Public Relations

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What Is Public Relations?Public relations (PR) helps build awareness of companies, products, services, technologies, people and issues among key audiences and influencers. It helps companies create an identity in the industry, media and community. Public relations is the use of editorial outlets(magazines, newspapers, broadcast), special events, newsletters and other PR tools to convey a message to a targeted audience. Public relations is a discipline of management much like finance, accounting, human resources and law. There is a basic methodology that includes five points: goals, objectives, strategy, tactics and target audience.

The Past and Present of Public

Relations

Public relations has always been around in one form or another. From time immermorial,PR has been a succcessful strategy used by emperors and kings, dictators, evangelists and savvy politians.

Public relations strategies and tactics are used to positively influence perception of everything from technology and oil spills to consumer brands, television shows, politicians and philanthropic causes.

So what is PR today? It is definitely different than it was over 100 years ago, when the term “Public Relations” was coined. How can PR work in conjunction with market research to help turn critical insights into impactful messages?

The answer is the Internet

the Internet has changed the very fundamentals of how people access information, and hence, which channels of information influence them. Anyone can mount a promotional campaign on the web. It’s easy to build a website, a blog and a Facebook page.

Reaching the MediaThe public relations functions of any organization is usually carried out by staff specialists.

One of PR’s aims is to influence publuc opinion through the massmedia:newspapers,television,radio,information services,exhibitions ,and sponsorship.

Weibo is a good tool to spread the news which can be transmited thousands of times to make most of the people know.

On May15th ,Kris ,whose Chinese name is Wuyifan,who is the captain of EXO-M,the most popular pop team of SM Entertainment in Korea asked SM for the termination of his contract.Meanwhile he sued to the Seoul Central Court This news was first reported by weibo of Sina Entertainment exclusively at 9:32.It is because through the media of weibo that suddenly the large amount of forwarding and comments caused a fan coil and china-south Korea media buzz. 

How Does a PR Firm Work with Companies?A PR firm and its clients take a team approach to implementing a successful PR program. Both members are key to the team’s success. The client provides the product or technology expertise and a PR firm provides the public relations expertise.A PR firm can ：Identify influencers in the client’s market——Who are your publics?Since public relations activities are directed to an organization’s public, groups of people with something in common. Try to identify your publics because, individually and collectively, they can make a big difference in the success of your business.

There is no doubt that the news of Kris’s termination has infulenced EXO’s fans mostly.The argument and discussion of fans is the key to culminate the issue.It will make people think of the same incident happened on Hangeng ,the ex-member of Super Junior five years ago and make public barbs on SM Entertainment.

Maintain on-going contact with media and analyst covering the client’s industry or market in order to remain up-to-date on key issues and opportunities.

However,when Sina sent out the news, South Korea and SM company hadn’t got the message and also South Korean court hadn’t received the lawsuit either. Two hours later, weibo of Sina Entertainment issued a scan of lawsuit to confirm the facticity of the news. 

The lawsuit is almost the same as Hangeng’s.It claimed that terms were restrictive and unfair. Angry mob of hardcore fans had also taken their shock and sheer disbelief to some of the member’s Instagram accounts.Because of the news,the shares prices of SM have fallen sharply.  

Work with the client to set clear expectations for the PR program up front.There were two hours between the information of the cancel of the contract in China and the confirmation of it in Korea. Q: Why the information of the cancellation of the actor from a Korean company should be known by China before its release? This event indicated the announce of the cancellation was planned previously by its public relations company and clients (which maybe the new boss of Wu Yifan or both of them) in order to crack down SM company.----- Analysis from the Internet media veteran.

Provide the client with deliverables and results in a proficient, timely manner.The period of the release of the cancellation of Wu YIfan was eight days ago, before the first tour by EXO, bringing their new album back. The bombing of the event itself and the coincidence of the two events exacerbate the situation. Because of the exit of Wu YIfan, there is a big shock on the rest members of EXO, and besides its remarkably recession of the EXO’s stocks, it has caused a huge resistance on its development in Chinese market.

Identifying Your Target MediaThe first step to getting media coverage for your business is to decide who your target audience is and which media you should use to reach them. These types of media should become your target media organizations.

In the company behind the media ,the team aims at the microblog which is a fast-spreading media. Now in China,, people use mricroblog generally, and the fans of the EXO can get the information of their idol immediately through it. Thanks to the great aids made by Sina Microblog, they get the right result-----weakening its influence in China.

Dealing with Bad PublicityIt’s not a good idea to go off the record when there’s bad news. Answer truthfully to any questions put to you, although it’s not your job to volunteer every detail.In Korea, because of the negative news of the reappear of cancellation, SM company is sure to make their effort to reduce the impact on itself and the EXO team and assure their normal activities. They use the public account like micoblog and instagram of their members to issue some views on the cancellation of Wu Yifan, and try to relieve the negative commons on them from the outside world.

SM is the biggest loser of the cancellation of Wu YIfan, however, some domestic entertainment company make their benefits from it.

In sum:PR campaigns can successfully motivate groups of people to take action.PR, when implemented in a thoughtful and strategic manner, can dramatically influence the perception of a company or product in the public eyes

Thank you