Ceramic companies do marketing advertising is "wind" PR is "sun"

General public relations is also called “news marketing” or “news hype” or “software promotion”. It refers to the enterprises, brands, and products that companies have published through planning, regularly or irregularly, in newspapers, magazines, or on the Internet. Information articles.

Advertising is the subjective advantage of the company from its own perspective and the perspective of the enterprise, brand or product from the perspective of a dominant person. Its advantage lies in its ability to control the content, timing, release position and frequency of the information. The disadvantage is high cost and Low credibility—because consumers all know that it is paid information, and it is passively accepted by consumers. At the same time, consumers are deeply ingrained with the mistrust that “the prince sells me and sells herself”. The credibility of advertisements is getting lower and lower, and the effect of communication is getting weaker and weaker. It is a common attitude for people to treat advertisements as soon as they change their advertising time.

And PR is different. Because it is through the third party - the media to publish information in the form of news reports, with a certain degree of reliability and objectivity. The overwhelming majority of consumers who do not know how to read soft news as a news item, so that the information we want to disseminate can smoothly reach the target consumer, and naturally accept it. To achieve a kind of spring rain, moisten the effect of the silent transmission, the penetration is particularly strong. From the perspective of cost investment, the cost is much lower than the advertising fee. That is, taking the media as an example, the cost of publishing corporate news is only one-fifth or less. Corporate soft papers also have the advantage of making advertisements more difficult than they can be "secondary dissemination."

At the same time public relations also has a clear advantage. Print advertising can tell people to be “random,” but cannot tell “so why”, and its properties determine that it is impossible to adopt a rational or statement approach and to fully express the rich information that ceramic companies need to disseminate; news reports are powerful. Compatible features", whether it is "random" or "so natural," can all be exhausted and interpreted in its entirety.

Because public relations have the unparalleled advantage of advertising, in some industries such as home appliances and IT that are in full competition, they are widely used by various companies. They have formed a set of sound processes and systems from the media selection, interviewing, writing, and putting into effect evaluation. For example, the Lenovo computer exceeds 500,000 words per month, and the Haier Group has at least 1,600 articles per week. The Skyworth Group has a professional department responsible for media news marketing. Public relations has become a unique weapon for them to crack down on competitors and shape their companies and brands. It is said to have "PR first, advertisement second".