危机管理(5)学习课件.pptxVIP

MediaRelations

(May19,2004,Beijing);MediaandJournalistsinChina

PrinciplesofWorkingwithMedia

WhatCanMediaDoforus?

WhatShallWeDoforMedia?

CaseStudy

;8,725ofmagazines

2,058ofTVchannels/360TVstations

2,094ofnewspapers

1,933ofradiochannels/360radiostations

595,550Websites–internetplaysanincreasinglyimportantrole

(Infosource:MediaAnalyzingWeb,ChinaInternetInfoResourcesReport);Limitedresources/tightbudgets

Moreattentiontoconsumers

WindowtotheChineseconsumers

Patriotism

Thirstyfornewinfo(trends,tech,etc.)

Strongsupportofreformanddevelopment

Opennesstoint’lcoverageandperspective

Tightenedrestrictionofcommercialstories

Tighteditorialcontrol

Qualityofreportingfluctuates

Higherturnover

;;;;“Themediaplaysavitalrolewithinsocietyandwe

recognizetheimportanceoffast,comprehensive

andreliableinfo.Inourrelationshipwiththemedia

(television,radio,writtenpress,electronicmedia),

weaimforhonestdebate,basedonmutualrespect

andtheconstructivepursuitofrelevant,objective

info.”

“Accordingly,werefuseallandanyrelationships

contrarytothebasicprinciplesofintegrity.”

(Source:MichelinPerformanceResponsibilityCharter)

;Wearedealingwithpeople

Equality;mutualrespect

Nolies

Don’tbeforcedintosaying/doingwhichyoudon’twanttosay/do…

;Helpustoreachdifferentstakeholders–customers,employees,businesspartners,opinionleaders,investors,administrators,etc.

Tellpeoplethestory

Provide3rdpartyendorsement

;;;

Personalrelationshipisimportant;but

moreimportantly,istheprofessionalism

andqualityofamediarelations

specialist/managerinyourcompany.

;CASESTUDY;Tire–alowinterestcategory

Tireknowledge–lackingfrommediaside

Mediatraininginanentertainmentway

Contents-Whatisatire,tiremaintenance,roadsafety;selftirepressurech