How to use news media to feedback public relations work

Only knowing the media and mastering the communication skills with the media cannot control the implementation of the whole media project.

There are two ways for enterprises to choose public relations communication, one is to invite professional public relations companies to assist in implementation; The other is to operate directly by yourself. The biggest advantage of personal operation is low cost, and you can reserve your own media resources. So, how can enterprises successfully complete the task of media public relations? How can we devote ourselves to brand building like a professional public relations company and realize a long-term sustainable public relations marketing strategy?

Establish an executive team

Usually, the media department of an enterprise is responsible for external media communication, news release, information feedback, newspaper clipping production, etc. It is a unified export platform for enterprises to release foreign news. The nature of the work of the media department determines that it requires higher comprehensive quality of personnel. It is necessary not only to understand the media work process, but also to care about the hot spots and focus issues in social life and industry, and to master certain public relations skills. Therefore, recruiting excellent media public relations personnel is the guarantee for the success of media public relations projects.

The writing department is responsible for writing news articles, speeches and summary articles. It is a processing factory for enterprise news information. What kind of content an enterprise wants to convey and what kind of public relations image it establishes are all conveyed by writers through written expression. Writing is an important part of public relations communication.

The planning department is responsible for the creativity and copywriting of publicity and planning for public relations projects, press conferences, seminars and promotional activities. It is the "brain" of corporate public relations communication. Without a good plan, all other communication work will be in vain. In addition, the activity department is responsible for the control and management of facilities at the execution site of specific activities, such as the reservation of press conference venues, the production and construction of on-site background versions; Control and management of lighting, slide show and other on-site equipment and facilities to achieve the best effect of on-site communication.

Maintain effective communication with the media

Just like a production line, the release of a piece of information depends not only on the quality of planning and manuscript writing, but also on the effective communication between media staff and the media during the information release process. The media manager is the director of information release. After a news article is written, the public relations project manager finally confirms its release, and the media personnel will put the information of the article into the major media at the first time.

The content of news articles and news points concerned by enterprises may not meet the needs of every media. In the process of information transmission, media personnel will receive feedback from the media. For example, the layout is compact, the content of the manuscript is inappropriate, or other news points and news clues are put forward in the hope of further interviews. At this time, it is necessary to meet the requirements of journalists as much as possible, provide all kinds of convenience and support for journalists' interviews in time, and ensure that information is released in a short time. This information is fed back to the project manager by the media personnel, who will make decisions and coordinate the next work arrangement, and then pass it on to the media by the media personnel. After repeated and full communication, we can ensure the effective implementation and dissemination of news information within the scope of our scheduled release media.

Make an implementation plan

Only knowing the media and mastering the communication skills with the media cannot control the implementation of the whole media project. To ensure the successful development of public relations communication, the key is to make a feasible public relations communication plan. The following are two common ways to make a public relations media execution plan:

Please refer to table 1. Estimated distribution 176000 words. The media personnel in each responsibility area estimate a text distribution amount according to the layout of each media and the number and type of manuscripts, and make a plan for the estimated distribution number of words. Then add up the estimated distribution volume to see how far it is from the established task goal, and then the media manager will make a secondary distribution. According to the media manager's understanding and mastery of the media, the number of words in the gap will be distributed to everyone, so that the project media personnel can work hard according to the task arrangement. The data in the table will also reflect some situations, and the media project manager will be reminded in time to ensure the smooth development of the project. This method is generally used in the case of sufficient execution time of public relations projects, and is suitable for the implementation of existing fields and long-term projects.

Please refer to Table 2. Different from the first case, the planned release amount is directly determined by the media manager according to the established media situation and the number of media that each member of the project team is responsible for. On the premise that the total amount of public relations communication tasks is unchanged, the project team members can adjust themselves according to the release situation of the media area they are responsible for and the release requirements. This method is suitable for public relations communication and project implementation when time is short or you don't know much about the media, and it is suitable for the implementation of new fields and projects.

Management and control in the implementation process

During the execution of project media public relations, the media manager should not only follow up the work progress and work situation of each member of the project team at any time. Public relations project managers and media managers are required to have a sense of cost control, which means not only the cost of media purchase, but also the cost of time and human resources.

The essence of media public relations communication is news information communication. Time is the most precious thing for us. For example, after we organize a press conference, the first thing to do is to send the press conference manuscript to reporters, so as to ensure that reporters can see the news information and edit the manuscript as soon as they come back from the scene. Only in this way can we ensure the quantity and quality of media release during the project implementation. If the delivery is delayed, because the reporter did not get the manuscript in time, especially for the daily newspaper or evening paper, it may lose the timeliness of the news, increase the cost, and even cause unnecessary losses to the company. This requires enterprises to make rational use of time, make overall arrangements, improve work efficiency, monitor project progress and ensure the smooth progress of the project.

Giving full play to everyone's work expertise and advantages, using everyone in the most suitable place, fully embodying everyone's greatest value and avoiding waste of personnel are the keys to control the cost of human resources. Care about the ideological status of each member of the project team, understand their work characteristics and master their work habits, so as to adjust the work task arrangement in time. Regular orientation training, improving the working skills of media personnel and cultivating good working habits are also indispensable and important conditions for the successful implementation of media public relations projects.

Information collection and newspaper clipping production

The effect of a public relations project execution is finally reflected in the media project execution analysis report. The analysis report comes from the analysis of published articles, including publishing media, publishing layout, publishing content and form, publishing media scope, coverage area, communication effect, as well as problems encountered in the whole public relations communication process, media feedback information, industry changes and so on. And put forward suggestions and communication objectives for the next step of public relations communication, and lay a good foundation for the next step of enterprises to formulate sustainable and effective public relations communication strategies.

In the process of making a briefing, we should pay attention to the consistency of the name, layout and date of the publishing media with the newspaper. There are too many articles published, and it is normal that newspaper clippings often make other unexpected mistakes. Establish a graded audit system. First, media personnel collect newspaper samples and make newspaper clippings. After the production process and newspaper clippings are completed, they conduct self-inspection and then submit them to the media manager for secondary inspection. After the media manager confirms it, submit it to the public relations project manager for final review. In this way, after three inspection procedures, newspaper clippings will be bound by a special person to ensure accuracy.