Last Straw: Corporate Marketing Public Communication Story: Corporate Marketing Public Communication Story

Author: Zhong Hongqi
Publisher:
Publish Date: 2004-08-01
Features: The success or failure of corporate marketing often hinges on the handling of certain critical states. Some people always bring water to 99 degrees and then easily boil it with a single stalk of straw. Media relations, in many cases, is an art of igniting that last stalk of straw. Seizing the last straw doesn’t guarantee survival—it can either float you to safety or drag you down with it, becoming a funeral pyre. Similarly, media relations can yield two different outcomes for every enterprise. Since people hope it will float, they must know when it will sink to avoid that fate........ The association between the stalk of straw and the camel is simple—either the straw crushes the camel, or the camel successfully carries the straw to a distant place. The camel’s owner doesn’t want the camel crushed, so how to handle the last straw becomes the "Sword of Immortality" in corporate marketing, as well as the secret to the camel’s survival....... In media relations, the relationship between media and enterprises is often as crucial as catching the last stalk of straw. For thousands of camels, the straw often determines their fate. How will these straws decide the camels’ destiny? Faced with market judgment, enterprises are like camels facing life or death. In this judgment, media relations plays the role of the straw. Combining the current state of domestic media relations, economics, marketing theory, and practical experience in media relations, the author of this book proposes unique perspectives and methods on media relations and corporate communication, hoping to light a "small orange lantern" that can illuminate the path of brand communication for enterprises and marketing professionals. This book takes the top 10 common challenges in corporate marketing, such as "Why do enterprises feel that the effects of advertising, public relations, and promotions are getting worse and worse?" as a starting point, deeply analyzing a series of related concepts at different levels of corporate marketing, market communication, media relations, and public relations execution. Moreover, this book breaks away from the dull presentation style of traditional marketing books, creating characters like the Straw Man and Gong Xi, whose words and actions subtly convey profound marketing ideas.