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Four Steps To The Growth Of Public Relations Media

2008/10/3 10:12:00 41829

The two roles in public relations communication are most important.

One is customer service, the other is media relations.

The focus of customer service work is to understand customer intention, maintain close relationship with customers, and turn customer needs into strategic plans. After confirmation with customers, the implementation and process management of communication will be carried out, and finally the results will be delivered to customers in the form of reports.

Such a role is called "customer manager" in PR communication companies.

A person who can manage multiple "customer managers" becomes the "customer director".

The focus of media relations is to understand the operation rules of the media and the needs of journalists. On the basis of communication planning, the information of customers is pmitted to the media accurately. Finally, the information that has been planned has been changed into news, summaries, topics, columns, interview articles and so on.

People who do such jobs are referred to as "media managers" in PR companies.

With the accumulation of experience in the industry, the work ability of the media manager will eventually become a strategic partner of the media from a simple nanny style.

In the work of career growth, media personnel should go through four stages:

1. babysitter:

The media staff at this level are generally media commissioners.

His main job is to be an assistant to the media reporters, whether it is to disseminate matters that are relevant or simply to communicate with others.

Reporters need what material to immediately help reporters find, reporters need help to deal with immediately, only one purpose, get the reporter's full trust and goodwill, and help himself to send the manuscript.

2. sales:

The media personnel who are able to sell are generally the media managers.

He understands customer needs and communication points, and guides journalists to publish their manuscripts according to their needs.

If the reporter is in trouble, the media manager will help journalists to deliver the news in various ways.

Media managers are generally familiar with the operation rules of the media, understand the layout, and understand the needs of journalists. He can explain the understanding of customers' needs through multiple perspectives. Ultimately, with the comprehensive promotion of various factors, the purpose of sending news can be achieved.

Media managers should have a "tenacity", do not stop at the end of the goal, take every issue as a sales process.

3. friends:

Generally speaking, the EQ of media workers who can make friends with journalists are relatively high.

He can find a resonance with journalists from values, hobbies, relatives, and local feelings, so as to keep close communication with journalists, and unconsciously become good friends when both sides ignore their work.

This kind of friend relationship can help both sides. On the one hand, it can help the two sides to get an information of the industry regularly. At the same time, when a customer is in a media crisis, such a reporter can really stand up to help media people get through the media crisis.

However, the relationship between friends is important, but this relationship still can not solve the core issue of public relations strategy communication.

4. strategy:

At this level, people should be able to work in public relations companies or media for at least five years. In public relations companies, he should be "media director".

They are familiar with the operation of the media. If he works in the media, he can become a good editor or editor.

He is good at finding out the needs of the media from simple events. He is good at helping clients to plot events with news, and is good at guiding journalists or editors to create news topics based on customers and industry information.

To clients, he is a consultant in planning news. For public relations companies, he is an important supporter of media relations. He can always export media knowledge and relations to his clients. He is a good consultant or editor for media reporters or editors.

Such a person is loved by everyone; such a person should be the goal of all media relations.

Because of the needs of customers, most international public relations companies will combine two roles of customer service personnel and media relations personnel. This mode causes the majority of international public relations companies to lack media and strategic media providers, which should arouse the attention of international public relations companies.

Only by improving the system and cultivating a sales and strategic media player, can an international public relations company have a place in the future competition in the local market.