A Swede, but slightly Beijing accent spoke Mandarin; a Swede, but has a typical Chinese style nickname - "Big Dragon"; a Swede looks calm, but heavy metal music like manic, who is full of contradictions China's PR industry is quite well known, and has more than a dozen world-renowned multinational customers an easy public relations general manager Bai Shihua.
The East meets West in the Swede, whose real name is called Johan Bjorksten, translated into Chinese is the birch forest where the meaning of the stones, so he called Baishi Hua Chinese name. But we call him "Big Dragon", "This is my first visit to China, a travel guide gave me, because I belong to Dragon."
What is the real PR?
Easy for the public relations for numerous Fortune 500 companies to provide public relations strategy and analysis, crisis management, media relations and event management and a series of services, long-term clients include Electrolux, IKEA, Absolut Vodka, Sony, Saab, Porsche, etc. well-known brand, market competitiveness is evident.
"This is because of my public relations firm has a clear position." Dragon says. Four years ago, the big dragon type of public relations firm has talked to some 70 500 public relations manager, most of these respondents were only the two types of public relations firms: foreign and domestic. Foreign public relations firms to high prices, arrogance, but the professional and strategic; and domestic public relations company does not have a strategic concept, but quickly, to quickly produce the results of the media, good service attitude. While each have their own characteristics, but not a public relations firm has its own specific position.
"Positioning for the company in any industry is very important to take the car, said that Volvo's safety when it comes to open up and comfort is the Mercedes-Benz, BMW is comfortable sitting up, customers will need to choose according to their buying Which brand of car, no positioning will lead to price war among enterprises. "
Tai Lung to easily position the company as public relations in a "knowledge-oriented media relations." This position is that he interviewed a number of businesses and media after the decision. He heard an IT company complained about their public relations firms can not provide the services they want. Tai Lung is very strange, a professional IT company to do public relations how will it work? Companies said their company and not the same as other IT companies, each company has its own characteristics, this big dragon that is a real understanding of public relations consultancy services should be customer demand, and must know what customers need to achieve business objectives, so as to provide maximum value-added services.
He also contacted hundreds of reporters, the deepest impression is a senior editor, said he does not like public relations firms, as public relations company is to promote customer manuscript handed media, the middle charge exorbitant fees, public relations firms such fundamental not do any value-added services, in fact, a special kind of advertising. As a result, a large dragon on the market, summed up the contradiction between public relations, public relations firm that is not truly understand the needs and characteristics of enterprises, but also do not know what the media really want to write. Therefore, a large dragon took it easy for public relations as a "knowledge-oriented communication, the media really understand the customer, and more in-depth coverage."
"Communication (communication) is very important", a large dragon that public relations firms do not simply publish information out to businesses only, "It is important to consumers believe that companies can achieve the commitments they have made." A easy for public relations as an English training school services, Tai Lung discovered a very interesting phenomenon: that they give consumers about the advantages of the school although we do agree with, but do not believe the school can do. "So, our most important task is to prove that schools can do, we need to communicate." But the communication of specific measures that may involve commercial secrets, Tai Lung declined.
In order to truly understand the needs of customers and consumers, he asked his public relations consultant to the need to service the client company to practice. "We are a consultancy service for the Ikea, Ikea have been wearing the yellow uniform salesman in the mall selling, selling to be eligible to return two weeks later a consultant to do Ikea." Vulnerable to public relations to 60% - 80% growth rate, accurate positioning contributed.
Talent competition, customer choice
"Our competition is talent, not customers." Dragon point of view it seems China's public relations market, closer to nature. Indeed, China's public relations market is still very young, many are not mature, imperfect, but now 30% a year growth rate of developing public relations practitioners in short supply, "so we can provide services to senior public relations is a real companies can provide services to 10% -20%. "
Dragon would like to emphasize the importance of talent. A real public relations company's business, should include event management, media relations, audience analysis, product planning, investor relations, corporate image of the profit of, clarity, etc., the core is to achieve customer, media, real consumer interaction. Tai Lung that these tasks require enormous intellectual investment, not a sufficient number of good public relations difficult to achieve.
Competition between peers makes intense competition for customers. But the dragon has proposed the "select customers" slogan. He believes that public relations is an emerging industry in China, many concepts still vague, although Chinese entrepreneurs and marketing managers have been initially on the role of advertising has the necessary knowledge, but few can appreciate the essence of a brand, not know how to use more subtle ways to bring the brand to achieve very strong.
Tai Lung that the minds of the Chinese enterprise managers have a misunderstanding: they think that ad spending and income equal to the value of 100 million 100 million worth of spare parts and equate public relations services. In fact, brand building requires a very complex process, which involves the company's overall environment and information of mutual communication, sales force, product image to the media, advertising (in fact a small part of the PR) part of this series.
Therefore, always choose an easy public relations, such as Porsche, Sony, IKEA, they understand the brand value of customers. "They understand how to add value to their brands, and our consumers, the media and clients where there are very in-depth understanding of the market, so we hit it off."
"In fact, customers should have confidence in their choice of public relations firm. Should be the users do not doubt, doubt those who do not." A phrase from the lips foreigner journalists surprised a moment. "Enterprises should be sure that they find a public relations consultant is professional, knowledgeable, understand them, then the needs of enterprises and consultants good communication, so that we will cooperate well, value-added capabilities will be strengthened." But He acknowledged that companies need to wait until the market is mature, experienced the later can achieve this level.
Part-time DJ business transformation
Dragon 16, he revealed his business acumen. He published scientific papers in his father needed to work hand-drawn chart found business opportunities, they registered a graphics company. "At the time popular home computer yet, so I had more money than many adults pay more than this for a high school student is very impressive." In 1994, Tai Lung UPPSALA, Sweden, the University of the chemical master's degree, this Peking University has been studying for two years to the young man began to germinate the idea of entrepreneurship in China.
Initially, he had to do imports registered a miniature golf equipment company, out of the "long march the first step on the road." Later, a radio friend and chatted about the Nordic Dragon music, friends, found a large dragon on the music great deal of research, but also fluent in Mandarin, so his friends pulled him to the music, and hosts a special Nordic music files, so that Sweden made a young part-time radio and television over 8 years.
From the media into the PR industry seems a natural. "Maybe I did host the some name, some people came to me to introduce them to some people to do things like opening time, I felt this could be a business opportunity." Was well-known brands Electrolux and Omega watches find a big dragon, hope to help them to do great dragon media relations. In this way, he throw himself wholeheartedly into and operation of public relations, consulting business.
Dragon said, "I like Chinese culture, especially the food culture." First contact with Chinese culture, he was seven when his father took him to eat Chinese food, Tai Lung learned to use chopsticks, but also to the front of their classmates to go. The exposure to Chinese culture is like a giant magnet to attract him firmly, he will have to go often to museums and other cultural relics and art in China.
A few years ago, Tai Lung's father in Estonia, the mother in Australia, big sister in Switzerland, the little sister in Scotland?? "We are all like family battles, go open eyes." Tai Lung said. China's huge market prospects and the rapid development of the economy, entrepreneurs like him have a tremendous appeal. "China's business, I have no hesitation." Dragon confidence in their choice.
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