酒店拜访媒体人士活动纲要.docx

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1、酒店拜访媒体人士活动纲要Task任务：Media Call拜访媒体人士Code序号：OHSMMCD002Objectives 目的：At the end of this session, each trainee will be able to fully understand how to conduct media call professionally.在此培训结束后，每一个学员都要了解如何以职业化的方式 来。Standard 标准：See Attached 参见附件Resources 培训器材：Whiteboard, Mark Pen.白板、马克笔。Method培训方式Training

2、 Steps 培训步骤Time 时间Lecture讲座式Media Call is an interaction with our clients, a good chance to probe ads agency and suppliers competency and potential to work with. In the meantime, it is an opportunity to conduct Customer Relationship Management and to deliver hotel and brand image.拜见媒体是与我们客户打交道的一个过程，

3、 是一个了解广告商和供应商的资信度和合作 潜力的良好机会。同时这也是一个实行客户 关系管理和展现饭店和品牌形象的机会。That is why we need to have standards as follows:所以我们必须拥有一定的标准：1. Appointment must be made beforehand.拜访媒体人士必须事先做好预约。2. MarCom Manager will be dressed in business attire or smart casual to meet the media personnel.公关部经理将着职业装或半正式装与 媒体人士会面。3.

4、The MarCom Manager will be equipped with basic information of the media prior to the call.公关部经理在会见媒体人士之前须 对该媒体的基本情况有所了解。4. A contact report will be complied to8 min8分钟8 min8分钟8 min8分钟Group Discussion 小组讨论record the contents of each media call. 每次会见媒体人士后都须制作一 份会面报告。5. Go through Procedures 1-6 讲解程序 1

5、-6 条How to obtain relevant info about the media? 如何在拜访媒体前了解媒体的情况？a. Obtain a copy of the publication or preview the TV for a basic idea of the media.获取一份该媒体的刊物或预先观看电 视的节目Visit website on internet if available 如果该媒体有网站的话，上互联网 上查看其网站b. Refer to those in media circle you are familiar with咨询媒体中的熟人了解情况c.

6、 Review business plan and MC strategy and check if there is any possible and potential opportunities for co-operation 重新审阅饭店的经营计划及公关 策略，是否有潜在的商业合作 机会。6. Having familiarized with the media would effectively help us to build up confidence and break up the ice and to communicate with the media personnel successfully.在了解了媒体的情况后再与他们会面，会十 分有效地帮助我们建立信心，打破僵局，成 功地与媒体人士沟通。7. Question 提问How to obtain relevant info about the media?如何在拜访媒体前了解媒体的情况？a. What shall we obtain from the media?我们在会面中应当从媒体那获得什么？8. Summary with emphasis on Procedure 2 & 4 总结时把重点放在程序的第2和第4条上。15 min15分钟3 min3分钟8 min8分钟10 min10分钟