The media public relations manager is a very special role, he needs to contact both the top and bottom of the company. On the one hand, the voice issued by the enterprise through the media must represent the core strategy and brand positioning of the enterprise, and any small work is for the ultimate goal. On the other hand, the media public relations manager must worry about the most trivial things, including the sales figures revealed in the press release and the position of the press conference spokesperson. This requires the media public relations manager to be "high-minded and low-minded".
A qualified media public relations manager must have the following five qualities: first, strategic thinking; Second: media literacy; Third: overall planning ability; Fourth: communication skills; Fifth: the ability to control the details.
First: strategic thinking
Strategic thinking is the primary requirement of media public relations managers. The first job of the media public relations manager after taking office is to understand the strategic direction of your company and the strategic thinking structure of your boss through various channels. This actually requires you to have the simplest thinking habits. We must see the essence of the problem through all kinds of complicated appearances. This can actually be explained by several coherent questions. What should enterprises do? What are the enterprises currently? What else do you need to do? Is it necessary to do what the enterprise is doing or will do?
Anyway, learn to ask yourself these questions and see what you are doing now. Any company faces different strategic goals at different stages. When entering a new market, you need to open your popularity. When your business matures, you need to establish the core positioning of products and services. In the face of competition, you need to fully explain the attractiveness of your products and expand sales in a short time.
As a qualified media public relations manager, you must always understand what the company needs at that stage. Then we can decide what kind of public relations means to adopt and what kind of public relations information to release. When necessary, you must keep up with or surpass your boss in strategic thinking. You must know what the media public relations manager means to a company and why the boss will pay you. If it's just a publishing machine at any time, then your value will definitely be greatly reduced.
Second: media literacy
Media literacy generally refers to the knowledge, skills and abilities needed to use and deconstruct media information. The concept of media literacy was first put forward by British scholars in the 1930s. British scholars put forward for the first time that media literacy aims to further strengthen and improve their consciousness and ability to resist the "low-level satisfaction" of mass culture provided by mass media by advocating media literacy education for the public, especially teenagers, and encourage students to understand and resist the influence of mass media, so as to better protect their traditional cultural concepts and values. For a media public relations manager, media literacy refers to professional ability, how to use the power of traditional media to achieve the unique purpose of his own enterprise.
From the perspective of communication and acceptance, communicators refer to media practitioners, mainly news communication organizations, media managers and media communicators, that is, those who are engaged in the most basic frontline work such as journalists, editors, directors, producers and news anchors. The recipient refers to the public, that is, the media audience. Audience is a group concept. The relationship between sender and receiver is cognitive interaction.
As media public relations managers, they must understand the principles of media work. They make a living and make a profit by selling a special commodity-news. What media public relations managers need to do is to provide more news clues for media workers through their own special means in the process of collecting and producing news, so as to obtain by-products of their work results.
BenQ boasts that it has won 10% of the mainland mobile phone market within three years.
May 3, 2005107: 07 Sina Technology
Sina Technology News Beijing time on May 3 1 Sunday, according to foreign media reports, after obtaining the mobile phone production license in China last week, BenQ, a manufacturer in Taiwan Province province of China, recently announced that its goal in the next three years is to occupy 10% market share in the mainland mobile phone market. BenQ is a major OEM and supplier of information technology and communication products in Taiwan Province Province, China.
Irwin Chen, vice president of BenQ, said, "In 2004, we have been preparing for today. In 2005, we also served as the general manager of the network and communication business department of BenQ Company.
At the same time, Li Kunyao, president and chief operating officer of BenQ, said that the company will not change its mobile phone sales forecast this year just because it has just obtained a mobile phone production license in the Mainland. He said: "It is still very challenging for us to achieve the goal of selling 10 million mobile phones in 2005."
So far, BenQ has set up a joint venture company mainly with China Power Communication (CECT) to sell mobile phones in the Mainland by relying on the dual-brand strategy. (Martin)
Obviously, this is the voice from the enterprise, and the media public relations manager of this enterprise has the most basic media literacy, and he knows that such information is needed by the media.
Third: overall planning ability
The overall planning ability of media public relations manager not only refers to doing things, but also includes how to plan managers. Basically, you have to mobilize all the resources of the company for outsiders to see. Whether it's your after-sales service staff or the chairman of the company.
For a media public relations manager, you should not only lead subordinates, but also direct the image and life of every key person in the company. Generally speaking, the objects that need to be paid attention by the public or the media in a company are the objects that you need to manage. In normal times, what you need to care about is the employees above the president level of your company, the masters of human resources, finance, core business and core technology. In special times, such as public relations crisis, you need to manage anyone who may face media questions. You must correctly guide their appearance, answer questions and mental state. And this requires extraordinary co-ordination ability. Let's look at an example of Wang Shi.
Wang Shi wants to slide an umbrella on the roof of the world without getting into trouble.
On May 25th, 2003, 13:44 China Sohu MMS reported.
China Sohu MMS reporting group: This afternoon, team member Wang Shi and Sohu MMS reporting group Zhao Mu will go to Zhijue La Shankou to open an umbrella together. Anyone familiar with Wang Shi knows that he not only loves climbing mountains, but also sliding umbrellas is an extreme sport he likes very much. On June 5438+ 10, 2000, Wang Shi accidentally broke a right rib while playing an umbrella at the Sanye Temple in Qingpu Mountain, Tibet. For such a paraglider, Wang Shi will naturally not give up the great opportunity of paragliding on the roof of the Himalayan world! (Yu Haimin)
The chairman of Vanke is a big player, but for the media public relations manager of this company, your responsibility can't stop at watching your chairman play. You must know who should finish this fun work and whether it will be beneficial to the overall image of the enterprise. I have been thinking, fortunately, the real estate industry is an industry that can indulge imagination. If it is in an industry that needs a rigorous attitude, I wonder if a qualified public relations media manager will stand up and pull Wang Shi down from the mountain.
What really reflects the overall planning ability is in the process of large-scale public relations activities and crisis management.
On June 5438+February, 2004, the Hong Kong Independent Commission Against Corruption announced 1654381October 30 that among the ten Skyworth Digital executives arrested, Huang Hongsheng, Chairman of the Board of Directors of Skyworth Digital Holdings Co., Ltd., and his younger brother and executive director Huang Peisheng were charged that night. The two men were accused of stealing more than 48 million yuan from the company. After this incident, Skyworth's media public relations managers are under great pressure to co-ordinate. On the one hand, they need to coordinate the swarming media, on the other hand, they need to manage the internal speech system as a whole. Thirdly, they need to cooperate with some peripheral partners, such as distributors, so that they can express their support in various ways. At the same time, they also need to stabilize the confidence of investors and suppliers through various actions such as public relations companies and advertising companies.
Fourth: communication skills
Of course, communication skills are reflected in internal and external aspects. Generally speaking, for a media public relations manager, the test of communication ability is mainly reflected in two aspects besides the requirements faced by other professional managers: communication with the top management of the company and communication with media personnel. At this time, communication ability is not your ability to use words or the standard level of Mandarin, but more importantly, your ability to express your thoughts clearly.
The core brand positioning of enterprises is the most basic criterion for media public relations managers, and the formation of this positioning also requires the participation of media public relations managers. Therefore, the media public relations manager must have the ability and courage to discuss with the boss and know how to bargain. In order to make a profit, a company often deviates from its core brand positioning. More often, the top management of enterprises will easily deviate from the core positioning for personal preference. At this time, someone needs to drag him back, and this work must be done by the public relations media manager.
For the media, they are good at misunderstanding. Many times, they also deliberately misunderstand. Therefore, the voice made by anyone in any enterprise may become the object of "deliberate misinterpretation" by the media. Therefore, the job of the media public relations manager is to express the fundamental views of the enterprise in a language that is not easily misunderstood.
Generally speaking, I object to the excessive use of language skills by media public relations managers in communication, whether written or oral. Because any skill may increase the chance of being misunderstood. You must answer the simplest question in the most stupid way. Never try to use so-called "diplomatic rhetoric". That result will only make you more embarrassed.
Fifth: the ability to control the details.
Let's take a look at the flow of the press conference. There will be no less than 200 subdivision links, from the date selection to the arrangement of parking spaces in the venue, from the media invitation list to the bagging requirements of press conference materials, from the lighting control of the venue to the time control of journalists' travel expenses payment, and then to the tracking and design of manuscripts after the meeting. Every job tests the detail control ability of a qualified media public relations manager.
For a media public relations manager, any thoughtless detail will lead to all the work being wasted.
In May 2005, the home appliance retail enterprise I served rented the store of Zhengzhou Asia in Erqi Square. On the eve of opening, we hope to make media release through expert seminars. The theme of the conference is "Focusing on Erqi Business Circle and Looking Back at China Commercial Station for 20 Years". After a lot of preliminary work, the venue was chosen on the 9th floor of Zhengzhou Erqi Building, which is very memorable. Experts and media invitations are progressing smoothly. But we still ignore a detail, that is, although the Erqi Tower is of great significance, it is difficult to arrange the space. Although the graphic design was done in the early stage, it was found that it was difficult to arrange usable tables as expected when the site was arranged the day before the meeting, and the layout of the venue atmosphere could not achieve the expected effect. This is the defect caused by the omission of details.
Fortunately, there is one way to help, and that is quantification. Arranging all the work through quantitative methods can alleviate the omission of media public relations managers in most cases. It is generally believed that public relations work is difficult to quantify, but in fact, all quantifiable contents can be expressed in the form of numbers, which can completely solve problems by quantifying standards.