuity principle

Nine, moderation principle

Ten, product relevance principle

Generally speaking, news marketing is not a mere invention, but a process of planned and systematic marketing promotion based on the regularity of news and the premise that news subjects have certain news planning.

The market economy is merciless. Just because the marketing information is not good enough, the funds are insufficient and the methods are not in place, the positive application of news marketing can alleviate or relieve the above problems.

Tan Xiaofang, a lecturer in corporate training, will share with you a simple case.

Nurse shark was shown at a restaurant in Guangzhou City East Road, and claimed to have ordered shark banquet.

When consumption comes out, TV and newspaper media first expose, this is the first time to spread.

On the same day, the news has caused a great stir on the Internet, causing widespread discussion among netizens. This is the two spread.

A few days later, a small parade of volunteers, such as the animal protection association, demonstrated in front of the restaurant. It was reported again by the television media and newspaper media on the same day. Meanwhile, the discussion on the Internet has been white hot. This is the three spread.

Finally, the restaurant was finally announced to the Guangzhou oceanarium under the pressure of the media. The news media again reported that this was the four spread.

What's the cost of a restaurant? It's a shark.

The most extreme news marketing is in Huaqiang North, where people can always see shocking behaviors.

For example, "four beauties pick up cards without men of good fortune", "Huaqiang North is surprised by" Shanzhai journalists "," beauty apologizes for Xu Dianqing by chest. "

If you are interested, even if you can not remember the number of thunder events in Huaqiang North, we will use your search, such as "Huaqiang North + strange things", "downtown + Huaqiang North", and so on.

Of course, the purpose of news marketing is to have sales tasks, so in the news, it is best to embed products in the pastoral news.

Mr. Tan Xiaofang (Book teacher trainee of journalism marketing and public relations training), please contact 13733187876.

However, the combination of product buying and news buying in news marketing is more subtle and ingenious, which is more implicit and deeper than general advertising promotion.

However, in the event, advertising promotion and news marketing can be integrated and promoted each other.

In short, Mr. Tan believes that the future marketing war will certainly not compete with the hard power of the enterprises. Those visible resources and forces are often easily duplicated by competitors. Only by focusing on the core marketing capabilities of enterprises and focusing on the ability to control news marketing skillfully can they become the winning generals in the fierce competition market.