Press Conference

1. Press conference in PR action

Press conference is a meeting with double-side communication, where reporters ask questions. Press conference is called by an organization to announce an important news in the following cases:

1. to announce the news of considerable importance to a large group of people;

2. to explain a matter of public concern;

3. to give reporters requested access to an important person;

4. to demonstrate new product or to explain new invention to the media.

Advantages of a press conference: quick, simultaneous and broad information dissemination.

Disadvantage- it is impossible to predicate all questions, sometimes hostile, at press conference.

Most of the press conferences have positive inventions, but sometimes the reporters’ reaction may be negative. Mostly it depends on a company’s reputation: if the reputation is good, public will adopt all excuses and explanations; in the opposite case, it is recommended to take a position of defense. But in both cases PR specialist must create the atmosphere of collaboration.

Press conference may be of two types:

*1)

2)

PR role is to demonstrate when and if a press conference is needed. The only requirement is news announcement. Press conference called with the aim to stir up publicity without any important reason may alienate journalists.

2 Press conference planning

The conference should be scheduled at a time convenient for the journalists, that time depends on local situation: if a town has only one daily newspaper the best time will be morning, if it is a morning newspaper- afternoon. For TV morning hours will suit more. In general, morning or early afternoons are best for both print and broadcast media. For trade press, late afternoon press conference will be more convenient.

*PR specialist should avoid:

**Location for press conference must meet several criteria:

*Invitations for the press conference:

Invitations should be marked ‘RSVP” (French- be polite to respond)- responds make it possible to determine the size of the meeting room, the number of seats and the number of press kits. But it is better to phone the invited reporters several days before press conference to get a tentative answer.

3 Handling the conference

Press conference should be well organized, short and punctual, speakers must be brief allowing reporters time to ask questions.

PR specialist should brief clients on:

- what they are going to say. PR specialist must write an announcement or a statement for the clients and train speeches;

- how they are going to say it;

- what visual aids will be used to illustrate the announcement.

Reporters should:

- receive copies of speeches and all background materials in the form of press kits(press release, short bios with the accurate names and titles of the participants, visual materials)

PR specialist should predict the reporters’ questions and train speakers on different questions answers.

**The last problem: when to finish press conference.

Press conference of a president usually lasts 30 minutes

Glossary

Access- доступ

Tentative- предварительный

Stir up – пробудить, вызывать

To brief- инструктировать

Alienate- отдалять, отчуждать

Bio- биография

Trade press- отраслевая пресса

Task for office hours- Requirements for press conference

Task for IWS – Press conference for politicians

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