Seven Elements Of News Conference Planning

People who have been involved in news conference planning have had such worries: will reporters meet on that day when they hold a news conference? If they came, would they ask the press spokesman with a swords like a sword?

Such worries are not unnecessary. A cartoon has been published in the magazine editors and publishers. Picture 1: the former president Clinton and his wife lie on the bed. In picture II, Clinton stands by the bedside with big eyes. Hilary is clearly awakened suddenly. Clinton said, "what a terrible dream! I dreamed that I had a news conference, but a reporter didn't show up. Hilary retorted: "it's not a dream, my dear - that's a sign!"

Indeed, in the United States, companies, government and other organizations hold many news conferences every year, but this is a frustrating and weary thing for journalists. One reason is that the company lacks the necessary media skills training, and the CEO, general manager or other speaker in the TV lens lacks self-confidence and is very unnatural. Therefore, it is necessary to re-examine the planning skills of news conferences in order to create a good "virtual world" in the mind of the target public and change or form a public view of one aspect of the company.

　　 One, when?

We know that if you want to get people's continuous trust, then don't shout, "wolf!" Do not empty the cannon when planning a news conference. Do not make your credibility - the media's attitude towards the company - take risks.

Do not let media feel that attending news conferences that could have been replaced by other forms is a waste of time. Edelman, executive vice president and general manager of Elderman PR Worldwide (Joseph B. Mcnamara), believes that whether a news conference should be held depends on whether she is worthy of summoning the reporters from all over the world. (Joseph B.) Journalists should not be only interested stories, but should also include information.

The timing for holding a news conference includes: the company and products (services) have become part of a public concern, companies or other members have become targets of public criticism, new products are on the market, and some big stars have started to hire themselves as advertising models.

However, the so-called "opportune moment" may also become an "inappropriate time". In fact, many news conferences are boring or trivial and boring. Therefore, when the company inspects whether or not to hold a press conference, we should first check the following questions:

1, a news release or audio-visual material strip - incidental briefing, background material - can it be fully provided to journalists, the stories that media audiences like?
2, if journalists can see or try a new product personally, what can they add to a news release?
3, can a company's top management or board members be able to gain or enhance cohesion or credibility for the company?
4, can we provide news that journalists can't get elsewhere?
5, is there any other way to effectively convey information to journalists? For example, a ball and a meal.
6, can a company spokesman effectively pass the information and withstand the test of questions?
7. Can face-to-face interviews with reporters provide them with an opportunity to ask other aspects of the company and we do not want to make them public? Such as company strategy.

　　 Two. Rehearsal for planning and preparation

As the saying goes, be prepared for nothing. In terms of organizational communication, information must be carefully handled and accurately arrived at a specific public. Channels for information dissemination must also be carefully selected. Therefore, we must never go ahead with training and rehearsal.

Generally speaking, one or two systematic training is necessary. In this way, you can foresee whether the spokesman is competent or not. But do not train too much, so you finally appear in front of reporters, TV will be like a mechanical tape recorder. The specific training methods are as follows:

1, gather those who are usually daring to speak frankly and ask them to sit in a press conference and give them two kinds of questions - one is sure to be asked, and another is what you want to be unasked. Let reporters ask questions. Repeat 2~3 times if necessary.
2, let the technicians who know the technology flow to attend the meeting to check whether the spokesperson is accurate or not; if designing the law, the company legal adviser should also be convened.
3, repeat the "dress rehearsal" video repeatedly, so that the press spokesman can see his facial expression and body language effect, and then put forward his opinions.
4, professional training. Some companies think that this is a waste of time and money. In fact, they do not understand the value of professional training. Even if you are naive to think that you will never hold a news conference, you will inevitably encounter a similar situation in your office if a scandal brings a large number of journalists to come, then it will be too late to train.

　　 Three, choose the right news spokesman.

A spokesman who represents the company's image will have a significant impact on public perception. If its performance is poor, the image of the company will also be disagreeable. Besides, the press conference is also a good opportunity for the company's top officials to deal with the media. It is worth cherishing.

Generally speaking, the terms of a press spokesman should be as follows:

1, effective communication and communication ability is the first requirement. It involves knowledge, clear language, listening ability, reaction and appearance, including body language.
2, the ability to execute the original plan and adjust it flexibly.
3, the title is very important. A spokesman should be in the company's important position and have the power to speak on behalf of the company.

　　 Four, determine the date

It is important to decide which day and which day is which day. Edelman international public relations company usually aims to lock the target public, that is, first of all, to see which time the target public is the most easily informed of news and what is the best way?

Monday is usually bad. Journalists are often busy checking last week's work. Friday is also unsuitable, because many people are thinking about how to spend the weekend. They certainly do not want to sit there asking questions or visiting alone. Tuesday to Thursday is usually more appropriate. In addition, we must confirm that there will be no more important news to avoid unexpected events such as earthquakes, tornadoes and so on.

It is the most difficult thing to start at a certain hour of the day. The deadline for breakfast and dinner is different. Morning news reporters should attend the press conference at noon and afternoon. For dinner or TV evening news, it is best to arrange at 9:30 a.m. or 10:00~10:30. We must not only consider the company's own considerations, but neglect to provide convenience for journalists.

　　 Five, invitation

Never call on the phone. A letter of request with a company logo indicates that the press conference is very formal. In the letter, it is best not to specify the full name and personal telephone number of the conference contact. Edelman international public relations company believes that this is in order not to allow reporters to advance interviews or advance details of the press conference. Otherwise, if they disclose some news beforehand, they will hurt other reporters.

If the media is not far from the company, it will be sent by hand. Be careful not to send too early, so that the invitation letter is buried in the file pile, but it should also give the other party the time to reflect. Even if the phone asks if the letter is delivered on time, whether the other person will attend the meeting or not.

It should also be pointed out that when completing the invitation to press conference, we should consider who will be interested in the content of this news conference. For example, news is only valuable for commercial journalists and journalists, so only invite these people. If it is medical news, then invite journalists from medical newspapers and TV programs. Of course, those journalists who have long reported the development of the company should be invited. If you are not sure, ask the newspaper editor or the TV station first.

　　 Six. Press releases and background materials

Press releases and background should be provided at each press conference, so that journalists can dig out news reports and cover reports outside the conference. It is better to send a press release to reporters ahead of time, which means that when a reporter arrives, he can get it, so that he can listen and glance. Edelman international public relations company advises clients not to worry that reporters can only browse the titles of materials when they listen to lectures, because professional journalists are accustomed to listening to information while searching for information. However, materials should be designed to be quick and easy to read. The company also wants to provide audio-visual materials to reporters. For this reason, make sure that professional photographers are present.

Background materials should generally include the following:

1. The key points of news time in news conference.
2. A brief history of organizational development;
3, technical manual if the purpose of the conference is to recommend a new product or new machine;
4, the spokesman's personal introduction and photos;
5, other communications cards, business cards, etc., for journalists and editors to contact later.

The cover of press releases and background materials should also be taken care of. The company logo should be printed to create public awareness.

　　 Seven, room settings

The size of the room used in the press conference is mainly determined by the photographers attending the conference. A cameraman takes up more space than a newspaper photographer. If the TV camera is in the back row of the room, the company spokesman should be seated in the front row of the room. If only the press and reporters attend the meeting, the speaker can sit in the reporter, and when someone asks questions, he goes to the front row. The more casual, the closer the reporter's space is, the easier it is to create a friendly atmosphere. Pay more attention to the size of the room. The space of the house is large and the staff are few. The impression is that the content of the press conference is not very valuable. It's better to be in a smaller room than it is: a full house is full of seats, and some people stand in the aisle, giving the impression that there must be very important news. Don't let press speakers sit in front of the mirror, windows or other background to prevent the lens from damaging.