As China’s social media landscape evolves, how can brands maintain their classic identity while ensuring precise messaging and dignified visibility? Where is the audience? How can legacy communication methods stay relevant? And how can algorithms and viral reach be harnessed as strategic tools rather than distractions?

This course is designed to equip you with actionable insights and advanced skills to navigate these complexities. 

中国的社交媒体兴起后，从文字类的微信公众号到短视频的抖音快手，又到评论活跃的小红书。企业的品牌传播人员在这个过程中，日益感到挑战。

传统的企业公关采用的媒体传播技巧大多数基于Mass Media（大众媒介）。采用的文字风格为官方、严谨，基于传统新闻媒体的写作风格。但是这一套在社交媒体尤其是算法和流量统治江湖的今天，似乎传播不动了。

品牌要保持经典，信息要保持精准，形象要保持体面，传播要有数据有效果……但是受众在哪里呢？经典的传播还怎么保持经典呢？流量和算法作为工具如何利用才适合企业战略传播呢？

 

在本课程中，您将：

- 看透本质：深度解析主流算法机制，洞察流量背后的风险与代价。

- 掌握“反流量”思维：学会何时以及如何对无效甚至有害的流量说“不”，制定精准的传播边界。

- 构建信用体系：学习如何通过正面传播填平信息差，找到受众信任的锚点，建立长期品牌信用。

- 精准识别场景：获得一份清晰的“反流量”清单，明确高管发言、高危议题等关键场景的应对策略。

- 借力权威背书：掌握与权威媒体高效合作的方法，为品牌注入公信力。

- 安全驾驭算法：学习“打标签”等实用技巧，在利用算法扩大安全传播的同时，牢牢守住品牌话语权。

 

【课程大纲】

 

第一节：算法与流量统治了传播

· 中国社交媒体一览

· 算法到底怎么玩？

· 不同社交媒体平台的区别和做法

 

第二节：被流量裹挟的特征和风险

· 如何看待流量和数据？

· 被流量裹挟的典型言论和做法

· 案例：被流量裹挟而付出代价的品牌们

· 流量不是目标受众

· 算法是工具不是目的地

 

第三节： “反流量”策略

· 我的“反流量”思考

· 公关要敢于向“流量”说不

· 传播的悖论：慢内容VS快评论

· 公关的一体两面：正面与舆情管理

· 越是流量世界，谣言和权威，可信度最稀缺

· 负面传播的声浪永远更高更多

 

第四节：战略公关的坚持与转型

· 正面传播旨在建立信用度

· 正面传播要直面“信息差”，填平信息沟

· 找到“受众信用的锚点”

· 流量的数据不等于企业的受众

· 花更多时间挖掘真正的受众

· 收集基于语义和行动的反馈，而不是数据

· 建立更综合更长期的公关评价系统

· 案例：正面传播中的某2C企业和它的舆情

· 案例：某工业企业的长期公关策略解析

 

第五节：哪些内容采用“反流量”策略

· 反流量=反议论

· 反流量=话题限定人群

· 不只是“舆情敏感话题”需要反流量

· 流量喜欢什么议题，反着来

· 流量喜欢什么语言，反着来

· 高管发言也要反流量

· 高危议题都要启动反流量策略

· 案例：“七匹狼”拒绝了送上门的流量

 

第六节：怎么继续利用媒体的权威背书？

· 持续而坚持的输出

· 观察和研究主流媒体的年度策划

· 案例：China Daily两会期间企业访谈

· 案例：新华网信息化专版

· 案例：《商业周刊》职场榜单

· 案例：环球网ESG论坛          

 

第七节：怎么利用算法标签做安全的流量传播？

· 企业自媒体传播的“打标签”技巧

· 视频号和公众号的技巧

· 合作伙伴和客户的流量联动

· 剪辑的技巧

· 写的短比写得长更难

 

Section 1: Algorithms and Traffic Dominate Communication
· Overview of Chinese Social Media
· How Do Algorithms Actually Work?
· Differences and Practices Across Social Media Platforms

Section 2: Characteristics and Risks of Being Driven by Traffic
· How to View Traffic and Data?
· Typical Statements and Practices Driven by Traffic
· Case Studies: Brands That Paid the Price for Being Driven by Traffic
· Traffic Is Not the Target Audience
· Algorithms Are Tools, Not the Destination

Section 3: "Anti-Traffic" Strategies
· My Thoughts on "Anti-Traffic"
· PR Must Dare to Say "No" to "Traffic"
· The Paradox of Communication: Slow Content vs. Fast Comments
· The Two Sides of PR: Positive Communication and Public Opinion Management
· In a World Ruled by Traffic, Rumors and Authority Make Credibility the Rarest Resource
· Negative Communication Always Generates Louder and More Numerous Responses

Section 4: The Persistence and Transformation of Strategic PR
· Positive Communication Aims to Build Credibility
· Positive Communication Must Address the "Information Gap" and Bridge It
· Finding the "Anchor of Audience Trust"
· Traffic Data Does Not Equal a Company’s Audience
· Spend More Time Uncovering the Real Audience
· Collect Feedback Based on Semantics and Actions, Not Just Data
· Establish a More Comprehensive and Long-Term PR Evaluation System
· Case Study: A B2C Company’s Positive Communication and Its Public Opinion
· Case Study: Analysis of a Industrial Company’s Long-Term PR Strategy

Section 5: Which Content Should Adopt an "Anti-Traffic" Strategy?
· Anti-Traffic = Anti-Discussion
· Anti-Traffic = Topic-Limited Audience
· Not Just "Public Opinion-Sensitive Topics" Require Anti-Traffic
· Oppose What Traffic Likes in Topics
· Oppose What Traffic Likes in Language
· Executives Should Also Adopt Anti-Traffic in Their Speeches
· High-Risk Topics Should Trigger Anti-Traffic Strategies
· Case Study: "Septwolves" Rejected Easy Traffic

Section 6: How to Continue Leveraging Media Authority Endorsements?
· Consistent and Persistent Output
· Observe and Study Annual Plans of Mainstream Media
· Case Study: China Daily’s Enterprise Interviews During the Two Sessions
· Case Study: Xinhua Net’s Information Technology Section
· Case Study: Business Weekly’s Workplace Rankings
· Case Study: Global Times ESG Forum

Section 7: How to Use Algorithm Tags for Safe Traffic Communication?
· "Tagging" Techniques for Corporate Self-Media Communication
· Tips for Video and Official Accounts
· Traffic Collaboration with Partners and Customers
· Editing Techniques
· Writing Short Is Harder Than Writing Long

 

Payment 付款方式：报名后请将会议费汇款至以下账户，并在银行转账单上附注BJ20250925或联系商会工作人员微信付费

A/C Name: 中国欧盟商会
A/C No.: 7110210182500027543
China CITIC Bank 中信银行京城大厦支行
北京市朝阳区新源南路6号京城大厦 

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If you cannot attend this training, please cancel your registration at least 2 working days before. If you fail to notify us of your cancellation in a timely fashion, you will be charged for event costs. 如果您不能参加已注册过的活动，请至少在活动开始2个工作日之前取消您的注册。若您未能及时地通知我们，我们将收取您相应的活动费用。您可以联系工作人员取消，也可以网上自行取消。 

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Please notice that European Union Chamber of Commerce in China might take photographs from the event and post these on its public webpage (or social media platforms) in order to create awareness of these events. By attending this event you consent to European Union Chamber of Commerce in China taking and using such photographs as described above.请注意，中国欧盟商会可能会在活动期间拍摄照片，并将这些照片在商会的官方网站或社交媒体平台上公开发布。参加本次活动即表示您同意中国欧盟商会拍摄并使用上述照片。

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