Tencent’s internal PR manual revealed—the most practical PR strategy in history!

This book was published in 2012 and was not publicly released because it was only used for internal learning and communication within Tencent's Public Relations Department . At that time, a public relations company was willing to bid thousands of yuan to purchase the book, and it became very popular. Fortunately, I happened to have a copy.

After reading the book carefully twice, the uncle summarized some classic cases in the book and posted them on this subscription account in 2012. In view of the fact that everyone has requested a lot of public relations manuals in recent days, I have compiled them again from six perspectives. ps: This compilation has been added as part of the second issue of " Tencent Public Relations Manual ".

1. How to handle door-to-door negative news interviews?

Case 1: A big-name reporter A was going to interview the company's CEO at 10 a.m., but at 8 a.m. A called to say he couldn't come, so he sent B, who was not familiar with your company or the industry, to do the interview. As a result, when B showed up, he just read A's questions again, and the CEO was very unhappy.

What to do immediately: Contact reporter A, inform him of the situation on the scene, and hope that A will complete the manuscript or check the content. Follow up closely and provide more information later. Even if the beginning is not perfect, the efforts in the process can also polish out an ideal result.

Go back in time: If you know ahead of time that there will be problems, it would be wiser to consider postponing or even cancelling the interview rather than forcing it. No matter how tight the time is, communicate fully with reporter B before the interview. Before the interview, inform the interviewee of the relevant situation.
Case 2: At noon, we received a notice that a TV station brought a user to the company to interview the user about a complaint. The user was very emotional and had a verbal conflict with the security guard. The TV station was recording the video.

What to do immediately: Inform the media about the incident and ask him to come to the scene as soon as possible. When facing the media and users, the first thing to do is to "cool down". Please invite users to the company's conference room, turn on the air conditioner and provide water. Find out the situation from users and the media. If the problem cannot be resolved on the spot, make the company's attitude clear. Communicate with TV reporters and strive for neutral reporting. When you have to face the camera, you have to appear calm and sincere. If communication is not good, give a written response later to maintain a unified tone.

Go back in time: After a crisis occurs, formulate a unified external statement as soon as possible, send it to customer service, public relations and other relevant departments, and inform them of the progress of the matter and the strategies to be adopted.

Case 3: Before leaving get off work, you receive a call from a reporter who needs some company data for an article and the deadline is 1 hour. These data have not been published before, and internal confirmation cannot be completed within one hour. If you directly refuse, the reporter may think that you are unwilling to cooperate.

What to do immediately: Answer: "I'll ask now, but I'm not sure if I can get accurate data in such a short time. I'll get back to you as soon as possible." It shows your attitude and also gives you a "vaccination." Hang up the phone and inquire with the relevant department immediately. If there is really no result, inform the reporter within the promised time. Even if you cannot satisfy the media, you must let them see your efforts and sincerity. Once the data is obtained, it should be sent to the reporter even if the deadline has passed, in the hope that the reporter will use it in future reports.

2. How to prevent “session bugs”

At a new product launch event, since there were a lot of media present, people often pretended to be reporters from ** newspapers to sign in and take away information and gifts. How to identify and guard against fake journalists?

How to identify:

1. Event bugs usually appear in five-star hotels and large event centers where events are frequently held.

2. After arriving, do not sign in immediately, but wait and see from the outside. Or when they arrive at the sign-in desk, they don’t actively announce their home address but instead check the sign-in sheet.

3. The attention paid to conference materials or gifts is much higher than the event itself.

4. Refusing to produce business cards, or producing business cards that are obviously photocopied or have obvious errors in the content.

How to prevent:

1. The sign-in sheet only contains the name of the media, without the specific names of the invited journalists.

2. If you find a suspected bug, ask the other party to report their media, name and business card, and ask the responsible person to

3. Received by public personnel from the media.

4. If they claim to be commissioned by an invited reporter or are an intern, you can tell them "We have not received any notification from the reporter, we will contact him right away", and then contact the media to confirm.

(III) Users holding signs to protest at the venue

The company's new product launch conference was reaching its climax when suddenly there was a commotion at the entrance of the venue. Several people who claimed to be users entered the venue holding up signs that read "Oppose **". Many reporters were watching and filming. How should we deal with it?

1. Immediately call the venue security to "ask" them to leave the scene. Do not hesitate even if physical conflict occurs. If security cannot arrive immediately, colleagues and cooperating men from the company will have to take action.

2. The host should act flexibly and draw the participants’ attention to the stage as quickly as possible so that the event can continue.

3. For the troublemakers, the Public Relations Department will have someone communicate with them and try to appease them, making sure they do not return to the scene or contact the media. If possible, you can contact customer service now to handle the issue.

4. If any media outlet wishes to learn more, the public relations staff should inform them of the situation and try to communicate with the media outlet to persuade them to cancel or downplay their coverage of the matter.

4. Shoes thrown at me during my speech

At a new product launch event of a listed company, during the CEO's speech, a person in the audience threw an unknown object at the CEO. HOW DOES IT HANDLE?

While protecting the leader's safety, try to block and prevent the CEO from being photographed. The staff close to the offender stepped forward to stop the incident and brought him to the scene as soon as possible.

The leader is fine and can calm down for a while before the host or CEO can handle the incident with humor and the activity can continue. If the attack results in actual consequences (CEO injured or clothes soiled), the activity may be suspended or terminated.

When communicating with the media, try to downplay the incident while demonstrating the magnanimity and tolerance of the company and leadership.

Conduct media monitoring, communicate promptly and provide positive guidance when problems are discovered.

5. How to communicate with the media

1. Establish connections

1. According to the 150 rule, each public relations staff should control the number of media reporters contacted to within 150, as this will achieve the highest communication efficiency.

2. In addition to the 150-person media list, there should also be a "core media consulting list". They may not be able to help you solve specific problems, but they can provide valuable suggestions from the perspective of the media circle. It is recommended that this list should be limited to 10 persons.

3. Always think about what this media person needs besides appropriate fees? The first thing media professionals need is “recognition,” especially recognition of their professional level. The second thing you need is “sharing”. “Asking for help” is usually not as effective as “asking for advice”. The third is "opportunity", which refers to potential career possibilities, such as career change, exclusive reporting, etc.

4. Don’t let the guests get forgotten after they leave.

5. Never exchange "friendship" for "interests".

2. Media Communication - Meeting

1. Don’t schedule it on Monday as most newspapers have topic selection meetings.

2. When meeting with the media for the first time, read at least three recent reports by the reporter and pay attention to the media.

3. Pay special attention to the confidentiality of corporate information when chatting with the media. Especially using informal communication tools such as WeChat, QQ, etc.

4. Try not to affect the privacy of other media when chatting.

3. Media Communication - Telephone

1. Introduce yourself and call the other person teacher.

2. For the first call, it is recommended to send a text message first.

3. Organize your thoughts on the conversation and it is best to write a note with the main points. 3 minutes is the best time.

4. If the reporter hangs up, quickly confirm the time for the next call with him.

5. For media outlets that are rushing to publish articles at night, the prime time should be between 11:00 a.m. and 6:00 p.m. It is best to communicate with evening newspaper reporters in the morning.

6. The reporter’s landline and mobile phone numbers are stored at the same time. When a call comes in, call out his name to add a sense of intimacy.

4. Media Communication - Email

1. The subject of the email must be clear so that the media can see the core content at a glance after receiving it. Journalists receive a large number of emails every day. It is recommended that the title include at least two parts: one is the company name, and the other is the core content of the email.

2. The body of the email should have clear logic, simple language, and avoid long paragraphs.

3. When an email must have an attachment, it is best to paste the attachment content into the main body of the email to avoid the media being unable to open.

4. Use the company’s official signed document and check the information again before sending.

5. When sending mass emails to the media, be sure to choose the "Blind Copy" method.

6. Do not forward internal company emails directly to reporters.

6. Nine differences between new and old media

When I saw the internet trolls frantically voting on Weibo, I broke out in a cold sweat. what to do! Should it be reported immediately and with great fanfare? Or use several dimensions to quickly judge the trend of the situation; when you learn that negative information will be published in the media the next day, do you pray while thinking of countermeasures, or can you take action by understanding the current media rules? When the product public relations strategy you are responsible for repeatedly fails to work and you are severely criticized by your leader, should you keep updating your strategy after repeated failures, or use public relations skills to think about the overall direction of the situation?

Here are nine different aspects of the new and old media eras:

1. Celebrity. Twenty years ago, media stars were television boxes, newspapers and magazines; ten years ago, they were the Internet and BBS; today, they are Weibo and WeChat, such as @李开复 and @任志强.

2. Channel. In the traditional era, information channels were unified and powerful. Public opinion crises were initiated through unified and powerful channels, and companies responded through unified channels. In today's environment, attacks are fragmented, like a million scattered bombs coming at us from all directions, and it is impossible to defend against them using the fighting methods of the cold weapon era.

3. The right to speak. The communication power and credibility of the traditional media era are no longer as glorious as they once were, but their harmful power still exists. Negative information that originated in traditional media spread rapidly through various social media. But don’t be afraid of the media. In the new media era, even if you don’t compromise with the media, you still have a chance to turn things around.

4. The art of speaking. In the era of traditional media, the media needs to speak correctly and maintain its "great and glorious" image. In the new media era, this is no longer followed. Personalized expressions such as complaints, metaphors, and irony, all kinds of unconventional expressions that do not seek to be perfect, can still trigger popularity and resonance.

5. Role. In the era of traditional media, the media played the authoritative role of "I say and you listen", and the public completely believed in what the media said in black and white. The new media era is a time of “everyone communicating with everyone”, with information becoming fragmented and authenticity difficult to distinguish, which has heightened the public’s skepticism and ability to discern.

6. Potential energy. In the traditional era, the media controlled the communication channels and occupied the commanding heights of public opinion, and enterprises were in a weak position. In the new media era, the situation has reversed. The general social sympathy for the weak has made strength a natural defect.

7. Form. In the era of traditional media, people mainly relied on text expression and rational analysis. New media has added richer ways of expression such as sound, video, links, pictures and charts, and the rule of word limit has been broken. The public's reception of information has shifted from rational and in-depth to emotional and jumping.

8. Information symmetry. In the era of traditional media, the public could only hear voices from the media and officials, and there was information asymmetry between the media and the public. In the new media era, instant network sharing and interactive participation expose different information and opinions from all parties to the sun, and the media no longer has an advantage. The direction of public opinion has also become more difficult to predict and control.

9. Dramatic effect. In the era of traditional media, "correctness" is the only criterion for judgment. In the new media era, the public still needs "drama". Being correct but boring is shunned, while being partially correct but distinctive is popular.

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