Every market PR practitioner is racking their brains to do one thing, which is to create the "loudest voice" for the brand/product.
If you still can't do anything about it, you might as well watch the American drama "The Loudest Voice", which just ended two days ago.
This drama is adapted from "The Loudest Voice in the Room" written by Gabriel Sherman. It is based on real people and stories, and mainly tells the last ten years of the life of media magnate Roger Ayres. (If you don’t know this person, you can search by yourself)
The biggest gimmick of "The Loudest Voice" should be the sex scandal surrounding Roger Ayres.
However, for professional reasons, I completely regarded it as a marketing textbook. After watching 7 episodes of the whole series, basically every episode can learn a few promotion strategies, telling you how to let more people hear your own voice in the message of the big bang.
In the process of following the drama, what impressed me the most was that Roger Ayres was particularly good at guiding the direction of public opinion, feeling that even if he could not become a senior media person, he could become an excellent advertiser.
Remember, Roger just arrived at Fox TV. At a program planning meeting, everyone discussed how to win users from CNN and MSNBC.
Roger asked the question "Who is our audience?" Just like many Party A would say, others said "everyone" in order to gain as many audiences as possible, that is, consumers.
Roger took a different view, saying that cable TV only cares about one thing, and that is business opportunities.
This sentence is true. In the following many years, Roger created tens of thousands of income for Fox News. He sold news as a product, and he himself was the product manager.
Of course, his brilliance lies in not only raising the problem, but also providing ideas for solving the problem, clearly pointing out that the opportunity for Fox News lies with the "conservatives."
Using reverse thinking, he said that other TV stations are "competing" for liberals, and Fox News only needs to "compete" for the other half. Aiming at audiences who are easy to buy, arrange programs to gain the loyalty of a few enthusiastic people.
In terms of recruiting anchors, he is also very creative, looking for people who have the characteristics of actors. When watching the audition tape, he would turn off the sound and watch the anchor's body and facial movements.
The only criterion for assessment is whether it can attract everyone to see it.
As for the fairness of news, he doesn't care at all.
In a dialogue program, the invited guests have a strong attitude. The anchor is a bit unholdable. The solution is to change a guest, and then let the producer help the anchor write.
His goal is to make Fox News one of the most interesting TV stations.
Even in the face of disasters like 9/11, he was thinking about how to increase his ratings.
The headline of the news must be big and clear, so that the audience can feel the message of "America at war".
At that time, the entire social mood was panic, so follow everyone's mind and continuously broadcast information such as the grounding of flights.
Even those who jumped off the building in the North Tower will be broadcast in the first place.
Since there is such a conservative leader, Fox News naturally has a clear political inclination, more like an extension of Roger Ayres' personal character.
He attacked Obama, incited racial sentiments, and promoted conspiracy theories. Fox News is not so much a television station as it is a public opinion organization.
And Roger Ayres is also very good at making news.
A local newspaper in Garrison, where he lives, tends to be liberal, and he doesn't like to buy it directly.
A naive editor-in-chief with consistent values was selected to report on the local "community redivision" incident. Then, fabricated some false information and slogans "protect private property" to encourage local people to oppose this policy.
And this news, after being followed up by Fox, became a clue supporting ACRON's abuse of power, and generated many negative voices on social media. In the end, other TV stations followed up one after another and attracted the attention and comments of the New York Times.
Finally, the Democratic-controlled Congress cancelled funding for ACRON without investigation.
However, the reality is that he doesn't care about these at all. He only cares about the ratings of Fox News, criticizes his opponent "liberal", and protects his personal interests from infringement.
At first, when Gabriel Sherman was writing this "The Loudest Voice", he was also blocked by Roger Ailes in every possible way. He found someone to follow Gabriel Sherman, and even hired a team to write slanderous news for personal attacks.
Even in the face of allegations of sexual harassment, he has his own strategy.
Tell your team to find out the recent photos of the victims, and let everyone look at the lookless old women.
In response to Gretchen, the main accuser, Roger Ayres ordered his staff to collect her credit card bills to see if she was taking drugs, find the men/women she had been with, and let the female Fox employees defend themselves.
However, this method without a bottom line eventually met with a backlash, and Fox had to fire him.
10 months after being fired, Roger Ayres fell in the bathroom, causing brain damage and died 8 days later.
Putting aside some of his dirty practices, Roger Ayres really knows how to promote and knows what audiences want to see. This is why he was able to become a campaign adviser to three American presidents (Nixon, Reagan, and Bush Sr.).
He created the miracle of Fox News from 0 to 1, and kept it as the No. 1 viewer in the United States for 14 consecutive years.
Such a right-winger, paranoid, and fat man with bad marks, sometimes, really has to be admired.
Finally, people who are bothered are easy to eat sweets!
View more about The Loudest Voice reviews
