■课程时间：
2008年4月18日-19日（周六/日）

■课程地点：
北京四星级酒店

■课程对象：
1、CEOs and other middle-level or high-level executives                     
CEO及其他高中层管理人员
2、PR executives and press speakers
   媒体关系负责人、新闻发言人
3、Marketing department
   市场推广部门
4、Advertising agencies
   专业广告公司
5、Companies in the retail, telecom and Internet industries who have strong dependence on media
   零售业、电讯和网络等对媒体依赖强的企业

■ 课程目的：
1、To help corporate to save marketing costs
   为企业节省营销宣传费用
2、To help corporate to choose accurate and effective media for promotion
   对媒体形成精准有效推广
3、To help corporate to spend less or to spend none on increasing awareness of the company and the senior executives in the society
   少花钱或不花钱提高社会对企业及高管的认知
4、To help corporate to learn how to formulate contingency plan on media crisis and how to get out of the crisis
学会制定媒体危机处理预案，遇到危机不死并成功化解

■ 课程设置：
(Day 1)
 70% of the work of corporate executives and 50% of their performances are related to media
    企业高管70％的工作和50％的成功业绩跟媒体有关
 The “Maniac era of media” in China makes the corporate no place to hide. It’s important to be a successful executive, but it’s crucial to know how to say and how to “show” in front of media. High executives should learn how to grasp opportunities and how to avoid trap facing media
    中国“疯狂的媒体时代”让企业无处藏身。高管做得好固然重要，但关键还是看是否说得好和“表演”得好。高管要学会如何抓到机会避开媒体陷阱
 To get to know China media from inside: Xinhua News Agency，newspapers，magazines，TV stations，internet，etc. Knowing which media you should get touch with when needed, and knowing how to use the right method to get rid of crisis          
 从内部认识中国媒体：通讯社，报纸，杂志，电视台，互联网等
 需要时知道找哪家媒体，出了问题用对的方法“灭火”
 “Success or failure, it’s all about media”: 10techniques dealing with media
   “成也媒体，败也媒体”：与媒体打交道的10个技巧
 To understand interests of journalists, and learn how to behave in front of reporters
    了解记者习性，跟记者见面的言行礼仪
 How to spread the good news about corporate to as many media as possible
    如何让企业正面信息争取到最大的媒体覆盖面
 How to design a corporate homepage and to turn it into an effective promotion tool with low cost
    如何做好企业网页，使其成为最廉价有效的宣传工具
(Day 2)
 Case studies on handling media crisis: lessons are cruel, but right approach can turn crisis into opportunities
媒体危机案例分析：教训惨痛，但危机处理得当也可成转机
 Media crisis management: to learn how to formulate corporate contingency plan from the angle and thought of media
媒体风险管理：如何用媒体的思维来制定企业危机预案
 Key points on how to formulate corporate news releases
    企业新闻稿写作要点
 How to prepare, to dress-up and what kind of language to use for a TV interview
    接受电视采访的准备工作、着装和语言
 How to answer difficult questions from journalists or TV anchors, mock TV interviews (or mock press interviews)
    回答记者刁难问题、模拟电视采访演练（或报刊杂志采访演练）
 Techniques and practices for speech for corporate high executives
    企业高管的会议演讲技巧和演练

■培训形式：
 Knowledge sharing, case studies, real practices, mock interviews, contingency plan exercises, FAQ (Q&A ) sessions
 知识讲解、案例分析、实例演练、模拟采访、危机预案制作练习，常见难题解答
 ■主讲嘉宾：
 Ms. Dandan Zhang, a senior media consultant .Ms.Zhang graduated from Media/Communication Department of Beijing University.She has good knowledge on the corporate structure and operations of both foreign companies and China media，and better understanding of the different culture, systems, rules and regulations. Specifically, Ms. Zhang has rich experiences and deep thinking on how to effectively deploy the media resources, how to deal with media and how to handle the media crisis. Her consulting clients include former Ericsson (China), Amway (HK/China), Vantone Group, CDH Investments. Ms. Zhang is a frequent and active speaker at many media forums and conferences in China. She also holds a popular column about media with “sina.com” and “hexun.com” （finance and economics website）in China. She is the member of the Standing Committee of Television Art Research of China.
张妉丹 资深媒体关系顾问。北京大学新闻专业毕业，曾任《经济日报》编辑、香港中文卫星电视网络公司（CTN）节目监制，澳门五星卫视副总裁，香港阳光卫视董事兼台长，美国索尼影视娱乐公司在华合资企业总经理。此外还是史坦国际“传媒投资论坛”专家顾问、中国电视协会电视艺术理论研究会常委。张妉丹熟悉中国媒体的内部架构和运作，在如何有效利用媒体资源、与媒体打交道及媒体危机处理方面有丰富的应对思考和教学案例。曾在香港和内地为外企做“媒体关系和媒体危机处理”培训。