Reborn Nobility

Chapter 218 Crisis Public Relations (2)

But there is a huge advantage here, that is, confidentiality is strong. Xia Xiaoluo's every move here will never be reported outside the Wangfu Hotel.

In the car, Xia Xiaoluo said to the old man, Stinky Chess Basket, "Smelly Chess Basket, let's go to the Wang Mansion to eat?"

The old man smiled and threw a popcorn high into the air. It landed accurately in his mouth. He chewed it happily and said, "Of course, who doesn't want to go to the palace? I haven't had the chance to go to the palace yet."

?My favorite is Tan’s official cuisine there!”

Xia Xiaoluo began to give Su Jiangzhi some tasks and taught her how to deal with reporters.

After arriving at the hotel, the lobby manager personally led Xia Xiaoluo into a private room. After everyone was seated, Xia Xiaoluo glanced at the media reporters. There were twelve of them in total. This meant that three reporters had not come. He would need to check later.

Let’s see who is the fish that slipped through the net.

He whispered to Su Su beside him: "How many reporters did you call today?"

"Thirteen. Including photographers and journalists. So many in total."

Xia Xiaoluo felt awe in his heart and thought: "It's bad. It seems that there are media controlled by Longfei Company at the scene. Whether it is the media controlled by Longfei Company or not, at least it is not controlled by us."

However, he can't take care of so much now. Preventing the media is even more difficult than guarding Sichuan. It is impossible to silence all the media. Besides, maybe a little controversy is a good thing. Chinese people love to watch the excitement.

Before the meal was served, the red envelopes were served first. These media reporters were all experts at receiving red envelopes. They could tell at a glance that the money inside was at least one thousand, which was equivalent to three months' salary for them.

Some of them put it directly into their pockets, while others refused to accept it. Xia Xiaoluo said with a smile: "Whether you accept the red envelope or not, Ruihui Company will not interfere with your freedom of reporting."

These reporters were slightly stunned. Xia Xiaoluo smiled mischievously and said, "But whoever refuses to accept the red envelope, I won't accept the interview later!" This sentence was very effective, and these reporters obediently accepted the red envelope.

Eat others with soft lips and take others with soft hands. Eat and take others with soft lips and soft hands. The rest is not left to Xia Xiaoluo and Ruihui Company###!

xxxx

That night, Long Fei excitedly ran to Tang Yi's "Tang Yi Marketing Planning Center" and said: "Old Tang, I got a big deal! People from our company went to Ruihui Company's gift site and smashed it!

I bumped into a lot of old ladies at the scene, take a look."

He handed the photo to Tang Yi. To his surprise, he did not see any expression of praise on Tang Yi's face, but a slight sullen look. Tang Yi slapped the table, startling Long Fei and said

: "How many times have I told you that we are not a gangster, but now it is a war between corporate image and product image. If you do this and are taken advantage of by the other party, you will be finished soon!"

"This...don't you tell me, when their products are launched, that's when we attack! This is a powerful attack!" Long Fei said aggrievedly.

"Stupid." There was really no way to communicate with these private entrepreneurs, Tang Yi thought depressingly. "What we want to attack is the quality of their products and exaggerated publicity, rather than going to their company to smash and rob! This will easily leave the other party with a false impression."

The one who takes the blame”

"Then... what should we do?" Long Fei was also a little scared.

"Let me ask you, who is the person who carried out this thing?"

"Our company's security captain, Huang Mao."

"You...you..." Tang Yi's eyes widened and he was so angry that he couldn't speak. "How could you let people in your company do this? Where are they now?"

"In the hospital. Although they have been training at Songshan Martial Arts School for half a month, the other party is obviously more powerful."

"Move quickly." Tang Yi said coldly. "Let them leave the capital! Run away wherever they go. If they are targeted by the police and the media, we will be completely ruined!"

When Long Fei heard this, sweat broke out on his forehead, he picked up the photo and was about to leave.

"Wait a minute." Tang Yi said calmly. He picked up the photo and examined it. "It's not that this news cannot be used, it just depends on how it is written. Go ahead and ask them to be discharged from the hospital quickly. They can't stay in the capital anymore."

The next day, Tang Yi's "China Market Weekly" reported in a special feature "There was chaos at the drug donation site of Ruihui Company, and consumers complained about the unsafe quality of the products." The article described the bad behavior of those in black as ordinary consumers in China

They questioned the product quality of Ruihui Company's Melatonin Oral Liquid and expressed concerns about whether the dealers who had obtained the auction rights at a high price some time ago could maintain profitability.

After this issue of "China Market Weekly" came out, dealers called to inquire about the company's situation. Su Jianglip said: "Everything in the company is normal. You have to believe in our ability."

Long Fei, on the other hand, was holding the magazine and laughing non-stop, and said proudly to Tang Yi: "I wonder how Su Jiangchun can play with her? Our company's product order volume has increased slightly these days."

However, they couldn't laugh anymore in the next two days because their malicious troubles and inflammatory reports were all used to build publicity for Melatonin Oral Liquid!

Ruihui Company perfectly turned defeat into victory and crisis!

The original article reporting on the chaotic situation at Ruihui Company's event was taken away by the reporter who received the red envelope, and replaced with a public relations "soft article" that Su Jiangchun rushed out overnight - "Letter of Apology from Ruihui Company" -

- "Ruihui Company carefully planned the melatonin oral liquid 'thousands of people give away, ten thousand people consult' activity, because there were too many consumers participating, Ruihui Company was not prepared enough, so there was chaos on site, and several consumers were injured

Injured due to crowding and stampeding, and lost shoes. For this, we are deeply sorry and uneasy. In order to repay the love of consumers, our company has decided to allocate 500,000 yuan to deliver melatonin oral solution to the doorsteps of consumers who need it.

.In addition, our company’s general manager Su Jiangzhi will lead all company executives to carry melatonin oral liquid and exquisite gifts to the hospital to visit and express condolences to the citizens injured in the riots."

This "apology letter" quickly occupied the pages of dozens of national newspapers in the country in a short period of time, and Xia Xiaoluo emphasized that it is best to choose a newspaper with a strong party newspaper to publish it, because the authority of the party newspaper can be more directly reflected. And this

It’s just the first stage, which is the introduction stage.

In addition, under the leadership of Xia Xiaoluo, with the efforts of several writers from the Su Su Public Relations Department, and combined with the clinical trial results of Professor Chen Hui, they produced several soft articles that were both popular science and news.

.

Xia Xiaoluo secretly brought 10 or so copywriters from the copywriting team of his planning team headed by Su Su, along with a lot of pre-prepared materials, to the Wangfu Hotel, booked several rooms, and spent 10 days to conduct a fully enclosed

Soft article writing. Copywriting masters worked day and night to select materials, create ideas, write manuscripts, and discuss. Each person wrote two articles a day. After they were written, they were handed over to Xia Xiaoluo and Su Jiangchun for review.

Xia Xiaoluo compared the soft article writing standards drawn up in advance, and if they didn't match, they were sent back for rewriting. After going back and forth for several rounds, a batch of "hardened" candidate works were determined. Then

, take these candidate works created behind closed doors to the marketing meeting, and let those from "

The marketing managers of "Frontline" evaluate one by one, vote, read article by article, vote round by round, check at all levels, and finally determine the soft articles to be used based on the number of votes. More than half of the candidate works will be eliminated.

.Faced with this method of commercial production of articles, even the most rigorous writer will feel ashamed.

Xia Xiaoluo understands that the marketing of health care products is usually inseparable from the appeal of efficacy. People buy a certain health product because it has a certain "effect". So, how does this "effect" come about? Why does it have this "effect"

"? It is crucial to help consumers understand these issues. And if you want to make people believe it, the best way is to present facts, reason, and convince people with reason.

This kind of rational article seems to be doing public welfare science popularization work. In fact, the drunkard’s intention is not to drink wine. The purpose is to lure consumers to sneak into the products that Ruihui Company has designed long ago without knowing it.

In the "trap".

Take one of the articles written by Xia Xiaoluo himself, "Americans are sleeping soundly, what should the Chinese people do?" as an example. The article first quoted a news event, which was the sensational company Ruihui purchasing the melatonin patent from Professor Chen Hui some time ago.

Things, and then let’s talk about American astronauts eating well and still sleeping well under huge pressure. After the reform and opening up of the Chinese people, the living standards have improved, but they are under great pressure and cannot sleep well. What should I do? Then take melatonin orally.

Liquid, and then introduce its principles in popular science text.

People are reasonable, so popular science soft articles can convince people; people are curious, so news soft articles can attract people's attention; and precisely because soft articles have this readability, the cost of publishing them is also high.

Much lower than advertisements. The characteristics of soft articles and advertisements form a "scissors": first, soft articles can greatly attract people's attention, while advertising can greatly attract people's attention.

Few people read the advertisement; secondly, for those who see it, soft articles can be convincing, while advertisements are disgusting; thirdly, the cost of publishing soft articles is much lower than advertising. In short, Ruihui Company

The advantage of this kind of soft article is that it requires less investment, has great results, is easy for consumers to accept, and affects consumers silently. It is especially important in the market start-up stage, especially when there is less start-up capital.

After the soft article is completed, the next step is the start-up stage, which involves vigorously promoting the publication of intensive soft articles and setting clear requirements for the publication of soft articles. For example, each newspaper arranges 6 banner pages per month, broadcasts TV special topics and 5-second standard advertisements every month.

The book abstracts are delivered twice, and consumer tracking and archiving are carried out through readers’ telephone hotline consultation. At the same time, the atmosphere at the terminal site is also enhanced by hanging banners or placing pops.

The last stage is the main attack stage, which involves broadcasting a large number of soft articles, of which 60% of each article is stipulated to focus on one function. At the same time, an appropriate amount of hard advertisements are placed on print media, TV special articles are placed, etc., and terminal maintenance is carried out, "push and pull"

Maintenance, promotional activities, etc.

Under the strong offensive of Ruihui Company's soft articles, melatonin sales suddenly soared, ushering in the second wave of climax!