Organisation Needs 组织需求
Get key staff trained in media work 对关键员工进行媒体工作培训 Try and create an advertising budget 尝试并制订广告预算 Create an advertising strategy 制订广告策略 Create a media strategy 制订媒体策略 Create a calendar of events - circulate widely (with logo and contacts) 制订活动日历－广为传播（带有标识和联系人） Be positive – its more attractive 保持积极姿态－这样会更加令人关注 Be honest – don’t over-hype 保持诚实－不得夸张
Keeping Your Contacts 保持你的联络人
Be loyal to those media people who have helped and responded fairly 对帮助过你或对你友好的媒体保持忠诚 Keep them in touch – bulletins etc – even when not seeking publicity 即使在不寻求公开性的时候，也要与公告等保持联系 Respond quickly if they seek contact 如果他们寻求接触，则立即予以响应 Show appreciation of their position 表现出对他们的职位的欣赏 Give them credit when deserved 给予他们必要的赞许 Offer them ‘exclusive’ opportunities 向他们提供“独有的”机会
Newspaper Journalists 报纸记者
Need to fill copy 需要填满版面 Need to help sell newspapers 需要帮助销售报纸 Need interesting stories 需要有趣的报道 Need to interview people需要人物采访 Need to take pictures 需要拍照 Seek sensationalism 寻求轰动效应
Raising Your Profile 提升你的形象
Organise local events – invite public and local media 组织当地活动－邀请公众和当地媒体 Prepare publications – release summaries to local and national media 编写出版物－向当地和全国性媒体发布简讯 Organise regional events - thematic conferences – invite national media 组织地区性活动－主题会议－邀请全国性媒体 Place advertorials appropriately 发出相应的社论性广告
Creating & Pitching a Story 创作一个报道并定调
Prepare + Prepare + Prepare 准备＋准备＋准备 Have several people proof read your story – is it the message you wish?让若干人来校对 你的报道－它是否是你所希望的信息？ Use any contacts you do have in chosen media利用你在所选媒体中的联系人 Brief staff and volunteers of planned story 通知员工和志愿者该计划中的报道 Do it with confidence and pride! 自信而自豪地去做！
Raising Your Profile 提升你的形象
Write regular professional letters to national and local newspaper columns 为全国和当地报纸的专栏编写定期的专业信函 Involve local radio at public events 让当地的无线电台参与公众活动 Create visual events – invite television 创建视频活动－邀请电视台 Join/Partner with other public events 参与其它公众活动项目，并形成伙伴关系 Create a memorable Logo - branding 创建易记住的标识－品牌 Celebrate success and help given 对取得的成功和帮助进行庆祝
Working with Media 与媒体合作 Definitions:定义：
National Newspapers 全国报纸 Local Newspapers 地方报纸 Radio 电台 Television 电视 Publications 出版物 Websites 网站 E-Bulletins 电子公告 Information Leafபைடு நூலகம்ets 传单 Conferences 会议 Professional Journals 专业刊物
Creating & Pitching a Story 创作一个报道并定调
Decide what you want from publicity 确定你要从公开性中得到什么。 Decide what subject might have most public interest 确定什么主题最具公众兴趣 Decide which type of media is best – newspapers can give in depth - TV is sound bites but good image impact 确定什么类型的媒体最好－报纸能够提供深度 报道－电视听起来尖锐，但具有较好的形象冲 击 Agree who is best writer and/or spokesperson for the story 确认谁是该报道的最佳作者及/或发言人
Giving Comment发布评论
Some media people seek ‘opinions’ from people in areas of work 某些媒体从各种工作者那里寻求“意见” Risk of being used out of context 存在评论的引用脱离了背景环境的危险 Opportunity of increasing organisations public and professional profile 提高组织的公众形象和专业形象的机会 ‘Off record’ speaking risky 非正式谈话的危险
The Power of Media 媒体的作用
Promotes the work of the organisation 推动组织的工作 Raises public awareness 提升公众意识 Increases resource gathering opportunities 增加资源收集机会 Increases influence of organisation on local policies 提高组织对当地政策的影响 Influences politicians and decision makers 对政客和决策者产生影响
Raising Your Profile 提升你的形象
Make critical ‘celebrity’ friends 结交重要的“名人”朋友 Seek friends in Political world 寻求政治领域的朋友 Appoint a well known Patron 委任知名赞助人 Develop a membership – create data base – circulate regular newsletters 创建会员制－建立数据库－发布定期的新闻 Create and maintain a website – produce regular e – bulletins 创建并维护一个网站－制作定期的电子公告
Understanding the News Desk 了解新闻部门
Remember they seek ‘sensation’ 记住他们寻求“轰动” Editor normally has final say 编辑的说法通常是决定性的 Journalists and Reporters are competing with each other 记者和通讯员相互竞争 They seek to reflect broad interests and major events for mass appeal 他们寻求反映广泛的兴趣和吸引公众的主要活动。 What’s important to us is not necessarily important to them 对我们重要的事情对他们不一定重要