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When the phrase "I'm Lovin' It" comes into view, we can't help but think of the McDonald's yellow M logo, a 24h warm advertisement that tells the story of the workers who silently pay for the city in the dark of the night; when we see the apple that was bitten, we will miss Jobs, who made ordinary fruits into the scientific and technological totem of human progress, he brought a sense of simplicity and smooth experience to the mobile phone; when Haidilao was exposed to the problem of health concerns, In just three hours, Haidilao gave a case that can be called a model of corporate crisis public relations: "I carry the pot, I change the wrong, and I raise the staff"; in the American drama "The West Wing", the Democratic president and his staff face and deal with political events, and everyone's talent and transformation deeply attract our attention.
Advertising (Advertising) and public relations (Public Relations) are very abstract terms, from the past decade of study abroad applications, job search and employment attention, these areas of popularity, demand and popularity are getting higher and higher. From a toothpaste used every day to shaping and maintaining the image of the country, advertising and public relations events have always filled our lives, and eye-catching slogans and unique brand images can always be deeply implanted in our minds.
"The Fall of Advertising and the Rise of PR" (Chinese title: "PR First, Advertising Second") is an advertising and marketing communication book co-published by the american contemporary marketing master AI Ries and his daughter Laura Ries. AI Ries believes that today's marketing is first and foremost about public relations, through which to make their brand occupy a place in the hearts of consumers; marketing begins with public relations, and advertising is the continuation of public relations. Public relations is building brands, and advertising plays a role in reminding consumers.
Public relations (PR, Chinese referred to as public relations) is mainly to manage the relationship between enterprises and the public. The term "pr relations" first appeared in the Congressional address of U.S. President Thomas Jefferson in 1807. Public Relations is mainly engaged in the management functions of consulting, planning, implementation and service of organizational information dissemination, relationship coordination and image management, as well as publicizing success, reducing the impact of failure, announcing changes, etc. As a means of guiding the brand, public relations is a communication method that helps enterprises establish good relations with the public through media communication and shapes the image of the institution. At present, the main way in the field of public relations is word-of-mouth marketing.
The modern public relations industry originated from the political propaganda of the United States in the 18th century, developed in the developed modern commodity economy period, and gradually formed the public relations industry in the early 20th century. In 1927, the world's first professional public relations company, Hill+Knowlton Strategies, was founded, and in 1955, the International Public Relations Association was established in London. Founded in 2000 by Paul Holmes, The Holmes Report is an annual ranking of PR firms that attracts much attention from the industry and is quite influential in the global PR industry. The SABRE Awards, organized by The Holmes Report, are known as the "Nobel" Prizes of public relations.
In the eyes of the layman, more concentrated on issuing statements similar to "and thin mud" after the crisis, and some people think that public relations is "taking money to do the work of whitewashing and writing manuscripts", and even with sexist overtones, defining the position that only women with good faces and graceful posture can hold. But in real public relations work, "crisis public relations" is only one of the most common links. The work of a PR firm is not only tedious, but also requires strong communication and analytical skills. In the movie "The Queen Who Wears Prada", it is a good explanation of what is the schedule of "PR dog". Behind this bright-looking industry is countless nights of working overtime, writing plans, and doing PPT. The movie "Thank You For Smoking" tells the story of a debate contest organized by the tobacco industry chief executive with the background of the tobacco industry, showing the image that the publicist must be a master communicator. No matter which side of the publicist, they/they must find ways to pry the public's heart and express the most accurate meaning in the simplest words.
Advertising (Advertising) is a continuation of public relations, for a specific need to pass on information to the public through a certain form of media, consumption costs, open and extensive means of publicity. The Association of National Advertisers defines advertising as a paid mass communication whose ultimate purpose is to convey information, change people's attitudes about the goods or matters advertised, and induce their actions to benefit advertisers.
There are three major cities in the world known as the world's advertising centers, namely: New York, Tokyo and London, and tens of billions of dollars in advertising come from these three cities every year. New York is the cradle and capital of the advertising industry, with many world-renowned advertising agencies, located in the Manhattan district of New York "Madison Avenue" is a long-term resident of many of the world's top advertising agencies, here has long become synonymous with the highest level of the world's advertising industry. Advertisers worship the proverb: "One picture is worth a thousand words." "As a result, today's advertising is almost entirely visible, and the language is only meant to emphasize the image.
Successful advertising is an advertising culture that is accepted by the public, not a high art that spreads out of reality. In 1996, the first Kanebo lipstick advertisement, which was taken over by male movie star Takuya Kimura, sold a huge sales of about 3 million units in just two months. Looking at today's first-line beauty brands, almost every popular lipstick number is inseparable from the "male color economy". Lipstick advertising chooses male celebrities to try color endorsements, which is to accurately capture the "eyeballs of female consumers" and the purchasing power of the male stars themselves loyal fans.
From the perspective of linking public relations and advertising, public relations is "silent" publicity, and advertising is "blatant" advertising. Taking big-name bags as an example, public relations is to let all kinds of top stars use bags as private products, and expose brands and products with the help of celebrities' daily behaviors or sharing, so that the public thinks that the stars themselves like this bag, which is usually used. Advertising is to invite celebrities to endorse, shoot various video advertisements, propaganda posters, etc., and find media resources such as CCTV, satellite TV, and variety shows to put advertisements, so as to attract the public to consume.
In fact, whether it is advertising or public relations, the foothold is "people", all of which are packaged through reasonable communication channels, excavating the characteristics of products or enterprises, and showing them to the public in a successful form and way.
In the traditional era of public relations, public relations is more around the traditional four major media (television, newspapers, radio, magazines), such as running an event, first determining the planning plan, and then carrying out media invitations, determining the schedule, and subsequent publications. With the entry into the new media era, public relations has also entered the era of "internet new public relations", and more public relations positions such as online reputation management, social media management, and post-crisis reputation repair have come into being.
Many multinational companies have much higher PR salaries than domestic companies. Of course, the academic background and professional ability requirements for entering the public relations department of multinational companies are also very high. Not only does it require years of experience and contacts, but personal competence is also a very important aspect, requiring the mastery of public relations skills in different countries, as well as the need for multiple resources. But with the rise and growth of local companies, this gap is gradually decreasing. The salary of public relations positions is very relevant to the industry, and overall, the public relations salary of the automobile, Internet, luxury goods, and FMCG industries is much higher than that of other industries.
Founded in 1952 in Chicago, USA, it is the world's largest independent PR firm providing PR consulting services. Edelman entered China in 1990 and is one of the first and fastest growing international PR firms to settle in China. Edelman focuses on innovative brand marketing, corporate communications, stakeholder communications, technology communications, B2B communications, new media interactive marketing, healthcare brand communications, and sustainable and corporate social responsibility communications.
Edelman has a very famous public relations case: when he first received the Crest toothpaste project, Edelman did not directly promote the quality of the toothpaste through the media, but found a lot of dental experts to set up a team to study the dental problem, and the results were published through the media, and Crest was the sponsor of the study. The release of the research results has made the public begin to pay attention to dental health and daily cleaning and protection, and people continue to call Edelman to consult dental problems. Later sales of Crest toothpaste also proved that the prying strategy of this third-party research report has tied dental health to Crest's brand value.
A well-known public relations consulting company with a global service network with 126 offices in 81 countries around the world, providing strong support for the cross-border development of enterprises. In Greater China, Sherwin-Williams has five offices in Beijing, Shanghai, Guangzhou, Hong Kong and Taiwan, providing professional advice and strategy development in public relations for major companies around the world to develop their businesses in the Greater China region.
When Sherwin-Williams was doing PR planning for the joint launch of the new "Struggle" credit card for the Industrial and Commercial Bank of China (ICBC) and Mastercard, it was clever to throw up the question first: "Who in China, where is the online payment industry still using credit cards?" Subsequently, Wanbo Xuanwei planned and produced a short film of "Lang Ping Volleyball Journey", released a micro-film "Happy Struggle", and promoted the real life theme of "Good Night, Girl" video, which successfully expanded the influence of "Struggle" and made this topic popular. "Struggle" and "effort" have always been rooted in the minds of the Chinese people since childhood, Wanbo Xuanwei positioned the "Struggle Card" as a "Medal of Honor", the selected story prototype closely around this theme, through "empathy" to stimulate the transformation of the "Struggle Card", and finally issued 10 million credit cards, enhancing the user's national pride and breaking the record of China's credit card industry.
As a domestic public relations head company, it was founded in July 1996 and headquartered in Beijing. According to pr Week's 2015 global rankings, BlueFocus Communication Group topped the Asia rankings of PR agencies for the first time and ranked among the top 10 global rankings for the first time. In June 2018, The Holmes Report, the world's authoritative pry consulting organization, released the 2018 Global PR Firms Top 10 Ranking, and BlueFocus ranked among the top 10 global PR firms for three consecutive years.
BlueFocus has seen its rapid growth and "rapid expansion" over the past few years – as China's first publicly traded PR firm and now the largest marketing communications group in Asia, with a market capitalization of nearly 18 billion yuan. The famous "3Q war" between 360 and Tencent is exactly what BlueFocus "planned". The "dismissal gate" incident in 2018 also showed how public relations companies deal with public relations events within themselves, that is, "the challenge of public opinion and crisis response lies in how to accurately judge and grasp the most important elements from multiple damage points." ”
The American drama "Mad Men" let everyone know about the 4A advertising company, and also made more people have enthusiasm for participating in the advertising industry. The term 4A is derived from the United States, and the American Association of Advertising Agencies is an acronym for Chinese as "American Advertising Agency Association." Part of the advertising fee is the cost of media delivery, for example, the customer has a budget of 10 million yuan to invest in the media, and the price of different advertising agency companies is more chaotic when collecting agency fees, so the association has made one of the most important agreements: all member companies will charge 17.65% of the customer's media fee as a service fee to avoid malicious price competition. This has also allowed advertising agencies to focus more on extraordinary creativity and superb customer service, so 4A has become an organization that many advertising agencies are eager to join. And entering the 4A advertising agency is almost every advertiser's dream!
For advertising newcomers, the focus should be on firmly grasping the job opportunities in 4A, learning the professional knowledge of the system, understanding the organizational structure of the advertising company, planning, purchasing, executing and other aspects of the entire camppaign, and the corresponding professional skills are deeply studied, and the promotion and salary increase will naturally come naturally.
WPP Group owns Ogilvy Ogilvy, JWT JWT, Hill & Knowlton, GroupM, etc.): is the world's largest communications group, headquartered in London, Uk. WPP Group has more than 60 subsidiaries serving local, multinational and global clients, providing advertising, media investment management, information advisory, public affairs and public relations, brand and corporate identity building, and medical and pharmaceutical professional communication services.
Ogilvy and JWT are the top players in the hands of WPP Group, but WPP's senior and lower-middle salaries are the biggest distance in the industry. WPP Group has three globally operating wholly-owned agencies (Jan Robiquet, Ogilvy and JWD), two globally operating media companies (MindShare and Mediaedge:cia), several research firms of the Kantar Research Group, several PUBLIC RELATIONS firms, and a number of regional and professional firms.
WPP launched a new logo in 2018, the new logo is composed of many small dots, these small dots represent the employees and agents under the WPP Group, as well as all their capabilities and markets, they form a whole, together to serve customers. Always transformative, WPP brings together the best talent and ideas to meet the needs of its clients, and dynamic logo designs come in ever-changing forms and colors that symbolize its constant burst of creativity.
Founded in 1891 in New York, USA, it was formerly a small company called the Batten Company. BBDO has been doing very well in recent years, and is an advertising agency with a large increase in the traditional 4A. Both inside and outside the advertising industry, its outstanding achievements in brand building are as well-known as creative awards, and it is the most awarded advertising company in the world in the past 6 years. In 1991, BBDO came to China, and the BBDO family has one more oriental face - BBDO BBDO. Today, BBDO Worldwide employs 15,000 people in 289 facilities in 81 countries around the world, all of which are focused on: "The Work. The Work. The Work.”
In the advertisement planned by BBDO for Macy's Department Store on Thanksgiving recently, just 1 minute shows the story of the little girl wearing her father's shoes and experiencing being a father for a day: "Father" running for the family In the streets, the little girl found that it hurt to wear leather shoes barefoot, so she gave her father a pair of socks as a Thanksgiving gift. The ad is short, but it's a good part of the point: Giving a thoughtful gift means really getting to know someone, and you can only feel it if you walk a mile in their shoes. At the same time, it also makes "giving, loving, trusting" and choosing Macy's department store shopping closely and appropriately combined.
The largest advertising and communication group in France, founded in 1926. Initially, Publicis was an advertising agency specializing in print, and later became a fully agency advertising agency as the business expanded. In February 2000, it acquired Fallon in the United States, and on March 7, 2002, it acquired Bcom3 Advertising Group, which owns Leo Burnett and D'Arcy. Publicis Group's main business is advertising agency services, media services, media operations, public relations services and marketing services.
In the public service advertisement "See the Voice" produced by Publicis for the 99th Charity Day, it tells the difficulties encountered by a group of deaf and mute people who love dance in their daily work and dance practice, and the short film ends with the deaf and dumb sign language: "Speak slowly, I can see your voice", showing the expectation that the society can get along with the deaf and dumb with understanding and patience. "Sound" is visible to this particular group. The public service announcement, with a title that would be rated as wrong grammar by primary school Language teachers, demonstrates the principle that advertising serves the basic attributes of human beings.