1. Master the know-how and skills of actual combat drills through the media.
It is very important to master a set of methods and skills to deal with the crisis of media public opinion. However, if we only know these principles and theories and want to apply them to actual media, we often can't get good results.
It's just that the glare of the camera makes people particularly nervous and sweaty, the reporter's expression is unpredictable, the camera and photographer keep walking around, and the sound of opening the door is endless ... In such a tense atmosphere, many people can't help saying the wrong thing. I believe you still remember Wang Yongping, former spokesman of the Ministry of Railways. At the press conference held after the Wenzhou bullet train rear-end collision on July 23rd, he said "Believe it or not, I believe it anyway" and "It's a miracle" under the constant questioning of reporters, which made everyone remember his words. An experienced spokesman is like this, not to mention an ordinary middle and senior manager who is inexperienced in media response. Therefore, Pengyuan Consulting believes that it is very necessary to conduct media response drills.
2. Business leaders must conduct media response exercises.
The practice of media dealing with actual combat refers to the ability training to grasp the current situation of media and public opinion and deal with it smoothly when holding a press conference or accepting an interview. Through these drills, people can master ways to avoid saying the wrong thing in front of the media and causing misunderstanding by reporters.
In the United States, this has become an indispensable and important training topic. Politicians, business leaders, business cadres, ministers and heads of propaganda departments must receive such training. With the impact of more and more crises and emergencies faced by Chinese enterprises, enterprise risk management has become an important part of enterprise management.
Public opinion is developing and changing with the times. The current situation of public opinion is that the highest responsible person and the actual responsible person of the incident are strongly required to make public comments. In view of this situation, senior leaders must be able to explain information such as enterprise strategy in their own language and discourse. Therefore, it can be said that these media drills are necessary for senior managers of enterprises.
3. The purpose of the media to deal with actual combat drills
This work has three purposes:
(1) Grasp the reporter's spicy questions or leading questions, so that you can be prepared to answer any questions accurately.
(2) To convey correct information to the readers, listeners, spectators, company stakeholders and public opinion behind the reporters.
(3) gain the understanding and trust of journalists and win a good impression.
The questions raised by reporters are not necessarily correct or targeted. Even some questions are very basic and naive, some are aimless and irrelevant to the theme, and some are hypothetical, induced and hostile. After all, journalists are human. At this point, it is enough to adopt basic interpersonal communication methods. What we must pay attention to is that the people (readers) behind the reporters are the ultimate recipients of the information we convey.
Therefore, communication with journalists is not only about dealing with journalists themselves, but also dealing with readers, listeners and viewers behind journalists. In other words, the communication with public opinion must release information to the public through the media resource of journalists, because the intermediary of journalists is added in this process, rather than facing the public directly, so the dual relationship between journalists and the public should be handled well. So we must master some special skills. Mastering these skills is the ultimate goal of the media to deal with actual combat drills. Mastering these skills will help to enhance the corporate image in peacetime, and in the event of an emergency, the loss can be controlled to a minimum.
4. The media's reaction to the content of actual combat drills
The specific content is basically designed according to the specific requirements of customers. In addition, the training content will be different according to different consulting companies providing drill services.
Media should not only pay attention to information content, but also pay attention to clothes and appearance. For reference, Pengyuan Consulting will introduce the contents of the training. Pengyuan Consulting divides the exercise into four parts, namely: ① lecture ② exercise ③ clothing collocation ④ exchange and discussion.
give a lecture
In the lecture, in addition to introducing the basic problems and key points of media response, the difference between peacetime and emergency, it is also necessary to explain the convening method of emergency press conference, the scene of news, newspaper and TV reports, the media strategy of enterprises and the basis of risk management. In view of these contents, we will form a lineup of lecturers necessary to achieve the purpose of actual combat drills, and give lectures to management cadres and on-site responsible personnel with managers as the center.
Practice, exercise
Invite journalists and TV reporters to conduct simulated interviews, set up lights and hold simulated press conferences. Record the simulation with a camera or video camera, watch these recorded materials with the interviewee after the simulation, and study "what not to do" and "what should be done" and the corresponding improvement methods.
In addition, we should also practice vocal methods, correct posture, expression and movements, natural coordination of whole body movements, walking and saluting postures.
Clothing modeling
The effect and influence brought by a picture and a few seconds of images are often much greater than the enterprise imagined. Therefore, Pengyuan consulted and sorted out this part of the content, and studied how to choose clothes, hairstyles and makeup methods that meet the personality according to their body shape and hobbies, so as to achieve the purpose of dressing in line with the occasion and showing personality in appearance. In addition, it also introduces the wearing, renting and buying of suits, recommends shops and brands, and introduces the knowledge of hairstyle improvement. These jobs are done by professional image designers and hairdressers. In addition, I also participated in and observed the actual interviews and press conferences.
Exchange seminar
Prepare media reception, etc. And discuss the specific solutions such as media strategy that the company should adopt to achieve a certain goal.
As an emergency preparation, what should be done in peacetime, when and where the press conference should be held, what kind of media should be used, what content should be included in the brochure, or what content should not be included ... From the perspective of risk management, discuss these issues and make suggestions to help the senior management.
In addition, write a group of questions that journalists may ask in interviews or meetings. Discuss the release of strategic information, and combine the simulation exercise to make the effect of actual combat exercise more obvious.