As the advertorial publishing platform of Zhaomitong is in the leading place in the industry, today Zhaomitong has set up a strong "advertorial writing" team to write press releases. The press release publishing industry and the traditional public relations advertising industry are forced to usher in a wave of innovation. Under the planning of the development roadmap of Zhaomun, the "three-step strategy" is advancing rapidly in the public relations industry. Traditional public relations companies are all working hard in their respective areas of concern, such as online marketing and advertising, and market planning.

The "three-step strategy" of Asomtek is advancing comprehensively in the public relations industry

Speaking of the development of public relations industry in China for more than 30 years, the relevant person in charge of China Public Relations Association pointed out that the development of public relations of Asomitong in China is an alternative business model, which can be summarized as "naked and transparent price system, desperate price war and Gome's business model". The first step, realize the enterprise press release planning; The second step, according to the different needs of enterprises, to provide personalized solutions, namely press release writing services; The third step is the press release platform that Zhaomuntong is striving to build. The news articles of enterprises can quickly appear in major media across the country through the press release platform of Zhaomuntong. These three steps summarize the trajectory of news release planning, writing and publishing.

Step 1: Press release planning

As the first step of the three steps, how to meet the press release can basically express the needs of enterprises and achieve the recognition of consumers and media is the main problem that the public relations industry needs to solve. Whether news planning has a clear definition does not affect its implementation at the tactical level as a practical means. In a sense, at present, the technical content of news planning has become an important index to measure the quality of news products in urban newspapers. Wang Jixing, director of the Academic Committee of National Provincial Evening Newspaper City Daily, used four words to describe the significance of this method to the quality of news products of City Daily: plan and win. For example, we should be good at "from far and close", open the perspective to capture the hot news, so that the information content of foreign news quickly localization; For example, we should be good at "fast fight slow", accurate judgment of hot spots, early and comprehensive attack, in the first time a news contains effective information "all in one net" and so on. We believe that with the further application of network marketing to news planning means, the specific tactics of planning will be more abundant, and the comprehensive application of various means will be further strengthened.

Step 2: Press release writing, also known as "advertorial writing"

Soft writing is a commonly used weapon in integrated communication. Writing soft text is the basic homework of planning personnel. First of all, the title should have dazzling power, and write all articles, soft title should have enough attraction; Importantly, it's not just about being attractive; it's about being able to incorporate the unique selling points. Secondly, the mechanism should be easy to understand, do not be mystifying, the article is difficult to understand. Even if you are an esoteric theory, you must express it in a way that is easy to understand. Because your soft text is for people to see, not to frighten people. The ways to make the article easy to understand are: metaphor, analogy, examples, life language and so on. Finally, there is the logical power of captive readers, soft writing is reason, to convince people by reason. Unlike advertising, advertising is about indoctrination and persuasion. The scientific logic power of advertorial should be able to justify itself and lead readers into their own "trap" step by step.

Step 3: Press release "advertorial release"

With the personalized media needs of enterprise network marketing, designated media, designated channel and designated position have become the new requirements facing the development of public relations publishing industry, publishing companies have entered the third stage of development. However, traditional public relations companies are seriously out of touch with the actual needs of enterprises. In view of this, Zhaomuntong has launched three sub-solutions, namely, domestic online media publishing, domestic print media publishing and foreign online media publishing, and has incorporated the number of executed media into the assessment criteria. The application of all-media press release distribution platform has made the news publication rate reach more than 107%; Let the release of press release break through the traditional time and word count, media restrictions, to achieve more efficient, more convenient, cheaper operating effect.

Industry network marketing and public industry experts have analyzed that the various public relations companies and network marketing companies focus on the execution level of the press release, but how to let the credibility of the press release play a role, how to let readers recognize and ensure the transmission of the price core of the enterprise brand is the key. He believes that the "planning, writing and execution" solution of Zhaomitong not only grasps the needs of enterprise network marketing, brand promotion, advertising cost reduction and other aspects, but also provides perfect cooperation in the whole process of writing quality, media coverage and service. This is the advantage of Zhaomitong, but also the only way that other public relations companies and advertising companies must follow. The short board effect will be immediate. The "three-step strategy" is actually a step-by-step process, and the Great Leap Forward brand promotion strategy will not work in the end.