Any self-respecting company must have its own press service. It is she who is called upon to form the image of the company and create a competent reputation for it. How to properly organize the work of the press service?
Instructions
Step 1
When organizing a press service, it is necessary to clearly define why it is being formed, what tasks will be performed, how it will participate in the development of the company.
Step 2
The staff of the press service can consist of one to several people - it all depends on the type of organization it serves. The larger the company, the larger the staff of the press group. Typically, in large organizations, press services are part of the PR department. In small companies, the duties of the head of the PR service and the person responsible for relations 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.
Step 3
It is important that each employee of the press service is responsible for his own range of responsibilities. Thus, the head of the press service is fully responsible for the work of the department, he personally conducts press conferences and organizes a cultural program for journalists.
Step 4
The responsibilities of the press liaison officer include preparing materials for the press, responding to press inquiries, and monitoring the media. He also takes, if necessary, measures to correct errors in statements or makes appropriate refutations. Although the press liaison usually acts as the representative of the organization, it is better for the head of the organization to speak on behalf of the organization in important matters.
Step 5
The press service also has an accreditation group that issues accreditation cards to journalists, prepares and delivers an information package of documents to journalists, etc.
Step 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 editorial offices of the media. In addition, in some organizations, such a group may be involved in publishing their own corporate newspaper.
Step 7
Large companies and government agencies may also have an analytical team that 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 programs, and to determine the quality of this coverage. Also, in preparation for the press conference, the observer is obliged to formulate the topic of the problem, the history of the issue, prepare various kinds of references and memos.
