Rebirth of the Powerful

Chapter 218 Crisis Public Relations ([-])

But there is a huge advantage here, that is, the secrecy is strong, and Xia Xiaoluo's every move here will never be reported to the Palace Hotel.

In the car, Xia Xiaoluo said to the old man, "Chess basket, let's go to the palace to eat, shall we?"

The old man smiled, and threw a piece of popcorn high, and it fell into his mouth accurately. He chewed happily, and said, "Of course, who doesn't want to go to the palace? I haven't had a chance yet if I want to go." ? I like the Tan family’s official dishes there the most!”

Xia Xiaoluo began to explain some work to Su Jiangchun, and taught her how to face reporters.

When we arrived at the hotel, the manager of the hall personally led Xia Xiaoluo into a private room. After everyone was seated, Xia Xiaoluo glanced at the media reporters. There were 12 people in total. This meant that three reporters did not come. We need to check later. Who is slipping through the net.

He whispered to Su Su beside him, "How many reporters did you call today?"

"Thirteen. Including photographers and journalists. So many in total."

Xia Xiaoluo felt terrified in her heart, and thought: "It's broken, it seems that there are media controlled by Longfei Company on the scene, whether it is the media controlled by Longfei Company or not, but at least it is not controlled by us."

However, he can't take care of so much now. It is very difficult to prevent the mouth of the media than Fang Chuan, and it is impossible to block the mouths of all the media.Besides, maybe a little controversy is still a good thing, Chinese people like to watch the excitement the most.

Before the meal was served, the red envelopes were served first. These media reporters were all experts in receiving red envelopes, and they knew that there was at least one thousand money in it, which was equivalent to their three months' salary.

Some of them put them in their pockets directly, while others refused to do so. Xia Xiaoluo said with a smile, "Regardless of whether you accept red envelopes or not, Ruihui will not interfere with your freedom of reporting."

These reporters were slightly taken aback, Xia Xiaoluo smiled mischievously, and said: "But whoever refuses to accept the red envelope, I will not accept the interview later!" This sentence was very effective, and these reporters accepted the red envelope obediently.

The mouth of others is soft, and the hands of others are soft.Eating and taking that can only be soft-mouthed and soft-handed, and the rest is not left to Xia Xiaoluo and Ruihui Company###!

xxxx

It was night, and Long Fei excitedly ran to Tang Yi's "Tang Yi Marketing Planning Center" and said, "Old Tang, I got a big news! People from our company went to Ruihui's gifting site and smashed it! A lot of old ladies were bumped into at the scene, just look at it."

He handed the photo to Tang Yi. To his surprise, he didn't see any expression of praise on Tang Yi's face, but a slight sullen expression.Tang Yi slapped the table, startled Long Fei, and said: "How many times have I told you that we are not a gangster, and now it is a war between corporate image and product image. It will be over soon!"

"This... Don't you say, when their products are on the market, it's time for us to attack! This is a powerful attack!" Long Fei said aggrievedly.

"Stupid." Tang Yi thought depressingly that he couldn't communicate with these private entrepreneurs. "What we want to attack is their product quality and exaggerated publicity, rather than going to their company to smash and rob! It's easy to leave a handle on the other party"

"Then... what should I do?" Long Fei was also a little scared.

"I ask you, who is the person who carried out this?"

"Our company's security captain, Huang Mao."

"You...you..." Tang Yi's eyes widened, and he was too angry to speak. "How do you get people in your company to do it? Where are they now?"

"In the hospital. Although they have been training in Songshan Martial Arts School for half a month, the opponent is obviously stronger."

"Transfer quickly." Tang Yi said coldly. "Let them leave the capital! Wherever they go, if they are targeted by the police and the media, we will be completely finished!"

When Long Fei heard this, his brow was sweating, he picked up the photo and was ready to leave.

"Wait." Tang Yi said indifferently, he picked up the photo and examined it. "It's not that this news can't be used, it depends on how it's written. You go, let them be discharged from the hospital quickly, and they can't stay in the capital."

The next day, Tang Yi's "Huaxia Market Weekly" reported "Chaos at the pharmaceutical donation site of Ruihui Company, and consumers complained about the unsafe product quality" in a special report.The article wrote the bad behavior of those men in black as the opinions of ordinary consumers in China, and questioned the product quality of Ruihui's Melatonin Oral Liquid, and questioned whether the dealers who had obtained the auction right at a high price some time ago could maintain Earnings expressed concern.

After the issue of "Huaxia Market Weekly" came out, dealers called to inquire about the company's situation one after another. Su Jiang said, "Everything is normal in the company, you have to trust our ability."

But Long Fei was holding the magazine and giggling non-stop, and proudly said to Tang Yi: "I see how she is playing with Su Jianglip? The order volume of our company's products has increased slightly these days."

However, they couldn't laugh anymore for the next two days.Because their malicious troubles and incendiary reports have become a campaign for Melatonin Oral Liquid!

Ruihui Company perfectly turned adversity into victory and turned into a crisis!

The original article reporting on the chaos at the Ruihui company’s event site was all taken away by the reporters who received the red envelopes, and replaced by a public relations “soft article” that Su Jiangchun rushed out overnight——”Apology Letter from Ruihui Company”— ——"The Melatonin Oral Liquid activity carefully planned by Ruihui Company, which was given by thousands of people and consulted by thousands of people, because too many consumers participated, Ruihui Company was not prepared enough, so there was confusion on the scene and caused several consumers Injured due to crowding and trampling, and lost shoes. For this, we are deeply sorry and disturbed. In order to repay the love of consumers, our company has decided to allocate 50 yuan to deliver products to consumers who need melatonin oral solution. In addition, Su Jiangchun, the general manager of our company, will lead all company executives to bring melatonin oral liquid and exquisite gifts to the hospital to visit and condolences to the citizens injured in the riots.”

This "apology letter" quickly occupied the pages of dozens of national newspapers in China in a short period of time, and Xia Xiaoluo emphasized that it is best to choose a newspaper with a heavy party newspaper nature, because the authority of the party newspaper can be more directly reflected.And this is only the first phase, the import phase.

In addition, under the leadership of Xia Xiaoluo, with the efforts of several writers from Su Su's public relations department, combined with the results of Professor Chen Hui's clinical trials, they produced several soft articles that are both popular science and news. .

Xia Xiaoluo quietly dragged 10 or so copywriting masters from the copywriting team of his planning team led by Su Su, together with a lot of materials prepared in advance, to the Wangfu Hotel, booked a few rooms, and focused on 10 days for a fully enclosed soft writing.The master copywriters selected materials, created ideas, wrote manuscripts, and discussed them regardless of day or night. Each person wrote two articles a day, and after they were written, they were handed over to Xia Xiaoluo and Su Jiangchun for review.

Xia Xiaoluo compared it with the soft essay writing standards drawn up in advance, and if it didn't match, it was sent back to be rewritten. After several rounds of deliberation and repeated rounds, a batch of "hardened" candidate works were determined.Then, these candidate works created behind closed doors were brought to the marketing meeting, and the marketing managers from the "front line" were evaluated one by one, voted on, read aloud one by one, and voted round after round. Check, and finally determine the soft text to be used according to the number of votes.More than half of the candidate works will be eliminated.Faced with such a commercial method of producing articles, even the most serious writers will feel ashamed.

Xia Xiaoluo understands that the marketing of health care products is usually inseparable from the appeal of efficacy. People buy certain health care products because they have certain "effects". So, how does this "effect" come about?Why is there such a "effect"?It is very important to help consumers figure out these problems.And if you want to convince people that it is true, the best way is to present the facts, reason, and convince people with reasoning.

This kind of rational article seems to be doing scientific popularization work for public welfare, but the real intention is not to drink alcohol. In the "trap".

Take one of the articles written by Xia Xiaoluo himself, "Americans sleep soundly, what should the Chinese people do?" "For example, the article first cites a news event, that is, the sensational Ruihui company purchased the melatonin patent from Professor Chen Hui some time ago, and then said that American astronauts are eating it, and they still sleep well under great pressure. After the reform and opening up, the standard of living has improved, but the pressure is high and I can't sleep well. What should I do?Then take Melatonin Oral Liquid, and then introduce its principle in popular words.

People are reasonable, so popular science soft articles can convince people; people are curious, so news soft articles can attract people's attention; and because soft articles are so readable, the cost of publication is low. Much lower than advertised.The feature of soft texts that are "cheap on both ends" has formed a "scissors gap" with advertisements: first, soft texts can greatly attract people's attention, while advertisements are rarely read; second, for those who see them, Soft articles can be convincing, but advertisements are disgusting; third, the cost of publishing soft articles is much lower than that of advertisements.In a word, the advantage of Ruihui Company's soft text is that it has less investment, great effect, easy to accept by consumers, and influences consumers silently, which is especially important in the market start-up stage, especially when the start-up capital is low.

After the completion of the advertorial, the start-up stage will follow. Intensive advertorial publishing will vigorously promote the publication of advertorials, and make clear requirements for the publication of advertorials. For example, each newspaper arranges 6 banner pages every month, broadcasts TV specials and 5-second standard advertisements, and every month Deliver book excerpts twice, follow up consumers and build files through readers' telephone hotline consultation, and at the same time, enhance the atmosphere of the terminal site by hanging banners or placing pops.

The last stage is the main attack stage, where a large number of soft articles are broadcast, and each article requires 60% of the length to focus on one function.At the same time, put appropriate hard advertisements on the print media, launch TV special articles, etc., and carry out terminal maintenance, "push-pull" maintenance, promotional activities, etc.

Under the strong offensive of Ruihui Company's soft articles, the sales of Melatonin suddenly soared, ushering in the second wave of climax!