酒店危机公关手册(讨论稿).doc

CRISIS MANAGEMENT危机公关TABLE OF CONTENTS目录1. Introduction 简介012. Crisis Communications Principles 危机公关原则01ROLES & RESPONSIBILITIES 角色& 职责3. Guidelines for a Hotel PR Representative 酒店公关代表指导方针024. Crisis Communications Action Sequence 危机公关行动步骤035. PR Information Collation Coordination with Operations 公关信息整理与运营管理之协调076. What to do when the Media Turns up 媒体应对137. Managing a Press Conference 记者招待会15Guidelines for Spokesperson 代言人指导方针8. Interview Tips for TV, Radio and Press209. Dos and Donts 20PROCEDURES & PROCESSES 政策&程序10. Media Call Screening 媒体来电2211. Clearance Process for Media Releases 媒体发布程序2412. Call Channeling 电话沟通渠道26SCENARIOS, TOOLS & TEMPLATES 预测场景、工具& 格式13. Holding Statements and Q&As 组织陈述 以及 问&答a) Fire/Explosion/Minor Injury 火灾/爆炸/轻微伤害30b) Food poisoning/Water contamination 食物中毒/水污染34c) Political Unrest 政治动乱36d) Rape 强奸38e) Bomb Threat 爆炸 恐吓40f) Epidemic/Infectious Disease 流行性疾病/传染病-禽流感42 Avian Influenza14. Terrorism Reporting 恐怖主义报道5215. Web Logs网络日志55Media Log Sheet 媒体登记表57CRISIS COMMUNICATIONS PRINCIPLES危机公关原则This Crisis Communications Manual, is an addendum to Inzone tourism group high-star hotels operation &development Administration Incident & Crisis Manual Asia Pacific. It contains a set of procedures for the hotel PR Manager to guide him/her in communicating with the media during and after a crisis.本危机公关手册致力于银座旅游集团高星级酒店发展部应对所属酒店危机事件及危机管理之准则，包括指导本部之所属酒店公共关系经理处理应对危机媒体公关以及危机后媒体公关的处理。The PR Manager should familiarise himself/herself with the Crisis Communications procedure. 要求酒店公共关系经理必须熟知危机公关程序。Please contact at tel: mobile: for further clarification.如有任何疑问请致电银座旅游集团高星级酒店事业部公关联系人：xxx 电话 ：000000 手机000000Crises attract considerable media interest and scrutiny. The public will form an impression of the crisis and Inzone tourism group high-star hotels operation &development Administration from the way media enquiries are handled. Badly handled, the media can damage the reputation of our administration far more than the crisis itself. Therefore, it is vital that all media enquiries are handled efficiently and in a timely manner.危机事件非常吸引公众的视线。因此从我们如何处理媒体询问的方式上公众就足以形成对此次事件的认识以及对银座旅游集团高星级酒店事业部的印象，如果处理不好，媒体的报导比危机事件本身更可能损害本部的形象。因此，所有的媒体询问都必须得到及时有效的处理是至关重要的。Crisis Communications Principles 危机公关规范准则Handling a crisis requires common sense at lightning speed. The first principle is to respond quickly and to do what is right for those affected. The Crisis Response Team (CRT) should operate under the premise that if it is doing what is right for the “victims”, it is doing what is right for the company and its reputation. The same messages should also be incorporated into all company communications relating to the crisis.处理危机事件需要光速的反应加上众所周知的常识。第一原则就是要反应迅速，对受影响的人采取恰当的做法。酒店CRT（危机处理小组）的处理前提就是安抚“受害者”，以采取的行动对企业利益以及企业声誉是最好的保障为前提。该宗旨同样适用于涉及危机之所有所属企业的公共关系准则Always consider the following key messages in any communications:在任何信息沟通中永远考虑下列关键信息l Safety of staff and consumers 保护员工及顾客安全l Security of our assets 保护财产安全l Protocol of action 按制定的计划行动The Crisis Response Team will operate under the following principles:危机处理小组应在下列原则下处理危机事件： The health and safety of our consumers, the public and our employees come first. We will offer help immediately and communicate it showing sincere concern for those affected and a desire to help in any way possible. 客人，公众和员工的健康和安全排在首位，及时向事件中受影响的人员竭尽全力的提供力所能及的协助，并向他们致以最真切的关怀。 Response must be rapid. We will acknowledge the situation to all audiences, including the media, quickly. We will be judged on how we handle the crisis during the first critical minutes and hours. 反应必须迅速。及时向包括媒体在内的所有公众公布最新的状况。能否在第一时间做出反应会被作为是否恰当处理危机的判断标准。 We will always tell the truth, and we will not make up answers in the absence of fact, under the pressure of questioning. 我们会永远公布实情，绝不在缺少事实依据和外界质询的压力下编造谎言 We will notify upper class administration of the situation and our actions (personally, not through the media). 我们会告知上级行政主管单位发生的事件及我们采取的行动(亲自通知而非通过媒介曝光) We will conduct the first press briefing as soon as is practicably possible and provide media updates on a regular basis.我们会尽可能快的准备新闻简报并定期提供媒体最新信息 Crisis communication starts with top management; therefore, wherever possible, we will provide access to company leaders and specialists. 危机信息沟通总是源于高管层，因此，只要可能我们会及时与公司领导和专家进行沟通。CRISIS COMUNICATIONS ACTION SEQUENCE危机公关行动步骤The demands upon the hotel PR Representative become more intensive during a crisis. The checklist below outlines the action steps to be taken by the Hotel PR Representative before, during and after a crisis.危机时期对酒店公关代表的要求相应增加，酒店公关代表需在危机前、危机中、危机后按照以下提纲式目录所列步骤展开行动：Keep in close touch with the Crisis Response Team. Constantly update yourself with crisis developments, actions taken. Know what to say, when to say it, who should say it and who to communicate with. 与危机处理小组保持密切联系。熟知危机发展以及所有行动措施，知晓“需要说什么，何时去说，谁将去说以及与谁进行沟通交流。”- Responsible for media management 负责媒体管理- Craft key messages for the media 媒体关键信息编纂- Brief the spokesperson 给发言人做简报- Collate media queries 整理媒体询问- Develop media responses through collated feedback from internal and external sources通过内、外反馈意见资源信息的整合发展媒体回应- Coordinate Press Conference (if held) and media interviews 组织记者招待会（若需举行）以及媒体采访Before a potential crisis get prepared 潜在危机发生之前-做好准备Prepare initial holding statements; get approval from senior management (your GM and/or RGM ) and Inzone tourism group corporate communications and public relations as required), legal authorities and relevant third parties, if any 准备发言稿；经管理层（总经理/住店经理）以及银座旅游集团高星级酒店事业部、法律权威专家审批。Anticipate and prepare for possible issues 预知以及准备任何可能发生的议题Prepare Q&As 准备问题&答案Establish a strong media network 建立强大有力的媒体网络Designate venue for press conference or briefing 选定记者招待会或简报场地Arrange for media training of spokesperson 为新闻发言人做媒体培训During the crisis 危机中Act FAST. Focus on confirmation of facts (who, what, when, where & why) 行动迅捷。着重确认各项事实（人物，事件，时间，地点，原因）Funnel prepared outgoing media statements through GM and legal counsel, 通过总经理和法律顾问渠道将事先准备好的媒体陈述对外发布 Isolate the crisis. Identify affected areas and areas not affected. Prevent speculation & panic 危机隔离。确认受影响以及未受影响区域 ，防止臆断以及恐慌Quickly brief hotel staff where to channel calls 快速通知酒店员工信息传递方式Update spokesperson on status of crisis as facts come to light 结合危机状况事实的显露向发言人更新信息Assume the situation will get worse. Anticipate and prepare responses for critical questions 假设事态演变严重，预知并准备关键性问题回复Seize opportunities to reinforce positive key messages 抢抓机会去强化积极的关键信息Keep a media log of callers and questions 就媒体来电以及询问做好保留日志Manage information flow to prevent distortion of facts & speculation 妥善处理信息流以防止歪曲的事实以及臆断Arrange for a press conference, if necessary 如有必要组织安排记者招待会Monitor media coverage and address inaccuracies 监测媒体报道并做好事实重申Collate positive stories 收集积极报道题材After the Crisis 危机后Do a debrief to review communication strategies 概要性回顾危机公关策略Review all media coverage and editorials (correct inaccuracies if any) 检查所有媒体报道和社论（如有，纠正错误）Assess public and media perception of the organisation 组织评估公众以及媒体的看法反映Remember to update your website information 谨记更新网站信息Monitor organisation reputation and standing with public and media 监测企业在公众以及媒体方面的声誉和地位Implement re-marketing strategies. Consider image rebuilding measures 贯彻执行新的市场策略。考虑形象重建措施。Anticipate if any issues remain with the public and media 预知公众及媒体是否留有任何问题Measure results of your crisis management tactics and strategies as soon as possible 尽快审核危机管理策略执行结果Collate Information信息收集Brief Front Desk/ Reception Operators & Sales 简报前厅/接待中心&销售Draft Holding Statements 起草发言 Standby 备用Disseminate 传播MO NITORMED I AREPORT S媒体报道监测Draft Q&As 问&答草稿Brief Hotel Call Centre/Operator & CRO/ Draft Scripts 概述呼叫中心/总机&危机响应小组/草案Yes 是No否Press Conference? 记者招待会？ Yes是 No 否 Crisis 危机 No 否Yes 是The following is a general sequence of actions for the Hotel PR Rep during a crisis. Variations may occur as the crisis unfolds. The key is proper channeling of media calls, constant collation of information and media queries and timely communications. This needs to be followed up with media monitoring and responses where appropriate. 以下为 公关代表危机处理系列行动计划表。鉴于危机种类的不同，危机处理的关键在于正确的媒体传呼渠道，信息传递的一致性以及媒体询问沟通的及时性。这需要媒体监控以及反应的合理跟进Page 23PR INFORMATION COLLATION COORDINATION WITH OPERATIONS公关信息整理与运营管理之协调Asking the right questions aids the PR representative to collate pertinent information, craft media statements, brief the Hotel Spokesperson. Ensure that members of the Crisis Response Team feed important information to you as and when it becomes available. 提出正确的问题以协助公关代表整理有关资料、修饰媒体发言，介绍酒店发言人。 确保危机反应小组在可以提供重要的信息可用信息之时能够反馈到你Let your respective heads of departments know the type of information you need. Explain that you need this to effectively deal with the media and protect hotel reputation and guest confidence. Information needs to be conveyed accurately and speedily to meet media deadlines. 让您各自部门的负责人知道您所需要的信息类型。说明您需要根据该等信息去有效地处理与媒体的沟通以确保酒店的声誉和客户的信任。信息需要在最后期限内准确快捷地传到至媒体Remember to establish a flow of information. Your colleagues are very busy during crises; you have to “chase” people to get regular updates as numbers and other information change with time (eg. status of situation, number of casualties, closure and opening of facilities/hotel, etc)请记住，必须建立一个信息流。您的同事是在危机期间非常繁忙，您必须以“追逐”的方式以期得到各相关人员定期给予的信息更新以及其他随时间而改变的信息（如形势状况，造成的伤亡人数，功能设施的关闭和开放/酒店等）Be well armed with information about the situation. Explain that you need to know more background information to be able to explain simply and clearly to the public. Assure that you will exercise discretion on what to release and clear with your bosses prior to communicating with external parties. 以良好的信息武装控制形势。解释说您需要得到并了解更多的背景信息以便能够对公众做好清晰简练的解释。在对外信息沟通之前要首先确保与您的上级领导慎重沟通过需要公布及澄清的信息1. Casualties 人员伤亡People, lives and safety are top priority 人员、生命、安全应予首要考虑1.1 Ascertain if there are any injuries or deaths. 弄清查明是否有任何的死亡或受伤者1.2 What is the extent and nature of injury(ies)? 上海（受伤者）的性质以及范围是什么？1.3 Get number of people involved. 事故人员名册1.4 Have they been sent to hospital? Which hospital? 他们是否已经被送往医院？哪家？1.5 Have their family members and next-of-kin been informed?是否已通知他们的家属和近亲？1.6 Will the hotel be sending staff to visit casualties in hospital? 酒店是否将安排员工去医院探访受伤人员？1.7 Is hotel providing other forms of assistance? (eg. in repatriation, if needed)酒店是否提供其他的援助（比如如有需要遣返回国）1.8 Did hotel staff go out of their way to assist guests? How?是否有酒店员工乐意的帮助了客人？怎样的帮助？1.9 Are there more people to be located? How many are still missing? 人员是否得到了最大的安置？还有多少失踪者？1.10 What is being done to locate them? 如何进行安置人员？1.11 How can family members get information/updates about the status of their loved ones?如何能够让其家人得到不断更新的人员现状信息1.12 Contact details of information sources.根据信息源进行详细的联系2. Where Safety and Health is Concerned 关注安全与健康2.1 What will be the impact on guest safety? 什么将会影响到客人的安全？2.2 What are the risks? What is the likelihood that risks will increase? 有哪些风险？风险的可能性会怎样增加？2.3 Which areas are at risk, and which are not? 哪些区域有危机隐患，哪些没有？2.4 Have risk areas been identified? 危机隐患区域是否已经被确实？2.5 Have risk areas been isolated and contained? 危机隐患区域是否已经被隔离或者被包含？2.6 What is the worst and best case scenario? 最好和最坏的案例场景是什么？2.7 Was negligence involved on the part of staff? Was there a failure of equipment or systems? How? 是否疏忽涉及的部分工作人员？是否有故障的设备或系统？如何？2.8 What is being done to address the lapses in people, equipment or systems? 正在做什么以解决人员、设备或系统的失误？2.9 What precautions/safety measures can/will the hotel take?酒店将采取什么预防措施/安全规程？2.10 Who else is hotel working with to manage the situation? 酒店将与谁共同进行危机控制？2.11 What additional resources/expertise have been mobilized to manage the situation? 是否已通知到其他的援助力量以协助进行形势掌控？2.12 What advice can hotel give to guests and staff? 什么信息是酒店给可以提供给客人以及员工？2.13 Has precautionary measures/advice been communicated to guests and staff?采取的预防措施/意见是否已传达给客人和雇员？3. Property Damage 财产损失3.1 Which parts of the hotel has been damaged? 酒店饿哪些部位被损害？3.2 How serious is it? 问题有多严重？3.3 Does it affect safety? 是否涉及安全问题？3.4 Who assessed the safety of the hotel? Government department, professional engineer? Etc? 谁对酒店做安全评估？是政府机构、工程技术专家.？3.5 Will hotel continue operations or will parts of it/ all of it have to close?酒店是否将继续营业或者部分区域营业/全部关闭？3.6 How long will repairs take? 修复期？3.7 Will repaired facilities be bigger and better? How will that benefit guests? 将被修复的地方会更大更好吗？给客人的益处将会是什么？3.8 What facilities will continue to operate as usual? 哪些设施设备是可以继续正常使用的？3.9 What other measures are being taken? Eg. clean-up, etc 是否其他方面的措施正在进行？整顿？4. Impact on Business 生意冲击 4.1 Will hotel continue to operate as usual? Why? 酒店是否继续正常运营？为什么？4.2 Will hotel be staging remarketing activities to attract more traffic to the hotel?酒店是否将分段重新调整营销策略以吸引更多生意流量？4.3 Will hotel be launching promotions?酒店是否推出促销活动？4.4 How does hotel feel about the situation, going forward? 如何感知酒店形势，继续向前迈进？4.5 What does hotel have to say to guests, owners and the public?酒店该如何向客人、业主以及公众作出解释？4.6 Are additional staff being sent from sister hotels to bridge the current situation? 是否有兄弟酒店援助力量来弥补当前形势？4.7 Where from and how many? 从哪里来，有多少？4.8 Will hotel be able to uphold normal service levels during the situation? To what level? By when?酒店能否在危机形势下维持正常服务水准？到什么程度？何时？4.9 Is there a need to channel guests to sister / other hotels in the vicinity? Which ones?是否有必要疏散酒店客人到兄弟酒店或者邻近酒店？哪一些？4.10 Have call centres/reservations, etc been informed?电话预订中心/接待处等是否被告知？5. Crime/Political Unrest/Terrorism 犯罪/政治动乱/恐怖主义5.1 What has hotel done to step up security? 酒店所采取的安保措施？5.2 Is hotel working with authorities to deal with situation? Which ones?是否与官方权利机构协作处理危机？哪一些？5.3 Is there a risk of recurrence? Why?有无危机复发的风险？为什么？5.4 What is being done to address the situation?采取了什么措施来处理这些情况？5.5 What assurances can hotel give to guests and the public? 酒店能够为客人以及公众提供的保障有哪些？5.6 What is the general advice/precautionary measures would hotel give to guests and public?酒店能够为客人以及公众承诺的总体意见/防范措施有哪些？5.7 Any good track record of community relations that can be cited (for political unrest) 有哪些良好的公共关系报道能够被引用（关于政治暴动）WHAT TO DO WHEN THE MEDIA TURNS UP 媒体应对1. View the media as your ally rather than as an adversary; treat them as professionals with legitimate duties 鉴于媒体作为你的盟友而不是敌人;要以专业的素养以及合情合理的职责对待他们2. Cooperate with the media. Dont show reluctance or hesitance to work with them 与媒体合作。合作中不要显示出不愿意或犹豫不决的态度3. Never permit unauthorised spokespersons to speak to the media. Maintain strict control to ensure that the media speaks only to authorised personnel. 绝不允许未经授权的发言人向媒体发布言论。严格控制确保仅企业授权的发言人向媒体发言。4. Introduce yourself. Get reporters business card and mobile number # in case you need to get back to him/her later自我介绍并与记者交换名片和手机电话以便于日后进行联系5. Do the interview sooner rather than later. Start with a statement of sympathy 采访需尽早安排。以同情（心）作为声明开始的基调6. Unless there are identifiable victims in sight, escort the media, if allowed, to the emergency site. Pick a site which shows positive action taken to address the crisis. Dont appear to hide something or stop the photographer from taking photographs itll make them suspicious 除非现场有确认的受害者，在被允许的情况下，可以带媒体到达现场。选择一个针对危机采取了积极有效处理措施的场所。不要表现出刻意隐瞒或阻止媒体拍照以防引发他们的怀疑7. If the emergency site is off-limits to unauthorised personnel, escort the journalist to an alternative venue more conducive for an interview如果紧急场所禁止非授权个人进入，陪同记者至对采访更为有利的会场8. If the journalist & photographer requests to view the emergency site, politely and firmly inform him/her that safety and security reasons do not permit any unauthorised personnel to be on site 如果记者&摄影记者要求参观紧急场所，以沉稳礼貌的态度告知他们考虑到安全问题该区域禁止任何非授权人员进入9. Stay calm and positive. Show youre in control of both the situation and the interview保持冷静积极的态度。表现出对当前局势以及采访的控制力度10. If youre unable to furnish details to the journalist on the spot, tell him/her you will get back to him/her as soon as youve have the information 如果在当场无法提供记者细节信息，请告知对方您得知信息后会以最快的速度告知MANAGING PRESS CONFERENCE组织新闻发布会Once a Press Conference. is decided upon, whether its on-site or off-site (depending on its feasibility), use the checklist below as a guide to organise and manage the proceedings. Note the follow up to be done after the crisis ends.一旦决定举行新闻发布会，不论是在事发地点或者异地（根据形势灵活决定）请使用以下指南以便于组织和管理会议流程，记录好跟进措施。When do you hold a Press Conference? 何时举行新闻发布会？ You have an important announcement, news update to make/something positive to say 必须有最新的积极的消息以确保发布重要通告You need to reach your target audiences in the quickest possible way 必须以可行且快捷的方式通知到目标听众You cannot communicate effectively any other way 无其他有效方式进行沟通Pre-Press Conference Checklist记者招待会会前检查清单Prepare Press Kits. Check Contents: Press Release, Fact Sheet, Q & As (you will need to develop two different sets of Q&As one for use with media, another for internal/employee use) 准备宣传资料，检查内容：新闻稿、情况说明书、问/答（您需准备两套问/答-一份用于新闻媒体，另一份供内部/雇员使用）Prepare press statement for spokesperson 准备发言人向新闻界发表的声明稿Check the Physical Set-up 检查硬件设置Prepare the Public Address system 准备发言系统Prepare Audio-Visual equipment 准备视听设备Check website, telephone & facsimile facilities. IT team on stand-by to assist with technical matters 检查网站，电话和传真设施。 IT团队待命，协助技术问题Brief the Spokesperson and accompanying panel members