Last Straw -- Corporate Marketing Public Communication Story

Author: Zhong Hongqi
Publisher:
Publish Date: 2005-03-01
Features: The success or failure of corporate marketing often depends on the handling of certain critical states. Some people always heat 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 you, becoming a funeral pyre. Similarly, media relations can yield two different outcomes for every enterprise. Since people hope it will float, they need to 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 to be crushed, so handling the last straw becomes the "Sword of Immortality" in corporate marketing and 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 camel’s fate? The judgment of the market faced by enterprises is like a life-or-death trial for a camel, and in this trial, media relations plays the role of the straw. The success or failure of corporate marketing often depends on the handling of certain critical states. Some people always heat 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 the last straw. Seizing the last straw doesn’t guarantee survival—it can either float you to safety or drag you down with you, becoming a funeral pyre. Similarly, media relations can yield two different outcomes for every enterprise. Since people hope it will float, they need to 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 to be crushed, so handling the last straw becomes the "Sword of Immortality" in corporate marketing and 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 camel’s fate? The judgment of the market faced by enterprises is like a life-or-death trial for a camel, and in this trial, media relations plays the role of the straw.──The Story of Public Relations in Corporate Marketing
Market communication is the key to the success or failure of a brand. "Old" advertising remains a common method in market communication, but its high cost and low efficiency cause many enterprises to come with high expectations and leave in disappointment. This is where media relations emerge! This new communication method, which began in the computer industry, is gradually infiltrating traditional industries such as real estate, automobiles, and food. Meanwhile, media relations is still immature, with many PR companies reduced to "drafting machines." Faced with the abnormal development of domestic media relations, the author of this book combines the current state of domestic media relations, economics, marketing theory, and practical experience in media relations to propose unique perspectives and methods for 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 its starting point, deeply analyzing a series of related concepts at different levels of corporate marketing, market communication, media relations, and PR execution. Moreover, this book breaks away from the dull presentation style of traditional marketing books, creating characters like theman (strawman) and (Gong Xi) to subtly convey profound marketing ideas through their words and actions.