What does news marketing consist of and how to do it?

Use news to display products and events in an all-round, multi-level and focused manner. There are a lot of success stories! Go down and look for the end of the PR.

As a marketing method, news marketing is the use of newsworthy events by enterprises to create "hot news" to attract the attention and interest of the public and the public, so as to achieve the purpose of improving social visibility, shaping a good image of the enterprise and ultimately promoting the sales of products or services. From product concept promotion to event marketing, from leveraging momentum to industry linkage, from theme activities to industry public relations, it is necessary for news marketing to always set up suspense in the planning and design of news points and the entire promotion process, so that readers can imagine the content after seeing the title, and then read it carefully; After reading the content, the reader makes conjectures and judgments about what will happen next, and is willing or even very eager to see it. In this way, the enthusiasm of the audience can be initially mobilized and participate in the process of news marketing.

Make enough of the incident points and keep it moving dynamically.

In the process of news marketing, we need to constantly set up fresh things, which can be called "small events", a number of small events are connected together, which constitute a complete event, which is coherent, in the form of tidbits, and emergent, and always maintains dynamic advancement, constantly creates attention, and makes the audience's enthusiasm warm, and is very happy to accept the influence of news.

Incorporate product information and terminal activity information.

News marketing is used to promote brands and products, and if it doesn't produce such an effect, then the action is a failure. It is necessary for us to skillfully integrate product information and terminal activity information into the continuous introduction of news reports, and the standard of this kind of ingenuity is not to allow traces, so that the audience feels that "the news should be like this, the product should be like the one introduced in the news, and the activities introduced in the news should also be very good", and will take further inquiries through the search engine to understand, or go to the market to understand on the spot. How to grasp this kind of "ingenuity" depends on whether there are such high-level writers.

Product promotion meetings and terminal ** activities take advantage of news marketing.

If there are several rounds of national and local news ** activities of the company's product promotion or terminal activities, through soft, perceptual, and subtle infection and influence of the audience, the effect to be achieved will be multiplied and magnified, and can produce a continuous aftermath effect, which will provide a very effective promotion for the marketing after the event. At the same time, in the ground promotion activities, if you mention how many ** reports, or show the ** attention and reports that have been received, it will add a lot of color to the ground promotion activities, make the authority and credibility of the product stronger, and it is easier to promote consumer purchase behavior.

The selection of communication channels should be carefully combined and scaled.

The last link that needs to be paid attention to is a very critical link: the issue of communication channels. There are two main channel options: ** and the online community. Through the combination of these two channels, news marketing can achieve twice the result with half the effort.

Now the news has a higher reading rate, the content of the news has credibility, it has a better search engine optimization effect, and the contribution to the promotion of brand value is greater. Now news marketing is very hot, everyone is doing it, and it is still of great significance to the promotion of corporate products or services.

The cost is lower. The cost is generally not more than 5% of the cost of a hard ad.

2.More acceptable to consumers. News can clearly explain real and reliable events to the public, so it is easier to be accepted and trusted by consumers.

3.The speed of propagation is fast. News is mostly inseparable from events, and many companies will contact the latest events and report them quickly when doing news promotion. In this way, consumers will be more interested in paying attention and spreading it quickly.

4.Keep the word out. News can continuously report the development process of events, so that the audience can not only have a complete and comprehensive understanding of the content of the event, but more importantly, make the event receive continuous attention and continue to instill a certain point of view in a stage.

For example, the smog in the city is very serious, ** reports the harm of smog to the human body every day, and after a long time of publicity, people feel panic from the bottom of their hearts and scramble to buy masks. That's where ongoing advocacy comes in.

5.Multi-point propagation. Good news is easy to be disseminated a second or multiple times.

News marketing is in the form of news, from more dimensions to the target group to introduce the background, concept, value, products and advantages of the brand, the designated corporate news or product promotion soft text manuscript to the country's major platforms, so as to achieve brand publicity and public relations communication, establish a good brand image for consumers, influence the purchase decision, news marketing is also one of the important strategies for many of the world's top 100 companies to carry out brand public relations and crisis public relations.

News marketing is a core part of public relations communication, and it is the link between consumers and businesses. Since its establishment, Pony has provided public relations and communication services for enterprises with news marketing as one of the core services, and Pony is usually based on the operation mode of Internet + news ** advertorial to provide services, and the communication focuses on the new ** platform of the network.

According to the experience of Pony Zhitu marketing consultants, the public relations communication mode of Internet + news marketing not only has good communication characteristics, but also can play a special role in guiding users to establish positive feedback and maintain brand business reputation (crisis public relations disposal), therefore, news marketing has been listed by many enterprises as an important communication strategy for daily public relations and brand business reputation maintenance, which can not only establish a good brand and business image, but also play an important guiding role in the target market. Influencing consumers' purchasing decisions also plays an important role in improving the business.

In addition, another important value of news marketing is that the effect is reflected quickly, through the Internet + news marketing service program of Pony Zhitu, our marketing news can be retrieved and included by search engines in one minute at the earliest, so as to quickly enhance brand influence and value in a short period of time, and forge the authority, positive and positive corporate image and credibility of the brand, especially enterprise-level services or products, because of the high technical content or complex products, it is difficult to give people a deep impression through hard advertising, therefore, For enterprise-level products or services, we generally recommend the use of Internet + news marketing + self-operation to carry out multi-angle and multi-dimensional public relations communication on brands and products.

1.Purpose: A successful news marketing should have a strong purpose, although some news appears very suddenly, but we must know what we want to achieve through this news marketing.

There are many companies that always think that occasionally going on the news is to increase their corporate image. But from a marketing point of view, the purpose of a news marketing should be to increase sales with advertising. Therefore, how to determine the purpose of news marketing will determine the main line of news marketing.

2.Communication: To a certain extent, communication is also news, news is every day, so what news to seize for marketing?

The author believes that only hot news can attract attention. A disseminated news is the carrier of news marketing, so how to find a new combustion model and use it for enterprises is more important.

3.Embeddedness: Once you find a news spot, the most important question is how to embed the company and product or concept into the news, preferably without revealing any traces. In order to achieve the effect of taking advantage of the situation to spread.

4.Hype: A friend who makes health care products said that news has no value if it is not hyped.

This is indeed the case, just like in the SARS incident, many companies donated money and materials, except for showing their faces in the newspaper or TV the next day. Can this be called news marketing? We respect the selfless dedication of these entrepreneurs, but from the perspective of marketing, it cannot but be said to be a failure.

How can enterprises do a good job in news marketing? Combined with my ten years of experience, I will summarize the following 4 types for you, I hope to inspire you.

1.Determine the purpose of news marketing

Companies issue press releases for a specific purpose, and making that purpose clear is the first priority. Don't think it's easy to figure out the purpose, in fact, it is not easy to truly understand the role of press release marketing in achieving the purpose that the business wants to achieve, and you need the advice of a professional marketing planner. Whether it is a new product launch, event planning, brand promotion, negative public relations, or the company's daily marketing activities and brand maintenance, enterprises or press release marketing experts can only do the following work if they have determined the purpose of the company's press release and identified the role of press release marketing in the whole process.

2.Write press releases for marketing purposes

Once the marketing purpose is clear, the company will be able to get to the point through content such as text based on the target audience. Different audiences, different forms of content, different **, different marketing objectives are likely to need different content, in addition to effectively expressing the marketing purpose of the enterprise, how to make the audience like to see, willing to accept, and actively share, is the primary consideration.

3.Choose the right channel according to your target audience

Users have their own attributes, and whether the attributes are in line with the characteristics of the company's target audience needs to be considered. You can maximize the value of your press release by delivering the most appropriate press release content to the vertical where your target audience is most concentrated! For example, I use the most common onesMedium boxThere are many vertical industries in it, and I can reach more accurate people every time I submit, and there are many official media and central media, which are more authoritative.

So the first content of Xiaohong about how to do a good job in news marketing is shared here, and the interest can be overwhelmingly praised