公关概述概要跟经典案例例子例子-2.ppt

PR Net Work Chart 公共关系网络图 媒体 PR Sense Test 公关专业认知测试 New Role of PR 公关的新角色 Overall communication trends 公关传播趋势 Content ? Interaction? 内容？互动？ How We Create Content and Interaction?如何创意内容和互动？ New role for PR in Brand communication 品牌传播中的公关新角色 Concept 概念 How to develop a good concept?如何开发一个精彩的“概念” Concept 概念 Involvement 介入合作 Involvement — From onsite to Media  将现场活动转为媒体话题 How to develop a good program如何开展一个精彩公关规划？ Credibility 可信度 Credibility — A story told by third party 可信度－－由第三方讲述的故事 Integration 整合 Integration — A big fist 整合营销－－重拳出击 How to integrated with AD如何与广告主题整合？ Promote and articulate the AD theme 渲染和结合广告主题 Promote the TVC (BHS shooting, editing and seeding) 渲染电视广告（拍摄，编辑和传播） Create PR events and consumer programs around the ad creativity 配合广告创意－开发公关和消费受众活动 Coca-Cola  “Rescue S.H.E” PR Campaign 可口可乐 “营救S.H.E” 公关活动 Coca-Cola －－‘Rescue S.H.E’ PR Campaign Advertising 广告 Retail promotion零售促销 Onsite events 现场活动 Research 调研 CRM programs 目标消费者互动活动 Online programs 线上公关活动 Case Studies Coca Cola brand “Rescue S.H.E” Campaign Objective Attract target consumers’ attention and interest in ‘Rescue S.H.E’ through phase of “ Rescue S.H.E TVC ” production To tap into the teenagers heartbeat and capitalize on the new passion point of the internet, Coca-Cola 2006 “WOW II” TVC - Rescue S.H.E allows consumers to vote for the official ending or create their own endings Articulate Coca-Cola’s brand proposition (要爽由自己) through an integrated marketing concept titled ‘Rescue S.H.E’. 危机公关 如何将危机转为“机会”？ 2008奥运：刘翔退赛之后 2008年北京奥运，无论是伤痛还是退赛，对于刘翔来说都是巨大的阴影，由于他的退赛，众多品牌赞助商纷纷撤销 谏言： 刘翔代言的品牌不要轻易放弃刘翔，放弃刘翔才是对品牌最大的伤害