公关第一 广告第二 6.9分
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PR creates the brand and advertising can then be used to defend the brand. Get this balance right and your marketing campaigns can zoom ahead with confidence.

“营销要处理的不是产品本身,而是‘认知’。要成功地执行广告或公关方案,必须创造出比谈论更具价值的东西,要将深奥的认知观念卖给目标消费者。谈论这类认知观念时,宣传报道或公关的方式要比广告更有效。” ——阿尔•里斯与劳拉•里斯

想寻找一个能抢先进入的新品类时,‘市场有多大?’不是最佳的入手问题,问题应该是,我们能创造什么样的新品类?这样新品类有任何值得报道的公关价值吗?要运用何种角度来吸引目标顾客,对新品类产生偏好?想诉求任何‘既有市场’,是没有立足之地的。” ——阿尔•里斯与劳拉•里斯

The role of advertising is to increase awareness, not sales

"Marketing doesn't deal with products. Marketing deals with perceptions.

要怎么运用公关建立品牌?尽管需要大量思考与想象力去执行,不过却非常容易描述:

为产品或服务找寻可抢占先机的机会。如果没有,就开创一个能抢占先机的全新品类。

挑选能够成为品牌的“脸”与“声”的人。以往都请明星代言,而今大多数都应由企业的CEO或创办人来担任。

从小处着手。找出一些与产品或服务有关的好故事,大量引用发言人的话,刊载于专业杂志与业界刊物,或当地社区的报纸。耐心等候。公关,永远需要长时间的发酵与改进,要有足够的时间产出所追求的结果。请谨记“无法掌控”,是公关的本质。要密切注意一些你认为微不足道的报道,可能衍生的变化。这些报道角度将来很可能会释放大量与产品或服务相关的线索。提醒自己,越好、越独特的新创意,往往需要越长的时间才能在消费者心中发芽。

没人比媒体自己更懂得怎样操作媒体。因此要让其他编辑与记者清楚知道,相关的议题曾在哪些文章、电视报道中出现过,想出新的、不一样的报道角度,使别的媒体还能继续报道。

尝试在当红媒体刊登“核心”故事。这将成为整体公关计划的主轴,未来再度运用时,可将“核心”故事切割成不同故事,以供其他媒体如直邮、文章转载等使用。

持续以这种方式,一点一滴定期供给市场新资讯,以赢得公关战。总之,每当要做些新鲜有趣的事,就要让媒体知道,且继续利用明星发言人来发声。

PR is all about building your marketing efforts on third party endorsements from others.

Select one individual who can become the "face" and "voice" of the brand.

Remind yourself the better and more original a new idea, the longer it's going to take to implant that idea into the consumer's mind.

Eventually try and place a "keystone" story in some major media heavy hitter.

to drip feed new information into the market on a periodic basis.

Creativity doesn't belong in the advertising department; creativity belongs in the PR department. Pr needs to be original in the sense that it needs to position products or services as new and different.

成功品牌要的是深度而非广度,也就是说,应该专注在某些优势而非为了样样都好而自曝其短。

PR can work quietly in the background to plant new ideas in the consumer's mind but the true job of good advertising is simply to amplify and build on those perceptions.

Many companies try and put their brand names on new products in a different category. They do this in the mistaken belief it's cheaper than building a new brand and to exploit their brand name awareness. The only problem is a new brand needs credentials to flourish. And the only way credibility can be generated is through PR, not advertising.

"The truth is, advertising cannot start a fire. It can only fan a fire after it has been started.

本期提到众多公关优势,最令我印象深刻的,即是品牌可信度与品牌发言人的建立。

台湾甲骨文总裁语

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创造出客户对公司品牌的信赖和使用后的满意度,让客户乐意把使用经验与其他企业分享,借由客户口碑与第三者背书的方式,再拓展出更多客源。” (甲骨文成功关键)

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