Kneel down! What is media communication? Two problems about media communication. Kneel down!

If a beginner in public relations has no media background or relevant experience, he is usually busy with the communication skills with the media and the operating characteristics of the four major media in the first year, and he is also familiar with the industry of corporate customers, which is equivalent to "stepping on two boats". Therefore, public relations personnel must not be afraid of hardship, learn new things quickly, and "speak their language" in order to deal with journalists. Various pressures are also one of the reasons for the high elimination rate and high mobility of public relations personnel.

Public relations practitioners contact and deal with the media every day, so it is natural to know the characteristics of the media. Generally speaking, mass media can be divided into four categories, namely newspapers, magazines, television and radio. Take a newspaper reporter as an example. The first thing a new public relations worker does after entering the profession is to learn not to disturb the reporter when writing. At the same time, for journalists who have frequent contact, it is best to collect relevant works they have written in the past, understand the tonality of their writing or their preferred interests and angles, that is, understand the needs and preferences of their "customers". According to their needs, provide services in a timely and appropriate manner, otherwise, regardless of the special needs of journalists, blindly giving "cramming news" will often become "shooting news", that is, being smashed into a ball by reporters and thrown into the wastebasket as a basketball.

It is roughly estimated that about 50% of press releases may become "shooting news" just by browsing the headlines and contents. Fortunately, 50% will compete for limited pages together, of which only a few news can become headlines or occupy an important position in the pages, and most of them are just "tofu dregs" (that is, only a small space is seen in the newspaper, or only a short message with 100 words). It's like three thousand concubines in the harem, and very few of them can really be "favored" in the end. If the emperor is not interested at first sight, he will have to live in limbo all his life. Therefore, it is also important to understand the characteristics of the media.

So is there any practice method? Yes, it is nothing more than "listening more, watching more and communicating more". It sounds corny, but it's the only way. Public relations personnel should cultivate their mastery of the media. Besides listening to various radio programs and reading newspapers and magazines, they should also try their best to communicate with reporters. Of course, the so-called communication here does not mean superficial chatting, joking and yelling at their big brothers and sisters, but through in-depth chatting, let them know the hardships and pressures of journalists and how journalists usually arrange interviews and write articles. As far as newspapers and radio and television are concerned, 365 days a year, other pages or programs can be stopped at ordinary times, but news can't be stopped for one day. So there is a great demand for news. As long as you know the characteristics of the media, it is difficult to achieve "instant success" every time you publish a manuscript, but it is not difficult to expose the news.

From the news point of view

A good news angle is like a Tatsu Yamashiro. If it is cut at the key point, it can be said to be invincible. Therefore, whether the news angle is new enough and whether it can arouse interest is the first hurdle for news publication. Because even if you have a "brotherhood" with reporters, they can help you this time, but they will never help you. A senior director of a public relations company, because Mr. Wang is the director of a major newspaper, often calls for "wrapping up" the layout of a newspaper, but it can only have a temporary effect, because before long, this special relationship no longer works because it was discovered by the newspaper. Therefore, intimate relationships, such as "pillow people", can't make you depend on them for a lifetime. It is a more practical and long-term solution to win the opportunity of page exposure from the perspective of attractive news.

How to find the right news angle? Old wine in old bottles, new branches from old trees, seeking differences in common and seeking common ground in differences are still these ancient but useful tricks.

10 years ago, the first counter of Clinique, a well-known cosmetics brand, opened in sogou, Taipei Pacific. Yi Zhu, general manager of Clinique Taiwan Province Province, went to a public relations company to discuss the opening of the business. Because my colleagues have already handled the case, I, the then manager of the Foreign Affairs Department, walked leisurely into the conference room with a cup of coffee and thought it would be nice to say hello. Unexpectedly, chatting, other colleagues took the opportunity to escape, and finally I was left alone in the conference room to face the customer.

At that time, there was only one week left before Mother's Day, one of the three major festivals and promotions in the cosmetics industry. The promotion activities of other cosmetics companies have already been held in their nests. Clinique is very cautious because it is the first counter. As a result, the time was too tight and even the promotion of public relations activities was not finalized. In the face of such a big problem thrown by customers, colleagues of course have to anoint them and throw them all at me. Faced with this difficult case, I thought to myself, "The weekend is coming soon, and everyone gets the same salary. Why not just scare each other off with sky-high prices and solve them? " So, I "opened my mouth", quoted a price, and smiled in my heart, "Hey! Hey! You can have a good weekend! " I didn't expect the other person's face to be red and out of breath, so I agreed on the spot. Alas! Great, my happy weekend was ruined.

Because there is only a short week left before Mother's Day, my colleagues and I stayed in the office that weekend, busy collecting relevant data such as the promotion trend of competitive brands, and pulling cocoons from a lot of messy advertisements and news clippings. I've figured out a big thread, that is, most cosmetics manufacturers are used to matching gifts for promotion, but they are all non-home products such as handbags and table lamps. After further research, I found that in addition to giving away household products, there may be problems such as increasing cosmetics tax and goods tax. The key lies in inventory and brand confidence. Because if you can't know the number of promotions in advance, you can't accurately grasp the inventory. At the same time, if you take your own products as gifts, if consumers are quite satisfied with the trial situation, it will play a role in stimulating consumption again. On the contrary, it will scare away customers and break the back road, which is tantamount to shooting yourself in the foot and has potential negative effects. So I decided to make full use of this and launch the "Clinique Courtesy" activity-buy 500 yuan and send it to 300 yuan. What's important is that all the gifts given by 300 yuan are Clinique products.

Since it is "polite", the actual price of the gift is very important, and consumers must understand that this is definitely a "value for money" discount. Therefore, I specially listed a large table in the press release, detailing the capacity of each gift according to the market price ratio, proving that the value of this discount is very real, not "irrigation". The results were published on Monday morning and widely reported in the evening paper that afternoon. The next day, the daily newspapers followed suit, which shocked the cosmetics industry.

Cooperate with media plan

The deadline of the media is very important, for example, the special report of the festival is usually seven to ten days before the festival. If you can't finish it before the deadline, even the best news will become waste paper. However, due to different media types and layout characteristics, the deadline is also different. For example, news pages or time slots often have special editions such as the same day's deadline, the same day's broadcast or the next day's newspapers and supplements, usually one week before the newspaper is published, while monthly magazines usually have deadlines in the middle of each month and are published at the end of the month or early next month.

At the same time, public relations personnel should also have a certain degree of understanding of advertising operations. If they can get the relevant information of enterprise advertisements, they can further understand the consumer characteristics of enterprise demands, which is conducive to strengthening the exposure of media with the same readers' demands.

Ten years ago, the upsurge of studying abroad in Taiwan Province Province was in full swing, but most people were still comparable to "beauty" in studying abroad, with the United States accounting for an absolute majority. "Uncle Sam" has an unshakable position in the hearts of prospective international students. At that time, the Australian Chamber of Commerce and Industry was going to hold the first academic exhibition in Taiwan Province Province, but now people are not familiar with this land, let alone know which schools there are in Australia.

First, newspapers and magazines aimed at young ethnic groups and parents are screened out, and the theme of studying in Australia is cut into from the perspectives of tourism, food, culture and future job market analysis. After the print media was exposed, we toured the radio stations in the province, and finally held a press conference before the academic exhibition. As a result, tens of thousands of people came to the exhibition on the day of the academic exhibition, which set the peak of the academic exhibition at that time, and also successfully allowed Australia to enter the study abroad market in Taiwan Province Province and occupy a place.

Therefore, a perfect media plan in advance is like an explosion of a huge project that spans thousands of waters in Qian Shan. Detailed measurement and simulation are necessary before designing the pipeline. When the pipeline is buried, the blasting scheme will be started, and when it is detonated, it will be carried out as planned in advance. Even if some fuse problems, such as sudden news being pushed off the page, are not successful, there can be a spare tire to carry out, and finally the project will go smoothly.

Draw up a media list

Strong, clear and effective communication is very important, because the correct layout and list can not only determine the theme and tonality of news, but also allow news to directly contact reporters in need, avoid going around in a big circle and reduce the chance of news exposure. So, don't wait until all the babies (press releases) are born, only to find that you have mistaken your parents (media). On the contrary, you should find other reasons and try your best to recognize your ancestors. For example, if the most important publicity activities are sent to journalists who run the political commentary section, they may not even have the patience to read the headlines of the press release, so they can't wait to practice shooting; But if you are a consumer reporter, you may regard it as a treasure and make headlines the next day.

Prepare a complete information package.

Information is the relevant data to be provided to reporters on the day of the press conference, all packaged in one information package, including press releases, auxiliary materials, photos, small gifts and so on. Before the press conference, you should check to make sure there is nothing missing in the information package, so as to avoid the misunderstanding that you think he is a "small card" and don't give it to the reporter.

Reiterate and remind reporters to attend.

Journalists receive quite a number of press conference invitations every week, so in order to further confirm and master the attendance and kindly remind journalists to keep the appointment, it is necessary to contact reporters again before the press conference. However, it is important to pay special attention here. Don't bother reporters by phone when they are in a hurry. There is a joke circulating in the media that the reporter was "disowned by six parents" before the deadline. Although this sentence is mostly a joke, it points out the pressure of reporters before the deadline. At this time, he called to remind you that the reporter didn't have time to talk to you and didn't mind remembering what you said. Sometimes he thinks that you will be disgusted if you bother him with these unimportant things at this time. So remember to avoid the time before the deadline. At the same time, one more confirmation is usually enough. Call warmly two or three days before the press conference, and don't put too much pressure on the other party.

Media tracking

After the press conference, everything is not over yet. Subsequent media tracking will sometimes brew more and greater exposure. Therefore, after the meeting, media tracking, arranging interviews with reporters with specific needs, or providing photos with different needs may have other detailed supplementary information needs for some reporters with special pages.

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Usually, public relations companies will entrust professional newspaper clipping companies to do it for them, but for the project team, I suggest that they do newspaper clipping every two weeks or browse newspapers and magazines, so that they can not only understand the recent social trends or topics, but also understand the dynamics of competitive brands, not only "bosom friends" but also "confidants".

Establish positive interaction as friends.

Novices in the public relations industry can master the media well after half a year if they can work hard in the above directions, and then they can further establish long-term interactive relations with the media. Of course, it needs to be emphasized again that the so-called interaction here is not just superficial communication, but based on the professional, mutual communication in their respective professional fields, so that your relationship with media reporters can stand the long-term test.

Provide information needed by the media in time.

If the media has information, it is very important to respond in a short time. Because both media reporters and consumers usually only have the top three brands in their minds, it is quite necessary to seize the opportunity. If you don't usually serve corporate customers, if journalists have specific information needs, you should try to respond in a short time and provide them appropriately within your power. In the long run, under the pressure of news deadline, reporters will think of you first, but they will get the initiative to speak.

I remember a client in the real estate leasing industry who was not the top three intermediary in Taiwan Province Province at that time. I found that this company has a good real estate analysis team and is very familiar with real estate-related news and market, so we planned a series of media exposure plans to release real estate news according to different seasons and trends. This enterprise gradually attracted the attention of the media. As long as there are some policies and measures or festivals that affect the real estate market, the media will take the initiative to solicit opinions. Because professional analysis can always be put forward quickly, one year later, this enterprise became the "back wave" of the real estate leasing industry and squeezed into the top three.