危机管理英文.pptxVIP

Media Relations (May 19, 2004, Beijing); Media and Journalists in China Principles of Working with Media What Can Media Do for us? What Shall We Do for Media? Case Study ; 8,725 of magazines 2,058 of TV channels / 360 TV stations 2,094 of newspapers 1,933 of radio channels / 360 radio stations 595,550 Websites – internet plays an increasingly important role (Info source: Media Analyzing Web, China Internet Info Resources Report) ; Limited resources / tight budgets More attention to consumers Window to the Chinese consumers Patriotism Thirsty for new info (trends, tech, etc.) Strong support of reform and development Openness to int’l coverage and perspective Tightened restriction of commercial stories Tight editorial control Quality of reporting fluctuates Higher turnover ;;;;“The media plays a vital role within society and we recognize the importance of fast, comprehensive and reliable info. In our relationship with the media (television, radio, written press, electronic media), we aim for honest debate, based on mutual respect and the constructive pursuit of relevant, objective info.” “Accordingly, we refuse all and any relationships contrary to the basic principles of integrity.” (Source: Michelin Performance Responsibility Charter) ; We are dealing with people Equality; mutual respect No lies Don’t be forced into saying / doing which you don’t want to say /do… ; Help us to reach different stakeholders – customers, employees, business partners, opinion leaders, investors, administrators, etc. Tell people the story Provide 3rd party endorsement ;;; Personal relationship is important; but more importantly, is the professionalism and quality of a media relations specialist / manager in your company. ;CASE STUDY; Tire – a low interest category Tire knowledge – lacking from media side Media training in an entertainment way Contents - What is a tire, tire maintenance, road safety; self tire pressure ch