Big enterprise: Don't neglect to communicate with the media
The news media is very powerful. It can make your enterprise famous and disappear. For example, the collapse of the giant group and the later famous brain platinum. Mr. Zheng Chong wrote a good article, which is very valuable. Bless every enterprise and make it famous in the world with the help of news media.
"It is impossible to prevent!" This is the first sentence that a township party secretary said to me the other day.
The town was recently issued a negative report by a media, which attracted the high attention of the state leaders. The secretary sighed: "The media is not easy to be offended. Recently, they have been subjected to 'blackmail' by some tabloid reporters."
Recently, there have been several news crises around the author, from enterprises to local party committees and governments. A county in the author's hometown was just exposed by a media two days ago, and the head of the Propaganda Department called to complain about "bitter": "Now the leaders of the county have directly dealt with it, and we are not allowed to manage it."
The day before yesterday, I had a dinner with a media boss. He and I talked about an angry matter. A person who handled the crisis for an enterprise said to him, "When someone else's enterprise is in a mess, you should not fall into the trap."
Several successive "crises" have exposed the shortcomings of enterprises (including local party committees and governments) in media public relations. How to deal with the relationship with the media and how to deal with the media is really a lesson for propaganda staff.
Understanding should be in place: enterprises that do not attach importance to media public relations will suffer sooner or later
In May of this year, the Economic Information Daily published a report entitled "Chenming Paper Industry Wastewater Hidden Discharge Polluting Laizhou Bay", with the subtitle "Call us a well-known paper enterprise in the country, many media investigations have ended, you can do as you please!".
Chenming Paper is a leading enterprise in the national paper industry, a listed company, and is preparing to list H shares in Hong Kong. Energy conservation and emission reduction is a key task of the country this year. This report undoubtedly has a significant negative impact on Chenming Paper.
The Chenming incident is a typical illustration of the fact that enterprises that do not attach importance to media public relations will suffer sooner or later.
Many reporter friends told the author that Chenming Paper supplies paper to many media, and has a long-term partnership with Xinhua News Agency Printing Factory. I feel that I can play with the media, including the media affiliated to Xinhua News Agency. I didn't expect to be exposed, and was exposed by the authoritative Xinhua News Agency subordinate newspaper. In the words of a deputy general manager, "We feel very humiliated."
It is because of the supply and marketing relationship with many media that Chenming Paper basically does not take the interviews of news organizations seriously. There are also some media who come to interview the pollution problem and are put down by their one phone call and one meal. This time, the reporter of the Xinhua News Agency's Economic Reference News went to interview Chenming Paper, just like other media. Before the press release, a person who claimed to be the headquarters of Chenming Paper called the reporter: "We are a well-known paper enterprise in the country, and many media investigations can't do it. You can do as you please!"
If you don't pay attention to media public relations, you will inevitably suffer. The author believes that the media is not only the carrier of public opinion, but also the maker of public opinion. The mass media is the spokesman of the public and the representative of public opinion. Therefore, if enterprises despise the media, they will despise public opinion, and the consequences are extremely dangerous.
Now, public relations has become a mature discipline. American public relations master Leonard Safire said in his book "Strong Public Relations" (Chinese version published by China Machine Press) that public relations has become an influential and systematic mature discipline that can influence people's ideas through powerful and gentle means. He said that in enterprises in the 21st century, public relations is more important than advertising. The chief executives (CEOs) of some important companies come from the field of public relations. Managers of all industries and disciplines take it for granted that mastering the core tools and principles of public relations is as important as being familiar with computer knowledge. Does this plan and help Ferdinand? Marcos, the master of public relations who successfully took the presidency of the Philippines, believed that modern public relations played a very important role in promoting the growth of corporate capital. Almost overnight, it could develop a newly established small company into a large enterprise with a listed asset of $1 billion. Public relations also play an important role in achieving company mergers and acquisitions, handling business transactions between companies and political parties, influencing government decisions, and even opposing the impeachment of the president.
Therefore, public relations between the government, especially enterprises, units and the media are a large number and frequent occurrence. Public relations between enterprises and the media mainly include providing or releasing news information (mainly in terms of new products, new technologies, new processes, management experience, mechanism and system reform and innovation, etc.), avoiding critical reports, communicating with the media in crisis, publishing advertisements, corporate image and brand publicity, etc.
It can be said that "relationship between media and enterprises" is the key variable for the success of public relations projects. It is unavoidable for enterprises to encounter crises, and many of them are caused by the media. A good relationship between enterprises and the media is conducive to controlling risks, preventing and resolving crises.
In fact, the more prestigious enterprises want to be supervised. The supervision of the media and the public is a promotion to enterprises. Because the more transparent an enterprise is, the more confident it is, the more healthy it will develop. This is a virtuous circle. If an enterprise is not recognized by the media and the public, its image will be damaged. An enterprise that is not recognized by the media and the public cannot survive.
From a large number of cases of the life and death of enterprises, it can be found that a successful enterprise can no doubt handle the relationship with the media well, on the contrary, there are many results of the bad relationship between the failed enterprises and the media.
1、 Set up institutions.
In 2005, the author took an interview with the editorial department to write a report of a listed company. Through the external interview, the author basically grasped the required content, and then called the company to communicate and verify some facts of the interview. Who knows, several departments of the company pushed each other and said that the interview was not the responsibility of the department. Finally, after talking to a vice president of the company, we didn't get any results.
Because the facts were clear, the author sent the manuscript to the editorial department. After the manuscript appeared in the newspaper, it caused a strong response. On the evening when the manuscript appeared in the newspaper, the boss of the company found the author through various relationships. Through this matter, the company quickly identified the department in charge of media liaison.
It is a common problem for many enterprises that there are no specialized agencies or departments specifically responsible for media liaison.
According to the author, modern enterprises should set up an organization specialized in dealing with the media in the organizational structure, and at least one deputy general manager of the enterprise should be in charge of the management department of the relationship between the enterprise and the media.
Enterprises and media relations management organizations have different names according to different enterprises, such as: News Department, Public Relations Department, Planning Department, Outreach Department, Publicity Department, Culture Department, Advertising Department, etc. Large enterprises are usually called News Center, Advertising Center, Planning Center, Cultural Center, etc., and also called Public Affairs Department, Media Relations Department, External Communication Department, Market Communication Department, etc. The name can be different, but a common function is to deal with the media on behalf of the enterprise, with the focus on spreading and promoting the enterprise brand, and maintaining the image and reputation of the enterprise.
In addition, the enterprise should give the organization sufficient status and power, just as the domestic propaganda ministers at all levels enter the standing committees of the Party committees at all levels, so that it can enter the top level of the enterprise, clearly understand the enterprise's strategy and position, and ensure the rapid, "original voice" and smooth transmission of important information.
In addition, enterprises with mature conditions should set up a press spokesman to ensure the smoothness, standardization and consistency of the company's external communication.
2、 Team up.
For media public relations, it is far from enough to have institutions alone. Dealing with the media is a highly professional job. The personnel of the enterprise and media relations management department should have strong comprehensive quality, such as political intelligence, cultural accomplishment, writing skills, communication skills, organization and planning ability, etc.
Last year, the author and Professor Wang Wei of Shandong University of Finance were invited to visit the boss of a company. After registering at the reception desk downstairs, he was led to the office of the person in charge of news publicity of the company. This gentleman is very responsible. Although we told him that he was invited by the boss and was quite familiar with the boss, he still had to ask clearly, like a "interrogation". Finally, because we were a little "angry", this gentleman said very strongly: "I have worked as a reporter for many years." By implication, we seem to be "fraud". Professor Wang Wei was so angry that he was about to leave.
Such as the above, many reporters, especially "tabloid" reporters, are often encountered, especially the propaganda department of some local party committees. When receiving reporters, they must be divided into three or six or nine grades. The party newspaper must be warmly received, and the tabloid newspaper should be ignored. This is a major factor in the news crisis. The "news crisis" in Zhanhua County two days ago, it is said that some local cadres interviewed actually "quarreled" with reporters.
A few years ago, there was a "Toshiba (laptop) incident" at home and abroad. One of the lessons that Toshiba learned afterwards was that it lacked experienced spokesmen to communicate effectively with the media. At that time, Toshiba's evasive attitude of allowing the situation to develop wantonly under the centralized media coverage made the national sentiment of Chinese consumers ignited by ordinary product complaints. The head of Toshiba's public relations department, Renmin Sengui, said: "This incident made Toshiba realize that it is not enough to speak only by products, but also by people. For this reason, Toshiba decided to set up a public relations department in China to strengthen communication with the media and the public."
According to the author, the personnel in charge of media public relations in enterprises (including local party committees and government propaganda cadres) should have the following qualities:
First, be familiar with the media. The media public relations personnel are good at dealing with the media, and try to form and maintain friendly relations as much as possible. Don't give the media a cold shoulder. Otherwise, there may be a situation where the wall falls and everyone pushes.
Second, professional attitude. Don't just look at the big media, but look down on the small media. As long as it is a reporter's interview, regardless of its origin, it should be carefully arranged and fully cooperated. Knowing some of the rules of the media and the hidden rules can resist the fraud of some irregular media reporters on enterprises. Knowing how to release news information and accept interviews with reporters can improve the effectiveness of communication.
Third, professional quality. Public relations of the media is not just emotional investment. In modern society, the importance of such emotional behaviors as eating invitations is gradually declining. We should be proficient in how to operate the media, make news, and create news materials that can match the media. This requires media public relations personnel to understand and master professional knowledge, facilitate communication with the media, and help the media understand professional issues.
Fourth, the hole candle takes the lead. When communicating with reporters, we should be good at taking advantage of opportunities. Any move can find unfavorable or favorable public relations materials, so that enterprises can plan strategies and prevent problems before they occur. In fact, the occurrence of the crisis has its inevitability in the contingency. The very important reason is that the public relations department is not sensitive to touch, resulting in the development of the crisis beyond control.
Fifth, be good at planning. We should understand the characteristics of the media, understand the culture of the media, and be familiar with the operation of the media. According to the characteristics of different media, the company's information can be continuously and targeted, which is conducive to the establishment of the company's overall image. It will be targeted in media public relations, enterprise publicity and brand communication, which can improve the utilization rate of publicity expenses and help enterprises spend less money, do more things and do big things.
3、 Build access roads.
Many enterprises despise the organizational construction of media relationship management. One of the reasons is that the boss knows several media leaders and reporters and thinks that this is enough, but it is not. There are great differences between organizational management and personal relationship. Organizational management is the guarantee of the system and has strong planning. Personal relationship is sometimes uncontrollable, because the mobility of media personnel is large, and a single personal relationship is easy to break.
We should have a good attitude when dealing with the media and carefully build a good media relationship network. This media network channel should have a width: that is, the media within the required propagation radius of the enterprise should be considered; Second, there should be depth: that is, the relationship with the media should be in place, the friendship should be deep, and we should have a "pen pole" for our use; Third, we should have a high level: that is, we should establish a relationship with the senior management of the mainstream media, and be able to speak and help at critical moments.
It can be said that media network access will become a valuable intangible asset for enterprises and a powerful capital for external competition.
Magic weapon to win: guide public opinion
The only and ultimate purpose of media contact with anyone is to obtain information. The public relations department must keep this basic principle in mind when dealing with the media.
However, many enterprises do not attach importance to this point and feel that the farther away from the media, the better. In fact, for enterprises, especially some large enterprise groups such as listed companies, their public nature determines that they are always concerned by the media.
According to the author, it doesn't matter if there are problems. The key is to find out the events that may cause media attention in time, and then formulate countermeasures in time. The best way is not to cover up the problem and release the voice of the enterprise through the media in time, so that there will be no news crisis.
The most fundamental reason for the news crisis of some enterprises is temporary cramming. Such enterprises mainly include:
First, do not contact with the media at ordinary times, and go to public relations immediately in case of problems or in order to gain benefits. Temporary cramming is disrespect for others.
Second, we only go to public relations for the sake of immediate interests when we encounter problems. This is a short-sighted public relations.
Third, when using reporters, try to get close and get in touch with each other. Once you achieve your goal, you will forget the other party. Such immoral practices are spurned and condemned.
Fourth, when the media is useful, it will pull the plug, and when it is useless, it will be ignored. The motivation and purpose of public relations are practical, but we should not adopt a pragmatic attitude and avoid practical means. Pragmatism does not conform to the moral standards of the Chinese people, and the Chinese people advocate that a drop of water should be repaid by a spring of water.
Fifthly, some units and individuals rely on their right to have money, and take the approach of coming and going to the media immediately. This is an immature, irrational, unsustainable and unreliable means of public relations.
(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)
Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.
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