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This is a PR training - making a spokesperson: the Image of a high-quality entrepreneur is worth hundreds of billions. This course will be delivered in Chinese. PPT will not be shared.


企业已经越来越意识到品牌的重要性,而企业发言人是企业品牌矩阵的重要一环。外企和国企的职业经理人肩负着企业新闻发言人的职责。而民营企业和创业企业的创始人们天然就与企业品牌密切绑定。


优秀的企业发言人可以给企业带来巨大的品牌价值和商业利益。同时,我们也看到很多企业舆论危机是因为发言人出语不当造成的。


无论大企业小企业,企业发言人都是公共关系中必须的存在。企业发言人实际上是一个专门的工作职责,做好发言人是需要相应的专业知识和技巧的。然而,除了一些国际大企业具有做发言人培训的意识之外,大多数企业并没有给自己的管理者做过专业的发言人培训。在移动互联网的时代,未经过培训的企业发言人随时会有引发舆论危机的风险。这种危机一旦发生,损害的不仅是企业品牌,更是发言人的个人品牌。


第一节:企业发言人对于品牌的必要性


1.1 品牌的形象化和具体化


1.2 面对媒体的统一出口


1.3 面对投资人的唯一代表


第二节:不同企业及其不同的发言人


2.1 外资企业的新闻发言人


2.2 国企几乎没有发言人


2.3 创业公司的形象代言人


2.4 民营企业的老板们


第三节:合格的企业发言人应该怎么选择?


3.1 大企业的发言人


3.2 中小企业的发言人


3.3 创业公司的形象代言人


第四节:企业发言人带来的好处和风险


4.1 那些带来巨大商业利益的企业发言人


4.2 引起估值暴跌的发言人


4.3 合格的发言人们(案例)


第五节:企业发言人的工作职责


5.1 媒体关系


5.2 政府关系


5.3 行业合作伙伴关系


5.4 商界和投资界关系


5.5 消费者关系


第六节:企业发言人必须知道的发言技巧


6.1 发言是一门技术,需要学习和练习


6.2 各种公开发言的场合


6.3 哪些内容要说?


6.4 哪些话绝对不要说?


6.5 危机公关的一大起因:发言人的错误带来的舆论和商业风险


第七节:公关部门应该如何做发言人言论管理


7.1 关键信息撰写


7.2 发言稿管理


7.3 媒体信息管理


7.4 危机预警和演习


第八节:公关部门如何帮助外企和国企发言人建立个人品牌


8.1 外企和国企发言人的特殊工作背景和禁忌


8.2 严格遵守企业统一品牌和信息要求


8.3 关键信息和合法合规


8.4 严格周密的准备工作


8.5 职业经理人建立品牌的常用方式


第九节:民企和创业企业的领导者如何建立个人品牌


9.1 企业家的个人魅力是最好的品牌


9.2 塑造具有个性的说话风格


9.3 建立个人品牌的几种实用方式


第十节:企业发言人面对媒体的必备技巧


10.1 常见媒体场合


10.2 常见媒体问题


10.3 哪些媒体的问题是陷阱?


10.4 论坛等自由发言中的套路和陷阱。


第十一节:公众场合的礼仪须知


11.1 商务简历怎么写?


11.2 商务照片怎么拍?


11.3 名片怎么样才正式好看?


11.4 衣服鞋子怎么穿?


第十二节:不该做的事和必须做的事

Agenda

8:45 AM - 9:00 AM
Registration
9:00 AM - 12:00 PM
Morning Session
12:00 PM - 1:00 PM
Lunch Break
1:00 PM - 5:00 PM
Afternoon Session

Speakers

  • Tuya Wulan

    Tuya Wulan

    In 2014, Wulan Tuya founded Linglong Gezhi International Public Relations Consulting (Beijing) Co., Ltd. Since 2018, she has served as an MBA professional tutor at Peking University National Development Institute. Wulan joined the Newell Public Relations in 2003, after that she served in the world's leading companies and agencies in public relation field such as Fleishman Hillard and the American Chamber of Commerce in China.

    Over the 15 years, she contributed to public relations, marketing, brand building. She has served both Chinese and foreign clients all over the world, from Global Fortune 500 companies to domestic start-ups. She has served in leading companies in a variety of industries, including Caterpillar, Emerson, PepsiCo, Copenhagen Fur, Cochlear, NBA, Mercedes-Benz, Colgate, Mori Hamada & Matsumoto, Siebel Systems, Juniper Network, Nyenrode Business University, and University of Chicago Booth School of Business.

    In China, through the establishment of public relations and brand awareness, using cutting-edge marketing and digital marketing techniques, she is committed to helping more local companies to open the market quickly through establishing brands.

    Recent years, based on the local media environment and mass communication characteristics, Ulan Tuya has developed a series of public relations and marketing courses. These courses improve the PR and brand literacy and practical capabilities of enterprises which aim at building brands and expanding markets within Chinese audiences.

    Ulan earned her bachelor’s degree in English from Beijing International Studies University. She graduated from the National Development Institute of Peking University with an MBA and received an MBA from the Leuven Business School in Belgium.

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Tickets

Employee of Member Company:

Please register and pay by March 22.

Standard Price RMB 2,300
Non-member:

Please register and pay by March 22.

Standard Price RMB 2,800

Cancellation Policy

If you cannot attend a training for which you have registered, please cancel your registration no later than five business days prior to the training. If you fail to notify AmCham China of your cancellation in a timely fashion, you will be charged for training costs. To cancel you can: 1) email training@amchamchina.org, or 2) cancel online if you registered for the training through the website. Your cooperation in this matter supports AmCham China in maintaining the quality of its trainings and is appreciated by your fellow members and the organization.

Community

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Venue

AmCham China Washington Room

Floor 3, Gate 4, Pacific Century Place, 2A Workers' Stadium North Road
北京市朝阳区工体北路甲2号, 盈科中心4号门3层。

Beijing, Chaoyang District, China

If you have any questions please contact Caroline Wang

Contact Organizer

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