Last straw

Author: Zhong Hongqi
Publisher:
Publish Date: 2004-08-01
Features: The success or failure of corporate marketing often depends 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 is often an art of igniting that last stalk of straw in many cases. Seizing the last straw doesn’t guarantee survival—it can either float you to safety or drag you down with you, becoming a sacrificial offering. Similarly, media relations can yield two different outcomes for every enterprise. Since people hope it will float, they need to know when it might sink to avoid that fate........ The connection 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.──The Story of Public Relations in Corporate Marketing
Market communication is the key to the success or failure of a brand. "Old" advertising remains the most common form of market communication, but its high cost and low efficiency leave many enterprises disappointed. At this point, media relations emerge! This new communication method, which originated 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 becoming mere "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 the Straw Man and Gong Xi, whose words and actions subtly convey profound marketing ideas.