Integrated Marketing Communication marketing tool for the next - PR News Planning.docVIP

 PAGE \* MERGEFORMAT 5 Integrated Marketing Communication marketing tool for the next - PR News Planning PR News planning, enterprise information planning, commonly known as ‘news hype’, ‘soft information’, as a new kind of marketing, public relations, from the day it was born at the limelight on the wave, has been plagued by criticism; but because of Its input-output ratio as compared with the advertisements, a competitive advantage, so to rapid development. Many successful enterprises such as Haier, Lenovo, Clever, farmer spring, Sohu and other companies have used it or create a good brand image; or bring a good sales; or bring a good stock market value, or in the financing, co-won an excellent price tag. The most typical is the ‘Melatonin’, economic distress, without much advertising costs depend on the early stage is almost ‘soft articles’ to be in the war-torn strife of health care products market is rapidly opening sales, making good record. News Planning is an intentional action, targeted only a direction, goal is to press the planners of the ‘flags’. Company News Planning is a corporate marketing services, corporate marketing objectives first, and then there would be news planning target. In practice, a marketing goals mentioned, many people think ‘sales target’ goal is to sell short-term goals, as well as news part of the planning target, but the goal of marketing is to focus on long-term, it is noteworthy. News The aim of planning to address these issues: Why do news planning? Information dissemination plan to communicate and whom? To achieve the effect? Objectives laid down later, and then they can be planning, writing, choose the news media. To sum up the following objectives: Brand objectives: The goal is to their overall brand and image, so that may be raised. Zhang Haier refrigerators as the story hit, it does not directly promote sales and service, but for consumers and partners, which attaches great importance to the quality of the image