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公关专家Ms.Evans关于奥运危机公关的访谈录  (下)

(2008-04-15 15:33:17)
标签:

危机公关

危机

不实报道

火炬

西方传媒

杂谈

上一集谈到,面对误解时,应该多让持中立立场的意见领袖来把事实讲清楚,但是,如何把这些事实绕过信息干扰传到公众那里呢?我们的ZF又在事件发生时犯下了怎样的公关错误呢?请参阅本集。
  
Q: There are videos clarifying the facts on Tibet spread in YouTube and anti-CNN website set up by Chinese students.

淇:中国学生们有在YouTube网站和反CNN的网站上传播澄清XZ事实的视频。

Ms Evans: Here is the communication problem I am going to talk about. In theory, on the key facts of Tibet such as death tolls, the only source which supposed to be officially recognized by media and the western public is the spokesperson from government. From the information you have sent me, I can see that there are controversies on the exact number of the death tolls. Your government gave the number of nineteen by March 22nd; however the profiles of the victims are not given and no further information were given, and journalists had absolute no access to the information since they can’t go to Tibet themselves and the government didn’t respond to questions. The situation had provoked huge suspiciousness among the western media. Remember the media relations we talked about in class? The thing pisses off the journalists the most is that you don’t let them do their job. However if you watch closely of what these organizations such as Tibet Youth Congress do, you will see they have a system to work with the media, regardless how much support they get from the majority of Chinese or Tibetans. They have a complete platform, they have press release from day one, and they make efforts to get media coverage. The key knowledge we bear in mind as publicist, is that when journalists have to work on news, they are not happy to be challenged to beg you to talk; especially you were in bad terms with them already. If you were not going to talk, they would let the other party talk in order to have something to write about.

M女士:现在我想来谈谈关于沟通的问题。在这些关于XZ的例如死亡人数的关键事实上,在理论上,唯一将被西方媒体和公众正式认可的消息来源应该是来自(中国)政府的发言人。从你发给我的信息来看,可以看出关于死亡人数的确定数字有些争议。你们的政府在三月二十二日给出了19人的数字,但是关于这些死者的基本信息和进一步的消息却没有给出,而且记者对这些信息完全没有获取渠道,因为他们既不能亲自去XZ而政府也不回应他们的问题。这种情况引发了西方媒体的巨大怀疑。记得我们在课上说到过的媒体关系吗?让记者最为恼火的事情就是你不让他们做本职工作。相反,如果你观察例如藏///青////会/////这样的组织,不管他们在中国人或者西藏人之中的得到多少支持,你会看到他们有完备的系统来与媒体合作。他们有完备的政治宣言,他们从第一天开始就有媒体公告,而且他们还努力来获取媒体报导。作为公关人员,我们总是要牢记一个要点就是,当记者必须报导新闻的时候,他们不喜欢被挑战或乞求你来讲话,特别你和他们的关系原本就不佳的情况下。如果你不说话,那么他们就会让另一方来说,以便有内容可写。

I understand the situation in Tibet right now is not a simple PR issue and needs of lot of political calculation, but the principles of media relations applies everywhere. If the Beijing government have something more to care about than the image of the nation, then it might be justifiable to ignore the media; if not,  from what I have seen, there is a large space of improvement needs to be done on the media relations of Beijing government and western media.

我理解XZ现在的情况不是一个简单的公关问题,它同样需要很多政治上的考虑;但是媒体关系的基本原则在哪里都适用。如果北京政府有比国家形象更重要的考虑,那么也许无视(西方)媒体是可行的;如果不是的话,那么依我看,北京政府和西方媒体之间的媒体关系还有很大的改进空间。

And in the regard of the websites and videos released by Chinese youth generations, I can see that they have the spirit of spreading their voices around the world, and I admire how active they have engaged themselves in delivering their own messages to the western public. This a great progress made by the youth of Chinese, it absolute amazed me.

至于说到被中国年轻一代传播出来的视频和网站,看得出来他们有将自己的声音传向世界的诉求,我很欣赏他们的积极投身将信息传递给西方受众的行为。这是中国年轻人的一个巨大进步,让我十分地惊奇。


Q:  But their actions have been described by some western journalists as the outcome of being brainwashed by the education they received.

淇:但是他们的行动被一些西方记者形容为被他们接受的教育洗脑的结果。

Ms. Evans: Personally, I will say such statement is unethical and irresponsible because all opinions should be respected. Then again, you have to see different layers of media coverage to work as a publicist. The priority of our job is to get the facts out there so the public can easily locate them if they need to. It is a big no-no for journalists to fabricate the facts, so this layer of our job can be controlled. Then the second layer of PR effort is to do our best to influence as many journalists as we can to shape their opinions, however this effort might not be paid back since you will never know what the journalists is going to comment about you until you see the papers yourself. For editorials and commentaries, the position of the articles is decided by the media and journalists based on the facts you provided, that’s why maintaining a functioning media relations is so crucial for publicists.

个人而言,我会说这样的说法是违反职业道德和不负责任的,因为所有的意见都应该被尊重。不过呢,作为公关人员,你应该要看到媒体报导的不同层面。我们的首要任务是把事实散发出去,所以公众在需要的情况下能够轻松的找到它们。因为作为记者编造事实是绝不可以的,所以我们工作的第一个层面是可以控制的。而公关的第二个层面则是尽我们的全力来影响尽可能多的记者,来塑造他们的观点。然而这种尝试可能不会有回报,因为在你自己看到报纸之前,你永远不会知道记者会怎样来评价你。对于社论和评论,它们的论点是被媒体和记者在你提供的事实基础上决定的,这就是为何公关从业人员要维持一个运转良好的媒体关系是如此的重要。

So now we can see the problem here: though the Chinese people themselves had made great effort to speak up, the official communication channel is completely shut down. As audience themselves, the Chinese people should be valued on their feedbacks to the events, but they are not justifiable to give out or verify the news. Also, since the public is not trained media professionals, their messages sometimes are extreme or emotional, and messages like this will be considered less of credibility and inclined to used as news resource.

所以现在我们可以看出问题所在:尽管中国人自己做出了巨大努力来表达他们的声音,官方的交流渠道却是完全关闭的。作为受众自己,中国人民对事件的反馈值得被重视,但是他们不能被承认来发放或者证实消息。而且,因为公众不是受过训练的专业媒体从业人员,他们的信息有时是极端或者情绪化的,所以在可信度上会打折扣,并且用作消息的来源的可能性很小。


Q: Then what you suggest the official communication channels do if they decide to work up?

淇:那么如果官方的交流渠道决定行动起来,您有何建议吗?

Ms. Evans: I have watched the video clip you sent me made by CCTV, and it could be edited into a VNR (Video News Release) released by the spokesperson. I strongly advise them to do a complete media kit on the subject, which should include: first, media fact sheets on the facts of Tibet such as the Financial support spent on Tibet annually, numbers of temples and monks, the literate rate, average income of Tibetans, ratios of Tibetans versus Han Chinese live in Tibet, etc. Second, press releases stating the position of government and Chinese people; third, profiles of victims and one on one interview with the survivors of the riot. What you would make in addition to the media kit, dear?

E女士:我看了你发给我的由CCTV制作的视频,那么这就可以制作成一个视频新闻公告,由发言人公布出去。我强烈建议他们在(XZ)问题上做一个完整的媒体公告集合,包括:一,事实列表,包括每年对XZ财政援助的数字,寺庙和僧侣的数目,识字普及率,XZ人的人均收入,XZ人和汉人的人口对比率,等等。二,阐述政府和中国人们立场的媒体公告;三,关于受害者的档案和幸存者的一对一访问。你觉得还有什么可以包括进来的,亲爱的?

Q: Ah, maybe I will include the official pictures taken on the scene. I know the major controversy about the western coverage of the event is that they had cropped the pictures to serve their biased position.

淇:啊,也许我会包括官方在现场拍摄的照片。我知道关于西方媒体报导的主要争议就是他们截取了照片来证实他们不公正的立场。

Ms. Evans: That’s a smart move. After we had compiled enough information on the subject, we also want to include a list of contacts that can be reached when the journalists had questions. You know in real life scenarios such as product launch, the publicists are supposed to be reached 24/7. If the journalists can’t reach you when they have to do coverage, they will be pissed off then you would have a bad record with them.

M女士:那是很聪明的做法。在我们在这个问题上积累起来足够的信息之后,同样我们应该包括当记者有疑问时可以联系到的联系人名单。你知道在现实(工作)环境中,比如产品发布会,公关人员应该是可以7天24小时被联系到的。如果记者必须写报导而又找不到你,他们就会恼怒起来,而你和他们的关系就有了很坏的记录。


Q: Does Media tour help too?

淇:媒体巡回访问(注:一批受访人巡回到各个主要城市接受电视网访问的活动)有帮助吗?

Ms. Evans: Definitely, if we can find the key speakers we mentioned before to talk on the issues. The media tour gives the media the opportunity to shoot questions and get answers. At this point, any openness in the communication helps improving the media relations.

M女士:当然,如果能找到我们以上谈论过的一批最佳发言人来谈论这个问题。巡回访问给媒体提供了发问和得到答案的机会,而在这个节骨眼上,任何沟通上的开放将有助于改善媒体关系。


Q: But how can we get through the media clutters going on right now to get our voices to the public?

淇:但是我们怎样绕过媒体现在的信息来把我们的声音传递到公众那里呢?

Ms. Evans: Be discreet in differentiating the media channels. Different media has different agenda and preference in covering the news, so we publicists need to be familiar with these nuances that might favor us. Also, do find out the journalists who are better informed on the issue, and those who are willing to go deeper. Because the more the journalists are educated on the subjects, the more accurate and objective the coverage would likely to be. For example, since the Economist Journalist James Miles was the only foreign journalist during the Lhasa riot, his coverage of the event we can see was more objective compared with the foreign media who were not presented.

M女士:谨慎地区分媒体频道。不同的媒体有着不同的议题和倾向, 因此公关人员应该对这些有可能倾向我们的细微的区别十分熟悉。另外,(我们)要找出那些更为熟悉这个问题的,以及愿意做深度报导的记者。因为记者在论题上越熟悉,他们的报导的准确性和公正性的可能性就越高。比如,经济学家的记者James Miles曾是LA SA暴动期间唯一亲临的外国记者,那么我们可以看到他的报导就比其余不在场的外国媒体要中立。

However, we should be prepared that media relations are not to be changed overnight. What I would advise to do currently, is to always stay positive and keep the communication channels unblocked. Even if get stumbled at one moment, keep the long term communication strategy in mind. What matters now is the Beijing Olympic Games on August, so my best advice would be: open up, find the right direction, and keep trying. This is the spirit for all publicists to handle crisis.


不过,我们应该做好准备,媒体关系不是一夜之间就可以改变的。现阶段我会建议(大家)保持积极的态度,并保持沟通渠道的畅通。即使一时之间有所磕碰,也应该谨记长期的沟通策略。现阶段重要的是八月的北京奥运会,所以我最佳的建议是:敞开胸怀,找准方向,不懈努力。这也是所有公关人员应对危机时应具备的精神。

THE END

奥运的危机公关系列  

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