How to be a good court spokesman

Around the world, the government, including some large enterprises and influential associations, has established a press spokesman system. China established the press spokesman system on 1983, which has been widely used by various government agencies and units. The system aims to properly respond to public queries, promptly clarify false rumors, authoritatively release policies and information related to major emergencies, dispel doubts and doubts, and further enhance credibility. How to be a good court spokesman must arouse the serious thinking of every court spokesman.

In 2009, the Supreme People's Court implemented a spokesperson system; On 20 14, the press spokesman of the National Level 4 Court announced that the main functions of the press spokesman of the court were defined, such as releasing relevant news, expressing opinions and positions, answering reporters' questions on behalf of the court, and paying attention to the effect after the press release. Obviously, the role of the court spokesman is quite important. How to do a good job as a court spokesperson must arouse the serious thinking of every spokesperson. Combined with the usual study and press release work experience, the author thinks:

First, lay a solid foundation for three tasks. Requirements for the press spokesman: guide the speech work with a scientific outlook on news, face the media with a mature and open mind, take principles and policies as the basis of response, and realize the intention of the spokesman with skilled professional skills.

Ideas should be changed. I haven't said it before, but now I have to say it. When you do what you say, you must be clear about your role and ask yourself-"Who am I?" I am a spokesman, not an actor, not a superior, not a scholar and expert. Don't talk about personal opinions, be serious and responsible. Only by knowing "who am I" can we know how to do and say.

The mechanism should be sound. The spokesperson is not fighting alone, but as a team. Usually, before the speaker speaks, he should concentrate on the collective wisdom of his unit and guess the questions carefully (what questions will the reporter ask? How to answer? What can be said, what can't be said and so on. ), simulate rehearsal (colleagues act as reporters to ask questions), and be aware of it. Find some media and let them ask questions according to their own topics.

Quality should be improved. News spokesmen should read more books, usually read more news such as newspapers, internet and TV, and constantly broaden their horizons and increase their knowledge. In particular, we should know more about the information related to the content of the release, and improve our political quality (policy level), professional quality (legal knowledge), media quality (news dissemination), scientific quality (seeking truth from facts), language knowledge quality and personal charm (wit and humor).

The second is to grasp four basic points. The court spokesman is actually a channel for the court to interact with the public. In the news statement, we should grasp four basic points:

Build self-confidence. A spokesman should usually be familiar with the whole process of events, understand the media ecology, know what the media likes and needs, and know how to deal with the media. We must also know what the people want to hear, so as to grasp the key points and not make mistakes. The spokesman should understand the position of the court, be familiar with relevant policies, laws and regulations, and know how to properly handle the situation. He should not say good things as bad things, and all parties should be aware of it. If you do your homework, you will have confidence. Don't release news or information without adequate preparation.

Sincere attitude. Attitude is everything. Face it warmly, treat each other sincerely and respect each other. Besides being earnest, modest and polite, when answering questions, what you know is what you know, and what you don't know is what you don't know, so you can't make it up at will. In the interaction with reporters, if you are really not authorized, or encounter a case you don't know, honestly tell reporters that there is no further news at present. If it is a question that the public is very concerned about and the media reporters are very eager to know, they can agree with the reporters to reply. The spokesman can't give the impression that he doesn't pay attention to the problem.

Around the theme. A press conference is usually one theme at a time, and the theme of the press conference is the central content of this release. When publishing, it should be published in strict accordance with the content of the release draft and around the theme. No matter what the situation, you are not allowed to play it at will, let alone publish content irrelevant to this release and say what you should say. Leave the topic to publish some content, you may repeatedly emphasize that the media should not report, but the media reported it anyway; It's not that media reporters are not interesting enough, but that the media think what you said should be made public, so the spokesman should keep his mouth shut. Don't answer hypothetical questions. Hypothetical questions are generally traps and cannot be answered casually. Answering them rashly is easy to circumvent people and may even make mistakes. We can answer: "This assumption will not happen, so we are embarrassed to answer" or "This assumption has not happened yet, so we are embarrassed to answer", thus avoiding the "trap" problem.

Action specification. The venue layout should be serious, generous and decent, and the publishing platform should be clean and tidy. Don't put other things (cigarettes, watches, etc.). The spokesman should pay attention to his clothes, hairstyle, gestures and posture, not too casually, and pay attention to his image. The image of the spokesperson is also the image of the unit. The court spokesman should wear the judge's uniform (police uniform) every time he publishes, and no accessories are allowed. Female spokespersons should pay special attention. Small problems may cause big trouble. A spokesperson should have considerable expressive ability. According to the situation of the event, the speed, intonation, tone and pitch should be just right and have affinity.

The third is to be familiar with the five major work processes. According to the usual press release, the author summarizes the press release work into five workflows, and the spokesperson should be familiar with them before the press release:

Prepare in advance. After determining the release content or theme, formulate the release plan (content or theme, agenda, time, place, publisher, attending leaders or units, invited media, etc.). ) and submitted to the competent leadership for approval.

Prepare directly. Prepare press conference materials (press releases, news articles, answer plans, etc.). ) and host words. The whole news is generally distributed to reporters. The moderator's speech mainly introduces the theme, background, publisher and agenda of the conference. Invite the media in advance, receive the media, and arrange the venue (rostrum seats, media seats, microphones).

Organize the release. Generally speaking, court information should be released by the spokesman. You can also invite relevant leaders (court leaders or heads of court offices) to release information according to the situation. When releasing information, it shall be released according to the prepared press release, and shall not be broadcast at will.

The reporter asked questions. The host of the press conference is responsible for determining the questions raised by the media reporters and arranging the press spokesman or relevant personnel to answer the questions raised by the reporters. A press conference usually answers 3 to 5 questions from reporters and can be supplemented if necessary. The host and spokesperson have a tacit understanding.

If, after the press conference, a reporter asks for an interview (especially TV reporters need to record pictures), don't refuse. The interviewee should generally be a spokesperson or the person in charge of the unit, and other personnel may not be interviewed by reporters without approval. When interviewed by reporters, you should still answer questions according to the theme of the news release.

Summarize and reflect. After the press conference, the unit that organized the press conference will report the relevant materials to the press and publicity department of the court for the record. At the same time, the spokesman, relevant leaders and relevant personnel should timely evaluate the effect of this press conference, especially the existing problems and whether there will be secondary public opinion. If they want to think deeply, they must have enough understanding in thought. If there is any problem, it should be corrected in time. The whole process of press conference should be recorded and electronic files should be established.

The fourth is to master six disposal countermeasures. As we all know: transparency determines credibility; The right to speak determines the dominance; Guiding power determines influence; Soft power determines leadership. Press releases can better guide public opinion, and spokespersons should grasp the overall situation when releasing them.

Territorial management, graded responsibility. In general, there is no need to push the release. As far as the courts are concerned, which court issues its own affairs, other courts can support it simultaneously. Especially when a reporter asks about other courts, the spokesman should explain the situation, write down the reporter's contact information, and inform the court to give a reply and stay out of it.

Study hard and have a unified understanding. Carefully plan the release content of the event. What is this? How can I put it? In particular, we should think positively and negatively. Can the public accept what they say? Will there be a second public opinion, etc. News release should be clear-headed (especially for emergencies and problems, we must follow the requirements of "expressing the situation, seriously saying the reasons and reporting the results quickly"), with clear views and accurate language norms.

Pay attention to methods and forms. According to preliminary statistics, there are the following nine release forms, and the press spokespersons of each unit can choose the appropriate release means or form according to the situation: press conference; Briefing; Make a statement; Answer reporters' questions; Provide press releases; Online publishing; Online communication; Organize interviews; Series release.

Violation of law and discipline, take the initiative to express your position. When cadres violate the law and discipline, they should take the initiative to take a clear-cut stand, announce measures and treatment results, and eliminate harm.

False facts, timely clarification. If the court's public opinion is involved, it should be checked quickly, negotiated immediately, clarified quickly and handled properly.

The reporter pestered me and repeated it. When holding a press conference, you will often meet reporters' questions. As a news spokesman, you should be calm and not play it at will. You can patiently repeat, retell and explain the contents of this release.