We know that, generally speaking, whether the news release is professional or not is an important criterion to judge whether the news release platform can develop for a long time. So what is professional? Perhaps we can take Aswentong, the first agency in China to provide comprehensive press release for business owners, as an example to see what a mature news release platform should have.
A news agency can not be sustained without the support of many media. Therefore, media resources should become a standard that can not be ignored. According to the information learned from the official website of 100 day News, its media resources are very rich. Its media partners include: Phoenix, Tencent, Sina, NetEase, Sohu and many other well-known portal websites, as well as People's Daily, Qianlong.com, Xinhuanet and other authoritative websites, and so on.
It can be seen that a mature news release platform should not only master a large amount of media resources, but also make these resources as high quality as possible. Most of its cooperative media are mainstream media with great influence. Even in second - and third-tier cities, it is also dominated by authoritative media platforms, so that customers can choose suitable and truly influential channels from them without wasting money on unnecessary places.
In order to enable enterprises to find the negative news appearing in newspapers, magazines and other print media as early as possible when conducting public relations activities, make early crisis warning and avoid "innocent", professional news release agencies usually provide print media detection services for these enterprises.
This service also requires the organization to have considerable media resources, as much as possible to play the advantage of the media resources at hand. According to the information we collected online, the news can provide a full year of print media monitoring services for an enterprise, while monitoring the print media can take 300. In the first time after the release of information, the enterprise can make a preliminary response plan according to the latest developments.
Adaptability refers to the degree of adaptability to the market. Each news agency is different in its birthplace, and its degree of adaptation to the market is naturally different. Although Aswen is a comprehensive press release agency for enterprises, there are also strong foreign competitors. Pr Newswire is one of the most formidable rivals Aseark has faced in its efforts to expand overseas. Pr Newswire is an old news agency in the United States. At 60 years old, it has a lot of experience. Aseark's overseas development is naturally difficult to match PR Newswire's. But at home, PR Newswire seems to have no "voice", why?
The reason why localization is difficult to achieve. As a veteran American in China, you have to start as a baby again due to different policies and cultures, but PR Newswire seems hard to put down its value. In the early stage of entering the Chinese market, PR Newswire still used its English logo, no "local Qi", no cultural identity, how can it be promoted? When it comes to news releases, the words we think of are generally serious and professional, and domestic news releases are even more so. If you can't adapt to the domestic news environment, the market is difficult to develop. This is the reason why PR Newswire, which has been developing in China for 15 years like Asahi, has never been able to compete with Asahi.
Of course, if we want to continue to expand overseas markets, we should also take this as a warning and do a good job in adapting to the local "article", in order to continue to survive overseas.
