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奥美公关:怎样与“写手”约会

上一篇 / 下一篇  2007-09-10 10:15:35


根据英特尔的定义,他们邀请去采访工厂奠基仪式的博客们是:写手



现在美国的很多博客对于企业向他们胡乱寄送产品宣传资料比较反感,于是奥美公关搞了份“博客联系准则”(英文,13条准则摘录如下),主要是提醒企业,在联系博客推广其企业产品和服务时,要尊重对方,给对方以充分的选择权。

Ogilvy PR’s Blogger Outreach Code of Ethics

  • We reach out to bloggers because we respect your influence and feel that we might have something that is “remarkable” which could be of interest to you and/or your audience.
  • We will only propose blogger outreach as a tactic if it complements our overall strategy. We will not recommend it as a panacea for every social media campaign.
  • We will always be transparent and clearly disclose who we are and who we work for in our outreach email.
  • Before we email you, we will check out your blog’s About, Contact and Advertising page in an effort to see if you have blatantly said you would not like to be contacted by PR/Marketing companies. If so, we’ll leave you alone.
  • If you tell us there is a specific way you want to be reached, we’ll adhere to those guidelines.
  • We won’t pretend to have read your blog if we haven’t.
  • In our email we will convey why we think you, in particular, might be interested in our client’s product, issue, event or message.
  • We won’t leave you hanging. If your contact at Ogilvy PR is going out of town or will be unreachable, we will provide you with an alternate point of contact.
  • We encourage you to disclose our relationship with you to your readers, and will never ask you to do otherwise.
  • You are entitled to blog on information or products we give you in any way you see fit. (Yes, you can even say you hate it.)
  • If you don’t want to hear from us again, we will place you on our Do Not Contact list – which we will share with the rest of the Ogilvy PR agency.
  • If you are initially interested in the campaign, but don’t respond to one of our emails, we will follow up with you no more than once. If you don’t respond to us at all, we’ll leave you alone.
  • Our initial outreach email will always include a link to Ogilvy PR’s Blog Outreach Code of Ethics.
“写手”们何以能获得企业的如此礼遇,主要原因是“写手”们与传统媒体不一样,他们和企业一般来说不存在商业关系,因此也不受企业控制。大家知道,企业在传统媒体上投放广告是买卖关系,花了钱就能得到相应的服务,这里面一般没有什么温情脉脉的元素,“公关”也是如此,消费者眼中貌似公正的企业、产品或服务信息,都是明码标价码地与企业交易后呈现在公众面前的。总之,企业花了钱就获得了在局部空间、时间里对媒体的控制权。“写手”们也可能被收买,但更多的是无法或不屑于被收买的“写手”,因此,企业要获得“写手”们的青睐,就要提供他们所需要的东西 - 尊重、名气、人脉、专业领域的发展机会等等。

传统媒体好比是买办婚姻制度下的小脚女人,只要有钱,企业不用顾忌对方是否喜欢自己,“写手”们(以及其他社会性媒体)更象是自由恋爱时代的大姑娘,企业除了有一定的经济基础,让对方喜欢自己是双方能结合在一起的前提条件,当然,很喜欢的话,企业穷一点儿、吝啬一点儿也没关系。沿用这个比喻的话,奥美公关的“准则”,更象是一份约会指南。
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