凯旋先驱公关教程教案.pptVIP

Presented by Richard BurgerApril 27, 2006;My Objectives Today;Graduated New York University with a Master’s in Journalism, 1982 Joined the New York Times as an Indexer/Editor, 1982 Moved to Maryland to become a news reporter, 1985 Worked in Washington, DC covering Congress, 1987 Was recruited into the world of high technology marketing, 1989 ;Moved to Silicon Valley at start of Internet craze, 1995 Joined a dot-com and traveled the world, 1999 Watched as the bubble burst, moved to Hong Kong, 2000 Next stop, Beijing –redefining the concept of culture shock, 2002 Returned to US, but my heart remains in Asia, 2004 Returned to Asia for a new life in Taipei, 2005;Master’s in Journalism B.A. in German / Classical Music High School Majors: Spanish, History, English, Music Childhood interests: Classical literature Violin playing European History;We Never Know Where Life’s Paths May Lead Us;Ketchum 凱旋先驅公關;Ketchum Newscan ;Our valued clients;Ketchum Newscan Taiwan;Ketchum Newscan Taiwan Con’t; ;;One Year in Beijing;No Event of My Life Affected Me like SARS;Was the SARS panic justified?;What made SARS so frightening?;Unknown vs. Known;A Brief Primer on Crisis Management;The Two Key Phases;Five questions to ask during pre-publicity phase;Acting too quickly Checking information too openly Focusing on the short term Underestimating the consequences Hiding in an ivory tower Reacting aggressively;Analyzing the risk and potential consequences Assessing the situation carefully Taking an objective approach to the situation Knowing your limitations;China’s reaction to SARS;Ingredients for a perfect crisis;The whistleblower;Lack of responsiveness;Still, the leaders opt for denial;China loses all credibility;Government criticized;Government loses control of situation;Chaos;Government forced to act;Costs of delay are huge;Two Asian countries do it right;Both countries take a hands-on approach;SARS and the Web;Closing the crisis;A Quick Note on PR in China;;A Whole New Adventure in PR;T