TRAININGACTIVITYOUTLINE培训活动纲要Task任务:PressConference新闻发布会Code序号:OH-SM-MC-D005Objectives目的:Attheendofthissession,eachtraineewillbeabletofullyunderstandhowtoconductpressconferenceprofessionally.在此培训结束后,每一个学员都要了解如何以职业的方式做新闻发布会。Standard标准:SeeAttachedS&P.参见后附标准与程序。Resources培训器材:Whiteboard,MarkPen.白板,马克笔。Method培训方式TrainingSteps培训步骤Time时间GroupDiscussion小组讨论Lecture讲座式Whatdoesapressconferencehave?新闻发布会应当具备什么要点?Writeanswersonwhiteboard.把回答写在白板上。ExplainStandardsonebyone:逐条解释标准:1.TheMarketingCommunicationsManagerwillorganizePressConferenceonthefollowingoccasions:a.Maintainingandenhancingawarenesslocally,nationallyandinternationallyLikehotelopening,MCactivities,charityeventsetc.b.Launchinganewfacility,productorpromotion.Likeopeningofnewoutlets,swimmingpoolc.AnnouncementfromBrand,CorporateorthehotelLikenewappointments,newopeningpropertiesandlatestdevelopmentinChina.在以下场合,公关部经理组织新闻发布会:a.为了保持和提高饭店在本地、国内及国际上的知名度譬如饭店的开业、公关活动及慈善活动b.发起新的推广活动、开设了新的设施,开发新的服务时;譬如开新的餐厅和游泳池对外开放c.品牌、集团或饭店发布了新的宣言譬如集团的新任命、在中国区新饭店开业及最新发展动态。2.PressConferencesaretobeorganizedwithproperplanningandcarefulselectionofinvitees.TheGeneralManagerandothermembersoftheExcomdependingontheoccasionwilldeliverspeeches.举行新闻发布会需要周密的计划,仔细挑选受邀者名单。根据情况,总经理和其他行政委员可以做演讲。3.AudioandvisualpresentationswillbeusedinPressConferences.新闻发布会中将使用音响和视听设备做展示。4.Suitablefood&BeverageitemsandserviceswillbepartofaPressConference.新闻发布会同时提供适量的餐饮服务5.EachattendantwillbeprovidedwithafullsetofcollateralregardingthethemeofthePressConferenceinhis/herpreferredlanguageuponarrival.每名参加者都将在会前得到有关发布会内容的一份资料,资料将以他们的语言打印(中文或英文);在会议结束时收到一份礼品。6.Thedatehastobecarefullyselectedtoencouragemaximumturnupandtoavoidcompetitionagainst12min12分钟12min12分钟10min10分钟15minutes15分钟anothereventoffunctioninthecity.Toconducttheconferencewithoutconsideringdatewouldcauseproblems:a.lackofpresspeople,whoarebusywithanothereventinthecityb.lessimpactoffsetbyanothereventc.lesscoverageduetoconflictwithanotherevent举行新闻发布会的日期须仔细挑选,以免与市内的其它活动相冲突,并保证有最多的人能够参加。举行新闻发布会时不考虑日期会造成许多问题:a.新闻记者都忙其它的活动,人手不够b.其它的大型活动将饭店的活动影响抵消了c.其它大型活动的报道会影响饭店活动的报道Nowlet'shavealookathowpressconferenceisconducted.现在来看新闻发布会是如何举行的。1.Preparation:(refertoprocedures1~7)准备工作(参见程序1~7条)7.Frombeginningtotheend.(refertoprocedures8~18)从会议开始到结束。(参见程序~条)8.Followup(refertoprocedures18~21)跟进(参见程序18~21条)9.Question提问a.Whythedateofpressconferenceneedtobecarefullyselected.为什么要仔细挑选新闻发布会的日期?b.Whatarethedepartmentconcernedforapressconference?与新闻发布会相关的部门有哪些?c.Whatdoweneedtoprepareforthemediapersonnel?我们要给参加会议的媒体人士准备什么?10.Summary总结a.MarketingCommunicationsDept.isthemajorco-ordinatorofPressConference,whichinvolveseveryone'seffort.公关部是新闻发布会的主要协调部门,因为以整个会议涉及到方方面面的部门的参与。b.Theparticipantsaremediapersonnel,theywouldpublicizewhattheyhavelearnedandexperienceontheconference.Thereforepreparationisofimportance,fromtablesetting,equipmenttomaterialdistribution.由于参加者是媒体人士,他们会将参加会议了解到和体会到的东西发布给大众。因此事先的准12min12分钟12min12分钟10min10分钟10min10分钟10min10分钟备工作必须到位,从摆台、设备到资料的准备都要做好。