公共關(guān)系之 規(guī)劃公共關(guān)系策略　Planning a Public Relations Strategy

公共關(guān)系之 規(guī)劃公共關(guān)系策略　Planning a Public Relations Strategy

公共關(guān)系策略的制定必須基于企業(yè)自身特質(zhì)（specific nature）。積極有效的宣傳工作（build good publicity），建立良好的公眾關(guān)系，不僅有利于培養(yǎng)消費(fèi)者的忠誠度、推動(dòng)企業(yè)的知名度，更有利于在面對(duì)危機(jī)（face any crises）或出現(xiàn)問題時(shí)維持良好的公眾形象，為解決問題創(chuàng)造相對(duì)輕松的環(huán)境。

挑選合適的發(fā)言人

確定一個(gè)新聞發(fā)言人（spokesperson）。這個(gè)人將代表公司和媒體進(jìn)行聯(lián)絡(luò)。通常情況下，公司對(duì)外傳達(dá)的信息在經(jīng)過領(lǐng)導(dǎo)層的確認(rèn)后，由此人向外界表述。

⊙Jenny, it's up to you to get the word out.Jenny，你來公布信息。

⊙For more information, please see Patty.欲知更多信息，請(qǐng)和Patty聯(lián)系。

⊙Let me refer you to our media contact person, Julie.讓我給你介紹我們的媒體負(fù)責(zé)人，Julie。

⊙How would you like to be our official spokesperson?你覺得成為我們的公共發(fā)言人怎么樣？

⊙Just to make sure everyone's clear, from now on Jane will be handling all contact with the press.

我想讓每個(gè)人都清楚，從今往后和媒體聯(lián)絡(luò)的事情由Jane全權(quán)負(fù)責(zé)。

⊙Please do not make any comment to members of the press.We have an official channel for these things.

請(qǐng)不要對(duì)媒體發(fā)表任何評(píng)論，在這些事情上我們有正式的渠道來處理。

⊙Any formal message from our company has to be approved by management before going out.

任何有關(guān)公司的正式消息在傳播出去之前都必須經(jīng)過管理層的批準(zhǔn)。

了解媒體資源

制定一個(gè)媒體聯(lián)絡(luò)清單（contact list），無論是報(bào)紙、電視臺(tái)、廣播電臺(tái)還是博客撰寫者（bloggers），都應(yīng)囊括其中，與他們保持經(jīng)常往來關(guān)系。

⊙Who's on our friendly list?We need some positive press on this one.友好關(guān)系清單上都有誰啊？這次需要一個(gè)積極正面的報(bào)道。

⊙Can you get this press release out to everyone on the list?你能否將這次發(fā)布會(huì)通知到名單上的每個(gè)人？

⊙Focus this release on the official news media.發(fā)布會(huì)的重點(diǎn)是官方媒體。

信息內(nèi)容

傳達(dá)給公眾（convey to the public）的信息包含一個(gè)主題思想（central theme），要迎合受眾團(tuán)體的需求。

⊙The official message is……官方的信息是……

⊙We'd like to emphasize……我們要重點(diǎn)強(qiáng)調(diào)……

⊙The message we want to convey is……我們要傳遞的信息是……

⊙The theme of what we're going for is……我們追求的主題思想是……

⊙Our message is that we are here for our customers.We are a part of the neighborhood. They can count on us for the best quality.

我們要傳達(dá)的信息就是我們隨時(shí)準(zhǔn)備著為客戶服務(wù)，我們是近鄰，在質(zhì)量上他們可以信賴我們。

⊙We've got to stay loyal to our main message, which is that we are a caring and contributing business.

我們不能違背體貼入微、積極貢獻(xiàn)的企業(yè)主旨。

⊙Our message is simple.Our products are the best value around.我們的信息很簡單。我們的產(chǎn)品質(zhì)量上乘。

A：Returns on the marketing research confirm that our target audience is going to be lower income families.

B：Then our message had better reflect their values！

A：市場(chǎng)調(diào)研反饋信息表明我們的目標(biāo)受眾將是較低收入的家庭。

B：那我們要傳達(dá)的信息最好反映他們的價(jià)值觀！

引起關(guān)注

通過新聞稿（press releases）、報(bào)道以及相關(guān)機(jī)會(huì)來推廣企業(yè)的正面形象，提高企業(yè)的公信力，在大眾心目中留下積極印象。

⊙I'd like to see another press release go out this week about our community scholarship program.

我想就我們的團(tuán)體獎(jiǎng)學(xué)金項(xiàng)目在本周內(nèi)出一篇新聞稿。

⊙What more have we got going on to promote our image in the community?在推動(dòng)我們的公眾形象方面我們還需要做哪些？

⊙I have you scheduled for an interview with Night Prime News.You're going to talk about our matching contribution to charity fund.

我已經(jīng)安排了Night Prime新聞對(duì)你的采訪。你將談及我們對(duì)慈善基金的相應(yīng)貢獻(xiàn)。

總結(jié)

策劃公共關(guān)系就是想方設(shè)法為企業(yè)贏得一個(gè)好人緣、好名聲，通過各種媒介著力打造企業(yè)的最佳形象，贏得大眾的青睞。一個(gè)好的發(fā)言人能夠代表企業(yè)，通過和各種媒介的有效銜接，擴(kuò)大企業(yè)的影響力。

Words　單詞表

channel頻道，渠道

confirm確認(rèn)，證明

contact聯(lián)系，聯(lián)絡(luò)，接觸

formal正式的

handle處理，控制

loyal忠誠的，忠實(shí)的

management管理，經(jīng)營

media傳播媒介，方式

message信息

neighborhood鄰里，街區(qū)

official正式的，官方的

press release新聞公告/發(fā)布

press報(bào)刊，報(bào)道，出版

reflect反射，反映

reporter記者，通訊員

spokesperson發(fā)言人

Phrases　短語表

be approved by被批準(zhǔn)/通過

be clear（about sth）（關(guān)于某事物）清楚，清晰

contact with……和……聯(lián)系

count on sb依賴/依靠某人

focus on著重，集中在

friendly list友好關(guān)系清單

from now on從現(xiàn)在起

get on top of sth負(fù)責(zé)某事

get the word out發(fā)布信息

have contacts接洽

low income低收入

make comments發(fā)表評(píng)論

positive press正面新聞

press release新聞稿

share with分享

target audience目標(biāo)群體

實(shí)景對(duì)話1

A：I'd like to see another press release go out this week about our community scholarship program. John, can you get on top of that?

B：I think Meric had contacted some of the media about that already. I heard him talking on the phone to a reporter this morning.

A：Oh dear！That's a problem. Meric, can I talk to you for a minute?

C：Yes, M'am.What's the matter?

A：Just to make sure everyone's clear, from now on John will be handling all contact with the press. Please do not make any comment to members of the press.We have an official channel for these things.Any formal message from our company has to be approved by management before going out.

C：Sorry about that, M'am, it just so happens that my brother is a reporter and……

A：Well, don't let it happen again. And if you have contacts with the media， be sure to share them with John. He is our official spokesperson.John, who's on our friendly list?We need some positive press on this one.Our message is that we are here for our customers.We are a part of the neighborhood.They can count on us.We've got to stay loyal to our main message, which is that we are a caring and contributing business.

B：Very good, M'am. I have you scheduled for an interview with Night Prime News. You're going to talk about our matching contribution to charity fund.

A：我想就我們的團(tuán)體獎(jiǎng)學(xué)金項(xiàng)目在本周內(nèi)出一篇新聞稿。John，你能負(fù)責(zé)此事嗎？

B：我想Meric已經(jīng)就此事和媒體聯(lián)系過了。今天早上我聽到他在和一個(gè)記者通話。

A：哦，天哪！有麻煩了。Meric，我能和你談?wù)剢幔?

C：好的，女士。怎么了？

A：我想讓每個(gè)人都清楚，從今往后和媒體聯(lián)絡(luò)的事情由John全權(quán)負(fù)責(zé)。請(qǐng)不要對(duì)媒體發(fā)表任何評(píng)論，在這些事情上我們有正式的渠道。任何有關(guān)我們公司的正式消息在傳播出去之前都必須經(jīng)過管理層的批準(zhǔn)。

C：不好意思，女士。正好碰巧我哥哥是位記者而且……

A：下不為例。如果你和媒體有什么聯(lián)系，一定要和John分享。他是我們的正式發(fā)言人。John，友好關(guān)系清單上都有誰啊？我們這次需要一個(gè)積極正面的報(bào)道。我們要傳達(dá)的信息就是我們隨時(shí)準(zhǔn)備著為客戶服務(wù)。我們是近鄰，他們可以信賴我們。我們不能違背體貼入微、積極貢獻(xiàn)的企業(yè)主旨。

B：好極了，女士，我已經(jīng)安排了Night Prime新聞對(duì)你的采訪。你將談及我們對(duì)慈善基金的相應(yīng)貢獻(xiàn)。

實(shí)景對(duì)話2

A：Who are we focusing on?

B：Returns on the marketing research confirm that our target audience is going to be lower income families.

A：Then our message had better reflect their values！The official message is a message of economy. We can appeal to our target audience with our message.The theme of what we're going for is that we have the best quality at the lowest prices.Got it?

B：I think so. Our message is simple.Our products are the best value around.

We'd like to emphasize economy in our message.

A：Good. John, it's up to you to get the word out.Can you get this press release out to everyone on the list?Focus it on the official news media.

B：Okay, no problem.

A：What more have we got going on to promote our image in the community?

B：We're starting on a community scholarship program and offering discounts.

A：我們的目標(biāo)受眾是誰？

B：市場(chǎng)調(diào)研反饋信息表明我們的目標(biāo)受眾將是較低收入的家庭。

A：那我們要傳達(dá)的信息最好反映他們的價(jià)值觀！我們的信息要體現(xiàn)經(jīng)濟(jì)節(jié)儉，以此吸引我們的目標(biāo)群體。我們要體現(xiàn)的主題思想是我們的質(zhì)量最好、價(jià)格最低。明白了嗎？

B：我想是的。我們的信息很簡單。我們的產(chǎn)品質(zhì)量上乘，我們還要強(qiáng)調(diào)經(jīng)濟(jì)實(shí)惠。

A：好的，John，由你來公布信息。你能否將這次發(fā)布會(huì)通知到名單上的每個(gè)人？發(fā)布會(huì)的重點(diǎn)是官方媒體。

B：好的，沒問題。

A：在推動(dòng)我們的公眾形象方面我們還需要做哪些？

B：我們已經(jīng)在開展一個(gè)公共獎(jiǎng)學(xué)金項(xiàng)目，同時(shí)對(duì)購買產(chǎn)品的客戶給予一定的折扣。