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14、驻华公司成立二十年了

所属教程:小崔的外企英语日记

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2019年05月06日

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14、驻华公司成立二十年了

今年是Innovo进驻中国二十周年的纪念日。

Innovo在向Global PR Co. Ltd(全球公关公司)咨询之后,根据他们的advice(建议),Innovo决定利用这个机会进一步扩大企业的社会影响力,提高企业的公众形象,为企业以后更大的发展作准备。

PR(Public Relations公关)公司的建议是在二十周年庆时,邀请美国总部的CEO访华,并组织一场press conference(新闻发布会),同时安排CEO参加与中国政府官员的会谈以及设立Children Supporting Foundation(儿童资助基金)等一系列活动,同时还邀请媒体大量宣传报道,以达到最佳的公关协调效果。

Innovo与Global PR公司已有三年时间的cooperation(合作)了,对于该公司对中国国情的了解,以及其与政府、媒体和企业的资源协调能力毫不置疑,于是Innovo的相关工作人员立即按照PR公司的proposal(提议)安排CEO访华事宜。

CEO如期到达北京,在与商务部重要领导会谈之后,在北京召开了press conference,会上邀请了中外30多家媒体。CEO的演讲稿是PR公司事先仔细策划并检查过的,整个press conference的进程都事先rehearse过,为的就是确保万无一失,媒体的安排也很谨慎,以防竞争对手利用这个机会制造不好的舆论。

Nancy作为发布会的现场组织者之一,在CEO发表演讲的时候还是为他小小地捏了一把汗。毕竟CEO对于中国本土的情况并不是特别熟悉,好在他阅历丰富,处乱不惊,在他的演讲中充分的展现了大将风范:

Ladies and gentleman,

Thank you very much for joining us here today. As you know, Innovo has its roots in the United States, but we are now one of the world's largest IT companies, with annual sales of more than USD two billion in 2011, and 70,000 employees in over 60 countries worldwide. We have been presenting in many Asian countries, including China, for around two decades.

I'd like to take this opportunity to stress that we have been able to achieve what we have achieved over the last 20 years, thanks to our strategic partners in China: our business partners as well as the Chinese authority whom we have come to see as partners as well in our endeavor to grow in China with China and create win-win situations for both your country and our business.

Over the last two decades, China has stunned Asia and the rest of the world with its breathtaking economic growth. In these brief remarks, I would like to focus on China's ambition to evolve beyond being the world's IT workshop to emerging as a global centre for Open Innovation. More importantly, I want to share with you the vital role Innovo is serving today in creating a brainbridge between China and much of the Western world.

Transformation is currently taking place within our company, which is also creating a much more market-driven company, where last year we defined a new brand promise. In every market, we want to think up the type of products that consumers want: meaningful, advanced products and solutions that are easy to use and designed around the customer. That often means the adaptation of a product or solution to local circumstances or preferences. In China, it means products geared to Chinese customers.

To sum up: our brand promise means that we've now placed our Chinese stakeholders — government officials, academia, research organizations, think tanks, customers, industrial partners, etc. — at the heart of everything we do. Yet, more importantly, when you combine this brand promise with our pursuit of creating a brain-bridge between China and Europe, then it becomes obvious that Open Innovation is the future for Innovo and the future for China. We have been partnering with China for twenty years, and we hope to remain a trusted and respected partner for many more years to come.

Thank you very much for your attention, I am ready to take your question.

这是Nancy加入Innovo以来第一次参加这么大规模的press conference,忙乱当中,收获和教训都不少。她事后回忆起来,CEO的演讲部分是最精彩的,这里面有CEO自己提供的outline(大纲)和draft,也有公司同事的建议和补充,还有PR公司的后期修改。可谓是集体智慧的共同成果。尤其是在这样重大的场合下,发表演讲至少是要做到以下几点的:

Make sure the speech is well prepared before being delivered.

Start with a brief introduction of the company's history.

Thank all those who contribute to the development of the company.

The target and plan for the future.

Promise for cooperation partner.

Answer question from the audience.

press conference 记者招待会

PR Company (Public Relations Company) 公关公司

have its roots in 创始于

annual sales 年销售额

take this opportunity to... 利用这个机会来……

thanks to 多亏

strategic partner 战略伙伴

business partner 商业伙伴

Chinese authority 中国政府

win-win situation 双赢

breathtaking economic growth 惊人的经济发展

open innovation 开放式创新

brain-bridge 知识连接

transformation 转型

market-driven 以市场为导向的

brand promise 品牌承诺

local circumstances or preferences 本地的环境和喜好

be geared to 面向

stakeholder 利益相关方

government official 政府官员

think tank 研究机构,智库

Nancy的职场笔记本

今天真可谓是Innovo的大日子,记者招待会的顺利结束,不禁让Nancy松了一口气。下班后Nancy回想着这一天的各个环节,把整个press conference中需要注意的方面做了总结记下来,作为以后再参与筹备此类活动的参考:

Tips for press conference speech新闻发布会(记者招待会)的注意事项:

1. You should keep your speakers to a minimum. As with any media interview, you want to present your company's viewpoint through one " public face". Even if two people are presenting the same key message, they may contradict each other in some small way, ultimately confusing your audience. If you assign one person, especially someone versed in public relations, to deliver your presentation and field questions from reporters, it's less likely you'll be misquoted.

指定的发言人人数越少越好,因为每个以发言人身份出现的人物的每一句话都可能被媒体拿来做文章,为避免在不经意间出现自相矛盾的发言,最好只有一位发言人。

2. Please remember that the reporter isn't the final audience. You want to get your public relations message out, but reporters are merely intermediaries. Your actual audience is made up of all the people watching the press conference at home or reading about it the next day. The people who may want to buy your product or service. The people who are interested in changes at your company that may affect their lives. Develop your key messages ahead of time, with that final audience in mind. And when speaking to that audience, relay those key messages succinctly in a down to earth way.

发言的最终目标受众是消费者或潜在消费群,而不是你眼前的记者们,所以要保证你所传递的每一个信息都是针对目标受众的。

3. A press conference is an efficient way to disseminate information about your company, but only if you treat it seriously and plan in advance. As with any media interview, journalists want information, but it's up to the public relations people to dictate their access to that information.

和PR公司合作是必要的,他们和媒体打交道的经验绝对比自己公司的PR员工丰富。尤其是遇到危机的时候,就更是他们大显身手的时候了。

4. Be helpful, even if you don't know the answer. If a reporter asks a question and you're unable to offer an immediate response, tell them that you'll have someone in your company furnish them with an answer as soon as possible.

对媒体一定要客气,他们可是你与消费者之间的传声筒,不过传出去的声音是怎样的可就不一定咯。

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