危机管理(4)1课件

危机管理(4)2024/5/12危机管理(4)[1]MediaandJournalistsinChinaPrinciplesofWorkingwithMediaWhatCanMediaDoforus?WhatShallWeDoforMedia?CaseStudyAgenda危机管理(4)[1]

8,725ofmagazines

2,058ofTVchannels/360TVstations2,094ofnewspapers1,933ofradiochannels/360radiostations595,550Websites–internetplaysanincreasinglyimportantrole

(Infosource:MediaAnalyzingWeb,ChinaInternetInfoResourcesReport)MediaandJournalistsinChina危机管理(4)[1]

Limitedresources/tightbudgetsMoreattentiontoconsumersWindowtotheChineseconsumersPatriotismThirstyfornewinfo(trends,tech,etc.)StrongsupportofreformanddevelopmentOpennesstoint’lcoverageandperspectiveTightenedrestrictionofcommercialstoriesTighteditorialcontrolQualityofreportingfluctuatesHigherturnoverMediaandJournalistsinChina危机管理(4)[1]Eachcomeswithhis/herownstyle,levelofethics,expertise,knowledgeandpersonalityEachone,howeverjuniororsenior,demandsrespect,attentionandpatienceMediaandJournalistsinChina危机管理(4)[1]FactsandFiguresAccesstotheseniormanagersandfirst-handinfoExclusivenessJuicystuffandlocalizedmaterialsNews&bigstoryVeryquickresponse

Ontopofthat,co-operation!WhatDoJournalistsWant?危机管理(4)[1]Principlesofworkingwithmedia危机管理(4)[1]“Themediaplaysavitalrolewithinsocietyandwerecognizetheimportanceoffast,comprehensiveandreliableinfo.Inourrelationshipwiththemedia(television,radio,writtenpress,electronicmedia),weaimforhonestdebate,basedonmutualrespectandtheconstructivepursuitofrelevant,objectiveinfo.”“Accordingly,werefuseallandanyrelationshipscontrarytothebasicprinciplesofintegrity.”(Source:MichelinPerformance&ResponsibilityCharter)Principlesofworkingwithmedia危机管理(4)[1]WearedealingwithpeopleEquality;mutualrespectNoliesDon’tbeforcedintosaying/doingwhichyoudon’twanttosay/do…Principlesofworkingwithmedia危机管理(4)[1]Helpustoreachdifferentstakeholders–customers,employees,businesspartners,opinionleaders,investors,administrators,etc.TellpeoplethestoryProvide3rdpartyendorsementWhatCanMediaDoforUs?危机管理(4)[1]EducatetargetgroupsCreateexcitementandcreditabilityWinattentionBuildcustomerrelationshipCallanactionWhatCanMediaDoforUs?危机管理(4)[1]UnderstandmedianatureandtheirsubjectsUnderstand/respectmedianeeds(e.g.deadline)EasethemaccesstonecessarycompanyresourcesRegularcontacts(notonlyatimportantcases)Info/knowledgesharingTreatthemasyourfriendWhatShallWeDoforMedia?危机管理(4)[1]Personalrelationshipisimportant;butmoreimportantly,istheprofessionalismandqualityofamediarelationsspecialist/managerinyourcompany.WhatShallWeDoforMedia?危机管理(4)[1]CASESTUDY危机管理(4)[1]Tire–alowinterestcategoryTireknowledge–lackingfrommediasideMediatraininginanentertainmentwayContents-Whatisatire,tiremaintenance,roadsafety;selftirepressurecheck,mountanddismount,balancinginadealershopTraininghandoutsfordailyuseTireKnowledgeWorkshop危机管理(4)[1]TireKnowledgeWorkshop危机管理(4)[1]Results:StrengthenmediarelationsNearly90journalistsinSH+BJareequippedwithprofessionaltireknowledgeNearly60are