1000 Business Lessons Every Businessman Must Know

Chapter 74 Media Networks: Open the Media Window
598. Viewing the Media from a Strategic Height

To look at the relationship between the enterprise and the media, the enterprise needs to look at the relationship with the media from a strategic perspective.The relationship between enterprises and the media is by no means as simple as advertising and publicity.Sometimes, the media can't help the company, but at critical times, if you don't pay attention to handling media relations or don't have the experience and strategies to deal with media relations, the media is likely to do you a disservice.

There is an old Chinese saying: "Good things don't go out, bad things spread thousands of miles." In today's era of diversified and networked media communication methods, it is easy for negative news events to be dismissed from Huai Lihuai's enterprises to spread throughout the country and the world overnight. of.In a country like China, where the corporate environment is not fully developed, if a crisis is not handled properly, a company will be bankrupt.

In our country, it is not easy to start a company, and it is even more difficult to become a famous brand company.But it is very easy to destroy a business due to a crisis event.The escalation of a media crisis report caused the closure of the three health care product empires with sales of 80 billion yuan that year, the closure of Guanshengyuan, a well-known Chinese food company, and the collapse of the giant group that was on the rise.Too many lamentable businesses have gone bankrupt because they couldn't handle media relations properly.

From this point of view, the media is also a productive force.If you handle it well, you can expand economic benefits, but if you don’t handle it well, it will bring bankruptcy and closure to your business.While building sales channels, enterprises may not prevent media relations from being part of channel building.

599. Correct Understanding of the Importance of Media

The media is an important guarantee for the success of an enterprise's products and services in the market.Enterprises can quickly establish their corporate brand and influence through media advertising and publicity. Now it is rarely heard that the products of enterprises can be sold all over the world without advertising.

Enterprises can use the media through advertising methods and strategies to expand product sales, realize corporate profits, spread corporate image, and enhance corporate competitiveness.But these goals cannot be achieved by increasing advertising.How to place advertisements and prevent publicity waste is a science.It is true that the development of an enterprise is inseparable from media publicity, but the media is also a double-edged sword for the enterprise. Blind advertising will not only waste a lot of advertising costs for the enterprise, but also bring a media crisis to the enterprise and break the media balance.Moreover, the higher the company's popularity and the more advertising it puts on the company, the higher the risk factor.

At that time, Sanzhi spent an unknown amount of advertising fees in the national media for a year. It also established marketing specialists in charge of media relations and public relations in various branches and offices across the country, and established a media network covering the whole country.However, it is still because of the poor placement of media advertisements, which has caused a media balance crisis.A piece of negative news was quickly reposted across the country, resulting in a short-term sales decline of the three products and a break in the capital chain.Starting from the news effect, most of the companies that can attract people's attention are well-known companies.A small event for a well-known company is likely to develop into a major event for the company.

Therefore, the relationship between businessmen and the media is not as simple as advertising and publicity.We can choose deeper cooperation with the media, jointly plan enterprise-media cooperation, guide media public opinion, carry out news marketing, and carry out crisis public relations prevention and news dissemination.Only by treating media relations as a part of internal communication and media relations as internal customer relations, including media relations visits in your customer visit plan, establishing a national media channel, and keeping in touch with the media in a timely manner, can prevent Spread bad information and expand its influence.

600. Learn to deal with the media

Whether you like to admit it or not, the media has become an integral part of growing you and your business.Many businessmen usually do not want to be interviewed by the media or let the media know about it. What's more, some enterprises in the south put up the slogan "fire prevention, theft prevention and reporter prevention".

It can be seen that many businessmen have a deep misunderstanding of the media.I regard my relationship with the media as a defensive relationship, afraid of being interviewed by reporters, and afraid of being exposed by reporters.This is the original real idea of ​​many developing enterprises and supporting enterprises that rely solely on production and processing.

But just because you are afraid and unwilling to deal with the media does not mean that you will never deal with the media.Some businessmen think that since I don't do corporate advertising and product promotion, and the media is not my client, why should I establish a relationship with the media?

Whether you are dealing with the media directly or indirectly, you cannot do without the support of the media.May I ask which enterprise today does not know how to use the Internet for office work, dissemination of information, communication and other activities.The Internet is a new medium.

Dealing with the media does not mean only advertising and publicity with the media.The media is also a normal operating enterprise. We are actually dealing with the media when we read newspapers, watch TV, read magazines, surf the Internet, etc. every day.Become a client of the media directly or indirectly.The media is also our customer, and we must learn to deal with the media in order to use the media to obtain more support and support.Dealing with the media is also an integral part of business.

601. To form a “fellowship” relationship with the media
Successful media public relations means that the media not only fully understands the enterprise, but also agrees with the enterprise's values, so that relevant media information related to the enterprise forms a media atmosphere that is conducive to the development of the enterprise.This means that businessmen and the media must form a "comrade" relationship.

The media often focuses on the interests of a group, but most businessmen only focus on their own individual interests. In this situation, it is difficult to form a value recognition between businessmen and the media, and media public relations will also create obstacles.The existence of every enterprise has its social mission, and the corporate interests reflected in this social mission are consistent with the overall social value.However, in actual operation, many businessmen will actually abandon the social mission of the enterprise due to survival, self-interest, management and other reasons, and even do things that are contrary to the interests of the whole society.If the starting point of an enterprise's media public relations work is only to seek individual interests, the media will also pay attention to their own economic interests accordingly.The result naturally became a simple bribe, so it was impossible to get the support of many media forces.

Money public relations can solve some small problems, but once it encounters principled problems, money public relations will become worthless.When an enterprise encounters some crises, it is impossible to solve them by means of bankruptcy and avoiding disasters.Because every media, even media with purely commercial motives, has a bottom line, beyond which money is no longer important.What's more, there are still a large number of media insisting on the independence of reporting, and will not regard news that is beneficial to enterprises as the "sweetness" of advertising sales.

Therefore, businessmen should solve the problem from the source, make your enterprise consistent with the public interest, and make your enterprise and the media become partners in promoting the public interest.

602. In the face of a public relations crisis, we must be brave enough to undertake
As the media continues to infiltrate deeply into the economic system, more and more problems that were originally hidden by enterprises have been exposed, and a serious public relations crisis has been formed.

If an enterprise is regarded as a person, a public relations crisis is like a person suffering from a serious illness.If it is not handled well, it will lead to death. Therefore, Western medicine will immediately prepare emergency needs such as operating tables and ventilators.On the other hand, traditional Chinese medicine is more inclined to detect the signs of illness early and solve the problem in the embryonic stage through conditioning.

Businessmen can fully apply the Chinese philosophy of harmony between man and nature when dealing with crisis public relations.The so-called public relations crisis is the value and interest conflict between the enterprise and the media and the public.Here, enterprises are people, while the media and the public are the external environment and heaven.How to coordinate the relationship between each other and achieve the state of "harmony between man and nature" is the essence of dealing with public relations crises.

According to this idea, in the daily "self-cultivation and self-cultivation", the enterprise should always reflect on it, find out the "disharmony between man and nature", and make adjustments, so that the outbreak of the crisis can be minimized.Of course, it is impossible for any enterprise to ensure that the interests of the enterprise and the interests of the society are absolutely consistent.

When some crisis inevitably breaks out, the attitude of the businessman in control of the enterprise often directly affects the outcome.It's like a person who did something wrong, or didn't do something well, but twisted his neck and quibbled, and the result would only be worse.And the courage to take responsibility, although it may suffer some economic losses, but sometimes it may turn a crisis into an opportunity for brand promotion.For the truth of this, those who know how to sail a sailboat against the current are those who know it well.

603. Avoid media reporting of distorted news

In order not to waste advertising costs, enterprises must conduct research on different media and formulate media placement strategies.Maximize the pertinence, effectiveness, and audience impact of media delivery.Different types of media have different characteristics, and the types of reporters and editors have different emphasis. Enterprises must learn to deal with various media reporters.Avoid distorted news reports by the media.

When being interviewed by the media, media reporters often understand the language of the interviewee from the requirements of the media, so we will see the same interview and news speech, but different media reports have different emphasis, different titles, and different angles. .In the same sentence, there will be deviations in understanding, which is the main manifestation of the company's belief that media reports are distorted.

Why does the media report distortions?What is the reason?Why do news damage incidents to enterprises happen repeatedly?Originally a very normal small event, it became a major event after being exaggerated by media reporters.damage to the corporate image.Businesses and the media are sometimes sued in court over such misunderstandings.On the one hand, the distortion of media reports is the result of media reporters taking out of context. Reporters write according to their own selection and judgment of news points.There are also corporate spokespersons who have poor communication with the media, or bad information misleading due to speaking skills.Therefore, when an enterprise accepts an interview with the media, it first conducts in-depth communication with the media reporter, selects the media's judgment point for the news, and grasps the news rules of the media report.Targeted to prevent the spread of bad information.

604. Take the initiative to accept media interviews

The boss's initiative to accept media interviews is the best way to communicate with the media.Avoiding media interviews and refusing media interviews can sometimes cause misunderstandings by the media and the public.Because in front of the media, you have the right to choose silence, the right to refuse interviews, and the right to pursue journalists’ inaccurate reports, but in the face of the media, you cannot keep the media silent, express your opinions, or influence the public.Therefore, you can only take the initiative to use interview opportunities and cooperate with the media to minimize the risk.

The "Nestlé milk powder" incident that happened in the past was due to the failure to cooperate with the media interviews, especially the interview with the economic channel reporter of CCTV, who interrupted the dialogue four times, and the negative attitude of avoiding interviews, which finally caused the national media to attack and trigger large-scale reports. crisis.Similar crises also occurred in some large well-known companies in my country and international companies.For such a simple crisis event handling, it seems unorganized, it is incredible!

So, what contact principles should be followed when keeping in touch with the media?What communication channels and methods are adopted?What kind of cooperation process should be established with the media?
As a boss, you should have a set of specific plans and strategies.And it is necessary to train and train the news interview skills for the enterprise press spokesman and the person in charge of the enterprise.

At present, government agencies have also established a spokesperson system.It has also increased the news knowledge training for government personnel, showing that

605. Closer relationship with news media
The news media is the most economical and effective communication channel for businesses owned by businessmen to communicate with the general public.At this time, the news media has a dual identity: on the one hand, the news media is the most effective communication tool through which it can communicate with various publics, establish a good image of the company, and achieve the goals of the company; on the other hand, the news media The media is also a very important type of communication object for you, because the media has a great influence on public opinion.

To close the relationship with the press, pay attention to the following points:

(1) Enterprises should maintain close and long-term contact with the press, and provide news to the press in a timely manner, and actively strive for public attention.Since the press covers a wide range, the public relations department of the enterprise should adopt an equal attitude.Instead of adopting completely different attitudes because of the fame and level of the news unit.

(2) Adhere to the principle of respecting facts.We should not only respect the journalistic ethics of the press, but also adhere to our own principles, and we should not blindly cater to the tastes of the press just to please the press.Corporate public relations personnel should develop an interest in the news media.Actively respond to socially beneficial activities and necessary sponsorship initiated by the press.

(3) Corporate public relations personnel should establish personal friendship with the press and editors. Doing so will enable news dissemination to understand the significance of policies and actions in a timely manner, which is very beneficial to expanding the influence of the company and winning the public's persistence.

606. Public Relations Personnel Do a Good Job of Assisting
Enterprises should strive to win the support of the press (including newspapers, mass publications, professional publications, TV, radio, etc.), and make full use of the news media to promote and report products in a timely manner, which is much more effective than investing in advertising.

Another responsibility of public relations personnel is to help business owners successfully face the press and establish the image of the boss.A good public image of the business owner is of great benefit to improving the overall image of the company.Corporate public relations personnel should help leaders prepare for:

(1) Clarify the purpose of the interview.Generally speaking, it should achieve the effect of establishing a corporate image, winning the public's favor and promoting the company's products.

(2) Simulate exercises, use video, recording, etc., and prepare some questions that reporters may ask, and learn public speaking and TV interview skills.

(3) Pay attention to the public image, and pay attention to your well-dressed, natural and generous manner, friendly facial expressions, correct and flexible posture, and calm eyes during interviews.

(4) Master language skills and help leaders grasp the key points of the conversation, the details of the language, and the stability of the tone.

(End of this chapter)