Under the dual competition from powerful international enemies and domestic rivals, it is becoming increasingly difficult for enterprises to survive. Although Nestlé is the largest food company in the world, it still seemed powerless in the case of excessive iodine. After the "problem milk" incident, Guangming only knew how to quibble, which ultimately led to a complete failure.
In this era of frequent crises, how to respond to crises correctly? Even if companies have not encountered crises, how should they systematically communicate themselves? In fact, in this era where marketing and public relations are becoming more and more important, even some public relations companies do not know how to How to provide customers with a systematic solution, and some marketing consulting companies only stay at the stage of selling "ideas".
To this end, the author summarized multiple plans and created a systematic marketing and public relations planning strategy - "BDTEP Marketing and Public Relations Planning Strategy", that is, from the background (Background), diagnosis (Diagnose), strategy (Tactics), execution ( Focusing on the five major aspects of Execution and Prevention, we create a systematic marketing and public relations solution tailored to the actual situation of the enterprise.
background
Background analysis is a necessary prerequisite for successfully planning a systematic marketing and public relations case. Take a start-up company as an example. It is still in the market expansion stage. However, the marketing and public relations project does not support the company in market expansion, but recommends that it do sponsorship marketing, charity marketing, etc. This is not the case. The results of background analysis. Therefore, when making a successful and systematic marketing and public relations case, it is necessary to conduct a careful analysis of the company background, industry background, public opinion background and other information, and clearly understand the company's current situation, industry status and public opinion environment, and clearly define the company's goals. The realistic demand is to clearly and accurately plan the goals of the marketing public relations case (including primary goals, stage goals, etc.).
Case: Current status of the industry after adjustments to pharmaceutical supervision
In 2006, after the state adjusted the supervision of the pharmaceutical system, "rectifying medical corruption," "standardizing drug names," and "continuously reducing drug prices" put prescription drugs under severe test of survival in the hospital market. Some manufacturers have canceled the normal status of medical representatives. Visits, and even some prescription drugs have simply withdrawn from the hospital market. Many state-owned pharmaceutical companies have lost their future in the transition from irregularity to regulation. For prescription drug companies in this context, they must find a more effective marketing and public relations "cure" than doctor's recommendation to make consumers recognize this prescription drug.
diagnosis
Case: Analysis and diagnosis of Jiumu King’s needs at different stages
Strategy
Case: Hongxing Erke’s “Technology” Image Positioning
implement
Case: Hongta Real Madrid China Tour
In the midsummer of 2003, the Chinese land, which had been suffering from SARS and became extremely gloomy, was brightened by a vigorous football match, which was the "Hongta Real Madrid China Tour". It has an unprecedented sensational effect, allowing the Chinese people to appreciate the style of the world's top football superstars at close range, and also enables Hongta Group's core corporate philosophy of "The mountain is high to make the peak" to be vividly and perfectly interpreted, recreating the infinite splendor of "China's No. 1 Brand" .
In terms of media execution, Hongta also used a press release for the first time to convey what it wanted to express to the media. For the media industry, this was an arduous news war, business war, and strength war. For the "Dragon-Horse Battle" on August 2 alone, it is said that more than 300 foreign media have applied to come to Beijing, the number of reporters will exceed 1,000, and more than 20 TV media will broadcast this event to the world.
It can be said that Hongta achieved the best interpretation and best communication effect of "mountains are high and people make peaks" at the most appropriate time, at the most appropriate place, and through the most appropriate people.
prevention
Any marketing PR case may trigger a crisis. Even if it is a very positive plan, it may cause a crisis because of excessive exaggeration in the wording or a slight deviation from the facts. Therefore, during the implementation process, on the one hand, the implementation personnel (who generally must conduct detailed training for the project team) must deliver the most accurate information to the media and the public when dealing with them. If they do not understand something, It is necessary to give the most accurate interpretation so that they can know and understand the facts; on the other hand, it is also necessary to form a prevention team to monitor the media and the public to avoid the occurrence of negative reports or the spread of negative information.
Case: Yantai Training Bar
This company provides training information for college students to start their own businesses, and is also a leader in the industry in China. However, some time ago, because a college student could not conduct good training due to his own reasons, the company blamed Yantai Training Bar (www.pxba .com). However, the executives of Yantai Training Bar solved the problem properly at the first time and maintained the company's image, making the company gain a good reputation among college students.
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