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At the moment of the epidemic, everyone is squatting at home to “contribute” to society.

The demand for resumption of work and resumption of education has brought huge opportunities to “online office tools” and also a great challenge to public relations communication!

[Universal Uncle] I saw that at least 3 brands were involved in this “public relations battle”, and they fought fiercely, namely Ding Ding, WeChat and Fei Shu. They are also under Ali, Tencent and Toutiao .

In fact, the three families have been indifferent for a long time in the early period, but they face the most crises. In turn, if you can handle the crisis well, you can greatly increase your voice once and again. He knows the nails of black and funny, and achieved breakthroughs with the help of social media and short videos.

Although there are no losers in this PR battle, Dingguo has become the biggest winner of this PR battle.

Uncle make an inventory.

nails

Dingding has gone through at least three waves of “public relations.”

There is a big background. In December of last year, Dingding became the first batch of education mobile Internet applications (education APP) released by the Ministry of Education. Therefore, Ding Ding can become the main platform for primary school students to take online courses during the epidemic.

As a result, Dingguo began to fight with the students.

The first wave: rumor monitoring

Uncle first talked about the first wave. In fact, the second wave of PR was caught in the first wave, but the burst time of the first wave was earlier than the first wave. A Weibo user broke the news and said, “During the online classroom live broadcast, the teacher can open the student’s camera and even monitor the student’s computer phone screen.”

I believe everyone remembers a series of hot spots that monitored students last year. This is a sensitive area. Official Diaoguo set off the rumor promptly on February 10 and said that he had reported to the police. The uncle can only say that it is not ruled out that competing products are engaged in things, but the spread of rumors is more terrifying than viruses, and we must respond to social concerns as soon as possible.

The second wave: begging for mercy

This is the popular B station begging video these days,But what is the PR strategy of doing so? Uncle said below.

It is said that during the epidemic period, the cumulative download volume reached 1.1 billion times, and it surpassed WeChat for the first time, ranking first in the appstore free list. But at first, its overall rating was only one star!

The reason is that students can continue to extend the winter vacation and play at home safely and happily. However, because of the existence of the Internet, students can go to school, but they have to go online.

Primary students who are proficient in using mobile phones have begun to be mischievous and started to “capture” the appstore ’s rating area. They have given Craig a star “praise” and attached funny copywriting, such as:

Looking at the negative word-of-mouth report, this made Dingguo unable to sit still. First, he posted a picture of “begging for mercy” on Weibo, and then asked Alibaba’s new media blue V matrix to start pushing and rhythm Only then was this matter noticed by the media and the public.

The clever part of Nauding PR is that one of the words in the picture is “I know, you just don’t love class.” It is a kind of ridiculous way. “Low grade” is associated with “Students don’t want to go to class”, but the message to the outside world is not that the product is not good, but the students are naughty.

After this tuning strategy was clear, others continued to spread and succeeded.

I thought I had successfully begged for mercy. I did n’t expect the host of station B to post a spit video “You nailed it really nice” at 8:30 pm on February 13th. , With familiar music, put on new words, “You nailed itIt ’s so nice, especially like the midnight bell … “