公共关系之 举行新闻发布会　Holding a Press Conference

公共关系之 举行新闻发布会　Holding a Press Conference

如果公司有热门消息（hot piece of news）要传播给公众，新闻发布会无疑是首选方式之一。通过新闻发布会，你要传达的信息将在最短时间里（in one shot）到达媒体，公之于众。

要有新闻价值（newsworthy）

缺乏新闻价值（no news value）的招待会无法吸引主流媒体参与（lackluster attendance）。如果你担心出席率（turnout），可以考虑请一些重量级人物或贵宾（VIPs）来捧场，因为新闻媒体总是愿意追逐著名人物。

⊙This is major news.

这是个大新闻。

⊙Who will be in attendance?

谁会出席？

⊙We plan to announce our merger.

我们计划公布我们的合并。

⊙Important information will be revealed at the press conference.在这次新闻发布会上要公布重要的信息。

⊙You're in for a surprise.你会非常吃惊。

⊙We have the latest word on……

我们得到有关……的最新消息。

⊙We have a very important announcement.我们有一个非常重要的公告。

⊙Is there any way we can get Yao Ming to attend?有没有什么办法邀请到姚明出席？

⊙The details will all be announced at the press conference tomorrow morning.

具体细节将在明早的新闻发布会上宣布。

考虑到媒体资源

要确认你需要什么级别的新闻媒体，当地的新闻报纸？网站？还是电视台和电台？另外，行业内的刊物也不能忽视。

⊙I want the newspapers, radio, and television all to be there.我希望报纸、电台和电视台都参加。

⊙Can you get this press release out to every one on the list?你能把这个新闻稿分发到名单上的每个人手中吗？

⊙We want all the official media to be there.

我们希望所有的官方媒体都到场。

⊙We need to get this announcement out to as many news publications as possible.

我们希望让尽可能多的新闻机构报道此事。

通知发布会时间

确认媒体对象（media target）后，就要邀请各方媒体。邀请函应当包含准确的日期、时间、地点。信息的任何变动都将造成混淆（cause confusion）和不必要的麻烦，因为记者大多非常忙碌，没有时间查看更新后的信息（check for updates）。

⊙The press conference is next week.新闻发布会定在下周。

⊙We are pleased to announce a press conference to be held on Monday，June 5th at 10am.

我们很高兴地通知新闻发布会定在6月5日周一上午10点举行。

⊙The press conference will take place at the Grand Center Hotel on May 7th at 2pm.

新闻发布会将在5月7日下午2点在中央大酒店举行。

安排若干发言人

在新闻发布会上安排几个人讲话（multiple speakers）会很有帮助，因为记者们总是希望在撰稿中多提几位有分量的人。三个人通常非常理想（ideal），但可以根据实际情况调整。

A：Who have we got to make the announcement?

B：The CEO, the VP of operations, and the director of finance are all set to speak.

A：我们让谁来发布消息？

B：行政总裁、运营副总裁和财务主管都准备讲话。

准备好应对突发情况（be ready for the unexpected）

即便是再周密的准备，也总会多多少少有些意外情况。如果你要在新闻发布会上讲话（on the mic），那就应当沉着冷静（keep your composure）。如果你负责整体组织，那就应当对每个细节反复检查，要未雨绸缪，随时准备应对突发情况。

⊙We're set up to hold the press conference on the front lawn, but if the weather takes a turn for the worse, we have an alternate location in the atrium.

我们将在前面的草坪上举行记者招待会。如果天气变坏，备选地点是中庭。

⊙Everything is taken care of, even down to the nitty gritty details.We should have this press conference go off without a hitch.

一切都要准备齐全，具体细节也应考虑周到。我们一定要让新闻发布会顺利召开。

总结

成功的新闻发布会涉及若干要素。题目要能吸引到足够多的新闻记者，要有重要人物到场；通知准确到位，细节考虑周到，对突发情况要有预见性。

Words　单词表

affect影响

alternate备选，备用

announce通知，通告，宣布

anxious焦虑，担心

appreciate赏识，感激

atrium中庭，天井

CEO总裁，董事长

director of finance财务主管

merger合并，兼并，并购

publication公布，出版

representative代表，代理人

reveal揭示，展现

turnout出席人数，出场人数

venue地点，会场

VP of operations运营副总裁

weather天气，气候

Phrases　短语表

as many as possible尽可能多的

end up最终

get sb to attend让某人来参与/到场

go off without a hitch一帆风顺

just in case以防万一

look into sth调查/研究某事

lose job失业

make an announcement做公告，宣布

nitty gritty事实真相，具体细节

members of the press新闻界人士

on everyone's mind每个人心里，普遍关心

open up for questions开始提问

set to do（sth）开始干（某事）

take a turn for the worse急转直下，恶化

worry about sth担心/担忧某事

You bet it is.肯定是，一定是。

实景对话1

A：The press conference is next week. We plan to announce our merger with Capital Construction. We need to get this announcement out to as many news publications as possible.

B：Who have we got to make the announcement?

A：The CEO, the VP of operations, and the director of finance are all set to speak. Important information about the way the merger will work will be revealed at the press conference.

B：Will we end up losing a lot of jobs because of the merger?

A：That is a question on everyone's mind. The details will all be announced at the press conference.

B：This is major news.

A：You bet it is. I want all the newspapers, radio, and television all to be there. Can you get this press release out to every one on the list?

B：Are you worried about media turnout?

A：Not really. This is a big announcement that will affect a lot of people.But just in case, is there any way we can get Yao Ming to attend?

B：We can look into it. What about the venue?

A：We're set up to hold the press conference on the front lawn, but if the weather takes a turn for the worse, we have an alternate location in the atrium. Everything is taken care of, even down to the nitty gritty details.We should have this press conference go off without a hitch.

A：新闻发布会定于下周举行。我们计划公布和首都建筑的合并事宜。我们希望让尽可能多的新闻机构报道此事。

B：我们请谁在会上发言呢？

A：行政总裁、运营副总裁和财务主管都准备讲话。有关合并方式的重要问题将在新闻发布会上揭晓。

B：合并会造成很多人失业吗？

A：这是一个人人都关注的问题。具体细节将在发布会上全部说明。

B：这可是个大新闻。

A：肯定是的。我希望报纸、电台和电视台都参加。你能把这个新闻稿分发到名单上的每个人手中吗？

B：你担心媒体的出席人数吗？

A：也不完全是。因为这是一个影响到很多人的通告，为了以防万一，我们有办法请姚明来参加吗？

B：我们可以想想办法。关于地点呢？

A：我们将在前面的草坪举行记者招待会。如果天气变坏，备选地点是中庭。一切都要准备齐全，具体细节也应考虑周到。一定要让新闻发布会顺利召开。

实景对话2

A：We are pleased to welcome everyone to our press conference. We have some exciting news to share about the merger of our two companies, Capital Construction and Crown Building Company. We know you're all anxious to hear more of the details, so it is my pleasure to introduce Mr.Steven Guo, CEO of Capital Construction.Mr.Guo.

B：Thank you Mary. Good morning to everyone.I see many representatives of the press this morning, and I appreciate your attendance. First, I will ask our financial director to read a prepared statement from Capital Construction, then it will be our pleasure to hear from Kirk Gao, Vice president of operations for Crown Building company.After that, we will open it up for questions.

C：Capital Construction and Crown Building Company are pleased to announce a merger of their two companies, to be effective January 1st，2011……

A：欢迎各位来参加我们的新闻发布会。我们在此公布有关首都建筑和皇冠建筑两家公司合并的消息。我知道各位迫不及待地想知道具体细节，现在，我很荣幸地介绍首都建筑的总裁Steven郭，郭先生请。

B：谢谢你Mary。各位早上好。我很高兴今天早上能够见到这么多媒体代表。

感谢各位的出席。首先，我会让我们首都建筑的财务主管宣读一份声明，随后我们将有幸听到皇冠建筑的运营副总裁Kirk高的讲话。高先生讲话结束后，将进入现场提问环节。

C：很荣幸宣布首都建筑和皇冠建筑两家公司合并，从2011年1月1日起正式生效……