Chapter 28 Chapter 26: Effective PR Creates a Good Image

Public relations have a special effect in building awareness and brand knowledge for both new and existing products.In some cases, marketing PR has proven to be more cost-effective than advertising. A company must build relationships not only constructively with its customers, suppliers, and distributors, but also with a large and interested public.The public is a group larger than the target customer group, they have more than a dozen or potential interests or influence on the company's brand image, and this influence is also a force that we cannot ignore.Especially in today's increasingly developed media and increasingly fierce competition, public relations have become a job that cannot be ignored by more and more companies.

Italian sports car maker Lamborghini builds sports cars that are pure poetry in motion but prohibitively priced. The Diablo VT's 492-horsepower engine brings a top speed of 202 mph and can accelerate the car from zero to 60 mph in 4.1 seconds. It is priced at $239,000 with a $52,000 down payment.And if you want to rent a DiabloVT car, it will cost you $2,999. The high price tag keeps Lamborghini from selling fewer than 100 sports cars a year in the U.S., making them almost invisible to most people.In order to gain access to product demonstrations and to launch stronger promotions to potential customers, the company had to judiciously spend its limited marketing budget of $600,000 in the US market.

Lamborghini's sales goal is to sell 1,500 to 2,000 vehicles a year in the US market.That goal is based in part on expanding its lineup to include sports cars priced between $75,000 and $100,000.To achieve this ambitious goal, manufacturers are required to increase the "exposure rate" of this car and attract more people's attention. Obviously, it is difficult to achieve any substantial advertising effect with an advertising budget of 600,000 US dollars.Therefore, Lamborghini decided to combine its limited marketing budget with various public relations activities-compared with other advertising and promotion methods, public relations are the least expensive of all promotion methods.

Companies spend their limited advertising budgets aggressively in the press.It offers experimental driving vehicles for motor travelers, described in a New York Times review as "moving sculptures, symbols of wealth, entertainment, parking, and driving all in one."After a test drive, the reporter of "Happiness" magazine wrote: "On the display stand, the lemon-colored Diablo car whizzed past, and neighbors I had never met rushed out of their homes to see what happened." Several elegant public relations events were also dedicated to the organization.For example, the company held a 200-person cocktail party at a Boston store, with the guest list determined by the store and Rob Report, a lifestyle magazine for the wealthy.

Lamborghini is also constantly finding new ways to present its racing cars to the wealthy.Thanks to the company's public relations efforts, the Diablo VT race car was designated as the race car for the 1995 PPG Indy World Series.This gave Lamborghini the opportunity to showcase its sports car at 15 racing points and allowed local dealers to give customers the opportunity to test the car on the track. Lamborghini's $22 million a year in the U.S. is a fraction of the advertising budgets of the world's largest automakers.However, through the innovative use of public relations, Lamborghini managed to save its advertising budget and achieve the purpose of fully displaying its products to wealthy buyers.

Public relations include various programs designed to promote or protect a company's image or its individual products.More and more companies have the same vision as Lamborghini, and modern enterprises realize that public relations can have an even stronger impact on public psychology at a cost far lower than advertising. According to the analysis of marketers, public relations promotion has the following advantages compared with personal selling, advertising, and business promotion: 1.The comprehensiveness of information conveyed.Enterprises carry out public relations activities and pass certain information about enterprises to the public in a planned way through certain media, in order to shape a good corporate image and gain the trust and support of the public.Therefore, the information it transmits is massive and comprehensive: it not only transmits information on enterprise technology, equipment, finance, etc., but also conveys information on employee benefits, enterprise future and social responsibility, and even conveys enterprise quality and personnel training. , stock value, etc.

2.Diversity of influence on the public.Public relations not only face target customer groups, but also suppliers, community members, media, government and internal employees of enterprises.A critical report on a company in a newspaper or broadcast in the media can destroy the market that the company has worked hard for many years; a decision by the government can make the company's products change from best-selling to unsalable overnight ,etc. 3.Multifaceted effectiveness.From a psychological point of view, people's feelings generally have a characteristic of expansion and migration from one to the other, that is, empathy.Public relations is just right to grasp this kind of empathy psychology of people. By focusing on shaping the corporate image and making the public love the company, it will not only promote product sales, but also encourage and attract investment and attract outstanding talents.

4.low cost.Creating a story for publication and convincing the media to adopt it is much less expensive than buying advertising space or time in the media.The value generated by public relations promotions may only be reflected in advertising costs of several million dollars.Public relations can have a stronger impact on public psychology at a much lower cost than advertising. Although public relations is a secondary factor in the promotional mix, a smart company will take specific steps to manage its relationships with key publics.Most companies have a public relations department to plan their relationships.

When considering when and how to use public relations, business managers must establish marketing goals, learn appropriate public information and public relations media, and carefully implement public relations plans in order to achieve good public relations results. In August 2003, Hainan Inspection and Quarantine Bureau found that the imported Red Bull beverage had no Chinese label, the caffeine content exceeded the Chinese standard, and the Chinese label review certificate had not yet been obtained.Subsequently, the General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China issued a notice requiring inspection and quarantine bureaus to inspect the imported Red Bull drinks sold in the market within their jurisdictions.This incident was subsequently inaccurately reported by several websites and newspapers, thus misleading the public and consumers to a certain extent.

The so-called "imported Red Bull" in the report is due to the fact that since the summer of 2003, in Guangxi, Yunnan, Hainan and other areas, a small group of people have been selling Red Bull drinks smuggled and imported from illegal channels, and the Chinese Red Bull Beverage Company has also been cooperating Local law enforcement agencies investigated and dealt with these smuggled products without Chinese signs.Red Bull believes that this crackdown is only aimed at a few regions, and the amount of imported Red Bull smuggled is very small, which will not cause a crisis, so it has not made a statement or explanation to the media and the public.

The development of the matter proved that Red Bull underestimated the seriousness of the incident at first.After realizing the crisis, Red Bull did not panic and immediately found a way of public relations. After the "inspected incident" occurred, the brand planning and management department of Red Bull Company received two consecutive calls asking about the investigated incident.According to this clue, immediately find the source of the information, report to the general manager in time, and communicate urgently with the departments responsible for quality inspection, industry and commerce, law, and regulations.A few days after finding out the truth, Red Bull immediately convened an emergency meeting with the relevant personnel of the legal department, customer service department and brand department, and agreed that the incident must be clarified to the public and the possible negative impact should be eliminated. In order of priority, Red Bull decided to reverse the direction of public opinion in the media first, and immediately contacted some major domestic websites that published the news to explain the truth to them, and then used public relations methods to urge the relevant websites to remove the inaccurate information reproduced. The news was replaced by a "solemn statement" by Red Bull's legal counsel, with a declaration of Red Bull's quality commitment and a list of relevant national certification certificates attached to prevent possible "evil speculation" by the media. In response to the possible reports in the print media the next day, Red Bull drafted a press release and sent it to some major media across the country by fax that night.At the same time, the company has made an advertising plan for about 50 major media in the country, each of which will do a half-page advertisement, and the content of the advertisement is to explain and promise to consumers that there is no problem with the quality of Red Bull, and the brand of Red Bull is absolutely worth it. trust. While communicating with the media, Red Bull notified more than 30 branches and offices across the country, asking them to explain the truth to the local dealers one by one. To ensure the right to know, to make dealers respected, and to strengthen dealers' confidence and trust in Red Bull.At the same time as the brand planning department, there is also a legal department, which is mainly responsible for communicating with quality inspection, industry and commerce departments in various places to explain the situation and eliminate the impact. In the process of crisis public relations, China Red Bull has demonstrated the company's good crisis public relations quality, controlled the negative impact of "fake Red Bull" within a certain range, and minimized the harm of the crisis to the brand and the company. It is a model of corporate public relations. . Of course, Red Bull's performance shows the company's decision-making in response to crisis public relations.Corporate public relations not only include crisis public relations, companies also need to establish their own positive image through various public relations means in normal times.In general, public relations activities are mainly carried out according to the following procedures: 1.Conduct public surveys.Before public relations, it is first necessary to collect and understand the opinions and attitudes of the target market public towards the company, analyze the image and popularity of the company and its products among the public, and find problems.At present, there are many specialized public relations consulting companies and market research agencies in the market to help companies investigate and understand relevant issues.Businesses can first get in touch with these agencies. 2.Determine public relations goals and formulate public relations plans.Enterprises should first determine the specific goals of public relations according to the characteristics of their products.For example, a California wine manufacturer once entrusted a public relations company to carry out public relations for it, so as to convince Americans that drinking wine is a part of a happy life, so as to improve the image of California wine and increase its market share.To this end, the public relations company has determined the following goals: write articles about wine, and try to publish them on the most famous magazines and newspapers; from a medical point of view, point out the benefits of wine to health, and ask medical units to promote them; The people market, colleges and universities market, government market and various ethnic groups draw up specific publicity programs. 3.Information communication and plan implementation.According to the public relations plan, the enterprise implements it through various forms, ways and channels, and tells the public what the enterprise is doing, and communicates the relationship between the enterprise and the public.This can not only expand the international influence and social reputation of the enterprise, but also make it easier to listen to the opinions of the public and accept the supervision of the enterprise by the public. Marketing PR builds awareness by using the media to tell a story to draw attention to a product, service, person, organization or idea.It can also spread information through editorial coverage to increase credibility. Public relations usually need the help of certain media tools to achieve the influence of events that enterprises need to spread.Common media include traditional media such as TV, newspapers, and radio. Enterprises use various media to release major business news or select products and companies, but companies do not have to bear the cost. This is what people often call "soft text". .Now, the information carriers chosen by enterprises are not limited to traditional media, and new media such as online videos, blogs, and forums are being more and more widely used in tackling key problems. For automotive companies, there is no more effective communication channel than the Internet.According to a survey, 76% of car owners browse the website of the car company before buying a car, and 67% of people will go to a third-party website to check relevant reviews.Now, through blogs, auto companies have a more direct channel to communicate with customers.Among them, General Motors is a pioneer. GM's FastLane blog is one of the most popular corporate blogs, written by auto industry legend and GM vice president Bob Lutz, with topics focused on vehicle design, new products, corporate strategy, and more.The blog has nearly 5,000 daily page views and 60 to 100 comments on each topic. The Fastkane blog has a long history of honest and in-depth articles that directly address the positive and negative public opinion about GM.While there is some skepticism that every article is written by Bob, customers, industry analysts, and traditional media give the FastLane blog high marks because GM is the only auto company that is willing to let customers give feedback publicly. FastLane is also a product blog for General Motors. In October 2004, General Motors set up its first blog, GMSSnallblockEn, to commemorate the 50th anniversary of the smallblock engine.Through this blog, General Motors has accumulated some experience, and in early 2005, there was a FastLane blog. In 2006, GM withdrew its advertising investment in the Los Angeles Times because of a report.There was a lot of reaction and a lot of negative comments.General Motors directly communicated with the "public" through the FastLane blog to express its views and opinions, and effectively dealt with this "crisis". During the incident, Gary Grates, GM North America's vice president of public relations, told the public via his blog: "GM is not opposed to unbiased criticism and recognizes the role journalists play in society, and GM takes these criticisms very seriously and learns from them. There are a lot of things.” Regarding the blog itself, Gary said: “GM was one of the first companies to establish a blog. Through the blog, GM’s managers can express their views in their own language, without anyone’s filtering, and directly Hear feedback from people who are passionate about GM and interested in what we do. GM welcomes criticism, and we have a lot of it on our blog.” General Motors uses blogging to achieve good PR results.Blogs are different from traditional media. The traditional form of public relations is to issue press releases and communicate with the media.The media must pre-edit the information that the enterprise wants to express, and then it may be released.The blog has created a direct form, so that people from all walks of life related to GM have the opportunity to have a direct dialogue with GM. Internet media is still under development, and perhaps not every company can make the same head start as GM.Kotler believes that there are three main public relations tools we commonly use: news, special events and company networks, the most important of which is news. A publicist finds or creates news that is good for a company or its products.Sometimes news stories just take shape, and sometimes PR people come up with events and actions to make news.Or the company designs some unique activities and launches novel products and services, which can attract the attention of the news media.Similarly, companies can also "make news" by deliberately setting up some controversies. Generally speaking, the more disputes or discussions that attract people's attention, the more they can arouse people's curiosity, the more they can attract people's conscious attention, and the easier it is to drive people to actively recognize, understand and remember.In the highly competitive business war, we can use this psychology to "create" discussions, expand the popularity of products in the discussions, and promote product sales. Special events and company websites can also be good public relations tools. Special events are designed by the public relations department to reach the target audience and stimulate their interest. These special events include press conferences, large opening ceremonies, fireworks displays, Laser programs, hot air balloon launches, multimedia displays, and various exhibitions, etc., while customers and other public can also get information and entertainment by visiting the website. Once the desired audience is defined, the communicator should develop an effective message that ideally captures attention, sparks interest, awakens desire, and leads to action. "News campaign" is a commonly used method in public relations. It is not fabricating news out of nothing, nor is it irresponsible to deceive the public, but to be good at using some accidental events and emergencies to dig out news from ordinary trivial matters that ordinary people regard Value points attract news media to spread widely and report continuously. At the completion of a 52-story, new headquarters building of the Union Carbide Corporation, a large group of pigeons actually flew into a room and used this room as their roosting place.It didn't take long for pigeon droppings and feathers to make the room dirty. Some managers suggested to open all the windows in this room to drive away the pigeons.The matter was passed to the company's public relations consultant, but the public relations consultant did not agree to do so.In the eyes of public relations consultants, this group of pigeons is undoubtedly a very good public relations role. The public relations consultant believes that holding a press conference, designing a special event, distributing introductory brochures, etc. can disseminate the information of the completion of the headquarters building to the public. This is also a good public relations method, but it is too conventional. .The best way is to make the public so interested that they are eager to hear and watch.So the public relations consultant ordered all the doors and windows of the room to be closed to prevent a single pigeon from flying away.He then designed and directed a witty "making the news" campaign. First of all, the public relations consultant ingeniously used the phone to contact the Animal Protection Committee, told them what happened here, and said, in order not to harm these pigeons and make them live better, please send someone from the Animal Protection Committee to deal with the situation quickly. A "big event" about animal protection.After receiving the call, the Animal Protection Committee attached great importance to it, and promised to immediately send people to the newly completed headquarters building to deal with the matter. They also solemnly brought net bags, because to protect the pigeons, they must be carefully caught one by one. The public relations consultant then called the press, telling them not only of a newsworthy spectacle of a flock of pigeons flying into the building, but also of an interesting and interesting event at the Union Carbide headquarters building. Meaning animal protection committees to capture pigeon "incidents".This newsworthy news attracted TV stations, radio stations, newspapers and other news media to send reporters to follow up on-site interviews and reports. Under the focus of major media, the Animal Protection Committee is also very serious and careful when capturing pigeons.It took them 3 days from the time they caught the first pigeon to the time when the last pigeon was caught.During these three days, various news media continuously reported on the action of catching pigeons, which aroused the public's strong interest in this news.Various media news, features, interviews, comments and other reporting methods are used alternately, which is both vivid and vivid, and has attracted the attention of readers. The flood of news reports drew the public's attention to Union Carbide, and to the company's newly completed headquarters building. Opportunities to introduce the company's purpose and situation to the public, deepen and expand the public's understanding of the company, thus greatly improving the company's popularity and reputation.Taking this opportunity, the news of the completion of Union Carbide's headquarters building was skillfully and smoothly told to the public, allowing the public to fully accept the news.By "making news", the task of releasing this news to the public was finally accomplished with half the effort. Union Carbide's way of turning a small incident into a big news not only drove the pigeons away for nothing, but also gave the company and its new building a good publicity.It took three full days from making the pigeon-hunting news to delivering and exaggerating the news, which attracted the public's attention deeply, and naturally made the company's reputation deeply rooted in the hearts of the people. Corporate public relations campaigns usually use newspapers, radio, television, meetings, letters, and support for public welfare undertakings to spread corporate popularity.A good corporate reputation can be transformed into a product reputation, which is conducive to promoting product sales.Generally speaking, when enterprises use public relations to create momentum, they mainly consider that public relations have the following advantages: (1) High news value.Reporters of public relations activities all have a certain level of news, which can arouse good repercussions in the society and generate certain sales potential.When enterprises carry out public relations activities, they often invite reporters, experts or government officials to attend and establish good relations with them. Through them, they can introduce the status of enterprises and products, and announce the contributions made by enterprises to the country, society and consumers. (2) High credibility.News reports are often publicized through third parties, which can arouse good responses in society.Public relations usually establish contacts with relevant social groups and provide relevant consulting services. Through the publicity reports of these social groups, the public can have a good impression of enterprises and products. (3) Improve promotion quality.Good public relations can encourage and support salesmen and distributors to explore the market, and increase confidence and courage in sales.By training full-time public relations personnel, enterprises can deal with letters and visits from consumers and users in a timely manner, and try their best to solve the different problems raised by them, so as to make up for the enterprise's lack of scale or market popularity to the greatest extent. (4) Reduce capital investment.There is a fee to pay for a public relations campaign, but it is much lower than other methods.Since public relations is to publish news reports of enterprise products in the communication media through third parties, the obvious advantage compared with advertising and promotion is to save money.Therefore, public relations can often achieve miraculous effects in terms of insight into corporate marketing opportunities and the combination of marketing methods. The popular view today is to regard communication as a two-way dialogue between the company and its customers in the stages of pre-sale, sale, consumption and post-consumption.In addition to asking "how do we get in touch with customers", the company also needs to ask "how do we make customers get in touch with us". News media is the most important means of public relations.The public relations department of almost every enterprise understands that in order to achieve good public relations effects, it must first maintain a good relationship with major media. When Polaroid Far East Co., Ltd.'s "Baicai" system was put on the market, in order to attract the public's attention to this new point-and-shoot camera system that cost a lot of investment, the company made a series of careful considerations and careful planning for the product. Series PR. When the product was launched, Polaroid held a product launch event for the national and global press in Los Angeles, which lasted for two days and cost a lot of money.Representatives of the press from all over the world gathered in Los Angeles with unprecedented pomp and circumstance.Polaroid has chartered the local Grand Century Hotel. In addition to entertaining the press, it also holds a worldwide marketing conference and a national marketing conference.There were thousands of participants. The press conference lasted for 3 days. At the meeting, not only a wonderful speech was given on the "Baicai" system, but also the participants enjoyed the "Baicai" film shot for this product and other special effects audio-visual films made for the launch of the product.The press was also invited to visit the opening ceremony of the giant camera exhibition, and a complete set of "Baicai" system cameras were presented to the participating reporters.During the press conference, the company held events and receptions every night to introduce the press and high-level personnel, distribute conference materials and hold a welcome dinner.The dinner will either be held at the location where the famous TV series "Grandmas" was filmed, or at the highest-standard restaurant in Los Angeles, with band performances and fireworks displays. The U.S. propaganda campaign is in full swing, and it's no less in Southeast Asia.Especially in Hong Kong, Polaroid Hong Kong Branch rented the luxurious Regent Hotel Grand Ballroom to hold product launches, entertain the press, business customers and local distributors and retailers, and exhibit Polaroid instant products in combination with local conditions series. After obtaining the cooperative support from the two magazines "City Weekly" and "Hong Kong Anecdote", the company gave the "Baicai" system to local celebrities from all walks of life, including representatives from all walks of life, to create a high-level image for the product.Aiming at the characteristics of celebrities and rich people in Hong Kong who live in seclusion and do not like to show their faces, the "Hundred Colors" campaign persuaded these people who are always followed by other people's cameras and rarely touch their cameras to take pictures of their family members, and put three photos with different themes. Photos are published.These three themes include: (1) self-portrait; (2) family life; (3) work life.The private life of these celebrities is difficult for ordinary people to capture. Now, "Baicai" cameras are used to attract them to try, and have won the approval of celebrities, and at the same time set off the image of the product. In addition, the company continues to use the form of press releases as ancillary announcements before, during, and after product launches. , with encouraging results. The distinctive publicity also attracted the attention of Asia Television, which made introductions in three consecutive TV programs, including "Asian Morning", "Golden 10:30" and "I Love Hong Kong", which added excitement to the entire promotional campaign. a sum of money. Polaroid successfully obtained the cooperation of the media, making the promotion of the "Baicai" series achieve good results.From the success of Polaroid, we can conclude that in order to do a good job in public relations, we must handle the relationship with the media and the public well.News media is the public that enterprises must pay attention to, and it is also a channel for enterprises to achieve effective communication with other types of public. Enterprises have to pay attention to its important role. Of course, the means of corporate public relations is not only the news media.Commonly used public relations promotion methods include the following: 1.Publication.A company can rely on a variety of public publications to reach and influence its target market, such as annual reports, brochures, articles, audio-visual materials, and the company's business letters and magazines. 2.news.One of the main tasks of a publicist is to develop or create news that is good for a business, its products or its people.Enterprises should actively establish contact with the press, and provide newsworthy enterprise information to newspapers, radio stations, and television stations in a timely manner. 3.Public service activities.Sponsoring and supporting various public welfare activities is an excellent publicity opportunity for enterprises, because these activities are highly anticipated and the press will rush to report them. Enterprises can get special benefits from them and establish a good image of enterprises in the minds of the public. 4.special events.By holding special events, companies can draw public attention to their new products and other events of the company.These special events include speeches, press conferences, seminars, outings, exhibitions, competitions and anniversary celebrations, as well as sports events and cultural sponsorships to reach the target public. 5.PR advertising.There are three types of public relations advertisements: one is tribute advertisements, such as expressing festival congratulations to the public and expressing gratitude to users for their patronage; Advertisement is to explain a certain problem or product defect to the public in order to eliminate misunderstanding and increase understanding. 6.Fixed contact system.By establishing a fixed contact system with consumers, government agencies, social groups, banks, intermediaries, etc., strengthen information communication, listen to their opinions and requirements on products and services, and establish the image of the enterprise and products. 7.Identity media.The impression obtained only through the company's information is scattered, and the company needs to work hard to create a visual image that the public can quickly recognize.Visual identity can be communicated through a business's persistent media—advertising logos, documents, brochures, signs, corporate mockups, business cards, buildings, uniforms and vehicles, and even stock. I think PR is a pen.If you have a public publication, you can do a series of articles, and you should use this method more often, such as sponsoring some activities every year.There is also the use of news, participation in some social support activities, lobbying, social investment, including research institutions and so on.These are very good steps. The public is the basic environment for the survival and development of social organizations. Public relations can only achieve good results if they meet the needs of the public and create value for the public.A social organization will inevitably experience many crises during its development process, and many enterprises grow, mature, or decline and die during the crisis process. Founded in 1886, Johnson & Johnson is the world's largest medical and health care products and consumer care products company with diversified products. Among Johnson & Johnson's products, the annual sales of Tylenol, an analgesic, amounted to 450 million US dollars, and the profit brought by this figure was 1/5 of the total profit of Johnson & Johnson.In just a few years from its introduction in 1975 to 1982, the drug captured 35% of the adult painkiller market in the United States. However, from September 29 to 30, 1982, in the Chicago area of ​​the United States, a serious accident occurred in which someone was poisoned and died after taking the "Tylenol" drug produced by Johnson & Johnson that contained cyanide.At first, only 3 people died of poisoning due to taking the drug, but as the information spread, it is said that 250 people across the United States have become ill or died from taking the drug. The great panic among consumers of "Novo" capsules caused Johnson & Johnson's image to plummet. Hospitals and pharmacies demanded that Johnson & Johnson be kicked out.Polls show that 94% of drug users said they would not take the drug in the future.Facing the siege of the press and the exaggeration of people with ulterior motives, the "Tylenol" drug poisoning incident became a nationwide incident overnight, and Johnson & Johnson was facing a huge crisis at the cusp of public opinion. After urgent consultations, Johnson & Johnson executives believed that the matter not only affected the reputation of Johnson & Johnson among many consumers, but more seriously, the lives of consumers were threatened. Johnson & Johnson immediately dispatched a large number of people to check all the drugs.After a joint investigation by various departments of the company, in the inspection of all 8 million tablets, it was found that all the contaminated tablets came from only one batch of drugs, and the total number did not exceed 75; the final death toll was also determined to be 7 people, and all In the Chicago area, it will not have the slightest impact on the rest of the United States. In order to be responsible to the society, the company still sent the warning message to the whole country through the media, and the subsequent survey showed that 94% of the consumers in the country knew about the situation.Later, the police found out that someone deliberately framed him.The person who poisoned the capsule was arrested shortly after.So far, the crisis situation has basically been brought under control. However, Johnson & Johnson, which is good at "taking advantage of the situation", did not put the product on the market immediately, but launched a three-layer sealed bottled product to eliminate the possibility of the drug being poisoned again, and at the same time, the whole process of the situation was disclosed to the public. release.At the same time, Johnson & Johnson once again thanked the American people for their support of "Telenole" through the media and sent coupons.This series of effective measures made Tylenol rise again in the market, regaining 70% of the original market share in just 5 months. The Tellino incident is also considered to be one of the most effective models of crisis handling in the world today. In 1983, for the first time in history, the Public Relations Institute of the American Honors and Awards Committee awarded a Johnson & Johnson affiliate with the Silver Diamond Award for its appropriate handling of the crisis. With the increasingly open and developed media and public opinion, enterprises cannot ignore the image crisis caused by public opinion. In 2006, U.S. Wyeth milk powder was restricted and recalled, and Nestlé food contained unknown genes; in 2007, the LG refurbishment incident, Motorola mobile phone explosion incident; And the "Johnson & Johnson" incident, the modern crisis is testing the maturity of an organization's managers. As an enterprise in the whirlpool of crisis, how to coordinate its own interests, public interests and media credibility, spread the real and objective situation to the public through the most appropriate channels in a short period of time, restore the reputation of the corporate brand, and minimize the loss of the enterprise The minimum is a problem that many companies are confused about. Marketers believe that enterprises should put the interests of the public and consumers first when a crisis occurs, and make sure to take actions to safeguard the interests of the public and consumers.The public and consumers are the objects of the enterprise's services. Without their support, the enterprise will lose the necessity of survival. Marketing PR formerly known as public outreach, the task of public outreach is considered to be to seize the educational space (unpaid) for coverage in various print and broadcast media in order to promote or "praise" a product, service, idea , a person, and an organization.And the content of marketing PR goes beyond publicity. Public welfare activities are also a part of public relations. It is an important means for enterprises to win the support of the government, society and the relevant public and establish a good image of the enterprise.Holding public welfare activities is conducive to creating a sense of kindness in the hearts of the public, which is appreciated by people.At the same time, this kind of action has a good dissemination effect. The media is willing to report public welfare sponsorship activities. It not only covers a wide range, but also has good effects. Sometimes the money spent is not more than the advertising cost, which is economical and affordable. 在美国佛蒙特州，有一家专门生产和经销冰淇淋食品的企业——本·杰里公司。这是一家在16年前由两个年轻人用8000美元开办的小冷饮店。如今它已发展成为美国冰淇淋大王，生意十分兴旺。 是什么使本·杰里由一个不起眼的小店成为显赫一时的巨头企业呢！答案很简单，那就是公益事业。 本·杰里在创业之初，就不吝惜用于公益事业的资金，在他们开业不久，即拨出专款，举办露天免费电影节，这项举措受到了公众很高的赞赏，使本·杰里公司的荣誉形象初步进入人们的心中。 当经营有了进展，公司又设立“本·杰里基金”，用公司7.5％的税前利润，去赞助或奖励当地的公益事业，进行慈善活动。在具体参与过程中，他们不仅仅是捐出钱款便告完事，而是力图把慈善活动贯穿到自己的整个经营之中去。为了扶植印第安人，就使用印第安人采集的野草莓为原料，新推出：“野莓”牌冰淇淋；他们还用热带雨林的硬果为原料制作冰淇淋，并将其所获利润的60％捐献给热带雨林的环境保护工程。 1992年，本·杰里公司又发起了“不遗弃一个孩子”的运动，立即得到社会各界的响应，先后有7万份邮件雪花般地飞往美国国会，支持本·杰里的倡议。从而使这一主题被列入国家最高机构的议事日程，影响波及全美。 一系列成功的公益活动使本·杰里公司良好的企业形象深深扎根于人们的心中。一提起本·杰里，人们想到的不仅是冰淇淋而且还有更多的温情和亲善。人们越来越多地关注本·杰里，公司也因此从顾客那里得到了回报：顾客们常常给公司寄来各种改进生产的有益建议。公司则根据这些建议，及时改进产品。这些产品适应顾客变化着的口味和需求，被顾客誉为具有现代风味的冰淇淋而畅销各地，经久不衰。 本·杰里公司自创业之初就注重公益性活动，顺应时向，抓住消费者的兴奋点，引起共鸣，为企业树立了良好的形象。无疑，公益活动的商机对新品牌或无名品牌迅速提升知名度有重大的意义。其实不仅如此，对于那些已经知名的品牌或者市场公认的强势品牌来说，其作用也同样不可忽视。 就海尔而言，在经过多年的努力之后，它已经成为国内家电市场上无可争议的第一品牌。但这个企业在近几年的广告宣传中，还是敏锐地抓住了国人最为关注的几件大事：2000年两会、2001年北京申奥、2002年韩日世界杯足球赛、2003年“非典”公益广告、2004年雅典奥运会，使海尔成了把央视影响力“变现”的高手。 通过公益活动公关的方式多种多样。日本本田汽车公司在美国四处散发一本《本田与美国社会》的小册子，阐明本田对美国经济的贡献，以减轻美国人对日本经济侵入的担心和抵触情绪；享誉世界的“金利来”于1977年捐赠了5万元人民币，作为梅县足球队经费，资助梅县地区举办了高水平的“宪梓杯”足球赛；独资赞助了“金利来”全国优秀队足球邀请赛、“银利来”中国足球杯赛、“金利来”杯全国足球联赛…… 不同的企业可根据社会事件的发生和企业的发展来参与或开展公益事业，提高自己在公众中的声誉。科特勒提醒，正如其他推广手段，在考虑何时以及如何使用公关促销的时候，公关部门应制定公关目标，选择公共关系信息和工具，实施公关计划并评价结果，公关应与其他促销活动融为一体。 由于大众广告的作用力在日益减弱，营销经理正在更多地求助于营销公关。公共关系无论对新产品还是原有产品在建立其知晓度和品牌知识方面有着特殊的效果。 在国际市场上，加强市场营销的政治意识又是新时代的潮流。随着全球范围内的贸易保护主义和政府干预经济的日益加强，产品即使适销对路，也未必能占领市场，如美国的廉价大米就很难打入日本市场，因此，各个商家的目光就集中在了政府这张牌上。 可口可乐公司就是成功凭借政治发展战略进入并拓展国际市场的典范。 在本世纪20年代以前，可口可乐公司的业务仅限于北美地区，但两次尤为重要的政治战略使可口可乐公司成功地打入了国际市场。 一次是“二战”期间，可口可乐伴随着美国军队进入了欧洲市场。当时，可口可乐公司的董事长詹姆斯·法利是罗斯福总统的顾问，他利用自己的这种特殊身份及其在政界的关系，及时在前线设立了可口可乐装瓶厂，为战争和可口可乐公司获胜奠定了坚实的基础。 另一次是可口可乐利用政治手段营销成功登陆法国。法国在欧洲占有重要地位，是打开欧洲市场的门户。但是，可口可乐在进军法国的过程中遇到了麻烦。法国共产党的机关报指责可口可乐计划是对法国的经济侵略，预言它将使法国的葡萄酒市场萧条，会造成政府财政的严重赤字，甚至称可口可乐的营销网络将充当美国间谍的角色。法国饮料业界也预感到可口可乐的严重威胁，指责喝可口可乐像吸毒、抽烟一样，会危害公众健康。 可口可乐公司在铺天盖地的指责面前显得异常的理智和清醒。可口可乐公司冷静地雇佣法国著名的法律和科学专家，并利用他们在法国政界包括在总统办公室和公共卫生机构的关系，将自己的主要言论以备忘录的形式提交给法律部门和议会议员，声明可口可乐已在76个国家享有自由销售权，符合卫生标准，不会造成政府财政赤字，影响法美贸易平衡。詹姆斯·法利还专程拜访了法国驻美大使，要求法国外交部劝说财政部及内阁取消对可口可乐的禁令。他成功地敦促美国国务院出面干预，对法国海关阻挠可口可乐浓缩液进口表示抗议。经过多番努力，法国总统办公室终于出面协调，使内阁和饮料业界改变了原来的态度，连议会也做了让步。从此，可口可乐得以登陆法国，并迅速打入了欧洲市场。这场前所未有的政治商战也因此在可口可乐发展史上留下辉煌的一页。 在全球经济高度一体化的今天，政治的经济作用日益突出，尤其是很多声名显赫的大企业，更是处处以政府鸣锣开道。可口可乐就是一个鲜明的例子。像可口可乐公司这样进行成功的政治营销，当今世界已形成潮流。各国首脑出访，甚至包括外交官的培训，都把经济使命当成国家交往的主流。 传统的“4P”理论在西方已有30年的历史，但近年来，国际市场竞争激烈，许多国家政府干预加强和贸易保护主义再度兴起，市场营销理论也随之有了新发展。菲利普·科特勒提出“6P”理论，除原来的4P，还增加了权力和公共关系。这就是说，要运用政治力量和公共关系，打破国内和国际市场上的贸易壁垒，为企业的市场营销开辟道路，这就是“大市场营销”。值得一提的是，在中国，政治营销这一概念引进的时间还不长，而且在实践中运用的更少，这需要我们不断努力。 一个公司不仅要建设性地与他的顾客、供应者和经销商建立关系，而且也要与大量的感兴趣的公众建立关系这将对公司达到目标的能力有着实际的或潜在的影响力。 公关运用得好，还能够成为一种有力的促销手段，对企业的产品销量有不小的贡献。 久负盛名的美国宝洁公司历史悠久，以生产日常洗涤与清洁用品为主业。由于公司在世界各地的分支机构的发展进程各不相同，且由于世界各国之间巨大的文化差异，因而它在全球各地根据不同的文化特色，采用不同的公关促销，获得了成功。 在日本，宝洁公司将其在美国旺销的纸尿裤投放到日本之后，虽然初期销量不错，但其间的患却没有被公司高层管理人员察觉。由于两国在养育婴儿的习惯方法上存在着较大差异：美国的母亲平均每天只给婴儿换6次尿布，而日本的母亲则平均每天要给婴儿换14次尿布，导致日本人购买宝洁纸尿裤，每个婴儿每个月需花费50美元。在美国，这方面的花费就相对少一些。因而当一家日本本地的公司乘虚而入，生产出一种价格便宜、贮存方便的轻薄型纸尿裤之后，宝洁的纸尿裤很快被挤出了日本市场。 然而，在波兰，宝洁公司却因为深谙当地居民的心理而取得了预料不到的成功。波兰本国的洗涤产品特点是质量低劣，并有许多假冒的外国品牌；居民想买外国公司的产品，但又怕买到“假洋鬼子”。宝洁公司便在产品外包装贴上一些错误百出的波兰文写成的标签，或拼写有误，或是语法乱七八糟；波兰人认为错误百出的商品标签代表着真正的外国产品，一时间，这些贴有错误百出的标签的商品卖得十分红火。 在韩国和中国，宝洁公司学会了使用不符合美国标准的颜色。例如纸尿裤在美国分为浅蓝色与粉红色，浅蓝色是男婴的，粉红色是女婴的。而在韩国和中国，重男轻女思想的影响，人们以生男婴为荣，生了女婴的妇女去买纸尿裤，也不愿意让局外人知道自己生的是女孩。宝洁公司意识到了这一点，于是他们在亚洲推销的纸尿裤便都统一换成了中性的白色。 宝洁的这一举措，受到了中韩两国母亲的极大欢迎，宝洁正是凭借这种敏锐的市场“嗅觉”来获取节节胜利的，这也是宝洁公关促销的一种胜利。 消费者是千差万别的，同一地域的不同消费者有不同的需求标准，不同地域的消费者更有不同的需求标准，因此，没有一种产品，可以在全世界各个地方受到同样程度的欢迎。比如一台红色外表的电视机，在有的国家很受欢迎，因为红色代表着喜庆；而在热带地区，它却不受欢迎，因为红色放在家里，给人一种很热的感觉。 成功的经营者总是知道如何利用公共关系制定不同的营销策略，他们会针对不同的消费群体，生产多样化的产品，以满足不同消费者的需求。在公共关系中，我们要想赢得顾客的理解和支持，首要任务就是积极维护消费者权益，努力创新以满足消费者不断的需求，及时与消费者传递信息、沟通感情。 公司可通过安排一些特殊的事件来吸引顾客对其新产品和公司其他事件的注意。这些事件包括记者招待会、讨论会、郊游、展览会、竞赛或周年庆祝活动，以及运动会和文化赞助等，以接近目标公众。 事件营销是近年来国内外十分流行的一种公关传播与市场推广手段，集新闻效应、广告效应、公共关系、形象传播、客户关系于一体。由于互联网等传播技术的高度发达，当今社会在互联网传播的影响下，是信息极大丰富甚至可以说是信息泛滥。这就给催生了事件营销方式的诞生必要性。简单地说，事件营销就是通过具有话题性、新闻性的引发公众的注意，使得我们的产品可以在同质化泛滥的产品信息中脱颖而出，走入消费者的视线，因而才有获得被购买的可能。 比利时的很多外国的啤酒商都发现，要想打开首都布鲁塞尔的市场非常难。于是就有人向畅销比利时国内的某名牌酒厂取经。 这家叫“哈罗”的啤酒厂位于布鲁塞尔东郊，无论是厂房建筑还是车间生产设备都没有很特别的地方。但该厂的销售总监林达却是轰动欧洲的销售策划人员，由他策划的啤酒文化节曾经在欧洲多个国家盛行。 林达刚到这个厂时不过是个不满25岁的小伙子，那时的哈罗啤酒厂正一年一年地减产，因为销售不景气而没有钱在电视或者报纸上做广告。做推销员的林达多次建议厂长到电视台做一次演讲或者广告，都被厂长拒绝了。林达决定自己想办法打开销售局面，正当他为怎样去做一个最省钱的广告而发愁时，他徘徊到了布鲁塞尔市中心的于连广场。这天正好是感恩节，虽然已是深夜了，广场上还有很多欢快的人，广场中心撒尿的男孩铜像就是因挽救城市而闻名于世的小英雄于连。当然铜像撒出的“尿”是自来水。广场上一群调皮的孩子用自己喝空的矿泉水瓶子去接铜像里“尿”出的自来水来泼洒对方，他们的调皮启发了林达的灵感。 第二天，路过广场的人们发现于连的尿变成了色泽金黄、泡沫泛起的“哈罗”啤酒。铜像旁边的大广告牌子上写着“哈罗啤酒免费品尝”的字样。一传十，十传百，全市老百姓都从家里拿起自己的瓶子、杯子排成长队去接啤酒喝。电视台、报纸、广播电台也争相报道，“哈罗”啤酒该年度的啤酒销售产量增长了1.8倍。林达也成了闻名布鲁塞尔的销售专家。 事件营销是公关中常用的方式，通过设计一些具有“眼球性质”的事件，吸引媒体的关注，以达到企业需要的公关效果。在销售过程中，企业可以通过策划、组织和利用具有名人效应、新闻价值以及社会影响的人物或事件，引起媒体、社会团体和消费者的兴趣与关注，以求提高企业或产品的知名度、美誉度，最终促成产品或服务的销售。 著名的诺贝尔奖获得者赫伯特·西蒙在对当今经济发展趋势进行预测时指出：“随着信息的发展，有价值的不是信息，而是注意力。”这种观点被形象地描述为“注意力经济”，也叫“眼球经济”。我们所销售的产品如果能刺激到消费者的“眼球”，那么，就赢得了销售的第一步。只要我们的产品的信息引发了顾客的兴趣，如对产品的广告代言人，或是所推行的新理念、新功能产生兴趣并愿意了解和关注，那么，他就可能成为最后的购买者。 因此，营销人员在销售过程中，可以通过有意地制造“事件”，从而给为我们原本并不打眼的商品带来“商机”。随着“注意力经济”的不断发展，事件营销将越来越成为企业常用的营销方式，而作为吸引注意力的事件本身，也将会是需要周详计划与决策的公关事件，考验着我们的智慧。