公共关系之 规划公共关系策略　Planning a Public Relations Strategy

公共关系之 规划公共关系策略　Planning a Public Relations Strategy

公共关系策略的制定必须基于企业自身特质（specific nature）。积极有效的宣传工作（build good publicity），建立良好的公众关系，不仅有利于培养消费者的忠诚度、推动企业的知名度，更有利于在面对危机（face any crises）或出现问题时维持良好的公众形象，为解决问题创造相对轻松的环境。

挑选合适的发言人

确定一个新闻发言人（spokesperson）。这个人将代表公司和媒体进行联络。通常情况下，公司对外传达的信息在经过领导层的确认后，由此人向外界表述。

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

⊙For more information, please see Patty.欲知更多信息，请和Patty联系。

⊙Let me refer you to our media contact person, Julie.让我给你介绍我们的媒体负责人，Julie。

⊙How would you like to be our official spokesperson?你觉得成为我们的公共发言人怎么样？

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

我想让每个人都清楚，从今往后和媒体联络的事情由Jane全权负责。

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

请不要对媒体发表任何评论，在这些事情上我们有正式的渠道来处理。

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

任何有关公司的正式消息在传播出去之前都必须经过管理层的批准。

了解媒体资源

制定一个媒体联络清单（contact list），无论是报纸、电视台、广播电台还是博客撰写者（bloggers），都应囊括其中，与他们保持经常往来关系。

⊙Who's on our friendly list?We need some positive press on this one.友好关系清单上都有谁啊？这次需要一个积极正面的报道。

⊙Can you get this press release out to everyone on the list?你能否将这次发布会通知到名单上的每个人？

⊙Focus this release on the official news media.发布会的重点是官方媒体。

信息内容

传达给公众（convey to the public）的信息包含一个主题思想（central theme），要迎合受众团体的需求。

⊙The official message is……官方的信息是……

⊙We'd like to emphasize……我们要重点强调……

⊙The message we want to convey is……我们要传递的信息是……

⊙The theme of what we're going for is……我们追求的主题思想是……

⊙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.

我们要传达的信息就是我们随时准备着为客户服务，我们是近邻，在质量上他们可以信赖我们。

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

我们不能违背体贴入微、积极贡献的企业主旨。

⊙Our message is simple.Our products are the best value around.我们的信息很简单。我们的产品质量上乘。

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：市场调研反馈信息表明我们的目标受众将是较低收入的家庭。

B：那我们要传达的信息最好反映他们的价值观！

引起关注

通过新闻稿（press releases）、报道以及相关机会来推广企业的正面形象，提高企业的公信力，在大众心目中留下积极印象。

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

我想就我们的团体奖学金项目在本周内出一篇新闻稿。

⊙What more have we got going on to promote our image in the community?在推动我们的公众形象方面我们还需要做哪些？

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

我已经安排了Night Prime新闻对你的采访。你将谈及我们对慈善基金的相应贡献。

总结

策划公共关系就是想方设法为企业赢得一个好人缘、好名声，通过各种媒介着力打造企业的最佳形象，赢得大众的青睐。一个好的发言人能够代表企业，通过和各种媒介的有效衔接，扩大企业的影响力。

Words　单词表

channel频道，渠道

confirm确认，证明

contact联系，联络，接触

formal正式的

handle处理，控制

loyal忠诚的，忠实的

management管理，经营

media传播媒介，方式

message信息

neighborhood邻里，街区

official正式的，官方的

press release新闻公告/发布

press报刊，报道，出版

reflect反射，反映

reporter记者，通讯员

spokesperson发言人

Phrases　短语表

be approved by被批准/通过

be clear（about sth）（关于某事物）清楚，清晰

contact with……和……联系

count on sb依赖/依靠某人

focus on着重，集中在

friendly list友好关系清单

from now on从现在起

get on top of sth负责某事

get the word out发布信息

have contacts接洽

low income低收入

make comments发表评论

positive press正面新闻

press release新闻稿

share with分享

target audience目标群体

实景对话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：我想就我们的团体奖学金项目在本周内出一篇新闻稿。John，你能负责此事吗？

B：我想Meric已经就此事和媒体联系过了。今天早上我听到他在和一个记者通话。

A：哦，天哪！有麻烦了。Meric，我能和你谈谈吗？

C：好的，女士。怎么了？

A：我想让每个人都清楚，从今往后和媒体联络的事情由John全权负责。请不要对媒体发表任何评论，在这些事情上我们有正式的渠道。任何有关我们公司的正式消息在传播出去之前都必须经过管理层的批准。

C：不好意思，女士。正好碰巧我哥哥是位记者而且……

A：下不为例。如果你和媒体有什么联系，一定要和John分享。他是我们的正式发言人。John，友好关系清单上都有谁啊？我们这次需要一个积极正面的报道。我们要传达的信息就是我们随时准备着为客户服务。我们是近邻，他们可以信赖我们。我们不能违背体贴入微、积极贡献的企业主旨。

B：好极了，女士，我已经安排了Night Prime新闻对你的采访。你将谈及我们对慈善基金的相应贡献。

实景对话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：我们的目标受众是谁？

B：市场调研反馈信息表明我们的目标受众将是较低收入的家庭。

A：那我们要传达的信息最好反映他们的价值观！我们的信息要体现经济节俭，以此吸引我们的目标群体。我们要体现的主题思想是我们的质量最好、价格最低。明白了吗？

B：我想是的。我们的信息很简单。我们的产品质量上乘，我们还要强调经济实惠。

A：好的，John，由你来公布信息。你能否将这次发布会通知到名单上的每个人？发布会的重点是官方媒体。

B：好的，没问题。

A：在推动我们的公众形象方面我们还需要做哪些？

B：我们已经在开展一个公共奖学金项目，同时对购买产品的客户给予一定的折扣。