广告之外的媒体沟通之道——A企业公关稿件的秘制大法

• 作 者: 大千
• 出 处: 成功营销
• 发表日期: 2004年09期
• 关键词: A企业 企业公关 媒体沟通 公关策略 市场经理 媒体关系 软文 公关传播 报道文章 赞助活动

凡事都有门道。公关稿件作为企业“潜在宣传”的利器,因为其投入小、“产出”高,已经成为继广告之后,企业利用媒体进行传播的又一经常性途径。然而具体的制造技巧、操作过程,却往往让执行者头疼。这里面包含媒体关系、稿件创意、传播组合等多个“要命”的环节,而在企业发展的不同阶段,公关策略又有很大的不同。A 企业市场经理所总结的公关稿件从炮制到发布的一揽子规

Everything has a doorway. Public relations manuscripts serve as a weapon for business “potential publicity” because of their small investment and high “output”, which have become another regular way for businesses to use the media to disseminate advertisements. However, the specific manufacturing skills, the operation process, but often give executives a headache. There are a lot of links such as media relations, manuscript creation and communication portfolio. In different stages of enterprise development, public relations strategies are quite different. A corporate marketing manager summed up the PR manuscript to the release of the package of regulations