MEDIA FILTERING IN TODAY'S MARKETING AND COMMUNICATION 如今想做好传播和营销:你得学会筛媒体

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Target Audience 目标受众

企业的公关部、品牌部和市场部人员

非0基础课程,需要一定的从业经验

The public relations department, brand department and marketing department of the enterprise

Advanced courses, working experience needed

 

Background 课程背景

企业的品牌和市场营销工作中,媒体和自媒体是必须使用的传播桥梁。

媒体和自媒体是不同的媒介,具有各自的属性。

根据不同的传播目的,企业必须建立自己的媒体名单和媒体关系,企业必须长期有计划的维护媒体关系。善用媒体是企业公关的长期必修课。

除了有采编权的媒体,企业传播中经常与自媒体合作。而自媒体少了约束和管理,乱象丛生,企业宛如陷入了黑森林,既要前行,又要防范。

认识媒体特性,了解媒体风格,进而判断媒体和自媒体的真正价值,从而精选出适合企业目标的合作媒体。这绝非易事。

 

In corporate branding and marketing practice, the media and self-media are the communication bridges that should be used. Media and self-media are different and have their own attributes. According to different communication purposes, companies must establish their own media lists and media relations, and companies must maintain media relations in an organized way for a long term. How to leverage media well is a long-term compulsory course for companies. In addition to media with editing rights, corporate communications often cooperate with self-media. However, self-media lacks restraint and management, which causes chaos. In this case, the enterprise seems to be trapped in the black forest when it must move forward and meanwhile safeguard business against risks. It’s not easy to understand the different characteristics and styles of media, judge the true value of media and self-media, so as to select cooperative media suitable for corporate goals.

                                                                                 

Course Outline

课程大纲

第一节

传统媒体、新兴媒体都是怎么分类的?

1.   权威定义媒体:新闻采编权

2.   法律管理自媒体:互联网运营许可

3.   核心媒体:党媒和央媒

4.   传统媒体的主力:新闻类媒体、商业财经媒体、行业媒体

5.   内容平台:网媒、自媒体、短视频

6.   社交媒体:微博、朋友圈、小众社交平台、职场社交平台

7.   其他媒体:直播、电商媒体、兴趣类第三方平台

8.   自媒体不算媒体,但有传播力

9.   真媒体和假媒体、好媒体与黑媒体

 

Introduction

Section One

How to classify traditional media and emerging media

1. Authority defines media: News editing rights

2. Laws manages the media: Internet operation license

3. Core media: Party-ruled and State-owned media

4. The main force of traditional media: News media, commercial and financial media, industry media

5. Content platform: Online media, self-media, short video

6. Social media: Weibo, Moments, niche social platforms, workplace social platforms

7. Other media: Live broadcast, e-commerce media, interest-based third-party platforms

8. Self-media are not considered as media, but have great influence

9. Real media and fake media, good media and dark media

 

第二节

任何媒介皆有用,用法和选择是关键

1.   传统媒体更权威,企业品牌传播不可少

2.   新兴媒体或传播力更强,或垂直深度更强

3.   结合传统和新型媒体,在不同情况下使用

4.   没有最好的媒体,只有符合实际情况和资源的最佳选择

5.   不要用“传统媒体”和“新兴媒体”,“线上”和“线下”等名词来限制你的投放计划

6.   学会用不同的媒体打传播配合战

 

Section Two

Every medium is useful, usage and choice are the key points

1. Traditional media are more authoritative and important for corporate brand communication

2. Emerging media have stronger communication power, or stronger vertical depth

3. Combining traditional and new media to use in different situations

4. There are no best media, only the best choice in line with the actual situation and resources

5. Do not to limit your advertising with terms such as "traditional media" and "emerging media", "online" and "offline"

6. Learn to leverage different media to generate integrated effects

 

第一部分 与新兴媒体有关的那些事儿

第一节

新兴媒体的江湖有多深

1.   新兴媒体的不同由来

2.   各种自媒体的赚钱套路

3.   自媒体给企业设下的各种坑

4.   要提高防范意识

5.   发稿平台和自媒体联盟是怎么回事

 

Chapter one: emerging media

Section One

How complicated the field of emerging media is

1. Different origins of emerging media

2. Self-media’s methods of earning money

3. Various traps set by self-media for enterprises

4. To raise awareness of prevention

5. Publishing platform and self-media alliance

 

第二节

如何识别假数据

1.   新兴媒体的一些常识

2.   社交媒体的一些常识

3.   常见平台的假数据识别方法

4.   如何挤干KOL和博主的粉丝水分

 

Section Two

How to identify fake data

1. Some common sense of emerging media

2. Some common sense on social media

3. Methods to identify fake data on platforms

4. How to distinguish KOLs and bloggers’ real fans from the fake fans

 

第三节

如何在茫茫“号”海中找到心仪的自媒体

1.   各种自媒体的榜单,有一定的参考意义

2.   关键词搜索法

3.   行业分类调研法

4.   同类目标受众分类法

5.   “8步精选账号法”

 

Section Three

How to find your favorite one in a large number of self-media account

1. Self-media rankings can be references

2. Keyword search

3. Industry classification research

4. Similar target audience classification

5. "Eight-step Featured Account Method"

 

第四节

如何做好自媒体发稿

1.   明确自己的传播目标

2.   明确自己的目标受众

3.   明确目标受众获取信息的媒体平台

4.   多维度制定目标受众的触达计划

5.   制定合适的预算

6.   选择正确的账号

7.   搭配出可执行的整体传播方案

8.   平台的官方做数据是合法的传播方法,要学会用

9.   做好投放前后的数据记录

 

Chapter Four

How to do a good job of self-media publishing

1. Clarify your communication goals

2. Identify your target audience

3. Clarify the media platforms for the target audience to obtain information

4. Develop a plan to reach multi-dimensional target audience

5. Make a budget plan

6. Choose the appropriate accounts

7. Make an executable integrated communication plan

8. Learn to benefit from the official platform

9. Make data records before and after launching the advertisement

 

第二部分 与传统媒体有关的那些事儿

第一节

每个企业都需要一张定制的媒体名单

1.   考虑要素:行业、战略、目的

2.   分出主次

3.   分出深度和普通内容

4.   总结出好记者

5.   一张媒体名单搞定公关

 

Chapter Two: traditional media

Section One

Every business needs a customized media list

1. Factors to consider: industry, strategy, purpose

2. Think about the priority

3. Classify depth and general content

4. Summarize good reporters

5. PR with a simple media list

 

第二节

传统媒体常见合作方式

1.   新闻通稿怎么发布?

2.   专访怎么邀约?

3.   活动请媒体的麻烦:请了不来?来了不发稿?

4.   找上门的媒体采访请求怎么处理?有求必应还是拒人千里?

5.   媒体组织的论坛有用吗?

6.   媒体说要写负面新闻怎么办?

7.   电视媒体怎么合作?

8.   让媒体刊登深度稿才是真正的公关高手!

 

Section Two

Common ways of cooperation with traditional media

1. How to send a press release

2. How to make invitations for an interview

3. The problems of inviting media to an event: refuse to come or refuse to send articles

4. How to respond to interview requests (Accept or reject)?

5. Are forums organized by media useful?

6. What if the media say they will write negative news?

7. How to cooperate with TV

8. How to guide the media to publish in-depth reports

 

第三节

企业领导人怎么做媒体专访?

1.   媒体专访时企业高管的必修课

2.   媒体专访怎么做功课?

3.   媒体专访的礼仪课

4.   衣着礼仪和表情管理

5.   回答媒体问题有讲究

6.   不乱说话的领导才是好发言人

 

Section Three

How do business leaders prepare for a media interview

1. Compulsory courses

2. Preparations for an interview

3. Etiquette for an interview

4. Dress code and facial expression management

5. Be careful in answering questions

6. Leader who don't talk nonsense can be a successful spokesman

 

第四节

企业如何长期维护媒体关系?

1.   企业要有专门的公关人:市场不等于公关

2.   公关人员的工作职责有一半是维护媒体关系

3.   主动接近媒体:姿态高冷不适用

4.   信息共享才是双方一致的利益诉求

5.   媒体也是人,以礼相待,过节问候

6.   甄嬛说:“见面三分情”,线下聚会要组织

7.   企业领导的个人魅力是最好武器,别省着

8.   让媒体见证企业的成长

 

Section Four

How do companies maintain long-term media relations

1. Companies must have dedicated public relations teams: marketing is not equal to public relations

2. Half of the public relations staff's responsibilities are to maintain media relations

3. Proactively approach the media: Arrogance and coldness are not applicable

4. Information sharing is the unanimous interest appeal of both parties

5. Treat them with courtesy and send them greetings during the holidays

6. Simple meetings will help and offline gatherings should be organized

7. The personal charm of business leaders is the best weapon

8. Let the media witness the growth of your company

 

 

第五节

企业与媒体合作的DO’S 和DON’TS

1.   大家都是为了工作:合作共赢,完成任务

2.   专业和职业才是最好的工作关系

3.   信任媒体,更要管理媒体

4.   对媒体始终保持敬畏之心

 

Section Five

DO’S and DON’TS for cooperation between companies and media

1. Everyone is for work: win-win cooperation and common goal to accomplish tasks

2. Professionals and practitioners can build best working relationships

3. Trust the media, but also manage them

4. Always be in awe of the media

 

 

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