危机管理(4)

1MediaRelations(May19,2004,Beijing)2MediaandJournalistsinChinaPrinciplesofWorkingwithMediaWhatCanMediaDoforus?WhatShallWeDoforMedia?CaseStudyAgenda38,725ofmagazines2,058ofTVchannels/360TVstations2,094ofnewspapers1,933ofradiochannels/360radiostations595,550Websites–internetplaysanincreasinglyimportantrole(Infosource:MediaAnalyzingWeb,ChinaInternetInfoResourcesReport)MediaandJournalistsinChina4Limitedresources/tightbudgetsMoreattentiontoconsumersWindowtotheChineseconsumersPatriotismThirstyfornewinfo(trends,tech,etc.)StrongsupportofreformanddevelopmentOpennesstoint’lcoverageandperspectiveTightenedrestrictionofcommercialstoriesTighteditorialcontrolQualityofreportingfluctuatesHigherturnoverMediaandJournalistsinChina5Eachcomeswithhis/herownstyle,levelofethics,expertise,knowledgeandpersonalityEachone,howeverjuniororsenior,demandsrespect,attentionandpatienceMediaandJournalistsinChina6FactsandFiguresAccesstotheseniormanagersandfirst-handinfoExclusivenessJuicystuffandlocalizedmaterialsNews&bigstoryVeryquickresponseOntopofthat,co-operation!WhatDoJournalistsWant?7PrinciplesofworkingwithmediaMichelinPerformanceandResponsibilityApproach8“Themediaplaysavitalrolewithinsocietyandwerecognizetheimportanceoffast,comprehensiveandreliableinfo.Inourrelationshipwiththemedia(television,radio,writtenpress,electronicmedia),weaimforhonestdebate,basedonmutualrespectandtheconstructivepursuitofrelevant,objectiveinfo.”“Accordingly,werefuseallandanyrelationshipscontrarytothebasicprinciplesofintegrity.”(Source:MichelinPerformance&ResponsibilityCharter)Principlesofworkingwithmedia9WearedealingwithpeopleEquality;mutualrespectNoliesDon’tbeforcedintosaying/doingwhichyoudon’twanttosay/do…Principlesofworkingwithmedia10Helpustoreachdifferentstakeholders–customers,employees,businesspartners,opinionleaders,investors,administrators,etc.TellpeoplethestoryProvide3rdpartyendorsementWhatCanMediaDoforUs?11EducatetargetgroupsCreateexcitementandcreditabilityWinattentionBuildcustomerrelationshipCallanactionWhatCanMediaDoforUs?12UnderstandmedianatureandtheirsubjectsUnderstand/respectmedianeeds(e.g.deadline)EasethemaccesstonecessarycompanyresourcesRegularcontacts(notonlyatimportantcases)Info/knowledgesharingTreatthemasyourfriendWhatShallWeDoforMedia?13Personalrelationshipisimportant;butmoreimportantly,istheprofessionalismandqualityofamediarelationsspecialist/managerinyourcompany.WhatShallWeDoforMedia?14CASESTUDY15Tire–alowinterestcategoryTireknowledge–lackingfrommediasideMediatraininginanentertainmentwayContents-Whatisatire,tiremaintenance,roadsafety;selftirepressurecheck,mountanddismount,balancinginadealershopTraininghandoutsfordailyuseTireKnowledgeWorkshop16TireKnowledgeWorkshop17Results:-Strengthenmediarelations-Nearly90journalistsinSH+BJareequippedwithprofessionaltireknowledge-Nearly60arecomingin2004andmorewillbeinfutureyears-Continuoussupportsfrommedia-ConsumerDay,etc.TireKnowledgeWorkshopThankyouforyourattention!