11 How to build a good relationship with traditional media?

This class we will talk about, the new media era still do not want to do traditional media relations, how to establish a good relationship with the traditional media.

The first thing to determine is that traditional media relations are still very important, there are the following reasons:

1, the strong credibility of traditional media;

2, the traditional media's diversified distribution channels;

3, the traditional media's editorial synthesis ability;

4, the traditional media content is easy to search;

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

First: the credibility of the traditional media

We often say that the era of new media has broken the authority, everyone can be an authority, so think is not comprehensive. You can have tens of thousands of hundreds of thousands of millions of fans of the enterprise public number, but the traditional media, especially the official media on an event, a business happened, the impact is not the same.

We all know that CITIC Group below the CITIC Bank, CITIC Securities, CITIC Publishing, but ordinary people rarely know CITIC Heavy Industry, is CITIC Heavy Industry, this enterprise, more than 20 times a year on the news broadcasts, their "One Belt, One Road" theme from the core manufacturing, to the intelligent control technology, from the complete set of equipment to provide, to the overseas contracting project, the enterprise is to rely on the traditional media to provide the best service. The company is relying on traditional media to continuously improve its position in the industry.

The heavyweight traditional media reports are also easily circulated in the self media. Your enterprise on the CCTV dialog, CCTV financial commentaries, Xinhua, people's network such platforms, the enterprise self media a turn, employees are happy to forward. Our boss on CCTV, to show parents, I work in the place of cattle it, you can rest assured.

Second: the traditional media of multiple distribution channels

We all have this feeling, people are looking at the circle of friends, do not look at the traditional media. There are two misunderstandings here, one is to equate traditional media with TV, paper media and these media, and the second is to think that your circle of friends is the leadership circle. Traditional media now have a new media platform, you say CCTV no one to see it, CCTV News, this micro-signal is one of the most influential public number it, although such a large number will not necessarily speak of your business, but the impact of the new media platform of traditional media can not be ignored. In addition, government officials still have to get information from the traditional media and confidence in the deep meaning contained in the traditional media will directly arrive at the business and industry have a significant influence on the government officials.

I have a friend who teaches PR strategy at a university, and he asks his students to watch the news broadcasts every day during his classes, and then discuss the content and meaning of the broadcasts with them, and the students feel that they have recovered a great deal.

Third: the comprehensive ability of traditional media

A [conservative] editor-in-chief of traditional media said that he did not think that he had any traditional media and self-media, and even the self-media is a pseudo-proposition, the media is an organizational attribute. He said look, there's a thing going on right now, what are you guys saying the self media is doing, two words - trolling. But what are my editors and reporters doing, discovering the facts. 2016 floods, our people squatting seven days and seven nights in Xingtai, Hebei to interview; (NPC graduate student) Lei Yang incident, traditional media journalists every day in the public security bureau and the family waiting for news, discovering the facts.

We often say, now is the era of information transparency, there is no secret, now need not facts, need is the point of view. This is not true, the more information explosion era, the more we need the facts of the depth of interpretation.

Fourth: traditional media content is easy to search

For a company that is not very well known, especially B2B companies, do business with people. Customers will search your company online, assuming that the two bidding companies a company called Shanghai Fly to the Galaxy Electromechanical Co., Ltd. and a company called Beijing Smash to the Universe Bearings Co., Ltd., Baidu, Fly to the Galaxy company are corporate self-media boasts, as well as corporate yellow pages type of recruiting information, and Smash to the Universe Bearings jumped out of the first one is a CCTV report, the second one is the People's Daily, and the third is the China Electromechanical News The third is the China Machinery and Electricity News, China Machinery and Electricity Network report, if you are a customer, willing to choose which one?

Fifth: the traditional media is an enterprise crisis PR a protection

Many private enterprise bosses to find the PR company, said to help me on CCTV, people ask you to do an industrial product, the average consumer does not buy your stuff, on CCTV to do what? The boss said, you do not understand, on CCTV to my opponents.

Opponents are not only competitors, but also include those who have dissatisfaction and suspicion of his customers, suppliers, government officials, employees.

Some people say, on the official media is to buy political insurance, not good to say so, the official media is not omnipotent, something happened you still can not escape, but when the people of your business questioned, come up with the People's Daily's positive reports, Xinhua News Agency release, CCTV news you and the national leaders together in the footage, it will be a lot more down to earth.

For example, in early 2017, some overseas media and self media questioned HNA's mergers and acquisitions too quickly, and on March 17, 2017, People's Daily published a full-page report on the 16th page, "24 years of entrepreneurship, with a total asset of more than one trillion yuan, and in the midst of the questioning among the world's 500 strongest - to see how [HNA] is sailing far away," which was a nearly This nearly 10,000-word report was completed by a reporter from the People's Daily after an in-depth investigation of HNA and interviews with the group's leaders as well as new and old employees. The company's achievements are obvious to all, and the skepticism is intermittent. The company's own media can of course publicize its own achievements, but this kind of lengthy and comprehensive report is, to a certain extent, like a sea pin, stronger than how much it says.

Last year, a famous enterprise encountered a questionable financial chain, the bank tightened the loan, the supplier to call for payment, the founder and the company statement again and again said we have no problem, we are good, the founder is also in the microblogging sun EMBA classmates how generous for him. At this time, any publicist will want to go to the People's Daily, and show it to the bank and to the suppliers. Of course, of course, the People's Daily is not something you can just appear in. Official media and governments have their own principles and processes.

To do a good job of traditional media relations, there are a few technical suggestions:

1, share insights from your own industry and provide valuable content for the reporter;

2, understand the recent reporting priorities of the reporter's media outlet;

3, tout the reporter.

I. On sharing industry insights

Media relations has never been about treats, it's about sharing insights. Paragraph low brand public relations always visit the reporter but have nothing to say, a few times down, the reporter will avoid you; experienced brand public relations will learn to digest their own knowledge, talk to the reporter about their own insights.

For example, your company does artificial intelligence, do car drones, do business incubators, the depth of your understanding of the industry must be more than the reporter, talk to him about your products, your ideas, influence the reporter, let him mention your company in the report.

Second, understand the focus of the reporter's media coverage is to find the **** same point between the enterprise and the media

For example, you eye CCTV Finance Channel reporter to talk, he may say, recently to talk about the deepening of the Belt and Road, the first summit was opened, to see more results, more new ideas. Other companies have talked about how to go to the Belt and Road countries to do engineering, you talk about your company's investment in the Belt and Road countries, investors, engineering contractors, project management, local governments, the Chinese government, how to coordinate, how to **** win. This is inspired by the CCTV reporter, the next time you do the program may ask your boss to appear.

Third, touting the reporter

We have spoken a lot of work on cooperation, in fact, the reporter to do a piece of reporting, just like our brand PR to do a big event, a marketing campaign, brain and body are very tired, especially need to encourage, need to be recognized. For key journalists, you have to pay attention to each of their reports, send a micro-herald, first Gongyin, hard work, really good, and then offer a little personal insight. For example:

"Mr. He: see your yesterday's post "manufacturing industry's dilemma and opportunity" long report, really great, your insights into the development of the country's manufacturing industry, the depth of the interview, really no one can match, very admirable, the upgrading of the manufacturing industry is far more than the Internet companies say that the intelligence is so simple. I have forwarded this article to our CEO and all the leaders of Kanli layer, the CEO said he was very inspired, the intelligentization dilemma mentioned in the article is exactly what our company's next generation of products have to solve. When you're free, I'll call the CEO to learn from you."

A good blurb message contains:

1. personal praise;

2. thoughts on the content of the story;

3. feedback on the story from yourself and those around you;

4. a good reason for the next meeting.

To summarize the content of this class, in the era of new media, traditional media relations are still very important, and the role of traditional media in credibility, channels, talent, search and crisis management can not be replaced by self-media. In the new media era, we do traditional media relations itself may spend less energy, but for the establishment of this relationship to do the homework has not been reduced, as a brand public relations, we have to their own industry and with deep insights into the work of the traditional media to have a better understanding of the key points, and then, the use of your excellent emotional intelligence, and the journalists to establish a sympathetic relationship of trust.

Content from: brand public relations - practical guide | Li Guowei