Smartcomm-23Tips

No.23

Communications Tips Ᏼᒦਪपᆍดሶᓜጓཽိ඾ॅखቲLj඾ॅჃནǖ vidar.ye@smartcomm.cn ߲‫ۈ‬ᏸᓐ࡝ᆡǖSMARTCOMM

ᒆጓ૦્ ᒆጓ૦્ Job position: PR/Press of Marketing, APAC

PR/Press of Marketing, APAC

ཽᇕषტ Susie Lim-Kannan Swissotel Hotel & Resort዇ვཌࠅ඙ᔐପ

Company: A worldwide leading German manufacturer of tires, brake systems and other parts for the automotive and transport industries Position Title: PR/Press of Marketing, APAC PLT

Ꮵᔫଆ༝ 8 things you should never do with customer magazine

Location: Shanghai, China Key Areas of Responsibility: Establishing and handling all Public Relationship, Media and Internal/external related communications and events in professional and active way in alignment with corporate and other divisional PR concept and strategies to establish company tire image in the market places Central organe for all PR-related subjects involving developing, editing press releases, key notes, statements, case studies etc Plan and implement press related events by fully leveraging the internal resources Establishing corporate relationships with

ᐵ൒ႈᆒ 12 steps required for an effective internal communications strategy and plan ‫ښ‬ಿॊሱ Green Printing ણۣ፝ၮ ᔢቤ৔௥ @SWS໩ጓኝࠅອ਌ಯᇹᄻ ਓসᅎਓ eventrenĊ Ċ૚ࣅ‫ݽ‬ચᑗጙᐶါᆀ൥ຳგ ᄖᄖ‫ܪ‬ᒔĊ Ċഌሌࡼᔈᓐ‫ܪ‬ᒔ࿸ଐຳგ

related governmental arms, industrial associates, opinion leaders to have targeted Continental Tire exposure Key Requirements: University degree in Media Science, Journalist, Sociology or Marketing with working experiences for reknown presses (newspaper, magazines, PR agencies or multinational companies with PR focus Years experience as Journalist at wellknown newspapers, PR agencies or multinational companies with good PR track record. Affinity to serviced technical products, press network, multicultural communication Strength in project management in strict timing schedule Fluent English and Chinese (written and spoken), other Asian language will be a plus. International working experience is a must Contact: jean.zhao@bo-le.com

ཽᇕषტ

Persistent pursuit of perfection ฝဵྙੜᔓ࿟PR & Communication ᑚᄟᒆጓࡸവࡼǛ S:

ᑚဵᄖဟ࢐ಽཽਜ਼‫ګ‬ăধ஠ྜྷௌࢢቲጓࡼဟ઀LjᆸဵᏴHR‫ݝ‬ඡăࡩဟᔪ೫10ฤ ࡼᏇPRᑵੑಭᒆLjGM௻ࡻᆸ੝းᔪᑚৈLjჅጲ௓৊೫ᆸ஠ྜྷPRࡼ૦્ăࡩဟᆸ ੪ฤ༵LjGMႁฝऻ‫ޟ‬ᎌ༅ೆLjᏴᑚዹࡼ৴ᇎਜ਼૮಺ሆLjᆸሆ௼ቦ‫ڳ‬৔ᔫᔪࡵᔢ ੑă

৊ᎌᒔ᎖PR & Communication खᐱࡼฤཽ༵ฝᎌဠඐ୐ፇǛ S:

Susie Lim-Kannan Swissotel Hotel & Resort ዇ვ ཌࠅ඙ᔐପLj፱ᎌௌࢢ፦ሾਜ਼ ှ‫ࠅޝ‬඙20ࣶฤளዩLj Ᏼ۞౪ ቤଝຸĂ‫ࡍڦ‬ಽ዇Ă࿟਱ࢀ࢐ ৔ᔫਭă

1/ ጙৈੑࡼPRኊገᎌऻ‫ཾࡼޟ‬งೆਜ਼ੑຘ໮Ljੑࡼ଑ፂೆጐဵ‫ݙܘ‬భ࿩ࡼǗ 2/ ገਜ਼‫ݙ‬ᄴࡼཽᆒߒ೜ੑࡼਈᇹLjኊገᎌଫ༓ࡼፀᒔೆǗ!

3/ ገᎌጙ఩ຳ‫ޟ‬ቦབྷ୻၊௢௾Ljฤཽ༵ဵ્ຎࡵཽଜ࣪ฝႁ‫ݙ‬ቲĂ‫ݙ‬ถă

ቢ࿝ဠඐዹࡼሆၢǛ S:

ࡩఘࡵกቋऻ‫ޟ‬ᎌຽೆĂᎌงೆĂᎌۧঌࡼฤཽ༵ဟLj્ཱུ࣒ᆸሯ໦ᆸฤ༵ࡼဟ ઀ăྙਫຎࡵᑚዹࡼཽLjᆸళࢾ્৊Ⴧඣৎࣶࡼ૦્ăჅጲࡩᆸෂ၂ቤཽࡼဟ ઀LjᒑገჇඣზࣞ࣪೫Lj໚Ⴧࡼᆸ௻ࡻ࣒ဵభጲ๸ዸࡼă

Ꮵᔫଆ༝

OpƟmize CommunicaƟons Performance

SMARTCOMM ѣЏؔӲߒ‫߆ں‬ԇ

8 Things you should never do with customer magazine

Ver. 2011

There’s a lot of good that your company can get from a custom magazine. But at the same time, it can turn around and hit you right between the eyes if you misuse a company publication.

Go unprofessional

Brag about yourself

1 “If you can’t do it yourself, give it to someone

5 Try to keep the directors’ and boss’ family

who can”. Employ a team of qualified profession-

pictures and tall tales to a minimum. Not an

als to work on the magazine internally, or contact

“I’m-paying-for-it, I’ll-stick-what-I-want” self

a custom media house to publish it externally on

promo piece.

your behalf.

Never go unqualified 2 A custom publication is a very strategic medium

Promos galore!

6 Company advertisements and self-promotion

pieces should not exceed twenty percent of the

where every single page has a direct conse-

total number of pages. Anything more than that

quence on your profits.

and your magazine loses its credibility.

Assume you have all the PR you need

Badmouth competition

3 You can’t get any further away from the truth here.

7 So if you want to be respected through your publi-

An in-house publication is a start, but it’s by no

cation, talk about your achievements without

means, the means to the end. Follow up your

overly comparing and gloating over your success

custom publication activity with additional activi-

and your competitors’ losses in the pages.

ties to pack a power-punch.

Glow too bright 4 Brag about your company in your magazine, but

do it discreetly and professionally.

Straying away…

8 Stick to your niche, and provide your readers with

interesting, relevant information that focuses on your industry.

Is su

e2 8

N ov

em be

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20 09

Ꮇ೫ஊৎࣶSMARTCOMMᏴ໩ጓᏭᒔࡼॲᇗ-૞Ⴣན፝ၮࡼॲᇗ஑࿬Lj༿ᒘ࢟021-54891931*16 Nico Ni / nico.ni@smartcomm.cn

ᐵ൒ႈᆒ

12 Steps required for an effective internal communications strategy and plan 1 Employee focused communications must be led

from the top.

7 Timing is critical.

8 The tone of any communication is important if

2 Consistency in message is vital.

3 Charismatic yet natural and planned communi-

we want people to engage effectively.

9 Keep all communication focused on the “What

cations are more effective.

4 Communication via the line manager is pre-

ferred and more effective.

is in it for me?” factor.

10

Communication is a two-way process.

11

A single key theme or a couple of key themes is

5 Employee communications are not optional

a means of giving coherence to a range of

extras, they are part of business as usual and should be planned and budgeted for as such.

diverse employee communications initiatives.

12

Set your standards and stick to them.

6 There must be integration between internal and

external communications.

‫ښ‬ಿॊሱ

Green Printing ൊྻણۣ፝ၮ ఱઓǖ ఱઓဵጙଜཝཆᒀ෗ࡼแᔫᇕ৛ႊă

ఱઓኊཇǖ ఱઓገ፝ၮጙ‫۾‬ኝࠅ໩ጓ࿷્ᐊྀࡼᓾ೯LjኊገᏴ۞౪ ᒓᐽਜ਼፝ၮࢀણஂࡉࡵણۣஂถገཇă

Smartcommऱ‫ښ‬ǖ 1 ᒓᐽǖFSCཱྀᑺᒓᐽ

྽೶਌ಯᆕᏋ્ \ FSCཱྀᑺDŽ྽೶ཱྀᑺDž^ཱྀᑺᄏᇹဵ෹༄ှ‫ཱྀޝ‬భࣞᔢ ঱ࡼLj၊ࡵऻᑶঀણۣᔝᒅਜ਼ඏጵᔝᒅᑽߒࡼཝཆ྽೶ཱྀᑺᄏᇹLjᒜࢾ ၊ࡵਓमཱྀభࡼ྽೶ள፦Ꮗᐌਜ਼‫ܪ‬ᓰLj࠳஠ီஏपᆍด࣪ણஹঌᐊ Ă࣪ ࿷્ᎌಽਜ਼ள଍࿟భቲࡼ྽೶ள፦ 2 ᎉ෥ǖࡍ࣏ᎉ෥

ࡍ࣏ᎉ෥ဵ୓ࡍ࣏ᎉ༵ࣞᄋ࠙ઁLjᎧྻႤĂၥᒂࢀᄗଝଋ૘੝ऎ߅ࡼă ፿ᒈᇕᎉᄐࡔဝᎉLjି࿩೫છဝᏇ೯ࡼဧ፿Ljદஊ࢐ཆᓾᏎஜᐽăऎ༦ࡍ ࣏Ⴥኊࡼિखቶᎌ૦ᇕᒠ‫ྙݙ‬ဝᎉࣶLjି࿩೫హ໮ᇁ཰ă჈ࡼྻႤଢ଼ஊ ൈጐဵ‫ܪ‬ᓰ໱ᎉࡼ4۶ă 3 ᒜ‫ۈ‬ǖCTPᒜ‫ۈ‬

Ꭷࠅᄻᒜ‫ۈ‬ሤ‫܈‬CTPᒜ‫ࡼۈ‬ᎁဴᏴ᎖;1.ဏऺ೶<2.ᇄᏺ࢛<3.߲‫ۈ‬Ⴅࣞ౐ă Ꮇ೫ஊৎࣶSMARTCOMMᏴൊྻણۣ፝ၮࡼถೆૺऱ‫ښ‬Lj༿ᒘ࢟021-54891931*16 Eleven Wang / eleven.wang@smartcomm.cn

ᔢቤ৔௥

ှ‫ݝޝ‬቉ൈᄋ঱೫ƽ ཝፐᎌ೫6੝1ࡼ @SWS໩ጓኝࠅອ਌ಯᇹᄻ 1 ‫!!!!߼ݴ‬๼႙!!!!۞ᓤ!!!!࿺༿!!!!ဃຒ!!!!ᄻଐ!!!

2 3 4 5 6

@SWSဵ൸ᔗ໩ጓᎌࣶᒬ፝ၮອ)ಳອ*૞ᑗᎌࣶৈ‫ݝ‬ඡဧ፿፝ၮ ອ) ಳອ *ࡼ਌ಯኊཇLj۞౪፝ၮອ)ಳອ *ࡼ‫߼ݴ‬Ă๼႙Ă৉࢐ ဧ፿ᑗ࣪፝ၮອࡼ࿺༿Ă਌ಯᑗ࣪፝ၮອဧ፿ࡼ఼ᒜࢀኊཇă @SWSᅲཝ௙᎖ઑೊᆀࡼ਌ಯຳგLjᇄኊ‫ڔ‬ᓤྀੜྟୈ૞୻၊আ Đঌᐊ3ৈ‫ݝ‬ඡኝࠅອࡼᒜᔫĂ‫߼ݴ‬Ă ๼႙Ă࿺༿ĂဃຒĂᄻଐვઔறೆLjથ ੑᎌATXT໩ጓኝࠅອ਌ಯຳგă đ Jenny, Eastman

Ꮽࡼ๸ኵăᒑኊభጲ࿟ᆀ௓భጲऱ‫࢐ܣ‬ဧ፿ă

඾ॅᄏዩhttp://www.smartcomm.cn/index/index.asp

‫ݝ‬ॊఱઓ; Ꮇ೫ஊৎࣶSMARTCOMMਈ᎖ኝࠅອ਌ಯᇹᄻࡼቧᇦLj༿ᒘ࢟021-54891931*17 Marshal Xie / marshal.xie@smartcomm.cn

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