How to organize the work of the press

To promote the company's products on the market, to create and strengthen the image of the company, successful interaction with the press is necessary. Therefore, the staff of many companies has specialists responsible for organizing work with the media. In the arsenal of their work there are many technologies that can successfully solve specific communication problems.

Instruction manual

1

Do not be discouraged if you work in the PR department of a little-known company, and you have to spin it from scratch. The competent organization of the PR company will bring not only monetary benefits, but also moral satisfaction from interesting work. Choose a specific format of events for the press: press briefing, round table, press conference, press lunch, press tour, online press conference, open door days, etc.

2

If a company launches a large facility, completes a successful transaction, or there is a need for prompt coverage of a crisis situation, then a press briefing may be an event. Take it according to a specific scenario: 1-2 company representatives make presentations to invited journalists, make a short statement and answer questions.

3

Organize a round table to present a project, development or research, interesting not only for a narrow circle of people. Invite analysts, independent experts, partners. The format of the round table assumes free communication on a socially significant topic. Journalists will prepare review materials, thereby increasing the expert status of your company.

4

Hold a press conference if you need a presentation of a large amount of information. The hall strictly houses seats for the presidium with speakers and, on the contrary, seats for journalists. As a rule, a press conference lasts 50-60 minutes. Specialists of different levels speak for half an hour, followed by questions and answers. The moderator corrects the course of this event.

5

Let informal reporters ask questions to company representatives by inviting them to a press lunch. An equilateral discussion of various issues related to the company takes place during breakfast or lunch. As part of this event, a series of mini-interviews can be organized for the press.

6

Get a wider reach of discussion participants by organizing an online press conference. As a result, it is possible to find out the interest in the company of different social layers, in different regions. Prepare a list of questions in advance. In order to address the speaker to “living” people, journalists may be present in the hall. Organization of a PR company in this format involves the selection of questions and control of their flow.

7

Organization of work with the media includes conducting press tours - travel of journalists at the expense of the company to its facilities. The advantage of this format is a personal acquaintance in an informal setting, holding a photo session, the release of high-grade materials. True, only wealthy companies can afford it.

8

Organization of a PR company in order to get acquainted with the production, business processes, level of equipment and style of the company provides for the holding of "open doors" days. Within a few days (up to a week), a prepared person meets visitors and journalists, conducts excursions, answers questions. This is another press event designed to create the loyalty of journalists to the company.

9

From the way journalists convey the ideas of the company to the masses, its prosperity and success will depend. Do not skimp on funds for organizing work with the media, be friends with reporters!

How to organize the activities of the press service