Chapter 8: The ultimate strategy for news and public relations is to guide and guide

Ouyang Tong got up early today, at 8 o'clock, because the company is recruiting employees and there is an interview today. When Wang Yudan called him, he was driving to the Tongcheng Hotel. After listening to Wang Yudan's introduction, he immediately replied, 'This is a good thing. What are you worried about?'? Wang Yudan said, "You don't feel bad when you talk standing up. The whole Internet is throwing dirty water on us. You also said it's a good thing.". What are your criteria for being good or bad? Ouyang Tong said, didn't you invite Lin Fei to endorse you also for publicity? The image of tobacco, no matter how it is degraded, cannot be degraded anywhere. On the contrary, the more intense the online commotion, the greater your brand influence, and this is a low-cost advertisement. Wang Yudan said, do you really not know or are you pretending not to know? We are state-owned enterprises, and we are all government officials. The above does not consider the brand and economic benefits of public opinion, only one is considered, political benefits. Ouyang Tong exclaimed, he really didn't think of this. Of course, he had no idea that Wang Yudan was actively campaigning for the mayor of Yongzhou City. The surging public opinion this time will cause her to lose points in politics.

Ouyang Tong said that if you don't want public opinion to be too concentrated, then you need public relations. Wang Yudan asked, how to do public relations? Ouyang Tong said that there are two ways, one is to completely block this topic. It's relatively easy to do this, just go to the State Council website to handle public relations. I have channels and the cost is relatively low. But I'm a little worried that this matter has too much impact, and once the topic blocking method is adopted, it may have even worse effects. Wang Yudan asked, what about the other way? Ouyang Tong said that by taking drastic measures and contacting relevant websites, those who can block posts should block them, those who can delete posts should delete them, and those who cannot be influenced should also be encouraged to take measures to prevent them from following posts. As long as big websites can cooperate, the influence of small websites is limited. At the same time, the organization covers both positive propaganda and opposing voices, completely reversing the one-sided situation of public opinion. But this task is quite troublesome and requires significant investment.

Wang Yudan said, this method can be considered, can you handle it well? Ouyang Tong said that as long as you spend money, there is nothing that cannot be achieved. Wang Yudan said, 'Tell me, how much does it cost?'? How to spend? Ouyang Tong said that something happened suddenly and I couldn't budget at once. Some websites only need to inform their administrators to block posts and manage them, so they don't need too much money. But some websites have strict management, and if the administrators are useless, they have to compensate with advertisements, which costs a lot more. Also, organizing a network counterattack is also a way to deal with it. Mobilizing netizens or administrators to post also requires paying a certain fee. Wang Yudan said, the situation is urgent, I won't say much. How about this, you give me your company's account, I'll call one million and you can start working immediately. Feel free to contact me anytime, and let me know when you don't have enough money.

Ouyang Tong thought, one million is definitely enough for administrators to block, delete, and invite people to post. If we want to use advertising compensation to delete posts, it will definitely not be enough. Fortunately, advertising compensation will always be a step slower. After starting this job, asking Wang Yudan for two to three million yuan will definitely not be a problem. This is equivalent to saying that I easily obtained a large amount of advertising fees from Jiangnan Tobacco. Ouyang Tong also stopped taking part in the recruitment, called Yang Dayuan, and then turned around to start the company's first business.

What Ouyang Tong did not expect was that the situation developed very quickly, affecting all aspects. Firstly, Lin Fei has already felt the impact of this matter on his reputation and has called Ouyang Tong several times. Ouyang Tong is not worried about this. He explained that this matter will definitely have a certain impact, and we had already mentioned it when we discussed it. However, public opinion has arrived ahead of schedule. In this sense, we feel that everything did not go beyond our expectations, nor did it deviate from our control. Of course, we have noticed this matter and are taking measures. Lin Luogang asked, what measures are you planning to take? Ouyang Tong explained that I am in the news industry, and our party has a principle for managing news, which is guidance. The so-called guidance refers to the direction guided by the Party. This method is very good. Public opinion is like a river. When there is a flood, if you want to block it, you will definitely not be able to stop it. Therefore, Dayu proposed a method for flood control, which is to divert it. This method is more sophisticated for news management than for water management. Ouyang Tong told the other party his method, and Lin Fei's dissatisfaction was finally quelled.

Later that day, the General Administration of Sport of China couldn't sit still. Due to public opinion, they had to take action and held a press conference that evening, publicly stating: firstly, they never participated in the negotiation of Lin Fei endorsing Jiangnan Industrial Group, and Lin Fei's signing with Jiangnan Tobacco was entirely Lin Fei's personal behavior. Secondly, the General Administration of Sport of China does not have a scientific evaluation report on whether Lin Fei's endorsement of tobacco advertisements affects his positive social image, making it difficult to comment. Thirdly, the attitude of the General Administration of Sport of China towards advertising for athletes is clear and does not support it. The General Administration of Sport of China hopes that all athletes will devote all their time and energy to training and competition, striving to achieve better results for the country. However, the General Administration of Sport of China cannot control athletes' leisure, entertainment, and business activities outside of sports events in their spare time. Finally, the General Administration of Sport of China emphasizes that it is monitoring the progress of this situation and whether further measures will be taken will depend on the specific circumstances.

As soon as the press conference ended, Wang Yudan received the news and immediately called Ouyang Tong, asking if he had any way to prevent the release of this statement. Ouyang Tong said, not to mention that you can't stop all the media at all, even if you can, the cost is high. Most importantly, what's the point of stopping this news from being released? If Lin Fei cannot endorse, it's meaningless. If Lin Fei can endorse, no matter how much speculation is made online, it may not necessarily be a bad thing for Jiangnan Tobacco. So I believe that this incident has no harm at all for Jiangnan Tobacco. Who doesn't know that smoking is harmful to health? The more the internet is hyped up, the greater the popularity and influence of Jiangnan Tobacco. This event alone is worth millions or even billions of advertisements. So, it's completely unnecessary to prevent the release of messages. The most important thing is whether Jiangnan Tobacco will accept the opportunity or prepare to expand its achievements and strive to negotiate the endorsement of Lin Fei.

Wang Yudan had a sudden sense of enlightenment. This is actually a purely commercial event, and solving the problem requires a purely commercial perspective. As a commercial event, just the online hype endorsed by Lin Fei has already enabled Jiangnan Tobacco to achieve its promotional goals. The statement from the General Administration of Sport of China has further fueled the situation, and she can completely let it develop and terminate her contract with Lin Fei. In the end, netizens may think that Jiangnan Tobacco only used Lin Fei's reputation to create a live advertisement without even spending a penny on advertising, and this will become a classic case of advertising marketing.

On the other hand, since Wang Yudan is a political figure, she cannot help but consider issues from a political perspective. Now, what she needs to do is to reverse the passive situation politically, at least to prevent her political enemies from using this matter as a weapon to attack her. Ouyang Tong said that if we only consider political influence, things will be easier to handle. Ouyang Tong gave advice to Wang Yudan. The statement from the General Administration of Sport of China can be ignored, but the behind the scenes activities cannot be relaxed. If the endorsement of Lin Fei can be confirmed, Wang Yudan will have the initiative in the officialdom. As for public opinion, as long as it is guided, there will definitely not be a one-sided situation again. It can help fuel the situation and make some posts online that are both fair and just. In this way, there are political, economic, and social benefits.

Wang Yudan said, as you know, the General Administration of Sport of China has already been there once, and their attitude is resolute. Now it's causing a stir, and I'm worried about whether this contract can still be executed.

Ouyang Tong said that there is nothing impossible, it depends on people.

Wang Yudan asked, do you have any good ideas?

Ouyang Tong said that he hasn't thought of it yet. But I think we should go to Beijing immediately, stay there, keep up with the latest developments, and strive for initiative. I still have some connections in Beijing, and with your connections, I don't believe I can't attack.

Wang Yudan said, 'Alright, prepare yourself and we'll fly to Beijing tonight.'.

Yang Dayuan, in the name of Jiangnan Daily, requested two rooms at Tongcheng Hotel, one for job applicants to rest and the other as an interview venue.

The relationship between Tongcheng Hotel and Jiangnan Daily is very close, as it is a long-term advertising client of Jiangnan Daily and Yongzhou Urban Daily. Yang Dayuan met the CEO of Tongcheng with the director of the advertising department of the city newspaper, and often came here under the name of the newspaper to ask for a room to meet his girlfriend. Yang Dayuan's consumption here, sometimes as a guest of the Urban Daily Distribution Department, sometimes explicitly stated as a personal friend and requested exemption.

The interview started at nine o'clock, and Yang Dayuan arrived at the hotel at eight o'clock. He needed to decorate the room and highlight Ouyang Tong's position as chairman. In order to highlight the company's image, he specially wore a navy blue suit, tied a red tie, and his leather shoes had already been polished shiny. As the general manager, he certainly cannot be the commander of the Light Pole, so he called his close friend Miss Wu to act as his secretary when he arrived.

According to Yang Dayuan's arrangement, after the applicant arrives, Miss Wu will arrange for them to fill out the forms in the adjacent room, and then hand them over to Yang Dayuan. After Ouyang Tong arrives, Miss Wu will call the number and enter the room for the interview one by one. At 8:50, Yang Dayuan's phone suddenly rang. He picked it up and saw that it was Ouyang Tong. He then realized that there was a change on Ouyang Tong's side and he probably couldn't come anymore.

The first thing Ouyang Tong said on the phone was: If you send the company account to my phone, Jiangnan Tobacco will immediately call one million. Upon hearing this, Yang Dayuan was overjoyed and exclaimed, 'Great! I'll send it to you right away.'. Ouyang Tong said, don't worry, do you have a pen and paper with you? Write it down. Although Yang Dayuan hasn't read many books, he likes to call himself a cultural person when encountering unfamiliar people, and often pays attention to his cultural image, always carrying a pen and paper. Of course, if he is with acquaintances, he often jokes about himself, saying that he is illiterate and a farmer. He took a pen and paper and said to the phone, 'Speak up.'.

Ouyang Tong briefly introduced what happened online, and then said, 'The interview this morning has been cancelled, you should do two things immediately.'. Firstly, immediately find some people who can write online and have good writing skills for me, and post on the internet without involving Lin Fei's endorsement of Jiangnan Tobacco. Just promote Jiangnan Tobacco and Lin Fei from a positive perspective. Retrieve all the positive deeds of Jiangnan Tobacco and Lin Fei before and post them on the posts criticizing this matter. Yang Dayuan asked, how many people should we invite? What kind of treatment should we give them? Ouyang Tong said that 50 people or 100 people are fine. However, you should be careful not to use all IDs from Yongzhou, preferably from outside Jiangnan Province. You can decide what kind of compensation to give these people. In short, after one hour, the effect must be seen. Secondly, I will provide you with a list of BBS administrators and active members. You will contact them separately and ask them to post according to our requirements, with a positive post and a price of 200 yuan. If they want a high price, you can lower it. For those who cannot be lowered, you can follow their bid. Add a positive post to an existing or newly posted post, and give two yuan for one post. One hour later, I will send you these two lists, and you can send me the fax number of the business center of Tongcheng Hotel. If there is anything else, we can contact you by phone anytime.

Put down the phone, Yang Dayuan immediately asked for the fax number of the business center and sent it to Ouyang Tong along with the company account.

After returning to the room, he called Miss Wu next door and called her over.

Yang Dayuan asked, how many people came? Miss Wu said there are over fifty. Yang Dayuan said that the situation has changed a bit. In a moment, I'll go with you over there. Can you introduce me? You can ignore the rest of the matter. Miss Wu asked, how should I introduce you? Yang Dayuan said, just say I am a famous media person and the general manager of Boyi Culture Communication Company. Miss Wu said, what about Mr. Ou? How should I introduce him? Yang Dayuan said he won't be coming for something.

As Miss Wu entered the adjacent room, the applicant immediately quieted down. Miss Wu clapped her hands and then introduced Yang Dayuan. Yang Dayuan straightened his tie, stood at attention, saluted with a military salute, and immediately won a round of applause. Yang Dayuan said that he was very happy today because he met so many handsome men and beautiful women. Although this is a competitive interview, there is absolutely no need to make it so serious, let alone engage in formalism. Today's interview has two projects. The first project is to leave everyone's contact information. This project has already passed. The last project left now is a homework assignment. You must all be online, as long as you search online, you will find a hot topic on the internet today, which is caused by the endorsement contract between Asian sprinter Lin Fei and Jiangnan Tobacco. As we all know, Lin Fei is a sports star at the just concluded Olympic Games and a flag in the eyes of the Chinese people. However, combining the image of Lin Fei with the image of tobacco, I believe that most Chinese people will be disgusted. Online discussions are precisely due to this aversion. It's naturally easy for everyone to say negative things. However, saying that is too simple and lacks challenge. What are you guys? You are the elite of the future advertising industry, so my homework for you is to find and discover positive arguments from this negative topic, and to use these positive arguments to influence your netizens, so that they can share their positive views online. The minimum standard is for each person to find five netizens and each netizen to post ten articles. You can print out these posts or copy the links for verification. It would be best to provide a proof method to verify that these netizens were initiated by you.

Everyone was stunned, this exam question is really strange.

Yang Dayuan saw that everyone was silent, so he said again, 'You must have a big question, why did you come up with such a strange question?'? Actually, this question is strange or not. For example, why do we choose an issue that is bound to be one-sided? The purpose is to assess your adaptability and critical thinking skills, and to see how you can unexpectedly excel when faced with impossible tasks. Secondly, why are you not allowed to post on your own and instead asked to mobilize your friends and netizens to post? This is to test your motivational and social skills. What methods do you have to change others' inherent views on something? Thirdly, it is to assess your knowledge of using the internet. Of course, there are other aspects of assessment that I will not introduce one by one here. In short, this is a comprehensive assessment. I have your contact information here, and I may randomly check your work situation. If I call anyone, I hope you can cooperate. Thank you all.

Yang Dayuan secretly calculated that there were over fifty people here. If half of them successfully mobilized five netizens to post, then there would be one or two hundred people posting. If half of them posted more than ten posts, then there could be over a thousand posts. These people are all voluntary workers and don't need to pay a penny at all. One post saves 200 yuan, and one thousand posts is 200000 yuan. In addition to other posts and comments, spending 250000 to 300000 yuan from one million yuan, whether it is Ouyang Tong or Jiangnan Tobacco, will not be too concerned. This money can also unknowingly enter their own pockets, which means that the company has just started and they have already made a big profit.

Half an hour later, everyone left and two rooms became empty. Miss Wu followed Yang Dayuan into another room, and Yang Dayuan immediately picked her up and circled around the room. Miss Wu felt that Yang Dayuan had never been so crazy before, and there must be a reason for his excitement today. She said, 'What's wrong with you?'? Did you take a stimulant? Yang Dayuan said that it was even more satisfying than taking stimulants, and the company made money. Miss Wu widened her eyes and said, 'You don't have a fever, do you?'? The company hasn't started yet, how can it make money? Yang Dayuan said that the company just took on a job worth one million.

Miss Wu excitedly said, really? Yang Dayuan told her about the situation, and Miss Wu was also very happy, asking him how much he could earn from this job. He said it's not clear yet, but at least 10% should be fine. In fact, what he thought in his heart was that he could earn 300000 or even more. If he can earn 300000 yuan, he accounts for 19%, which is about 60000 yuan. He can squeeze out some of the expenses and make 300000 yuan himself, which should not be a problem. What in the world is more wonderful than earning 300000 yuan a day?

Miss Wu also became excited and said, 'Congratulations.'. I took the initiative to hug him and then kissed him. He quickly reacted, picked her up, threw her onto the bed, and began to take off her clothes.