[China Glass Network] Public relations companies operate not only in soft texts, but also in writing the basics of hard news; grasping the news and grasping the timing of news to create and disseminate news sensitivity for enterprises; understanding industry background, industrial structure, competitive environment, for the media Providing solid logical thinking of corporate news materials, the fast-track public relations team believes that a good public relations media must have such professional qualities.
Things to note when writing a web newsletter:
Each news topic spread can be divided into several different dissemination versions. By the previous version: the media message draft; the second version: the media version of the draft; the third version: the network media news; the fourth version: the network media draft (Internet word of mouth hype, that is, posting content is not discussed here range).
These four versions, based on communication appeals (promotion-oriented, brand-oriented), marketing FromEMKT.com.cn process, news thread, communication cycle, frequency of communication, public attention, media excitement, leadership opinions and other communication factors Write and publish press releases of “first move, follow up, supplement, and closeâ€.
First of all, the media news draft and the media draft, the content can not be too soft, otherwise it will only make the friends of the media embarrassed. Some public relations drafts even convinced the editors of the journalists, but they could not convince the readers after they were sent out. The excessive touting would only make readers reluctantly give up reading. The experience of the fast-writing public relations team is that the news is concise and the draft is ups and downs.
Secondly, the network media news release and the online media draft (except for the media media official website forwarding), the content does not need to be too hard. On the one hand, the publishing scale of the online media editor is more relaxed than the paper media, and the embedded content can be more abundant. Second, the public relations department of the company has an instinctive initial loyalty. It is hoped that “the paid public relations draft is a basket, and all the information can be loaded in the whole.†It is not desirable for the public relations draft to refer to it. The online media can be a public relations company and Build a buffering platform between enterprise needs. In addition, with the advancement of paper media, readers have a certain degree of scalability in the reading depth of online media.
Moreover, whether it is a plain print or an online media, when the public relations media writes a press release, the evidence of the source of the news source and the facts of the news must be rigorous, especially the Xinhua News Agency, data citations, and opinions quoted. Direct verification is required. Some data, a little point of view once the Xinhua News Agency (Xinhua Net) release will be a fact, therefore, public relations people must not give reporters friends "buried mine." Of course, as a business, don't just give yourself a high hat with paper.
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