How to make better use of the media to expand its influence?

Nowadays, enterprises seem to live in a transparent environment, and their every move will be seen by people in other parts of the world, and they are almost synchronous. There is a simple reason. With the popularity of the Internet and the speed of news dissemination, there is nowhere to hide your reputation. Even if you don't want to, you should show your deepest and darkest side to everyone. Rapid global communication can spread bad news as quickly as infectious diseases. If an enterprise wants to grow and develop continuously in this environment, it should always remind itself that it is a public image, actively safeguard its reputation, regard it as an asset and hype it in various media. Otherwise, every move that damages the reputation of the enterprise has become a "self-destructive" behavior of the enterprise. How to learn to communicate with the news media has become a compulsory course for the staff of enterprise marketing department or public relations department.

Three months ago, the author contacted the marketing director of a well-known enterprise, and his views were really flattering. He put it this way: "Our principle is to keep a distance from the media." However, less than a month after this statement was issued, some unwilling behaviors of enterprises were continuously exposed by a newspaper, and online reports were reprinted everywhere. Because they had never been in contact with the news media before, as soon as the exposure event appeared, they hurried to the reporter who reported it. The passive situation can be imagined.

Well-known enterprises are still like this, not to mention other general enterprises. Effective communication with news media is a core public relations skill. Establishing a solid relationship with journalists, organizing successful news activities, tracking news reports and ensuring the dissemination of information will contribute to the business development of enterprises. In order to let more enterprises better carry out public relations activities and make full use of media reports to assist enterprise management, the author exchanges with you with personal experience.

First, make friends with the media.

Good communication with the media often leads to better news reports. Get to know key journalists, make sure they know you, and then get excellent news reports for the enterprise through natural contact. This requires the relevant personnel of enterprises to understand how newspapers, magazines, radio stations and television stations operate. Only by mutual understanding can we support each other. For example, if you want to know what information media friends need, you can provide it to them in time. I remember once I was planning a kitchen enterprise, and a media friend of mine was hosting such a column. I needed this manuscript very much, so we hit it off. This is the advantage of making friends with the media for enterprises. To make friends with the media, you generally need to do the following work: 1 to attract attention; 2. establish contact; 3. Invite the media to interview.

Second, attract media coverage.

Positive news reports can improve the reputation of enterprises and build trust with key audiences. Look for newsworthy material, make effective news release, form a whole set of news, and ensure to be the headline news.

Third, interview with the media

Being interviewed by the media can be a troublesome thing. Be fully prepared, learn how to answer tough questions, and ensure that the interview can create a good professional image for you and your organization.

Fourth, release news photos.

Good pictures are excellent publicity tools. Unfortunately, our enterprise is far from enough in this respect. Many enterprises have never thought of promoting their own enterprises or products through good pictures (not including hard advertising pictures here, but pictures with news value). In fact, enterprises can "sell" their creative products or corporate image through excellent photo reports. There are two ways. 1, organize a photo party. 2. Publish your own pictures.

Five, tracking media news reports

Once the press release is released successfully and the pictures are adopted, the next step is to ensure positive publicity and consistency for the enterprise. Record every contact with the media, track news reports and evaluate the effect. This part of the work is now done by enterprises with more formal management. However, there are still quite a few enterprises without this habit and awareness. Moreover, some enterprises may be doing some information file management of media reports, but it is not in place and not standardized. Most of them do as much as they want. I even saw a company with annual sales of nearly 700 million yuan. After sorting out these materials, I locked them up. When these materials reached a certain amount, I threw away the relatively old ones. In fact, they have never reviewed and analyzed these materials. It's really puzzling. Do they sort out these materials in order to accumulate a certain amount and throw them away? Incredibly, such a company doesn't even have a list of journalists. Not to mention tracking media news reports.

According to the standard practice, enterprises should do the following two tasks: 1, and record media calls. 2. Follow news reports.

Another tracking method is to hire a professional company to collect information. These companies will provide news clippings, audio recordings of radio reports, magnetic tapes, video tapes of TV reports and records of radio reports. Many companies also provide evaluation services. Some companies provide monitoring of the publishing industry, while others provide monitoring of radio and television. Not all companies conduct these two businesses at the same time. So, if you need, you can hire two companies to serve you at the same time. News clipping companies generally charge consulting fees, reading fees and the cost of each clipping every month, while monitoring companies generally do not charge consulting fees. Of course, the situation varies from place to place, and this problem is difficult to determine.

Source: Zhang Xiaogang.