尋找公關(guān)策略

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舉報(bào) 2020-10-12

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由于業(yè)務(wù)增長(zhǎng)的需要，事話（上海）正在尋覓一位專業(yè)的公關(guān)人才。

職位：公關(guān)策略

坦白說(shuō)，我們此前從未定義過(guò)公關(guān)策略這一職位，這將是團(tuán)隊(duì)中的全新角色。擔(dān)任此職位的人，需要擁有豐富的從業(yè)經(jīng)歷。
首先，我們最看重的是靈活性和機(jī)動(dòng)性。你需要靈活應(yīng)對(duì)團(tuán)隊(duì)作業(yè)中，涉及到公關(guān)層面的不同需求，并具備從策略思考、提案到執(zhí)行的全方位能力。面對(duì)變化，能快速反應(yīng)，并找出最優(yōu)的解決方案。

其次，好的想法很重要。需要時(shí)常對(duì)人和外界保持好奇，并有著豐富的公關(guān)知識(shí)儲(chǔ)備，能包容不同的文化和思想，擅長(zhǎng)從不同角度給團(tuán)隊(duì)帶來(lái)啟發(fā)。
同時(shí)，善于分析和思考。能深入理解每個(gè)項(xiàng)目，懂得如何一步步推進(jìn)。能深刻洞察消費(fèi)者的真實(shí)需求，協(xié)調(diào)各方的不同意見(jiàn)，以確保項(xiàng)目的順利進(jìn)行。
當(dāng)然，除此之外，你還需要具備以下公關(guān)素養(yǎng)：成熟的寫(xiě)作能力，豐富的人脈關(guān)系和足夠的抗壓能力。懂?dāng)?shù)字化營(yíng)銷(xiāo)和未來(lái)的營(yíng)銷(xiāo)趨勢(shì)，能領(lǐng)導(dǎo)團(tuán)隊(duì)合作以及獨(dú)立完成項(xiàng)目。

從具體的工作職責(zé)范圍來(lái)看，你需要在以下四個(gè)項(xiàng)目階段中給予公關(guān)支持：

1. 策略洞察環(huán)節(jié)

與創(chuàng)意、策略和調(diào)研團(tuán)隊(duì)密切合作，
并提供相應(yīng)見(jiàn)解；
提供話題角度和營(yíng)銷(xiāo)數(shù)據(jù)，
供媒體和社交平臺(tái)延展使用；
從公關(guān)角度時(shí)刻把控項(xiàng)目進(jìn)程，
確保方向的正確；
能夠快速應(yīng)對(duì)并分析項(xiàng)目?jī)?nèi)的所有問(wèn)題。

2. 創(chuàng)意環(huán)節(jié)

與創(chuàng)意團(tuán)隊(duì)緊密合作，多角度提供想法；
從公關(guān)角度進(jìn)行優(yōu)化，盡可能地創(chuàng)造最大化的新聞價(jià)值；
能自由地發(fā)揮想法，不被項(xiàng)目中的各種細(xì)節(jié)所限制；
能很好地融入團(tuán)隊(duì)合作，并能快速抓住創(chuàng)意的核心點(diǎn)；
了解不同的文化背景；
配合創(chuàng)意尋找合適的社交媒體意見(jiàn)領(lǐng)袖和具有影響力的人物。

3. 執(zhí)行環(huán)節(jié)

負(fù)責(zé)制定公關(guān)戰(zhàn)略和營(yíng)銷(xiāo)活動(dòng)規(guī)劃；
負(fù)責(zé)外部溝通、合作與購(gòu)買(mǎi)，如公關(guān)公司、
媒體公司、社交媒體意見(jiàn)領(lǐng)袖等；
負(fù)責(zé)國(guó)內(nèi)以及全球范圍的新聞素材制作；
跨平臺(tái)媒體合作；
預(yù)設(shè)公關(guān) Q&A ；
設(shè)置 CPI 并通過(guò)我們的社交觀察工具和問(wèn)卷等進(jìn)行監(jiān)測(cè)；
配合制定社交媒體策略和傳播周期；
跟蹤監(jiān)測(cè)傳統(tǒng)和社交媒體營(yíng)銷(xiāo)活動(dòng)；
開(kāi)展媒體培訓(xùn)；
能快速應(yīng)對(duì)各類(lèi)公關(guān)危機(jī)的發(fā)生。

4. 總結(jié)評(píng)估環(huán)節(jié)

收集公關(guān)投放素材，整理數(shù)據(jù)結(jié)果；
復(fù)盤(pán)項(xiàng)目，并總結(jié)項(xiàng)目經(jīng)驗(yàn)；
與其他團(tuán)隊(duì)成員分享經(jīng)驗(yàn)和見(jiàn)解；
制定競(jìng)品投放分析方案。

如果你對(duì)此職位感興趣，請(qǐng)將簡(jiǎn)歷投至：jobs@cn.forsman.co

—

PR Strategist

Those who work in PR at f&b come with vastly different experiences. None of us were particularly molded in PR when we came here - we had no definite idea of how one advertising agency should work with PR - but we had worked with, for example, journalism, communication, relationship-building processes and culture.
Our view on the PR role at f&b is that the most important thing is that you are flexible. Because you never know really how the working group best needs a PR Strategist. You have to be flexible and responsive to different levels of PR understanding and different skills in the group - and where the team is in the process. One needs to be a bit of a chameleon. Be able to switch quickly and move from balancing strategic insights to selling campaigns to clients to handling journalists. You enjoy each day being different and like to figure out the way forward.
We also believe that it is important to be strong in ideas. You are curious about people and the outside world influences. You have a broad frame of reference that can be used strategically. You are curious about culture and open to many different types of culture. You are comfortable being the one to look at our ideas with a slightly different perspective and will push insights from elsewhere.
Being analytical is also useful. You strive to gain a deeper understanding of how we do projects that creates change for real. You see customer needs and know how to run long-term change processes in organizations. You are able to understand how people who are not at all like you think about different issues. You scenario plan for different conceivable results.
Other things that we also see as important are: Strong writer. Large contact network. Endurance. Be digital and good at trends. Enjoy collaborating but also able to run solo successfully. Like everyone at f&b, we want to find someone who is esteemed and a team player.
We see that our projects often go through four major phases. Examples of how you may work in each phase are given here but the scope and content vary from campaign to campaign:
1. Insight work - strategy

Work closely with creatives, planners and researchers to find relevant insights for the assignment
Be able to produce data on topics / angles that the company can reliably work from, which also has support in the press and social media
Keep track of positioning, where we should be from a PR perspective - so we move in the right direction at the right pace
Quickly be able to do research on the current question

2. The creative process

Be supportive to the creatives and act on the idea board in different ways
Optimize PR outlets so that we get the maximum out and ensure news value in our creative campaigns
Be able to think freely and largely, not limit the creative process with practical details
Social competence in the form of being able to take part in the working group and to know where the creatives are in the process
Reference intelligence and cultural understanding
Drive a process to find the right casting / influencers all the way from idea to implementation

3. The roll-out phase - Campaign planning & Launch

Responsibility for developing PR strategies and campaign planning
Buying and collaborating with external agencies - eg PR agencies, social agencies,
influencer networks or actors for the dissemination of content
Ability to see the whole campaign from different points of view,
representing the public /market it will serve
Produce press material at national and global level
Processing and contact with journalists
Develop Q & As
Set up CPIs and measure via our social listening tools / surveys
Be able to develop or support social media strategy and create content calendar
Monitor and follow campaign in traditional and social media
Carry out media training
Be supportive during PR crises and manage drives

4. Summary, evaluation

Compilation of press clips, engagement and other measurements we made
Gather lessons and possible ways forward in the next project
Share insights to other working groups
Develop results and synopsis for the competition case

If we are a fit with your personal vision, please contact us at jobs@cn.forsman.co

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