商务英语(管理和沟通)媒体沟通
商务英语(管理和沟通)公司沟通
13
An Overview of CorpComm Function --functions in CorpComm
Corporate Image and Identity
Corporate Image
As seen through the eyes of its constituencies An organization may have different images with different constituencies
课程总结与作业安排说明
2005年11月
清华大学经管学院EMBA2005
3
Agenda
An Overview of the CorpComm Function
From “PR” to “CropComm” The Functions within the Function Models of CorpComm
2005年11月
清华大学经管学院EMBA2005
21
An Overview of CorpComm Function --CorpComm in Corp. Structure
Centralize or Decentralize Communications?
Course summary and assignment description
2005年11月
清华大学经管学院EMBA2005
4
2001年，美国公司在公司沟通方面的年度预算 平均高达440万美元，比1998年上升了近100 万美元。
阿根狄，《公司沟通》（第三版，麦格劳希尔出版社，2003
2005年11月
产品与服务广告
推销产品或服务 面对消费者
商务英语口语对话图文稿
商务英语口语对话集团文件发布号：（9816-UATWW-MWUB-WUNN-INNUL-DQQTY-目录Day today Office日常事务1 Faxes传真2 Telephone Calls电话3 Making Telephone Appointments电话预约4 Memos备忘录5 Business Correspondence商业信函6 Placing an Order下订单Office Talk办公室谈话7 Coworkers同事8 Bosses老板9 Brainstorming集体讨论10 Commuting乘公交车上下班11 The Working Lunch工作午餐Business Trip商务旅行12 International Business Travel国际商务旅行13 Dressing for Business商务着装14 Hotel Situations旅馆情景15 Negotiating the Subway乘地铁Client Reception接待客户16 Receiving Clients接待客户17 Entertaining Clients招待客户18 Accommodating Foreign Clients接待国外客户19 Factory Tours参观工厂Business Communization商务交流20 Personal Introductions个人介绍21 Small Talks聊天22 Delivering Bad News传达坏消息23 Polite Questions礼貌提问24 Farewells道别Negotiation谈判25 Clarifying the Stakes说明利害关系26 Making Concessions做出让步27 Discussing the Bottom Line讨论底线28 Accepting and Confirming接受和确认29 Hard Bargainers VS Soft Bargainers强硬的对手和温和的对手Company Organization公司结构30 CEO执行总裁31 Stockholders股东32 Board of Directors董事会33 Managerial Staff管理人员34 Labor Staff普通员工Meetings and Interviews会议和面谈35 Executing Meetings开会36 Performance Reviews业绩评估37 Agendas会议议程38 Making Requests提出要求Presentations业务陈述39 Preparation and Developing Your Topic准备和展话题40 Introductions and Beginnings介绍和开头41 Making Transitions in the Presentation陈述中的过渡42 Conclusions结论43 O&A (Question and Answer Period)提问阶段Data数据处理44 Trends趋势45 Systems制度46 Scheduling日程安排47 SWOT An山sis态势分析48 Statistical Reports数据统计报告Technology技术49 Email电子邮件50 Computer Technology计算机技术51 Running an Internet Business网上做生意52 Electronic Gadgets数码产品53 Web based Marketing网上营销Financial Topics财务话题54 Costing成本55 Budgets预算56 Auditing审计57 The Economy经济58 Fundraising集资Legal Topics法律话题59 Confidentiality机密60 Lawyers律师61 Contracts合同62 Copyright版权63 Patents专利64 Environmental Regulations环境条例Marketing Topics营销话题65 Marketing Surveys市场调查66 Target Audience目标消费者67 Print and Media Advertising印刷和媒体广告68 Promotional Events促销活动69 Developing the Market市场开发Sales Topics销售话题70 Selling Points卖点71 Trade Shows贸易展览72 Sales Reviews检查销售额73 Product Demonstrations产品演示74 Following up on Leads线索追踪75 Customer Service顾客服务International Topics国际话题76 Sourcing得到供货77 Export／Import出口／进口78 Exchange Rates汇率79 International Greeting Methods 国际问候方式Big Business跨国公司80 Mergers合并81 Competition竞争82 Climbing the Corporate Ladder进入管理层83 Branch Offices分支机构84 Consulting咨询Employment Practices雇用惯例85 Fair Pay公平薪酬86 Recruiting Personnel人员招聘87 Retirement退休88 Partnership合作关系89 R&um6s简历90 Job Interviews求职面试Social and Equality Issues社会和平等话题91 Women in the Workforce职业女性92 Discrimination歧视93 Welfare福利94 Labor Unions工会95 Strikes and Demonstrations罢工和示威游行Continuing Education继续教育96 Management Training管理人员培训97 Seminars／Workshops研究会／研讨会。
商务英语常见词汇大汇总——“C”
商务英语常见词汇大汇总——“C”下面是给大家汇总的商务英语常见词汇“C”开头的部分。
categorization 分门别类Caterpillar Tractor 卡特皮勒公司Cathay Airlines 国泰航空公司CBS Records 唱片公司CBS 哥伦比亚广播公司centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标cable TV 有线电视Cadillac 凯迪拉克Campbell's Soup 金宝汤业公司capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道Charles Snow 查尔斯·斯诺Cherokee 切诺基chevrolet 雪佛莱choice criteria 选择标准Christian Dior 克里斯汀·迪奥(世界著名时装品牌) Chrysler 克莱斯勒Citi Corp 花旗银行closing a sale 结束销售clothing retailers 服装零售商CNN 美国有线新闻网co-branding 联合品牌code of ethics (职业)道德标准coercive power 强制权cognitive dissonance 认识的不协调Colgate-Palmolive 高露洁collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案Comdex 计算机展销会commercialization 商业化commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者(购买)决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司(经营)范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献(贡献毛利)分析contributrion margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系Compaq 康柏comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争(供方)演变competitive factors 竞争因素competitive intelligence 竞争情报/信息cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本countertrade 对等贸易customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知customers' preferences 顾客偏好customers' price sensitivity 顾客的价格敏感度customizing 定制coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度。
商务英语公司交流对话英语范文
商务英语公司交流对话英语范文Engaging in the world of business, mastering the art of communication in English is paramount. Picture this: you'rein a bustling conference room, surrounded by industry leaders, and it's your turn to speak. "Good morning, esteemed colleagues," you begin, your voice resonating with confidence. "I'm thrilled to share our latest project updates andinsights with you all."As you delve into the specifics, you weave in key phrases like "team collaboration," "strategic objectives," and "innovative solutions," ensuring that your message is both clear and compelling. You address potential concerns with phrases like "Let's explore the challenges together" and "I'm open to feedback and suggestions to enhance our approach."When it comes to discussing financials, you switch to a more analytical tone, using terms such as "quarterly revenue," "profit margins," and "investment opportunities." You highlight the company's growth trajectory with "Our year-over-year growth has been impressive, and we're poised for even greater success."During Q&A, you invite questions with "I welcome any inquiries you may have and am ready to provide detailed responses." And when a colleague asks a complex question, you respond with "That's an excellent point, and I appreciateyour keen interest. Let me break it down for you..."As the conversation flows, you maintain a professional yet approachable demeanor, using phrases like "I appreciate your perspective" and "Let's work together to find the best course of action." Your closing remarks are succinct and forward-looking: "Thank you for your time and attention. I look forward to our continued collaboration and the exciting journey ahead."In the realm of business, your eloquence in English is not just a tool—it's a catalyst for progress, a bridge to understanding, and a key to unlocking new opportunities.。
商务英语常用英语词汇大“M”
商务英语常用英语词汇大-“M”商务英语常用英语词汇大汇总-“M”下面是总结的以“M”开头的商务英语常用的'英语词汇。
mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵macro risks 宏观风险macroenvironment 宏观环境macrosegmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费market circumstances 市场环境market demorgraphics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系Matsushita 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司(前世界通信公司)MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰multisegment positioning 多重细分市场定位mutual trust 相互信任Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentatioin 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational coporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法monosegment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉。
《商务英语口语大全【完整版】》
《商务英语口语大全【完整版】》一、商务问候与介绍1. 问候Good morning/afternoon/evening, it's a pleasure to meet you.（早上/下午/晚上好，很高兴见到您。
）How do you do? I've heard a lot about you.（您好，我久闻大名。
）It's nice to finally put a face to the name.（很高兴能将名字与人对上号。
）2. 自我介绍My name is [Your Name], and I'm the [Your Position] at [Company Name].（我叫[您的名字]，是[公司名称]的[您的职位]。
） I'm looking forward to working with you on this project.（我期待与您共事这个项目。
）二、商务洽谈与沟通1. 表达意见In my opinion, [Your Opinion].（在我看来，[您的意见]。
）I believe that [Your Idea] could be beneficial for both parties.（我相信[您的想法]对双方都有益。
）I'd like to suggest [Your Suggestion].（我想提出[您的建议]。
）2. 谈判技巧I understand your concerns, but let's consider the possibilities from another angle.（我理解您的担忧，但让我们从另一个角度考虑一下可能性。
）If we can agree on [Certain Terms], I'm confident that we can finalize the deal.（如果我们能在[特定条款]上达成一致，我相信我们可以完成这笔交易。
有效的商务沟通技巧英文演讲
有效的商务沟通技巧英文演讲Title: Effective Business Communication Techniques Good morning/afternoon/evening, esteemed colleagues and guests, It is my pleasure to stand before you today to discuss a topic that isparamount to the success of any business endeavor: Effective Business Communication Techniques. In today's fast-paced and interconnected world, the ability to communicate clearly, concisely, and professionally is not just a skill; it's a necessity.IntroductionCommunication is the lifeblood of any organization. It facilitatescollaboration, drives decision-making, and fosters relationships both internally and externally. Yet, despite its importance, many businesses struggle to achieve truly effective communication. This can lead tomisunderstandings, missed opportunities, and even conflict.Why Effective Communication MattersEffective communication is crucial for several reasons:1.Building Trust: Clear and honest communication builds trust amongteam members, clients, and stakeholders. Trust is the foundation upon which all successful business relationships are built.2.3.Enhancing Productivity: Effective communication ensures that everyone is on the same page, understands their roles and responsibilities, and can work together efficiently towards common goals.4.5.Resolving Conflicts: Miscommunication is often at the root of conflicts in the workplace. By improving communication skills, we can prevent or quickly resolve misunderstandings before they escalate.6.7.Fostering Innovation: Open and inclusive communication encourages creativity and the sharing of ideas. This is essential for driving innovation and staying ahead of the competition.8.Key Techniques for Effective Business CommunicationNow, let's delve into some of the key techniques that can help youachieve effective business communication:1.Active Listening: One of the most important, yet often overlooked,aspects of communication is listening. Active listening involves paying full attention to what the other person is saying, understanding their perspective, and providing feedback to show that you've heard andunderstood them.2.3.Clarity and Conciseness: In business, time is often limited. Therefore, it's essential to communicate your message clearly and concisely. Avoidjargon and technical terms that may confuse or exclude your audience.Instead, use simple language that everyone can understand.4.5.Nonverbal Communication: Don't underestimate the power of body language, tone of voice, and facial expressions. These nonverbal cues can convey as much, or even more, than the words you speak. Bemindful of how you present yourself and ensure that your nonverbal communication aligns with your message.6.7.Adaptability: Effective communicators are adaptable. They recognize that different people and situations require different communication styles. Learn to adjust your communication approach based on theaudience, context, and purpose of your message.8.9.Feedback Loops: Encourage and solicit feedback from your audience.This not only helps you refine your communication skills but also shows that you value their input and are open to improvement.10.11.Technology: Leverage technology to enhance your communicationefforts. From video conferencing tools to project management software, there are many digital solutions that can help you communicate more efficiently and effectively with your team and clients.12.ConclusionIn conclusion, effective business communication is essential for success in today's competitive landscape. By mastering the techniques of active listening, clarity and conciseness, nonverbal communication,adaptability, utilizing feedback loops, and leveraging technology, you canimprove your communication skills and foster stronger, more productive relationships with your colleagues, clients, and stakeholders. Remember, communication is a two-way street. It requires effort and commitment from both parties. By continuously striving to improve your communication skills, you can set yourself and your organization apart as leaders in your field.Thank you for your attention, and I hope you found this discussion on effective business communication techniques informative and insightful.。
商务英语词汇大全
商务英语词汇大全一、基本商务术语1. 商务活动（Business Activity）2. 市场营销（Marketing）3. 销售额（Sales Revenue）4. 成本（Cost）5. 利润（Profit）6. 投资回报率（Return on Investment, ROI）7.SWOT分析（Strengths, Weaknesses, Opportunities, Threats）8. 目标市场（Target Market）9. 市场细分（Market Segmentation）10. 定位（Positioning）二、商务谈判术语1. 谈判（Negotiation）2. 合同（Contract）3. 报价（Quotation）4. 还价（Counteroffer）5. 成交（Close the Deal）6. 付款方式（Payment Terms）7. 交货期（Delivery Time）8. 质量保证（Quality Assurance）9. 售后服务（Aftersales Service）10. 合作伙伴（Business Partner）三、商务函电术语1. 询盘（Inquiry）2. 报盘（Offer）3. 订单（Order）4. 发票（Invoice）5. 装箱单（Packing List）6. 信用证（Letter of Credit, L/C）7. 汇票（Bill of Exchange）8. 托运单（Shipping Order）9. 提单（Bill of Lading）10. 保险（Insurance）四、人力资源术语1. 招聘（Recruitment）2. 简历（Resume）3. 面试（Interview）4. 培训（Training）5. 薪资（Salary）6. 福利（Benefits）7. 绩效考核（Performance Appraisal）8. 晋升（Promotion）9. 劳动合同（Labor Contract）10. 职业规划（Career Planning）五、企业运营术语1. 企业战略（Corporate Strategy）2. 企业文化（Corporate Culture）3. 组织结构（Organizational Structure）4. 部门（Department）5. 团队协作（Teamwork）6. 项目管理（Project Management）7. 生产计划（Production Plan）8. 供应链管理（Supply Chain Management）9. 库存（Inventory）10. 客户关系管理（Customer Relationship Management, CRM）六、财务与会计术语1. 财务报表（Financial Statements）2. 资产（Assets）3. 负债（Liabilities）4. 所有者权益（Owner's Equity）5. 现金流（Cash Flow）7. 资产负债表（Balance Sheet）8. 利润分配（Profit Distribution）9. 折旧（Depreciation）10. 纳税（Taxation）七、国际贸易术语1. 进口（Import）2. 出口（Export）3. 贸易壁垒（Trade Barrier）4. 关税（Tariff）5. 配额（Quota）6. 原产地证明（Certificate of Origin）7. 贸易术语（Trade Terms，如FOB、CIF等）8. 国际支付（International Payment）9. 外汇（Foreign Exchange）10. 世界贸易组织（World Trade Organization, WTO）八、市场营销策略术语1. 市场调研（Market Research）2. 产品生命周期（Product Life Cycle）3. 广告（Advertising）4. 促销（Promotion）5. 公关（Public Relations）6. 品牌战略（Brand Strategy）7. 网络营销（Internet Marketing）8. 社交媒体营销（Social Media Marketing）9. 客户满意度（Customer Satisfaction）10. 忠诚度计划（Loyalty Program）九、企业管理术语1. 领导力（Leadership）2. 决策（Decision Making）3. 风险管理（Risk Management）4. 企业伦理（Business Ethics）5. 知识管理（Knowledge Management）6. 创新能力（Innovation Capability）7. 企业形象（Corporate Image）8. 危机管理（Crisis Management）9. 持续改进（Continuous Improvement）10. 企业社会责任（Corporate Social Responsibility, CSR）十、电子商务术语2. 在线支付（Online Payment）3. 网络安全（Network Security）4. 顾客评价（Customer Review）6. 网络营销策略（Online Marketing Strategy）7. 搜索引擎优化（Search Engine Optimization, SEO）8. 率（Clickthrough Rate, CTR）9. 转化率（Conversion Rate）通过这些词汇的积累，您将能够在商务交流中更加得心应手，展现出您的专业素养和沟通能力。
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percentage 5.6 16.1 46.2 31.0 1.0 100.0
6
27 77 221 148 5 478
清华大学经管学院EMBA2004
媒体关系管理——我们的现状如何？（续）
企业处于正常状态时， 60.3%的企业缺乏深层次的合作
企业与媒体的合作方式
企业定向重要媒体记者和编辑提供企业/行业相关资料 在适当的时候，企业的重要领导人会接受媒体采访 也重要媒体建立业务关系共同举办赞助、研讨等活动 经常安排非正式会议于重要媒体记者和编辑认识、沟通 其他 说不清 总计 频数 288 172 157 132 2 15 478 百分比 60.3 36.0 32.8 27.6 .4 3.1 160.3
Types of cooperation between media and businesses
frequency percent
Companies periodically release information to media Top management meets media for special occasions Build up various cooperation relations with key media units Constant informal meetings with important reporters and editors Other Hard to say Total
Responding to Media Calls
Preparing for media interviews Executing the interview
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与媒体沟通——了解媒体
媒体类型
焦点访谈式的电视新闻节目，晚间新闻，早间新闻 具有国内影响力的报纸 杂志：周刊，主要商业杂志，专业消费者杂志 当地报纸 当地电台节目 网站和电子邮件 商业和贸易出版物等
288 172 157 132 2 15 478
60.3 36.0 32.8 27.6 4 3.1
2005-11-18
清华大学经管学院EMBA2004
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媒体关系管理——我们的现状如何？（续）
当企业处于媒体危机状态时，企业管理者不但仍缺乏媒体危机意识（仅 有25.7%者具有媒体危机意识），应对媒体危机的措施也比较消极被 动：在被调查的企业中，仅有13.8%者采取了积极有效的应对媒体危机 的措施。
……
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与媒体沟通 — 了解媒体
媒体是由市场驱动的
媒体希望获得读者听众的兴趣 媒体希望取悦读者听众
媒体并不都一样
有些对政治比较敏感 有些更具社会责任感
媒体上刊登的内容
爆炸性新闻 特写 评论
媒体怎样发现和撰写新闻
题材开发 倒三角式撰写方式
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商务英语(管理沟通)－媒体沟通
第四天 上午
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Business English (Managerial Communication)－Media Communication
Day 4, AM
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主要内容
They are not all the same
Some members in media are more political sensitive Some members in media are of more social responsible than others
What types of stories do they write?
信息来源：零点调查、清华大学公共管理学院危机管理课题组和中国惠普有限公司
2005-11-18
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Media Relations——The status quo
At normal stage, 21.7% of organizations do not pay necessary attention to media relations.
2005-11-18
清华大学经管学院EMBA2004
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媒体关系管理——我们的现状如何？
企业处于正常状态时， 21.7%的企业缺乏重要性认识
企业管理者对企业与媒体建立和谐关系重要性的认知
频数 根本不重要 不太重要 比较重要 非常重要 说不清 总计 27 77 221 148 5 478 百分比 5.6 16.1 46.2 31.0 37.0 100.0
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与媒体沟通——概述
了解媒体
了解媒体兴趣 分析媒体类型
发展积极主动的媒体关系
策划有价值的新闻 结识重要记者 有效使用各类媒体
回应媒体要求
准备媒体采访 施采访
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Communicating with Media — Introduction
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Communicating with Media — Understanding Media
What motivates the media? They are market driven.
Media want to gain their audience’s interest Media may want to entertain their audience
Communicating with Media Understanding Media Developing Proactive Media Relations Responding to Media Calls Other issues in Media Communication Case study: Nike’s Public Relations Strategy
媒体沟通的重要性
媒体沟通现状
与媒体沟通
了解媒体 发展积极主动的媒体关系 回应媒体要求 与媒体沟通的其他问题
案例讨论：耐克公司公共关系战略
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Agenda
The Importance of Media Communication
The status quo of media communication
Other 5%
Let it go 12%
Communicate with reporter 14%
Depend on public reaction 36%
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Complain to editors 33% 清华大学经管学院EMBA2004
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媒体关系管理
在信息高度发达的社会，“以不变应万变”、“沉默是金” 并不是企业解决危机的金玉良言。 诚信为本、积极主动是企业取得媒体和公众的信任， 把握舆论主动权的基础。 企业应在平时与媒体建立良性和谐的关系，在危机中 借助媒体这一特殊受众的口碑效应来化解危机，重塑 企业形象。
Breaking news Feature stories Commentary
How do they approach their task?
Topic development The inverted pyramid
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与媒体沟通 — 了解媒体
Understanding Media
Understanding the media in general Analyzing your channels to the media
Developing Proactive Media Relations
Developing a newsworthy message Getting to know your important reporters Using your media channels effectively
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Media Relations
In this high tech age, “coping with changes by no-change” and “Silence is the golden rule” are not the best way in corporate crisis. Integrity and proactive are the basis for corporate to gain trust from media and public, and take initiative in dealing with media. Companies should develop and maintain a good relationship with media. When facing crisis, they can rely on this special channel to reach out for public, to control the affect of the crisis, and to rebuild company’s image.
信息来源：零点调查、清华大学公共管理学院危机管理课题组和中国惠普有限公司
2005-11-18
清华大学经管学院EMBA2004
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Media Relations——The status quo