How to organize a press service

Any self-respecting company must have its own press service. It is she who is called to shape the image of the company and create her a competent reputation. And how to organize the work of the press service?

Instruction manual

1

When organizing a press service, it is necessary to clearly determine why it is being formed, what tasks will be carried out, how it will participate in the development of the company.

2

The press service may consist of one to several people - it all depends on the type of organization that it serves. The larger the company, the larger the staff of the press group. Typically, in large organizations, press services are a division of the PR department. In not very large companies, the duties of the head of the PR service and the person responsible for communication with the press can be combined by one person. Despite the fact that the press service usually acts as a representative of the organization, it should receive all instructions from the head of the PR department, who, in turn, is responsible to his management.

3

It is important that each press officer is responsible for his or her responsibilities. So, the head of the press service is fully responsible for the work of the department, he personally holds press conferences and organizes a cultural program for journalists.

4

The duties of the person in charge of communication with the press include preparing materials for the press, responding to requests from the press, and monitoring the media. He also takes measures, if necessary, to correct errors in statements or comes up with relevant denials. Although usually the person in charge of communication with the press acts as a representative of the organization, it is better to act on behalf of the organization on important issues for its leader.

5

An accreditation group also works in the press service, which issues accreditation cards to journalists, prepares and hands out an information package of documents to journalists, etc.

6

The press service may also have its own creative group, which may include its own correspondents, TV reporters, and cameramen. They should be able to independently prepare material for the media. In addition, in some organizations, such a group may issue its own corporate newspaper.

7

In large companies and government agencies, there may also be an analytical group, which includes a reviewer. Its task is to monitor and analyze the coverage of certain problems on the pages of newspapers and magazines, in television and radio broadcasts, to determine the quality of this coverage. Also, in preparation for the press conference, the observer is obliged to formulate the subject of the problem, the history of the issue, to prepare various kinds of information and memos.

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How to organize the work of the press service