There is an explosion of information in today’s era. The channels for consumers to obtain and understand information have become extremely rich. As a result, the expression form of advertising has gradually revealed the characteristics of "no experts, no marketing". So as a media PR, what are the responsibilities of Xiaohongshu Media? How does a media PR find experts?
1. Responsibilities of media PR
If you want to understand how media PR finds experts, you must first figure out what media PR is and what are their responsibilities?
First of all, PR refers to public relations. They are mainly responsible for maintaining the external image of the company and brand and ensuring that the brand is always communicated in a positive image. Media pr is a subdivided category under pr. It is mainly responsible for, on different media platforms, according to the brand's tonality and communication needs, find talents to establish a good cooperative relationship with them, and help the brand to display.
2. How to find experts for media PR
As a media PR, if you want to complete the task of finding talents, generally speaking, you will complete it in three steps.
The first step is to clarify the needs. The demand here refers to the results that this communication wants to achieve. This affects a series of things such as the budget, scale, talent style, number of fans, talent matrix and so on.
The second step is to make a plan. After clarifying the needs, we can start to make a plan, that is, who we are looking for, how to disseminate it after we find it, what form to display it in, which channels are mainly released, and how to evaluate the dissemination results in the future.
The third step is to reach the experts. Currently, taking the Xiaohongshu platform as an example, there are three main channels to establish relationships with experts.
First, check the profile of the talent, and establish a relationship with the talent directly through the homepage or email; second, build a relationship with the talent with the help of Dandelion; third, cooperate with the third party, and directly connect to the appropriate brand for communication group of experts.
3. Main contents when communicating with experts
After finding the expert, the media PR needs to have in-depth communication with the expert on the content of this cooperation. In communication, there are two key contents that need to be discussed in detail.
The first is the form of cooperation. As a brand, we need to let the influencers understand as clearly as possible what we need from the other party, such as whether we need pictures, texts or videos.
Which audience groups are we mainly targeting? Do we need promotion of a single article or introduction to a series? What are the advantages of our products and how should they be expressed, etc. Providing more and more comprehensive information can help experts understand the brand and products as quickly as possible, thereby providing project budgets and communication plans.
The second is the price of communication. After confirming the form of cooperation, we entered the stage of "talking about money without hurting feelings". When looking for an expert, you can’t avoid the bargaining process. There are also some tips when communicating with experts to negotiate prices.
For example, you can tell the other party that we are the source supplier and can provide fans with low prices; or it can be said that the products we are disseminating this time are the best-selling models of the brand, and the commission is considerable.
In short, if you want to bargain, you can use this form of "introduction advantage + offer to reduce price" to make it easier for the other party to accept. As a media PR who is new to the workplace, if you want to quickly understand the steps and techniques of finding talent, you cannot do without many attempts and exercises.
Therefore, media PR must contact as many experts as possible in their daily work, get to know them, and get to know them. Only by placing the accumulation of resources on a daily basis can we quickly find suitable experts at key activity nodes.
The above is the sharing about "What are the responsibilities of Xiaohongshu media and how to find experts for media PR". I hope it will be helpful to everyone.