公共關(guān)系之 舉行新聞發(fā)布會　Holding a Press Conference

公共關(guān)系之 舉行新聞發(fā)布會　Holding a Press Conference

如果公司有熱門消息（hot piece of news）要傳播給公眾，新聞發(fā)布會無疑是首選方式之一。通過新聞發(fā)布會，你要傳達的信息將在最短時間里（in one shot）到達媒體，公之于眾。

要有新聞價值（newsworthy）

缺乏新聞價值（no news value）的招待會無法吸引主流媒體參與（lackluster attendance）。如果你擔(dān)心出席率（turnout），可以考慮請一些重量級人物或貴賓（VIPs）來捧場，因為新聞媒體總是愿意追逐著名人物。

⊙This is major news.

這是個大新聞。

⊙Who will be in attendance?

誰會出席？

⊙We plan to announce our merger.

我們計劃公布我們的合并。

⊙Important information will be revealed at the press conference.在這次新聞發(fā)布會上要公布重要的信息。

⊙You're in for a surprise.你會非常吃驚。

⊙We have the latest word on……

我們得到有關(guān)……的最新消息。

⊙We have a very important announcement.我們有一個非常重要的公告。

⊙Is there any way we can get Yao Ming to attend?有沒有什么辦法邀請到姚明出席？

⊙The details will all be announced at the press conference tomorrow morning.

具體細節(jié)將在明早的新聞發(fā)布會上宣布。

考慮到媒體資源

要確認你需要什么級別的新聞媒體，當(dāng)?shù)氐男侣剤蠹垼烤W(wǎng)站？還是電視臺和電臺？另外，行業(yè)內(nèi)的刊物也不能忽視。

⊙I want the newspapers, radio, and television all to be there.我希望報紙、電臺和電視臺都參加。

⊙Can you get this press release out to every one on the list?你能把這個新聞稿分發(fā)到名單上的每個人手中嗎？

⊙We want all the official media to be there.

我們希望所有的官方媒體都到場。

⊙We need to get this announcement out to as many news publications as possible.

我們希望讓盡可能多的新聞機構(gòu)報道此事。

通知發(fā)布會時間

確認媒體對象（media target）后，就要邀請各方媒體。邀請函應(yīng)當(dāng)包含準確的日期、時間、地點。信息的任何變動都將造成混淆（cause confusion）和不必要的麻煩，因為記者大多非常忙碌，沒有時間查看更新后的信息（check for updates）。

⊙The press conference is next week.新聞發(fā)布會定在下周。

⊙We are pleased to announce a press conference to be held on Monday，June 5th at 10am.

我們很高興地通知新聞發(fā)布會定在6月5日周一上午10點舉行。

⊙The press conference will take place at the Grand Center Hotel on May 7th at 2pm.

新聞發(fā)布會將在5月7日下午2點在中央大酒店舉行。

安排若干發(fā)言人

在新聞發(fā)布會上安排幾個人講話（multiple speakers）會很有幫助，因為記者們總是希望在撰稿中多提幾位有分量的人。三個人通常非常理想（ideal），但可以根據(jù)實際情況調(diào)整。

A：Who have we got to make the announcement?

B：The CEO, the VP of operations, and the director of finance are all set to speak.

A：我們讓誰來發(fā)布消息？

B：行政總裁、運營副總裁和財務(wù)主管都準備講話。

準備好應(yīng)對突發(fā)情況（be ready for the unexpected）

即便是再周密的準備，也總會多多少少有些意外情況。如果你要在新聞發(fā)布會上講話（on the mic），那就應(yīng)當(dāng)沉著冷靜（keep your composure）。如果你負責(zé)整體組織，那就應(yīng)當(dāng)對每個細節(jié)反復(fù)檢查，要未雨綢繆，隨時準備應(yīng)對突發(fā)情況。

⊙We're set up to hold the press conference on the front lawn, but if the weather takes a turn for the worse, we have an alternate location in the atrium.

我們將在前面的草坪上舉行記者招待會。如果天氣變壞，備選地點是中庭。

⊙Everything is taken care of, even down to the nitty gritty details.We should have this press conference go off without a hitch.

一切都要準備齊全，具體細節(jié)也應(yīng)考慮周到。我們一定要讓新聞發(fā)布會順利召開。

總結(jié)

成功的新聞發(fā)布會涉及若干要素。題目要能吸引到足夠多的新聞記者，要有重要人物到場；通知準確到位，細節(jié)考慮周到，對突發(fā)情況要有預(yù)見性。

Words　單詞表

affect影響

alternate備選，備用

announce通知，通告，宣布

anxious焦慮，擔(dān)心

appreciate賞識，感激

atrium中庭，天井

CEO總裁，董事長

director of finance財務(wù)主管

merger合并，兼并，并購

publication公布，出版

representative代表，代理人

reveal揭示，展現(xiàn)

turnout出席人數(shù)，出場人數(shù)

venue地點，會場

VP of operations運營副總裁

weather天氣，氣候

Phrases　短語表

as many as possible盡可能多的

end up最終

get sb to attend讓某人來參與/到場

go off without a hitch一帆風(fēng)順

just in case以防萬一

look into sth調(diào)查/研究某事

lose job失業(yè)

make an announcement做公告，宣布

nitty gritty事實真相，具體細節(jié)

members of the press新聞界人士

on everyone's mind每個人心里，普遍關(guān)心

open up for questions開始提問

set to do（sth）開始干（某事）

take a turn for the worse急轉(zhuǎn)直下，惡化

worry about sth擔(dān)心/擔(dān)憂某事

You bet it is.肯定是，一定是。

實景對話1

A：The press conference is next week. We plan to announce our merger with Capital Construction. We need to get this announcement out to as many news publications as possible.

B：Who have we got to make the announcement?

A：The CEO, the VP of operations, and the director of finance are all set to speak. Important information about the way the merger will work will be revealed at the press conference.

B：Will we end up losing a lot of jobs because of the merger?

A：That is a question on everyone's mind. The details will all be announced at the press conference.

B：This is major news.

A：You bet it is. I want all the newspapers, radio, and television all to be there. Can you get this press release out to every one on the list?

B：Are you worried about media turnout?

A：Not really. This is a big announcement that will affect a lot of people.But just in case, is there any way we can get Yao Ming to attend?

B：We can look into it. What about the venue?

A：We're set up to hold the press conference on the front lawn, but if the weather takes a turn for the worse, we have an alternate location in the atrium. Everything is taken care of, even down to the nitty gritty details.We should have this press conference go off without a hitch.

A：新聞發(fā)布會定于下周舉行。我們計劃公布和首都建筑的合并事宜。我們希望讓盡可能多的新聞機構(gòu)報道此事。

B：我們請誰在會上發(fā)言呢？

A：行政總裁、運營副總裁和財務(wù)主管都準備講話。有關(guān)合并方式的重要問題將在新聞發(fā)布會上揭曉。

B：合并會造成很多人失業(yè)嗎？

A：這是一個人人都關(guān)注的問題。具體細節(jié)將在發(fā)布會上全部說明。

B：這可是個大新聞。

A：肯定是的。我希望報紙、電臺和電視臺都參加。你能把這個新聞稿分發(fā)到名單上的每個人手中嗎？

B：你擔(dān)心媒體的出席人數(shù)嗎？

A：也不完全是。因為這是一個影響到很多人的通告，為了以防萬一，我們有辦法請姚明來參加嗎？

B：我們可以想想辦法。關(guān)于地點呢？

A：我們將在前面的草坪舉行記者招待會。如果天氣變壞，備選地點是中庭。一切都要準備齊全，具體細節(jié)也應(yīng)考慮周到。一定要讓新聞發(fā)布會順利召開。

實景對話2

A：We are pleased to welcome everyone to our press conference. We have some exciting news to share about the merger of our two companies, Capital Construction and Crown Building Company. We know you're all anxious to hear more of the details, so it is my pleasure to introduce Mr.Steven Guo, CEO of Capital Construction.Mr.Guo.

B：Thank you Mary. Good morning to everyone.I see many representatives of the press this morning, and I appreciate your attendance. First, I will ask our financial director to read a prepared statement from Capital Construction, then it will be our pleasure to hear from Kirk Gao, Vice president of operations for Crown Building company.After that, we will open it up for questions.

C：Capital Construction and Crown Building Company are pleased to announce a merger of their two companies, to be effective January 1st，2011……

A：歡迎各位來參加我們的新聞發(fā)布會。我們在此公布有關(guān)首都建筑和皇冠建筑兩家公司合并的消息。我知道各位迫不及待地想知道具體細節(jié)，現(xiàn)在，我很榮幸地介紹首都建筑的總裁Steven郭，郭先生請。

B：謝謝你Mary。各位早上好。我很高興今天早上能夠見到這么多媒體代表。

感謝各位的出席。首先，我會讓我們首都建筑的財務(wù)主管宣讀一份聲明，隨后我們將有幸聽到皇冠建筑的運營副總裁Kirk高的講話。高先生講話結(jié)束后，將進入現(xiàn)場提問環(huán)節(jié)。

C：很榮幸宣布首都建筑和皇冠建筑兩家公司合并，從2011年1月1日起正式生效……