危机管理英文cvcp.pptx
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1、Media Relations(May 19,2004,Beijing)1n n Media and Journalists in China Media and Journalists in Chinan n Principles of Working with Media Principles of Working with Median n What Can Media Do for us?What Can Media Do for us?n n What Shall We Do for Media?What Shall We Do for Media?n n Case Study Ca
2、se StudyAgenda2n n 8,725 of magazines 8,725 of magazines n n 2,058 of TV channels/360 TV stationsn n 2,094 of newspapers n n 1,933 of radio channels/360 radio stationsn n 595,550 Websites internet plays an increasingly important role (Info source:Media Analyzing Web,China Internet Info Resources(Inf
3、o source:Media Analyzing Web,China Internet Info Resources Report)Report)Media and Journalists in China 3n n Limited resources/tight budgetsLimited resources/tight budgetsn n More attention to consumers More attention to consumersn n Window to the Chinese consumers Window to the Chinese consumersn n
4、 Patriotism Patriotismn n Thirsty for new info(trends,tech,etc.)Thirsty for new info(trends,tech,etc.)n n Strong support of reform and development Strong support of reform and developmentn n Openness to intl coverage and perspective Openness to intl coverage and perspectiven n Tightened restriction
5、of commercial stories Tightened restriction of commercial storiesn n Tight editorial control Tight editorial controln n Quality of reporting fluctuates Quality of reporting fluctuatesn n Higher turnover Higher turnoverMedia and Journalists in China4n n Each comes with his/her Each comes with his/her
6、 own style,level of ethics,own style,level of ethics,expertise,knowledge and expertise,knowledge and personalitypersonalityn n Each one,however junior or Each one,however junior or senior,demands respect,senior,demands respect,attention and patienceattention and patienceMedia and Journalists in Chin
7、a5n n Facts and Figures Facts and Figuresn n Access to the senior managers Access to the senior managers and first-hand infoand first-hand infon n Exclusiveness Exclusivenessn n Juicy stuff and localized materials Juicy stuff and localized materialsn n News&big story News&big storyn n Very quick res
8、ponse Very quick response On top of that,co-operation!On top of that,co-operation!What Do Journalists Want?6Principles of working with media7“The media plays a vital role within society and we“The media plays a vital role within society and werecognize the importance of fast,comprehensive recognize
9、the importance of fast,comprehensive and reliable info.In our relationship with the media and reliable info.In our relationship with the media(television,radio,written press,electronic media),(television,radio,written press,electronic media),we aim forwe aim for honest debate,honest debate,based onb
10、ased on mutual respect mutual respectand the constructive pursuitand the constructive pursuit of relevant,objective of relevant,objectiveinfo.”info.”“Accordingly,we refuse all and any relationships“Accordingly,we refuse all and any relationshipscontrary to the contrary to the basic principles of int
11、egrity.”basic principles of integrity.”(Source:Michelin Performance&Responsibility Charter)(Source:Michelin Performance&Responsibility Charter)Principles of working with media8n n We are dealing with people We are dealing with peoplen n Equality;mutual respect Equality;mutual respectn n No lies No l
12、iesn n Dont be forced into saying/doing which Dont be forced into saying/doing which you dont want to say/doyou dont want to say/doPrinciples of working with media9n n Help us to reach different stakeholders Help us to reach different stakeholders customers,employees,business partners,customers,empl
13、oyees,business partners,opinion leaders,investors,administrators,opinion leaders,investors,administrators,etc.etc.n n Tell people the story Tell people the storyn n Provide 3rd party endorsement Provide 3rd party endorsementWhat Can Media Do for Us?10n n Educate target groups Educate target groupsn
14、n Create excitement and creditability Create excitement and creditabilityn n Win attention Win attentionn n Build customer relationship Build customer relationshipn n Call an action Call an actionWhat Can Media Do for Us?11n n Understand media nature and Understand media nature and their subjectsthe
15、ir subjectsn n Understand/respect media Understand/respect media needs(e.g.deadline)needs(e.g.deadline)n n Ease them access to necessary Ease them access to necessary company resourcescompany resourcesn n Regular contacts(not only at Regular contacts(not only at important cases)important cases)n n I
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