-
新しい広報の教科書
- Narrado por: 四宮 豪
- Duración: 7 h y 1 m
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Resumen del Editor
本書は、同名のロングセラー、広報・宣伝担当者の必読&愛読書を、読者の要望に応えて、強化した新版です。特に好評だった企業事例解説を大幅に増強。ワークマン、近畿大学、ビビッドガーデン、READYFOR、オアシスライフスタイルグループなど注目企業11社の実践例や失敗からのリカバリーなどを詳説し、どんな業種にも生かせるコツになっています。
時代や社会状況が変わっても、広報の仕事の基本は変わりません。なぜなら、広報業務の要(かなめ)は“人との関係づくり"と“駆け引き"だから。リリースの書き方以前に身につけるべきことは、その部分。どんなに完璧なニュースリリースを作っても、忙しいメディアの人たちは、ほとんど読んでくれません。本書では、マスコミだけでなく、実はもっと大事な他社広報や自社内他部署との関係づくりの方法や、すべての広報活動に通底する「メディアで紹介されるための」考え方など、最強の広報術を紹介。著者は元ぐるなび広報として、数々のヒットやブームを生み出し、現在は「広報部の社外上司」として慕われ、メディアの記者からの信頼も厚い、広報の先生、かつ橋渡しの達人。
【目次】
◆第1章 ニュースリリースをつくる前に
リリースはまったく読まれていない!!?
企業の中での役割
「広報」と「宣伝」の違い
「お金をかけずにできる広報」とは
仕事の9割はマスコミとの人脈づくり 他
◆第2章 メディアとはしなやかで、したたかなお付き合いを
マスコミにはお願いしない
広報は心理戦だ
資料を渡さない
電話の売り込みにも駆け引きがある
必ず返信をもらえるメール術 他
◆第3章 PRストーリーはハッタリを利かせる
PRには〝風林火山〟が大切
記事を書いてもらうための五つの秘訣
ストーリーがあれば巨大な敵にも勝てる
ネット企業でもBtoBでも魅力あるストーリーがつくれる
意外性・社会性・季節性を取り入れる 他
◆第4章 「創る広報」は社内ネットワークが決め手
社内には毎日情報を流して恩を売れ
「広報発」の企画を提案する
社内で信頼を築く方法
企業トップとの絶妙な距離感の取り方 他
◆第5章 競合でも異業種でも他社との連携は欠かせない
異業種や競合の広報とも仲良くすべし
昨日の敵は今日の友
あえて他社を推薦する
共通項を探すのがコツ
PR会社で思うような成果が出ない理由 他
◆第6章 SNSの上手な使い方
マスコミを引きつけるSNSの使い方
プライベートな情報で自分のキャラをつくる
公式アカウントでは宣伝色を消す
SNSでリアルな情報を集める
◆第7章 凄腕広報担当者に聞く! 私とわが社の広報術
・会社や自社製品が本当に好きだから熱い思いが自然とあふれる〈株式会社オアシスライフスタイルグループ〉
・メディアの人と一緒に汗をかく。いい露出といい関係性はそこから生まれる〈READYFOR株式会社〉
・全社員に広報視点を持ってもらう取り組みで「一人広報」が一人ではなくなる〈株式会社ビビッドガーデン〉
・一度会った記者に確実に取材してもらうには「意味のある二度目」をつくる〈株式会社MONOKROM〉
・全教職員が広報員。メディアが「今欲しい識者」も一目で探せる〈近畿大学〉
・「おもしろく」が優先。だから、裏側も隠さない〈株式会社ワークマン〉
・メディア露出へのキモは固めない企画提案〈ランサーズ株式会社〉
・出演したい番組は徹底研究。新商品がなくても別の流行に絡めて話題に〈株式会社船橋屋〉
・社長・社内との信頼関係が創るすごい「画」で同業大手に勝つ〈ななし株式会社〉
・「地方企業」「冬限定商品」でも誠意と速さの攻めで劣勢知らず〈ダイニチ工業株式会社〉
・現場で働くことは広報活動の大きなプラスになる〈株式会社KUURAKU GROUP〉
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