What’s the relationship between PR vs advertising vs branding?

Both public relations and advertising serve brand building. Advertising is about saying good things about oneself, while public relations is about letting others say good things about oneself. The famous angel investor Xu Xiaoping once said: "If I only have 1 dollar left to use for marketing, I will

It will be spent on PR. “This shows the importance of public relations, which is priceless.

According to tactics and strategies, there are 12 types of brand public relations models. This article analyzes 9 commonly used models in the PE/VC industry, namely: social public relations, communicative public relations, construction public relations, service public relations, publicity public relations, and maintenance public relations.

type public relations, defensive public relations, corrective public relations, and network public relations.

1. Social public relations Social public relations refers to a public relations model in which brands create a good brand image by organizing various social, public welfare, and sponsorship activities.

Social public relations has become the most commonly used public relations model for most brands. At the practical level, it can be divided into two categories: charity and sponsorship.

1. Public welfare Public welfare public relations include launching public welfare platforms, releasing public welfare projects, direct donations, etc.

(1) Launch of a public welfare platform. For example, in May 2008, Ant Financial launched a public welfare platform, committed to using Internet technology to seamlessly connect public welfare organizations and caring individuals.

At present, the number of donations has exceeded 200 million, and 487 million yuan was raised in 2017 alone.

(2) Launching public welfare projects. For example, in March 2015, the "Qunying Club", a public welfare entrepreneurship mentoring program for outstanding Internet entrepreneurs jointly launched by Sinovation Ventures, ZhenFund, and Longling Investment, announced its official enrollment.

(3) Direct donations from the platform. For example, in June 2017, Zhang Lei, founder and CEO of Hillhouse Capital Group, donated RMB 300 million to his alma mater, Renmin University of China, to establish the “Renmin University of China Hillhouse Gaoli Education Development Fund.”

2. Sponsorship Sponsorship public relations include sponsoring various events, sponsoring various programs, sponsoring various activities, etc.

(1) Sponsoring various events Yongbai Capital-PGA has sponsored the Shanghai Tennis Masters for three consecutive years, conveying the brand concept of "Capital Makes Masters".

(2) Sponsoring various programs In June 2018, Cornerstone Capital and Caixin launched the "New Economy·China Talk" series of interview programs. Whether from the perspective of user groups or professionalism in the industry, Cornerstone Capital

It has a very high degree of compatibility with Caixin.com.

(3) Sponsoring various activities Since 2003, UBS Group has continuously sponsored the Beijing International Music Festival, fulfilling its commitment to firmly support the financial and cultural development of the regions where it operates, and at the same time achieving good social benefits.

2. Communicative public relations Communicative public relations is a mode of carrying out public relations work in interpersonal communication.

Its purpose is to establish emotional connections through direct contact between people, establish an extensive social network, and form an interpersonal environment that is conducive to the development of the enterprise.

Methods commonly used in the PE/VC industry include: offline inspections, salon activities, working lunches, industry exchange meetings, and government research visits, etc.

For example: In 2017, "Dancing Fish" paid 1.2 million yuan to buy Sequoia Capital founder Shen Nanpeng's lunch break, which is a typical communicative PR.

3. Constructive public relations Constructive public relations are public relations activities carried out to open up the situation during the start-up period or when a new product is first launched.

The purpose is to form a good first impression through on-site communication and media reports, and directly promote the development of the brand.

Commonly used methods in the PE/VC industry include: press conferences and financing conferences.

Ms. Chen Shujie, Chief Marketing Officer of Lenovo Ventures, proposed the "ICE" rule for press conferences. To hold a successful press conference, we need to focus on three aspects: creativity, execution and communication.

First, determine the theme of the conference, and then create ideas based on the theme of the conference.

A press conference only needs to have one biggest highlight, which can leave a deep impression on the audience and the media. Subsequent public relations and publicity will naturally revolve around this highlight.

In addition to traditional offline press conferences, new media channels such as WeChat group online press conferences and live webcast press conferences must also be utilized.

Finally, the communication of the press conference usually includes two forms: media releases and media interviews.

Press conferences often invite the media and KOL to attend the conference, and also provide press releases to the media and KOL to achieve extensive public relations communication.

Media interviews are for in-depth dissemination later.

4. Service-oriented public relations Service-oriented public relations is a public relations model that focuses on providing high-quality services. Its purpose is to gain social understanding and praise through practical actions and establish a good image of oneself.

For enterprises, if they want to obtain a good social image, publicity is important, but more important is their own work and the degree and level of their service to the public.

Service-oriented public relations in the PE/VC industry can focus on website experience, BP feedback, and post-investment services.