剪报培训纲要

1、TRAININGACTIVITYOUTLINE培训活动纲要Task任务：PressClipping剪报Code序号：OH-SM-MC-D401Objectives目的：Attheendofthissession,eachtraineewillbeabletofullyunderstand在此培训结束后，每一个学员都要能明白实施剪报的程序。Standard标准：SeeAttached参见附件Resources培训器材：WhiteboardandMarkPen.白板和马克笔Method培训方式TrainingSteps培训步骤Time时间Lecture讲座式1. Explainwhyclippin

2、gisimportant?解释剪报的重要性。a. Ourdepartmentdealswithmediaandwehavetoknowwhatthemediaisreportingsothatwecanbuildaclosetiewiththem.我们部门是与媒体打交道的部门，我们必须得明白媒体报道的内容才可以与他们建立密切的联系。b. Clippingisoneeffectivewaytoequipuswithrelevantinformationaboutmedia剪报能有效地使我们获取与媒体相关的消c. Theclippedinformationisofficialstatementfr

3、omthegovernmentandcreditableindustryorganizations.ItisamajorsourceofinformationforthehotelandtheSales&Marketingdepartment.Theclippinginformation,ifusedproperly,maybecomebusinessleadsandmaterializebusiness.剪报的内容是从政府和可信的信息来源获得的正式的报道，可以为市场销售部和饭店使用。如果使用得当，剪报可以成为带来生意18min18分钟GroupDiscussion的线索并最终转变成生

4、意。15min小组讨论d.Itisalsoanimportantwayforustoknowwhatourcompetitionisdoing这也是我们了解竞争对手在动态的重要方式。2.Howcanweobtainthisinformation?我们如何获得这些消息？Givehintandexplainaftertraineeanswers:在学员回答时给予提示：a. Paidlocalnewspaper-tofocusonlocalmarketanddevelopment付款订购的本地刊物-主要是关注本地区市场及发展b. Freesubscription-toknowabouttheregi

5、onalandnationalupdates15分钟Group免费订阅刊物-了解国内和亚太区最Discussion新消息。15min小组讨论c.Website-tokeepinformedoflatest15分钟information互联网站-了斛取新动态d.ForeignlanguagepublicationsinBusinessCenter商务中心的外语刊物3.Whatneedstobeclipped?需要剪辑的内容有哪些？a. AdvertisementandpressreleasesofSt.Regis,Starwood,andTheSt.RegisShanghai.b. 瑞吉、喜达屋

6、和上海瑞吉红塔大酒店的广告和新闻发布。c. AdvertisementandPressreleasesoncompetition竞争对手的广告和新闻发布d. Newsonlocalactivitiesinwhichthehotelmaybeabletoparticipate本地活动的新闻。这些活动饭店可能能够参加。e. Newsonthestatisticsissuedbythegovernment12min关于政府发布的统计数据的报道f. Newsoninvestmentandconferencesthatmaybringbusinesstothehotel关于可能会为饭店带来生意的投资和会

7、议的报道。g. Newsonofficialreportofthemacroeconomicdevelopment,local,national,regionalandglobal.关于本地、全国和区域性及全球宏观经济12分钟发展的报道。4. Whatneedstobeindicatedfromtheclipping?剪报需要写明什么？a. Dateoftherelease发布日期b. Nameofthepublication刊物名称c. NameoftheColumn,ifapplicable栏目名称5. Gothroughproceduresonebyone.(refertoprocedure1-8)将程序全面讲解一遍。(参看程序1-8条)6. Questions提问：a. Whatarethesourceforclippinginformation?剪报的信息来源有哪些？b. Howoftenshouldclippingbesubmittedandcirculated?剪报多久传阅一次？c. Whatnee