剪報(bào)培訓(xùn)綱要

1、trainingactivityoutline培訓(xùn)活動(dòng)綱要task 任務(wù)：press clipping 剪報(bào)code 序號(hào)：oh-sm-mc-d401objectives 目 的:attheendofthissession,eachtraineewillbeabletofullyundersta nd在此培訓(xùn)結(jié)束后，每一個(gè)學(xué)員都要能明白實(shí)施剪報(bào)的程序standard 標(biāo)準(zhǔn)：seeattached 參見附件resources 培訓(xùn)器材：whiteboardandmarkpen.白板和馬克筆。method培訓(xùn)方式trainingsteps培訓(xùn)步驟time時(shí)間lecture講座式groupdiscu

2、ssion小組討論groupdiscussion小組討論i.explainwhyclippingisimportant?解釋剪報(bào)的重要性。a.ourdepartmentdealswithmediaandwehave toknowwhatthemediaisreportingsothatw ecanbuildaclosetiewiththem.我們部門是與媒體打交道的部門，我們必須 得明白媒體報(bào)道的內(nèi)容才可以與他們建立密 切的聯(lián)系。b.clippingisoneeffectivewaytoequipuswithre levantinformationaboutmedia剪報(bào)能有效地使我們獲取與媒

3、體相關(guān)的消c.theclippedinformationisofficialstatementfr omthegovernmentandcreditableindustry organizations.itisamajorsourceofinforma tionforthehotelandthesales&marketingd epartment.theclippinginformation,ifused properly,maybecomebusinessleadsandm aterializebusiness.剪報(bào)的內(nèi)容是從政府和可信的信息來源獲得 的正式的報(bào)道，可以為市場銷售部和飯店使

4、用。如果使用得當(dāng)，剪報(bào)可以成為帶來生意 的線索并最終轉(zhuǎn)變成生意。d.itisalsoanimportantwayforustoknowwhato urcompetitionisdoing18min18分鐘15min15分鐘15min15分鐘12min12分鐘這也是我們了解競爭對手在動(dòng)態(tài)的重要方15min15分鐘10min10分鐘式。2.howcanweobtainthisinformation?我們?nèi)绾潍@得這些消息？givehintandexplainaftertraineeanswers:在學(xué)員回答時(shí)給予提示：a.paidlocalnewspaper-tofocusonlocalmarket

5、anddevelopment付款訂購的本地刊物-主要是關(guān)注本地區(qū)市場及發(fā)展b.freesubscription-toknowabouttheregionalandnationalupdates免費(fèi)訂閱刊物-了解國內(nèi)和亞太區(qū)最新消息。c.website-tokeepinformedoflatestinformation互聯(lián)網(wǎng)站-了解最新動(dòng)態(tài)d.foreignlanguagepublicationsinbusinesscenter商務(wù)中心的外語刊物3.whatneedstobeclipped?需要剪輯的內(nèi)容有哪些？a.advertisementandpressreleasesofst.regis,

6、starwood,andthest.regisshanghai.b.瑞吉、喜達(dá)屋和上海瑞吉紅塔大酒店的廣告和新聞發(fā)布。c.advertisementandpressreleasesoncompetition競爭對手的廣告和新聞發(fā)布d.newsonlocalactivitiesinwhichthehotelmaybeabletoparticipate本地活動(dòng)的新聞。這些活動(dòng)飯店可能能夠參加。e.newsonthestatisticsissuedbythegovernment關(guān)于政府發(fā)布的統(tǒng)計(jì)數(shù)據(jù)的報(bào)道f.newsoninvestmentandconferencesthatmaybringbusi

7、nesstothehotel關(guān)于可能會(huì)為飯店帶來生意的投資和會(huì)議的報(bào)道。g.newsonofficialreportofthemacroeconomicdevelopment,local,national,regionalan dglobal.關(guān)于本地、全國和區(qū)域性及全球宏觀經(jīng)濟(jì) 發(fā)展的報(bào)道。4.whatneedstobeindicatedfromtheclipping?剪報(bào)需要寫明什么？刊物名稱a.dateoftherelease發(fā)布日期b.nameofthepublication欄目名稱c.nameofthecolumn,ifapplicable5.gothroughproceduresonebyone.(refertoproce dure1-8)將程序全面講解一遍。(參看程序1-8條)6.questions 提問：a.whatarethesourceforclippinginformation? 剪報(bào)的信息來源有哪些？b.howoftenshouldclippingbesubmittedandci rculated?