Who is the advertorial for? This is a basic question, if we don't even know the audience, it is like blindfolded boxing.

Advertorial is written for the majority of readers, we ask them to be satisfied, not only to spread the information of the enterprise, but also to give readers rich added value. The reader is not looking at our advertisements, and does not want to see our advertisements. If he finds himself in the "trap" when reading news, he is accepting the advertising information, then the reader will have a feeling of being deceived, then the reader will not be able to read it, and even if he reads it, it is difficult to fully believe the authenticity of the article.

However, in practice, in order to reflect the purpose of "customer is God", many PR companies often expose the nature of the advertisement. The vented, mouth-splattered articles are like street ads. The customers are happy, but the readers are not. Who wants to see a bunch of manufacturers bragging about themselves when they want to read the news?

According to Zhaowen, advertorial should be clearly positioned first: advertorial is also valuable news. As the main body promoting social and economic development, enterprises need to be transparent in their information and "meet" with the public often. But if they often appear as braggers, how can they build up their reputation?

Ogilvy once said, "We must never treat our readers as fools." Unfortunately, many advertorials often treat readers as fools, thinking that they will believe what they say. And the client side of the public relations manager is often wishful thinking, readers can not read the taste of advertising and trade in the news, as long as the momentum "scare" readers, readers will "comply".

We can see that most public relations companies now have a very frequent flow of talent, and at the same time, the customer flow of public relations companies is also very frequent. Why? Because planners and writers often fail to provide satisfactory services for clients, clients say that the service quality of public relations companies is not good, so they "kick" the public relations companies, and the public relations companies say that the staff is not good, so they "open" the staff. Some of these are "big companies" that boast of having "well-known clients". In fact, when we collect advertorials from many well-known enterprises, we find that the quality of their articles is not much different from that of the "media workshop" of three or two people.

Although the public relations industry has developed over the years, many companies do not have a scientific workflow for planning and writing stories. Many PR firms hire writers, and the style and quality of the story is up to the individual. This is the essence of the difference between many so-called "big companies" and small "media workshops". A manuscript sent to the customer in the past, the customer a look, not satisfied! The writers here wonder: Is it not enough? And a bunch of touchy-feely adjectives and fixatives! So repeated several times, the customer are masked, forget the soft text of the real reader is who. Clients should understand that while we are writing for them, we are writing for society. Clients are God to us, but readers are God to them.

How does advertorial operation achieve the "win-win-win" of readers, customers and media? How does advertorial operation establish a scientific workflow? There may be some way to go, but of the three, the reader is undoubtedly the most important.