How can enterprises operate new media related to party building?

Nowadays, more and more companies have begun to operate their own new media for party building, combining corporate party building propaganda, corporate culture construction and new media. State-owned enterprises in particular are paying more and more attention to new media party building propaganda.

However, many of these companies lack experience in new media operations , and are prone to being overwhelmed, producing shoddy products, and having no plans when operating such new media.

So how can companies do a good job in operating their own party-building related new media? Based on my previous work experience in government new media, I would like to share my thoughts in the hope that they can bring some inspiration to everyone.

1. Do a good job in positioning and planning

Often, when many companies first start to engage in new media for party building, they simply open a WeChat public account and post daily content. It has little readership and does not bring more help to the company's publicity.

If things go on like this, the boss will feel that there is no point in developing this new media for party building. He has invested manpower and material resources, but has achieved little results. In the future, he may pay less and less attention to the construction of this area, which will lead to further restrictions on the development of his own new media for party building, forming a vicious circle. This result is often caused by a lack of overall planning for his own new media for party building.

When an enterprise decides to create new media related to party building, it must do a good job in positioning its own new media related to party building and determine the goal of doing so. Are you doing this for profit? To increase the visibility of your company? To attract new customers to the brand? For the sake of corporate culture building? Or is it because of following the trend?

In fact, new media related to corporate party building often do not bring direct profits to the companies. More often they tend to be used for corporate public welfare propaganda, focusing on spreading the company's party building achievements and corporate culture, thereby improving the company's social influence, enhancing internal cohesion, and promoting exchanges among peers.

Therefore, the general positioning of an enterprise’s new media for party building is: a propaganda base for corporate culture and a propaganda base for party building. It pursues a social welfare image rather than direct business and marketing benefits. In many cases, new media for party building reflects the image of the enterprise rather than the image of its products and services.

Therefore, in many cases, the number of readings and clicks on various new media channels will not be very large. When companies evaluate party-building new media channels, they should not judge directly by simple clicks and readings, but should make more horizontal comparisons with peers, seek internal evaluations, and seek evaluations from party-building professionals and professional organizations.

The standard for measuring the quality of a new media related to party building is not conversion rate or number of clicks, but whether it conveys correct social values ​​and positive energy.

At the same time, we must make good plans for new media related to enterprise party building. Nowadays, when many companies are doing new media for party building, they usually open a WeChat public account, Douyin account, etc. When they see what others are doing, they follow the trend and do it with the mentality of "what others have, we must also have", pursuing big and comprehensive. Often this approach will backfire and get twice the result with half the effort.

So how do we plan new media for party building? The first thing is to make a good development plan.

Generally, it can be echoed with the brand communication development plan of the enterprise, and matched with the different stages of the enterprise brand development. Generally, brand development will also go through four stages. For example, the four-stage brand planning that the author made for a state-owned enterprise is as shown in the figure below:

When enterprises make development plans for new media for party building, they should combine them with the development stage of the corporate brand. For example, in the initial stage, they should focus on the construction of basic channels. In the brand cultivation stage, they should pay attention to the quality of party building content. In the mature stage of the corporate brand, they should pay attention to the public opinion guidance and publicity of the new media channels for party building.

At the same time, it is necessary to explore new publicity opportunities for enterprises through the new media matrix of party building.

Secondly, make a good channel construction plan, see the second point below for details.

2. Construction of new media basic channels for enterprise party building

To build new media for corporate party building, we must first build basic communication channels. So how do we determine which channels to use?

Generally speaking, new media channels for party building are similar to ordinary brand promotion channels and can all be established, such as WeChat public accounts, official websites, Douyin accounts, communities, etc.

However, after all, enterprises have limited human and material resources. When developing party-building news media channels, we must focus on certain channels, based on the company's own situation, and use certain channels as key channels, some channels as auxiliary channels, and some channels as supplementary channels, etc. We can also use the "80/20 principle" and invest important resources in the most important channels, and use others as supplementary channels.

Let’s take a state-owned enterprise as an example:

1. Establishment of external party building media system

The picture below was mentioned in a brand development plan that was previously made for a state-owned enterprise. It is about establishing a media communication system first. When enterprises are doing new media for party building, they can refer to it to first establish a complete new media system for party building, build a complete framework, and then carry out systematic operations.

You don’t need to carry out in-depth operations at the beginning. You can make a layout first, find the most suitable external channels, and then carry out refined operations. The effect will be much better.

2. Integrate internal communication systems

As shown in the figure below, if it is a diversified enterprise group, when doing new media for party building, it is best to operate in an integrated manner and integrate the party building information of the entire group, so that the effect of one plus one is greater than two can be achieved.

3. Construction of the main base

Establish the main battlefield and base camp of the new media for enterprise party building. For example, where is your first channel for releasing party building information? Where is the channel with the most concentrated information? Where is the most authoritative source of information?

These are generally released on the main platform and distributed through the main platform. Generally speaking, the current new media for party building are WeChat public accounts, Douyin accounts, official websites, etc. As shown in the figure below, the brand infrastructure construction plan of a state-owned enterprise can also be used as a reference when enterprises are making new media plans for party building.

3. Establishing a Party Building Community

Nowadays, when many companies are doing party building, they will combine party building exchanges, corporate exchanges, corporate culture and other demand factors to conduct party building visits to external companies, joint party building activities, cultural exchanges, etc.

Therefore, when operating new media for party building, some party building communities can be established between enterprises, which will facilitate future party building publicity, exchange of party building information, and communication of excellent experiences.

like:

1. Establish a peer party building community

The party-building new media of upstream and downstream enterprises, peers, and sister companies can be linked to establish communities, and they can share their own party-building information with each other on a daily basis. This way, they can quickly learn about the party-building dynamics of their peers and respond quickly.

2. Establish an excellent party building learning community

It is possible to link up excellent party-building media among peers and across industries, absorb excellent cases, integrate excellent party-building media, provide each other with experience and learn from each other, which will greatly promote the development of their own party-building media.

3. Establish a Party Building Reading Club

Party building reading clubs can make full use of the combination of online and offline party building new media, and combine them with regular party building activities such as three meetings and one class. This not only promotes the company's own party building development, but also provides more materials and interactive resources for its own party building new media.

4. Establish external media community for party building

In addition to industry party-building communities, you can also establish party-building communities for external media. When there is relevant party-building propaganda, it can be delivered through social media. This not only allows you to maintain contact with the media, but also allows you to disseminate your own excellent party-building cases in a timely manner, thereby promoting the development of your own party-building new media.

4. Pay attention to the country’s major party building and publicity directions

When promoting the party building of an enterprise, it is necessary to keep in line with the annual party building theme of the country and pay attention to the country's major propaganda directions. Generally, there are some very important major events or party building themes every year. For example, the major party building themes in recent years are:

• 2018: 40th Anniversary of Reform and Opening Up
• 2019: 70th Anniversary of the Founding of New China
• 2020: Building a moderately prosperous society in all respects
• 2021: 100th Anniversary of the Party’s Founding
• 2020: Top 20

When we are doing new media for party building, we can combine the main line of the country's annual party building propaganda, formulate an annual party building new media propaganda plan, carry out key activity planning, topic planning, and key publicity at key time nodes, and combine corporate party building propaganda with the main line of national party building propaganda.

There are also important national meetings and major national tasks every year, such as the Fifth Plenary Session of the 19th Central Committee of the Communist Party of China, poverty alleviation, environmental protection, etc. These are important contents of party building. When enterprises are creating new media for party building, they can combine their own characteristics with the national key party building content collection, so that the efficiency and effectiveness of communication will be better.

5. Pay attention to important government media trends

Generally speaking, the most important party-building information at the moment will be published on mainstream websites and then forwarded by major platforms.

When we are working on new media for corporate party building, we can pay attention to important channels for publishing party building information, including some major portals, local government websites, government new media, etc., which can not only help us know important party building communication trends, but also absorb materials to facilitate our own operations.

The following are some of the party-building media channels that I usually focus on. The first thing I do every morning is to scan them:

• Focus categories: People's Daily Online, Xinhua News Agency, Xuexi Qiangguo, Guangming Daily, local party media, daily media, etc.
• Local categories: You can follow them based on the region you are in, such as local government websites, local civilization websites, etc.
• New media: such as the WeChat public accounts of the Central Communist Youth League, local Communist Youth Leagues, local releases, etc.

Generally speaking, when creating new media for corporate party building, you need to browse the above-mentioned government media more often and grasp the main direction of party building propaganda, so as to improve efficiency.

6. Do a good job of content control and channel differentiation

Normally, the content of corporate party building propaganda is serious, rigorous, and official, which is different from the usual corporate product and service propaganda.

When promoting party-building content, companies must be particularly rigorous, do a good job of controlling content, and at the same time make a good distinction between promotional channels. When companies do party-building communication, party-building media and product brand communication media channels should generally be separated.

For example: a new media channel that is usually used for consumer interaction has a very active writing style, but suddenly one day it releases promotional content about corporate party building, which will cause some discomfort to consumers.

Similarly, if a new media channel that is usually used to publish corporate party-building information suddenly publishes irrelevant information one day, it will also have a negative impact on the channel and lower the channel's credibility. Therefore, the channel must be well distinguished. Party-building new media should publish party-building information and be well distinguished.

VII. Conclusion

It is becoming increasingly important for enterprises to do a good job in the construction of new media for party building. I believe that many colleagues in new media operations have more or less come into contact with the needs of new media operations related to party building. In fact, in the field of new media operations, many contents and methodologies are similar.

Therefore, when performing specific operations, everyone can draw inferences from one instance to another and apply them flexibly.

Author: Village Chief Liang

Source: Village Head Teacher Liang