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1、MediaRelations(May19,2004,Beijing)1MediaandJournalistsinChinaPrinciplesofWorkingwithMediaWhatCanMediaDoforus?WhatShallWeDoforMedia?CaseStudyAgenda28,725ofmagazines2,058ofTVchannels/360TVstations2,094ofnewspapers1,933ofradiochannels/360radiostations595,550Websites–internetplaysanincreasinglyimpo
2、rtantrole(Infosource:MediaAnalyzingWeb,ChinaInternetInfoResourcesReport)MediaandJournalistsinChina3Limitedresources/tightbudgetsMoreattentiontoconsumersWindowtotheChineseconsumersPatriotismThirstyfornewinfo(trends,tech,etc.)StrongsupportofreformanddevelopmentOpennesstoint’lcoverageandperspectiv
3、eTightenedrestrictionofcommercialstoriesTighteditorialcontrolQualityofreportingfluctuatesHigherturnoverMediaandJournalistsinChina4Eachcomeswithhis/herownstyle,levelofethics,expertise,knowledgeandpersonalityEachone,howeverjuniororsenior,demandsrespect,attentionandpatienceMediaandJournalistsinChi
4、na5FactsandFiguresAccesstotheseniormanagersandfirst-handinfoExclusivenessJuicystuffandlocalizedmaterialsNews&bigstoryVeryquickresponseOntopofthat,co-operation!WhatDoJournalistsWant?6Principlesofworkingwithmedia7“Themediaplaysavitalrolewithinsocietyandwerecognizetheimportanceoffast,comprehensive
5、andreliableinfo.Inourrelationshipwiththemedia(television,radio,writtenpress,electronicmedia),weaimforhonestdebate,basedonmutualrespectandtheconstructivepursuitofrelevant,objectiveinfo.”“Accordingly,werefuseallandanyrelationshipscontrarytothebasicprinciplesofintegrity.”(Source:MichelinPerformanc
6、e&ResponsibilityCharter)Principlesofworkingwithmedia8WearedealingwithpeopleEquality;mutualrespectNoliesDon’tbeforcedintosaying/doingwhichyoudon’twanttosay/do…Principlesofworkingwithmedia9Helpustoreachdifferentstakeholders–customers,employees,businesspartners,opinionleaders,investors,administrat
7、ors,etc.TellpeoplethestoryProvide3rdpartyendorsementWhatCanMediaDoforUs?10EducatetargetgroupsCreateexcitementandcreditabilityWinattentionBuildcustomerrelationshipCallanactionWhatCanMediaDoforUs?11Understandmedianatureandtheirsubje
