Truck has no PR. This can be a "news" in the domestic auto industry and media circles that is not news. Why Chinese truck companies are not keen to engage in public relations activities.
Truck has no PR. This can be a "news" that is not news in the domestic automobile industry and media circles. When the China Automotive joint venture company and the Chinese domestic car companies became popular public relations, domestic truck manufacturers seemed not to have caught up with public relations.
One phenomenon that can be proved is that in recent years, most of the country’s provincial cities have had an exhilarating exhibition at the “International Auto Showâ€. Chinese car companies have competed to showcasing corporate image and brand charm, but few domestic truck manufacturers The figure. Even if one or two manufacturers’ trucks were occasionally seen on the show floor, it was “seeing only cars not seeing peopleâ€.
Why Chinese truck companies are not keen to engage in public relations activities? Where are the Chinese truck public relations cards closed? The author believes that at least the following six "levels" are worth studying.
A "national" situation. The Chinese truck was born in the early days of the founding of New China, and the Chinese public relations was born in the early period of reform and opening up in China. The difference between the two is nearly 30 years. Chinese trucks seem to have no need of public relations. Looking back at the history of truck development in China for more than 50 years, Chinese trucks have grown from small to large and from weak to strong, relying on their own strength to go through a stormy process and become an important force influencing the truck pattern of the world. If it is hard to say that public relations has played an active role in it, there are some nonsense.
The Chinese car, which has developed almost simultaneously with China's public relations, seems to have a soft spot for public relations. China PR was born in the era of market economy. Most Chinese cars are the result of Sino-foreign joint ventures and cooperation. China's cars have introduced public relations as a foreign product while introducing technology, products and management from abroad. This may be one of the reasons why China's car PR has matured and China's truck public relations are still sprouting.
The second "society" situation. Society is the sum of people-to-person relationships. The Chinese society has a strange phenomenon. When it comes to difficulties, it is often not to engage in "finding problems," but to "hit ideas."
Like most people in China, trucks in China are used to “attacking officials†and are not good at “public relations.†This is one of the reasons why domestic truck companies have a problem with “looking for the mayor without looking for a marketâ€. Because most people in the country have developed "personal relations" to achieve good results, and they have a long-sleeved dance, they are at a loss when dealing with "public relations."
For decades of planned economic system, Chinese trucks have little market awareness, few marketing techniques, and many have the concept of selling cars. Therefore, the “sale line†of Chinese trucks is mostly on the dinner table, in the glass, and in the booth.
Sanhe "factory" sentiment. China's truck manufacturers are mostly traditional state-owned enterprises. Their many years of home-grown production have created a way for Chinese trucks to take the path of independent innovation and independent development. Even in some Sino-foreign joint ventures and commercial vehicle or truck companies, China’s strength and discourse power appear strong. In this way, self-confident China trucks are convinced that "there is no inconsistency or inconstantness in the Chinese mainland."
Four "people" feelings. In the increasingly fiercely competitive and harsh market economy, Chinese truck companies have become more aware of the necessity of "user-centered." And almost all of China's public relations companies also declared themselves to be "customer-centric" at the very beginning of their creation.
But who are the respective users and customers? Many public relations companies believe that the CEOs, sales ministers, and propaganda ministers of truck companies are their own customers, catering to and satisfying their tastes and appetites, while ignoring the true customers of truck manufacturers.
Who is the real customer facing truck manufacturers? Many people will say, of course, drivers. In fact, for a long time, direct dealings with Chinese truck manufacturers were batches of retrofitting factories, bulk-buy bosses, and bulk peddled dealers, who then used them as end customers.
If the customer of the truck public relations company is positioned as a vender and minister of a truck manufacturer and the audience of the truck public relations is positioned as an end-customer—a truck driver—who does not have the decision-making power and the right to speak, he or she is not biased or even deviated. The true meaning of truck PR.
Some public relations companies also attempted to disseminate new information to end customers through newspapers, radio, television, and the Internet. This is mostly a bamboo basket. Because the usual habits of these truck drivers are: no newspaper reading habits, no newspapers, radio broadcasts, no radio broadcasts, eagerness to watch the TV and hurrying up at night, and no computer even knows how to access the Internet.
The author believes that for a long-distance truck driver, the best media is to carry him and his own contact with the outside world, especially the mobile phone that transmits the safety information of people, vehicles and goods. Therefore, the best carrier for trucks is not the newspapers, radio, television, and the Internet. It is the oldest communication-word of mouth built on the new mobile phone.
It is not difficult to understand that some truck public relations activities are not as effective as the public relations activities of cars, and why truck companies are unwilling to choose PR companies.
Wuyi "car" situation. The sedan is a consumer product that lives with the hearts of the people, and the truck is the production material that is closely related to the national economy. This is why one of the reasons why most newspapers and magazines in the country above the city level have car special editions and car specialties, and who care more about cars and less car care.
The more you pay attention, the more you need to have a good relationship with the public, and the more public relations become popular. There is little concern, and naturally there is no need for public relations. Do you want to see your own public relations?
Six "heart" feelings. Since there are few trucks concerned, of course, the truck company's mood will not be so tense: usually send the media some good performance reports such as opening. But when it comes to real public relations crises, especially those that are not easy to settle or outside the region or national or network-based media crisis, truck companies have noticed that there are PR companies that are specifically responsible for crisis management. At this time, it may only reduce the degree of harm caused by the crisis and not effectively and effectively manage the crisis.
With the joint venture of domestic truck companies in China and abroad, the spring of Chinese trucks is approaching.
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