The Public Relations Communication Planning Of The "Smart-specialization" In NeteEase Cloud Classroom

NetEase Cloud Classroom is an online educational product that NetEase launched in December 2012. After more than two years of development, there are nearly 6,000 courses,20 teaching fields, more than 50,000 video courses and more than 7 million registered users.At the same time,it is widely praised by people who work in or out of online educational field.At the beginning of 2015, NetEase Cloud Classroom launched a new project named "smart-specialization". This is a professional solution that Netease Cloud Classroom proposed to solve the mismatch between what schools are producing and what companies need. The "smart-specialization" is served for highly educated people to improve their employability by practice. The first "smart-specialization" internet certificate in Business Administration launched in February 13th,2015,which is prepared for the person wants to be a senior finance supervisor, a fund sales, a financial manager,a client manager, or an economic department of civil servant.Although NetEase Cloud Classroom has been widely admired already,few people know the "smart-specialization". How to communicate the "smart-specialization" better and increase its visibility, what are problems need to be solved.Through market analysis and product analysis, we should understand the positioning and the main users of the "smart-specialization". Then the public relation strategy and the plan will be worked out. Career training and practicability are two important points of this plan, which has three parts chronologically. First of all, we will use the way of public relations news and search engine optimization to communicate the "smart-specialization". Secondly,we will increase the visibility of "smart-specialization" through social media and public relations news.Thirdly, we will publish an analysis report of online educational to make the "smart-specialization" be the authority. Above all, those methods used to communicate the "smart-specialization" will not only increase the visibility of "smart-specialization", but also provide a lot of public relations communication experience for other online educational products.