BYD's public relations gods, 200,000 spent 200 million to the effect of 200 million, on February 22, three owners on a viaduct in Hangzhou, one is the owner of BYD, one is the owner of Bentley, and one is the owner of BMW. The owner of the Bentley beat the owner of the BMW, and the owner of the BYD acted bravely, and finally prevented the occurrence of **.
The Hangzhou public security reported the entire incident. This is a friction between users, a private dispute, and has nothing to do with the brand, and there is no strong relationship. However, after the Hangzhou public security reported the whole incident, BYD's public relations manager released their public relations plan, implementing lifelong free maintenance of the vehicles of the righteous and brave car owners, and rewarding 200,000 yuan in cash. And set up a special award for the courage of car owners, giving a reward of 5 to 200,000 yuan.
On the same day, this social incident was searched six or seven times, and the reading volume of each hot search basically reached 100 million, and the traffic was full, and from the results of the processing, whether it was the righteous and brave people, or the people who ate melons, netizens, and the public relations group of the whole society were satisfied.
BYD's public relations can be said to have set an example this time, this matter has nothing to do with them, why did he borrow this matter?
The first reason is the labeling of car owners. Everyone looks at all walks of life, just look at what kind of car you drive, and you are defined as a local tyrant and a poor person. This kind of labeled identity car owner incident is the easiest to detonate the onlookers of the melon-eating masses. Therefore, from this event trigger point, it is necessary to prepare for the early stage of public relations. It's to be prepared to run before this happens. Public relations should be fast, the second accurately grasped this social hot spot, Bentley car hit BMW owner formed a hot event, which requires accurate insight into the logic and factors behind this event.
The third is ruthlessness, that is, ruthlessness in strategy formulation, so that BYD owners can become heroes who save the world. not only saved him, but also demonstrated the sense of justice of the BYD owner, which is called ruthless.
The fourth is the preparation of the company, which should be fast. inadvertently sent a message, if there is no continuous fermentation of **, this news may sink to the bottom. Hot searches are not casual, and some have natural hot search attributes, because it is a social event. It took advantage of BYD's exit and then continued to ferment. Then this is a good four-step PR move, and there is also a fifth step. Prepare to set up a BYD car owner's public welfare**, righteousness and courage**, so that BYD car owners really continue to do similar similar events. This is both public welfare and marketing, which is perfectly combined.
On the other hand, some time ago, Messi did not appear in Hong Kong, and the first public relations was slow to react slowly, and half a beat was slow. The second is that there is no strategy, no targeted coping strategy. The third one has no good relationship with **. If you have a good relationship with **, you can reduce its heated discussion by **. Several steps were not done, allowing this event to continue to ferment negatively.
Adding PR between good PR and bad PR doesn't happen overnight. Therefore, in brand marketing, the use of public relations events is particularly important, doing good things with half the effort, and doing bad things with half the effort.