公关概述与经典案例-3.ppt

惠氏善存银片“梦之队”圆梦计划 广告与公关资源整合 　 How to integrate with CRM and research?如何与“客户关系管理”＋调研互动？ Use CRM for PR program recruitment channel and content provider channel Develop questions with possible media hook for research Report media seeding Involve third party for the authority/awareness of research to increase the media hook Media: Youth Daily Circulation: 600,000 Time: Mar.7, 2007 Page: C07 Size: Half Page Media: Shanghai Morning Post Circulation: 700,000 Time: Apr.18,2007 Page: D2 Size: 2 Full Pages Media: Beijing Morning Post Circulation: 600,000 Time: Apr.14,2007 Page: P15 Size: 2,327 words Media: Du Shi Kuai Bao Circulation: 600,000 Time: Apr.12,2007 Page: P70 Size: 1,408 words Hyperlink: 近一半中年夫妻遭遇ED困扰 How to integrated with retail?如何与品牌零售店互动 Drive traffic to retail through consumer participation PR program 通过消费受众参与互动公关活动，吸引顾客光顾品牌零售连锁店 Use retail space communication for more PR content 利用品牌零售渠道场地传播活动，创制更多的公关话题内容 How to integrated with online program?如何与线上活动互动 Online recruitment for PR consumer program 线上招募引导消费受众公关活动 Online community to enhance the awareness, create the content and articulate PR program 建立线上社区强化关注度，结合公关活动创制内容 Create more traffic to corporate/campaign website with the consumer hook in diversify digital ways How to integrate with events?如何与线下活动互动 Create a teaser campaign to raise the awareness of the event 创意有趣由头引发对活动的关注度 Create online event to integrated with on ground event 创意线上活动以配合实际活动 Create media hooks in the rundown of events 配合活动创意媒体话题 Invite media to experience the event 邀请媒体现场体验活动 A post-event sustainable communication campaign can be conducted 活动之后可行的传播 Amplification Amplification 扩展 Amplification Cases Study 公关案例 Hazeline Black Hair Knot ForBJ 2008 Olympic bid 夏士莲黑发迎奥运 Creativity Write down as fast as you can all the differ