1 1 How to establish a good relationship with traditional media?

In this lesson, let's talk about whether we should do traditional media relations in the new media era and how to establish good relations with traditional media.

The first thing to make sure is that traditional media relations are still very important for the following reasons:

1, the traditional media has strong credibility;

2. Various distribution channels of traditional media;

3. Comprehensive editing ability of traditional media;

4. Traditional media content is easy to search;

5. Traditional media is a kind of protection for corporate crisis public relations.

First, the credibility of traditional media.

We often say that the new media era has broken the authority, and everyone can become an authority. This is not comprehensive. You can have a business name with tens of thousands, hundreds of thousands and millions of fans, but traditional media, especially official media, have a far-reaching impact on an event and an enterprise.

We all know that CITIC Group owns CITIC Bank, CITIC Securities and CITIC Publishing, but ordinary people seldom know that citic heavy industries, a citic heavy industries enterprise, broadcasts it more than 20 times a year. Their "Belt and Road" theme, from core manufacturing to intelligent control technology, from the provision of complete sets of equipment to overseas contracting projects, enterprises rely on traditional media to continuously improve their position in the industry.

The reports of heavyweight traditional media are also easily spread by the media. Your company has boarded platforms such as CCTV Dialogue, CCTV Financial Review, Xinhuanet and People's Daily. The company is transferred from the media, and employees are willing to forward it. Our boss is on CCTV. Show it to my parents. The place where I work is great. Don't worry.

Second, the multiple distribution channels of traditional media.

We all have the feeling that people look at friends, not traditional media. There are two misunderstandings. One is to equate traditional media with TV and paper media, and the other is to think that your circle of friends is the leadership circle. Traditional media now has a new media platform. Nobody can watch CCTV. The micro-signal of CCTV News is one of the most influential official WeChat accounts. Although such a large scale may not be your business, the influence of the new media platform of traditional media can not be ignored. In addition, government officials also need to obtain the profound meaning of information and confidence from traditional media, which will directly reach government officials who have great influence on enterprises and industries.

I have a friend who teaches public relations strategy at the university. He asked students to watch the news broadcast every day in his class, and then discuss the content and significance together. The students all feel that they have taken back a lot.

Third, the comprehensive editing ability of traditional media.

A [conservative] editor-in-chief of traditional media said that he didn't think he had any distinction between traditional media and self-media. Even the self-media is a false proposition, and the media is organized. He said, you see, there is something now, you do it from the media, two words-spit. But what are my editors and reporters doing, discovering the facts. In the flood of 20 16, our people spent seven days and seven nights in Xingtai, Hebei. During the Leiyang incident, journalists from traditional media stood beside the Public Security Bureau and their families every day, waiting for news and discovering the facts.

We often say that now is the era of information transparency. No secrets. What is needed now is not facts, but opinions. This is not true. The more information explodes, the more we need to deeply interpret the facts.

Fourth, the content of traditional media is easy to search.

For an unknown enterprise, especially a B2B enterprise, doing business with people. Customers will search your company online. Suppose that the two bidding companies are called Shanghai Feixiang Yinhe Electromechanical Co., Ltd. and Beijing Hit Xiangyu Cosmic Bearing Co., Ltd., respectively. Baidu said that flying to Yinhe Company is a self-promotion of enterprises from the media, and there are yellow pages recruitment information of enterprises. The first one to jump to Cosmic Bearing Company was reported by CCTV, the second was People's Daily, and the third was China Electromechanical Newspaper and China Electromechanical Network. If you were a customer, which one would you choose?

Fifth, traditional media is a guarantee for corporate crisis public relations.

Many private business owners found public relations companies and said they would help me get on CCTV. People ask you about an industrial product. Ordinary consumers don't buy your things. What are you doing at CCTV? The boss said, you don't understand. Show it to my opponent on CCTV.

Opponents are not only competing products, but also customers, suppliers, government officials and employees who are dissatisfied and suspicious of him.

Some people say that official media buy political insurance, but it is not good to say that official media are not omnipotent, and you can't run away if something goes wrong. But when others question your business, take out positive reports from People's Daily, Xinhua News Agency and CCTV news, and you will be much more practical.

For example, at the beginning of 20 17, some overseas media and self-media questioned that HNA merger was too fast. On March 20 17 17, the people's daily reported in full page "founded 24 years ago, with total assets exceeding one trillion, ranking among the top 500 in the world-see how [HNA] sails". HNA's achievements are obvious to all, and the voice of doubt is intermittent. Of course, enterprises can publicize their achievements from the media, but such a long comprehensive report, to some extent, is like a needle in the sea, stronger than what they say.

Last year, a well-known enterprise was questioned about the capital chain. Banks tightened loans and suppliers urged payment. The founder and the company have repeatedly stated that we are good, we are good. The founder is still in Weibo. How did the students who were basking in the EMBA give generously to him? At this time, any public relations person will think that the People's Daily showed it to banks and suppliers last time. Of course, of course, the People's Daily is not easy to go. Both the official media and the government have their own principles and procedures.

Do a good job in traditional media relations, there are several technical suggestions:

1, share your own industry insights and provide valuable content for journalists;

2. Understand the focus of recent reports by the reporter's media;

3. Flatter the reporter.

First of all, about sharing industry insights.

Media relations have never been about inviting guests to dinner, but sharing opinions. The low-ranking brand PR always visits reporters, but there is nothing to say. After several interviews, reporters will avoid you. Experienced brand public relations will learn and digest knowledge by themselves and talk to reporters about their own views.

For example, if your company is engaged in artificial intelligence, driverless cars and business incubators, you must know this industry better than journalists. Talk to him about your products and your ideas, and influence the reporter to mention your company in the report.

Second, understanding the focus of journalists' media reports is to find the similarities between enterprises and the media.

For example, if you talk to a reporter from CCTV's financial channel, he may say that he will talk about the deepening of the Belt and Road recently, and the first summit will be over, so he should see more achievements and more new ideas. Other companies also talked about how to go to the Belt and Road countries to do projects. Please tell us about your company's investment in Belt and Road countries, how to coordinate with investors, project contractors, project managers, local governments and China municipal governments, and how to win. This is instructive for CCTV reporters, and your boss may be invited to appear in the next program.

Third, flatter journalists.

We talked a lot about cooperation at work. In fact, reporting by reporters is like a big event, a marketing activity of our brand public relations. Both brain and physical strength are very tired, and they need encouragement and recognition in particular. For key journalists, you should pay attention to every story they report, make a little comment, listen to it first, it's really good, you've worked hard, and then put forward a little personal opinion. Like this:

"He Laoshi: It was really great to read your long report" Difficulties and Opportunities in Manufacturing Industry "yesterday. Your views on the development of national manufacturing industry and the depth of the interview are really unparalleled. I admire you very much. The upgrading of the manufacturing industry is far from being as simple as the intelligence that Internet companies say. I have forwarded this article to our CEO and all the leaders in management. The CEO said that he was very inspired, and the intelligent dilemma mentioned in this article is exactly what our company's next-generation products will solve. When you are free, I will ask the CEO to learn from you. 」

Good publicity information includes:

1, personal praise;

2. Comments on the contents of the report;

3. Feedback from yourself and people around you;

4. Find a good reason for the next meeting.

To sum up the content of this class, in the new media era, the relationship between traditional media is still very important, and the role of traditional media in credibility, channels, talents, search, crisis management and so on is irreplaceable by the media. In the new media era, we may spend less energy on traditional media relations, but our homework on establishing such relations has not decreased. As brand public relations, we should have a deep understanding of our own industry, but also understand the focus of traditional media. Then, you should use your excellent emotional intelligence to establish a trust relationship with reporters in mutual appreciation.

Content from: Practical Guide to Brand Public Relations | Li Guowei