危机管理(5)

Cliquez pour modifier le style du titre du masque,Cliquez pour modifier les styles du texte,Deuxime niveau,Troisime niveau,Quatrime niveau,*,MediaR,elations,(May 19,2004,Beijing),1,MediaandJournalistsinChina,Principles of WorkingwithMedia,What CanMediaDoforus?,What Shall We Do forMedia?,Case Study,Agenda,2,8,725ofmagazines,2,058ofTVchannels/ 360TVstations,2,094ofnewspapers,1,933ofradiochannels/ 360radiostations,595,550 Websites internetplaysanincreasingly importantrole,(Infosource: Media AnalyzingWeb, China Internet InfoResources Report),MediaandJournalistsinChina,3,Limited resources/ tight budgets,More attentiontoconsumers,Windowtothe Chineseconsumers,Patriotism,Thirsty fornewinfo(trends,tech,etc.),Strongsupportofreformand development,Opennesstoint,lcoverageandperspective,Tightenedrestrictionofcommercialstories,Tighteditorialcontrol,Quality of reportingfluctuates,Higherturnover,MediaandJournalistsinChina,4,Each comes withhis /her ownstyle,levelofethics,expertise, knowledgeandpersonality,Each one,howeverjuniororsenior,demands respect, attentionandpatience,MediaandJournalistsinChina,5,FactsandFigures,Accesstothe seniormanagersandfirst-handinfo,Exclusiveness,Juicystuffandlocalized materials,News &big story,Very quick response,Ontopofthat,co-operation!,What Do Journalists Want?,6,Principles of workingwithmedia,7,“The media plays avitalrolewithinsocietyandwe,recognizethe importanceoffast,comprehensive,andreliableinfo.In ourrelationshipwiththemedia,(television,radio, writtenpress, electronicmedia),weaimforhonestdebate,basedonmutual respect,andtheconstructivepursuitof relevant,objective,info.”,“Accordingly, werefuseallandanyrelationships,contrarytothebasic principlesofintegrity.”,(Source:Michelin Performance &Responsibility Charter),Principles of working with media,8,We are dealing withpeople,Equality; mutualrespect,No lies,Dont beforcedintosaying/ doingwhich you dontwanttosay/do,Principles of working with media,9,Helpusto reachdifferent stakeholders, customers,employees,businesspartners, opinion leaders,investors, administrators, etc.,Tellpeoplethestory,Provide3rdparty endorsement,WhatCanMedia Do for Us?,10,Educatetarget groups,Create excitement and creditability,Winattention,Build customer relationship,Callanaction,WhatCanMedia Do for Us?,11,Understand medianatureandtheir subjects,Understand /respectmedia needs(e.g. deadline),Easethem accesstonecessary company resources,Regularcontacts(not only at importantcases),Info/ knowledgesharing,Treat them as your friend,WhatShall We DoforMedia?,12,Personalrelationship isimportant;but,moreimportantly, istheprofessionalism,andqualityof amedia relations,specialist /managerinyourcompany.,WhatShallWe Do forMedia?,13,CASESTUDY,14,Tire, alow interest category,Tireknowledge, lackingfrommediaside,Mediatrainingin anentertainmentway,Contents -Whatis atire, tire maintenance,roadsafety; self tire pressure check, mountand dismount, balancing in a dealershop,Training handouts for daily use,TireKnowledgeWorkshop,15,TireKnowledgeWorkshop,16,Results:,Strengthenmedia relations,Nearly 90journalists inSH +BJ are equippedwithprofessional tire knowledge,Nearly 60are comingin 2004 and more will bein futureyears,Continuoussupportsfrommedia,Consumer Day, etc.,TireKnowledgeWorkshop,17,Thankyoufor your attention!,18,