新闻发布会培训纲要

TRAINING ACTIVITY OUTLINE

培训活动纲要

Task 任务：Press Conference 新闻发布会

Code 序号： OH-SM-MC-D005

Objectives目的：At the end of this session, each trainee will be able to fully

understand how to conduct press conference professionally.

在此培训结束后，每一个学员都要了解如何以职业的方式做新

闻发布会。

Standard标准： See Attached S&P. 参见后附标准与程序。

Resources培训器材： Whiteboard, Mark Pen. 白板，马克笔。

Method 培训方式 Training Steps 培训步骤 Time 时间

Group Discussion 小组讨论 Lecture 讲座式 What does a press conference have? 新闻发布会应当具备什么要点？ Write answers on whiteboard. 把回答写在白板上。 Explain Standards one by one: 逐条解释标准： 1. The Marketing Communications Manager will organize Press Conference on the following occasions: a. Maintaining and enhancing awareness locally, nationally and internationally Like hotel opening, MC activities, charity events etc. b. Launching a new facility, product or promotion. Like opening of new outlets, swimming pool c. Announcement from Brand, Corporate or the hotel Like new appointments, new opening properties and latest development in China. 在以下场合，公关部经理组织新闻发布会： a. 为了保持和提高饭店在本地、国内及国际上的知名度 譬如饭店的开业、公关活动及慈善活动 b. 发起新的推广活动、开设了新的设施，开发新的服务时; 譬如开新的餐厅和游泳池对外开放 品牌、集团或饭店发布了新的宣言 譬如集团的新任命、在中国区新饭店开业 及最新发展动态。 2. Press Conferences are to be organized with proper planning and careful selection of invitees. The General Manager and other members of the Excom depending on the occasion will deliver speeches. 举行新闻发布会需要周密的计划，仔细挑选受 邀者名单。根据情况，总经理和其他行政委员 可以做演讲。 3. Audio and visual presentations will be used in Press Conferences. 新闻发布会中将使用音响和视听设备做展示。 4. Suitable food & Beverage items and services will be part of a Press Conference. 新闻发布会同时提供适量的餐饮服务 5. Each attendant will be provided with a full set of collateral regarding the theme of the Press Conference in his / her preferred language upon arrival. 每名参加者都将在会前得到有关发布会内容的 一份资料，资料将以他们的语言打印(中文或 英文)；在会议结束时收到一份礼品。 6. The date has to be carefully selected to encourage maximum turn up and to avoid competition against 12 min 12 分钟 12 min 12 分钟 10 min 10 分钟 15 minutes 15 分钟

another event of function in the city. To conduct the conference without considering date would cause problems: a. lack of press people, who are busy with another event in the city less impact offset by another event c. less coverage due to conflict with another event 举行新闻发布会的日期须仔细挑选，以免与市 内的其它活动相冲突，并保证有最多的人能够 参加。 举行新闻发布会时不考虑日期会造成许多问 题： a. 新闻记者都忙其它的活动，人手不够 b. 其它的大型活动将饭店的活动影响抵消了 c. 其它大型活动的报道会影响饭店活动的报道 Now let's have a look at how press conference is conducted. 现在来看新闻发布会是如何举行的。 1. Preparation: (refer to procedures 1 ~ 7) 准备工作 (参见程序1~7条) 7. From beginning to the end. (refer to procedures 8 ~18 ) 从会议开始到结束。(参见程序~条) 8. Follow up (refer to procedures 18 ~ 21) 跟进 (参见程序18~21条) 9. Question 提问 a. Why the date of press conference need to be carefully selected. 为什么要仔细挑选新闻发布会的日期？ b. What are the department concerned for a press conference? 与新闻发布会相关的部门有哪些？ c. What do we need to prepare for the media personnel? 我们要给参加会议的媒体人士准备什么？ 10. Summary 总结 a. Marketing Communications Dept. is the major co-ordinator of Press Conference, which involves everyone's effort. 公关部是新闻发布会的主要协调部门，因为 以整个会议涉及到方方面面的部门的参与。 b. The participants are media personnel, they would publicize what they have learned and experience on the conference. Therefore preparation is of importance, from table setting, equipment to material distribution. 由于参加者是媒体人士，他们会 将参加会议了 解到和体会到的东西发布给大众。因此事先的准 12 min 12 分钟 12 min 12 分钟 10 min 10 分钟 10 min 10 分钟 10 min 10 分钟

备工作必须到位，从摆台、设备到资料的准备都要做好。