Corporate brand PR work plan, party B for party A to do the proposal, the first page should be written on the goal and influence the population, sometimes this first page for several years have not changed, we are used to focus on the back of the pages, dozens of pages, or even hundreds of pages, are talking about what to do and how to do it.
In fact, the first page is particularly important, a good program, you need to have a clear and specific goals, you can not say that the goal is to improve the brand in all aspects, to make the goal specific, like this, the goal is "in the group of people affecting the natural gas pricing policy, the dissemination of the company's comprehensive research on the supply and demand of natural gas and the development of the power generation industry in 25 countries around the world, to convey the company's insights in the countries of energy policies and insights, to gain the trust of industry decision makers, and the trust and confidence of industry decision makers. insights on energy policy in each country, and to gain the trust of industry decision makers and opportunities for further dialog."
See, this is how you write the first page of a work plan, and once you've written the first page, it's easy to follow.
In this example, the group we're trying to influence is the decision makers on gas pricing policy, and the people who can influence the decision makers. We have to pay attention to these auspicious questions when determining the influencing group for brand PR:
1. Who are we going to shadow?
2, through whom it is obvious to influence?
3, through whom the potential to influence who?
The first question is not difficult to sell natural gas power generation equipment, you have to influence the government's decision makers on natural gas prices, gas prices are too high, power plants are using coal to generate electricity, your natural gas power generation equipment can not be sold; if you are selling baby milk powder, you have to influence the children's mothers; if you are selling the hammer cell phone, you have to influence the fans of Luo Yonghao and the hammer enthusiasts.
The second question, through whom it is obvious to influence, this is sometimes obvious, sometimes actually not obvious. For example, you think you need to influence the child's mother to sell baby milk powder, but if you are a baby milk powder sold in the third or fourth line and rural areas, where many parents work outside, the children are grandparents in the band, so you need to influence the grandparents as a group.
The third question, through whom to potentially go to influence, this is the biggest challenge for brand PR, where we often encounter challenges and raise the bar. You send a press release, the boss said, this press release who can see? I want to influence the governor, can the governor see it? Do product activities, I want to influence the people who buy cars, you find so many fashion media to do what?
This is actually the question of who is potentially going to be colored by who. Consumers' decision-making process is now difficult to describe by simply seeing the ads and seeing the news about the product. Brand PR generally does not directly lead to sales, but through the establishment of reputation, to cultivate the goodwill of consumers to you, and gradually form sales conversion. Especially for B2B enterprises, high unit price products, such as airplanes, large machine tools, medical equipment, millions of consulting projects, the customer's decision-making is decided in a complex ecosystem, just like this figure speaks, is his circle of work and circle of friends, the political causality, the past experience of using the brand, the price will affect the customer's decision. So when determining which people to influence, it can be different programs to influence different groups.
In summary, the basic groups of people to be influenced by brand PR include:
1, government
2, media
3, industry opinion leaders
4, the public
5, nongovernmental organizations
6, other groups of people
Below we look at determining the groups of people to be influenced by brand PR, at different stages, in different industries, in different geographies, and with different consumer groups.
Companies in different stages of development color the crowd is different. In the early stages of business development, generally government approval, referred to as the initial user, to the development and maturity of the color ringing of the group has changed.
For example, SAIC-GM, in 1997, the most important work of SAIC and GM was to influence the government, when Ford also wanted to cooperate with SAIC-GM, and the result was that GM played a beautiful PR card, making five commitments to China, including bringing the best technology to China, establishing a joint venture for automobile design, and so on.
These promises do not seem to count for much now, but at a time when international brands in China were dominated by Santana, GM took the business-class Buick sedan to China, which was highly recognized by the government, and played a key role in the government's approval of the cooperation with SAIC. Now, the layout of the automotive joint venture is basically complete, SAIC and GM, including the joint venture SAIC-GM, the most important thing is to sell cars, the government is still important, but no longer need to influence the off forging group.
And then look at consumer goods, millet cell phone initial users are fans and enthusiasts, now millet cell phone users are broader, millet and millet ecological enterprise products covering charging treasure, power outlet, router, air purifier, rice cooker, and even towels, its brand PR is not just for his enthusiasts, but taste, expect the best products and the best price-performance ratio of the crowd.
1. Enterprises in the business and product changes affect different industry populations. In the Internet era, companies in transition, will reorganize their business and find new needs. For example, IBM is in transition to do "cognitive business", that is, business artificial intelligence, it has to affect a wider distribution of industries, it needs to develop a brand public relations strategy for the health care industry, the strategy for the financial industry, because these industries need to "cognitive business" solutions are not the same.
2. The people a company affects when it does business in different geographies are different. In the previous lesson, we talked about brand internationalization and the different groups that brand PR has to influence in different regions. Fuyao glass in the United States built the country's largest automotive glass factory, generally speaking, Mr. Cao Dewang's brand public relations team can mainly influence the automobile manufacturers, but in the United States to run the factory, the role of labor unions in particular more to be. It is an exaggeration to say that the three major American automobile companies were crushed by labor unions in 2008. Can not say so, but in the United States, in the automobile, aviation industry, good union communication, is an important goal of brand public relations.
The main way for brand PR to influence different groups of people is the media, which is what we have talked about, and one of the main tasks of brand PR is communication, which must be mass communication, targeting a group rather than an individual. You chase your girlfriend, please mother-in-law, please customers dinner, not brand PR Yun communication.
The most effective way to do mass communication is to utilize the media. In the past, it was limited to traditional media, but now it is including traditional media and new media, including all the media for mass communication. To do a good job of communication, to determine the people to be influenced is the most basic. Even in our current "Brand PR. A Guide to Brand PR" class, we have to consider which group to influence, is it the workplace people who are now engaged in brand PR? Is it the students in school? Is it the owner of a company? If you don't want to be clear about this, you'll always be torn as to which channel to promote this class.
Summarize the content of this class:
First of all, to do brand PR planning, the most important thing is to determine the target and the shadow crowd, that is, the first page of your PPT;
Secondly, in the planning to determine, you want to influence who, through whom to influence who obviously, through whom to influence who potentially;
Thirdly, to consider the enterprise in different stages of development, different industries, different geographic areas need to influence the crowd's
Thirdly, to consider the business in different stages of development, different industry, different geographic areas need to influence the dynamic change of the crowd.
Finally, I would like to mention that the main channel of influence for brand PR is the media. After determining the influence of the crowd, it is much easier to choose the media and formulate specific strategies.
Content from: brand public relations - practical guide | Li Guowei