360集团董事长、CEO周鸿祎：《传播的逻辑》是一套企业传播的实战方法论

Core Insights - The article discusses the evolution of communication strategies in the context of the internet and social media, emphasizing the importance of adapting to new media channels for effective brand promotion and user engagement [3][4][5]. Group 1: Communication Evolution - Successful companies in China have historically prioritized communication, especially during the era of traditional media dominance [3]. - The emergence of social media platforms like podcasts, Weibo, WeChat, and short videos has diminished the effectiveness of traditional public relations methods [3]. - The book "The Logic of Communication" by Zhao Ming explores contemporary communication strategies, addressing topics such as "logic reconstruction in the short video era" and "new pathways for live streaming sales and personal branding" [3][4]. Group 2: Role of Entrepreneurs - Entrepreneurs are increasingly using social media to build their personal brands and promote their companies, similar to past practices of appearing in traditional media [4]. - Notable figures like Elon Musk and Lei Jun have effectively utilized social media to save significant advertising costs while enhancing their companies' visibility [4]. - The article highlights that the choice of media channels is crucial for entrepreneurs to maintain influence and connect with users [4]. Group 3: New Communication Strategies - Companies must recognize that the logic of communication has shifted from simple information dissemination to building emotional and value-based connections with users [5]. - The article stresses the importance of proactive communication with the public to avoid misunderstandings and manage crises effectively [5]. - The book offers solutions for navigating communication in the new era, aiming to provide readers with a fresh understanding of communication dynamics [6][7].