剪报培训纲要.docx

TRAINING ACTIVITY OUTLINE
培训活动纲要

Task 任务：Press Clipping 剪报

Code 序号： OH-SM-MC-D401

Objectives目的：At the end of this session, each trainee will be able to fully understand
在此培训结束后，每一个学员都要能明白实施剪报的程序。

Standard标准： See Attached 参见附件

Resources培训器材：Whiteboard and Mark Pen.
白板和马克笔。

Method
培训方式
Training Steps
培训步骤
Time
时间
Lecture
讲座式

Group Discussion
小组讨论

Group Discussion
小组讨论

1. Explain why clipping is important?
解释剪报的重要性。
a. Our department deals with media and we have to know what the media is reporting so that we can build a close tie with them.
我们部门是与媒体打交道的部门，我们必须得明白媒体报道的内容才可以与他们建立密切的联系。
b. Clipping is one effective way to equip us with relevant information about media
剪报能有效地使我们获取与媒体相关的消息。
c. The clipped information is official statement from the government and creditable industry organizations. It is a major source of information for the hotel and the Sales & Marketing department. The clipping information, if used properly, may become business leads and materialize business.
剪报的内容是从政府和可信的信息来源获得的正式的报道，可以为市场销售部和饭店使用。如果使用得当，剪报可以成为带来生意的线索并最终转变成生意。
d. It is also an important way for us to know what our competition is doing
这也是我们了解竞争对手在动态的重要方式。

2. How can we obtain this information?
我们如何获得这些消息？
Give hint and explain after trainee answers:
在学员回答时给予提示：
a. Paid local newspaper - to focus on local market and development
付款订购的本地刊物 - 主要是关注
本地区市场及发展
b. Free subscription - to know about the regional and national updates
免费订阅刊物 - 了解国内和亚太区最
新消息。
c. Website - to keep informed of latest information
互联网站 - 了解最新动态
d. Foreign language publications in Business Center
商务中心的外语刊物

3. What needs to be clipped?
需要剪辑的内容有哪些？
a. Advertisement and press releases of St. Regis, Starwood, and The St. Regis Shanghai.
b. 瑞吉、喜达屋和上海瑞吉红塔大酒店的广告和新闻发布。
c. Advertisement and Press releases on competition
竞争对手的广告和新闻发布
d. News on local activities in which the hotel may be able to participate
本地活动的新闻。这些活动饭店可能能够参加。
e. News on the statistics issued by the government
关于政府发布的统计数据的报道
f. News on investment and conferences that may bring business to the hotel
关于可能会为饭店带来生意的投资和会议的报道。
g. News on official report of the macro economic development, local, national, regional and global.
关于本地、全国和区域性及全球宏观经济发展的报道。

4. What needs to be indicated from the clipping?
剪报需要写明什么？
a. Date of the release 发布日期
b. Name of the publication 刊物名 称
c. Name of the Column, if applicable 栏目名称

5. Go through procedures one by one. (refer to procedure 1-8 )
将程序全面讲解一遍。(参看程序1-8条)

6. Questions 提问:
a. What are the source for clipping information?
剪报的信息来源有哪些？
b. How often should clipping be submitted and circulated?
剪报多久传阅一次？
c. What needs to be included in the clipping?
剪报应写明什么内容？

7. Summary with emphasis on the sources of information.
总结时将重点放在信息的来源上。

18 min
18 分钟

15 min
15 分钟

15 min
15 分钟

12 min
12 分钟

15 min
15 分钟

10 min
10 分钟