Public relations practice in the media in its role in promoting the business enterprise to reflect on the majority of media and public relations companies and enterprises are a very difficult question to answer. Many companies will challenge the media and public relations effect, so that costs some companies even prefer to go all the inputs to the ad, do not want to invest in media and public relations costs.
The goal from the media and public relations point of view, its main goal is often to promote the long-term corporate brand through brand building to indirect role in promoting the realization of the business. However, many companies more focused on the current business changes. Therefore, the media and public relations efforts of the company is often difficult for these companies are strong enough to be persuasive. The reason for this is that media and public relations on the one hand the long-term goals and short-term goals of the differences in their business, on the other hand is also a PR rating system of the difficulties.
From the operational level, the effect of media and public relations than advertising effectiveness assessment is often more difficult to assess. Even the effect of internal assessment and there was little advertising to regulate business to operate, the media, public relations and no science impact assessment system to complete.
This difficulty is to assess the high costs. In assessing advertising effectiveness, we see that done in a standard is DELL, they hired a third-party company to carry out professional, all the media of advertising effectiveness evaluation, the results of this assessment combined with media advertising costs as its advertising of vane. However, for most small business advertising, this assessment of costs relative to the proportion of the cost of advertising spending may be considerably higher, which most companies do this kind of special effects and scientific evaluation is a too high threshold.
This is more prominent on the media and public relations, in general, the media, public relations own input costs much less than the cost of advertising, public relations and media assessment of the cost even higher than the advertising assessment. Therefore, the cost to do this evaluation and may even exceed its own investment in the media, public relations scale, form a "top-heavy" situation. It is for this reason, the media, public relations is rarely standardized and scientific evaluation system. The professional company of this kind and therefore has not been developed.
However, no scientific system of evaluation does not mean that the media can not reflect the effect of public relations. Indeed, even in the short term benefits, we still found good media and public relations business has a significant role in promoting.
To create good undergo English training had to undertake a project the company's media and public relations point of view, the beginning of this training, all trainees are by the company salesman to sell directly to enterprises or companies related to incorporation of the personal relationship. Good record in its media and public relations undergo undertake within one month after, take the initiative to call to consult the specific training situation and the rapid increase in enrollment of users. As such, we believe that this change could have even more obvious because of its lack of a single media and public relations to effect the necessary support to play a significant discount. This includes the construction site and the convenience of online check is not enough, even the company telephone number inquiry system does not enter 114. As the media and public relations work in general refused to publish phone numbers and website if such specific contact information. Thus, through other channels to provide users with convenient ways to find the contact media relations will play an effective short-term effects.
Based on this, the media, public relations business to promote, if you want to achieve short-term effect, it is necessary and advertising, website, telephone query system with well. Because functions that the media only stimulate the user's attention to public relations, rather than how to solve the user contact with the business functions.
Because of this, in order to save costs, not only do media and public relations public relations into advertising and the role of the media only do negative ads are unscientific extreme choice.
There is a very obvious example is that we have done through the pulse of Nanjing Gold (a company engaged in software business management software company), media and public relations projects. At that time, the media published a number of corporate public relations reading manuscripts on trying to contact this firm, but not the Nanjing Jin pulse through advertising, so some companies asked to call the newspaper business phone, the newspaper has hit record good undergo asked This enterprise calls. This tedious work has great enthusiasm only possible to do the user, but most users, after all, did not like groupies desperate fanaticism and, therefore, more contact with their intended users are often too cumbersome and give up.
So, just to do public relations face that the media will not view short-term effect that he actually did not understand the essence of media relations, and relations with other marketing tools.
In addition, an ad appears better than the media and public relations is also due to some companies trying to express in words all the things he would like to express, and advertising ideas are intended to be a unitary. Some not very professional PR companies do not realize when they are used in media and public relations operation "Monkey breaking corn" means the organization of the content seems to spread a greater amount of information, but in fact such a large amount of information and can not open the audience recognition know the door, on the contrary, it greatly reduces the effectiveness of media relations. In other words, the media, public relations work although it may be a word from the hundreds of thousands of words to the manuscript, but its intent remains focused, and only then, it will show its full effect.
These reasons make a number of practitioners, and even professional public relations company public relations people who think the media is difficult to bring real short-term corporate business promotion. The formation of such a view precisely to cover up its public relations work is not thorough, not meticulous, not even really know the actual situation of media and public relations.
On the contrary, to understand these factors, we will be able to play the media to maximize the value of public relations. If you want the media and public relations and give full play to its short-term effects, action, perfect matching with other systems, do not let the media public relations alone.
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