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1 MediaRelations May19 2004 Beijing 2 MediaandJournalistsinChinaPrinciplesofWorkingwithMediaWhatCanMediaDoforus WhatShallWeDoforMedia CaseStudy Agenda 3 8 725ofmagazines2 058ofTVchannels 360TVstations2 094ofnewspapers1 933ofradiochannels 360radiostations595 550Websites internetplaysanincreasinglyimportantrole Infosource MediaAnalyzingWeb ChinaInternetInfoResourcesReport MediaandJournalistsinChina 4 Limitedresources tightbudgetsMoreattentiontoconsumersWindowtotheChineseconsumersPatriotismThirstyfornewinfo trends tech etc StrongsupportofreformanddevelopmentOpennesstoint lcoverageandperspectiveTightenedrestrictionofcommercialstoriesTighteditorialcontrolQualityofreportingfluctuatesHigherturnover MediaandJournalistsinChina 5 Eachcomeswithhis herownstyle levelofethics expertise knowledgeandpersonalityEachone howeverjuniororsenior demandsrespect attentionandpatience MediaandJournalistsinChina 6 FactsandFiguresAccesstotheseniormanagersandfirst handinfoExclusivenessJuicystuffandlocalizedmaterialsNews bigstoryVeryquickresponseOntopofthat co operation WhatDoJournalistsWant 7 Principlesofworkingwithmedia 8 Themediaplaysavitalrolewithinsocietyandwerecognizetheimportanceoffast comprehensiveandreliableinfo Inourrelationshipwiththemedia television radio writtenpress electronicmedia weaimforhonestdebate basedonmutualrespectandtheconstructivepursuitofrelevant objectiveinfo Accordingly werefuseallandanyrelationshipscontrarytothebasicprinciplesofintegrity Source MichelinPerformance ResponsibilityCharter Principlesofworkingwithmedia 9 WearedealingwithpeopleEquality mutualrespectNoliesDon tbeforcedintosaying doingwhichyoudon twanttosay do Principlesofworkingwithmedia 10 Helpustoreachdifferentstakeholders customers employees businesspartners opinionleaders investors administrators etc TellpeoplethestoryProvide3rdpartyendorsement WhatCanMediaDoforUs 11 EducatetargetgroupsCreateexcitementandcreditabilityWinattentionBuildcustomerrelationshipCallanaction WhatCanMediaDoforUs 12 UnderstandmedianatureandtheirsubjectsUnderstand respectmedianeeds e g deadline EasethemaccesstonecessarycompanyresourcesRegularcontacts notonlyatimportantcases Info knowledgesharingTreatthemasyourfriend WhatShallWeDoforMedia 13 Personalrelationshipisimportant butmoreimportantly istheprofessionalismandqualityofamediarelationsspecialist managerinyourcompany WhatShallWeDoforMedia 14 CASESTUDY 15 Tire alowinterestcategoryTireknowledge lackingfrommediasideMediatraininginanentertainmentwayContents Whatisatire tiremaintenance roadsafety selftirepressurecheck mountanddismount balancinginadealershopTraininghandoutsfordailyuse TireKnowledgeWorkshop 16 TireKnowledgeWorkshop 17 Results StrengthenmediarelationsNearly90journalistsinSH BJareequippedwithprofessionaltireknow
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