How to organize the work of the press service
If the organization has never before worked in the media plane, the newly hired curator of the press service needs to conduct serious training in the following areas:
- selection of key speakers;
- arranging work with structural units to provide information suitable for publication in the media;
- technical equipment of the press service and the first media plan
From management to media
Each of these items can take considerable time for full implementation. However, if we speak about priorities, the main should be to find the key speakers of the organization. To attract the media and get to see not only advertisers, but also the informant, you will need to work with the leaders of the organization. Among them – General Director, office deputies, heads of departments and departmental areas. These people should understand the necessity of communicating with the media understanding of the importance of each review and systematic work in this direction in General.
Often even the most interested in media activity, the speaker feels awkward and embarrassed when dealing with journalists. To remove these barriers – the task of the curator of the press service. This can be done by showing the press a dossier with examples of good public speaking is already known to media persons.
In addition to the leadership on the media goals and objectives of the company should be informed all heads of divisions and departments. To make it better during the regular meeting, in which the user must put the task of providing full information to the press-service. All team members need to understand that this responsibility is not the whim of the press Secretary, and the new strategic task of management.
To establish productive relationships with the departments, it is necessary without waiting for the provision of information, to try to take in their work from the inside. Help in this will allow the quarterly reports of the division, communication with management and the performers. To be friends with everyone and be open to new information is one of the keys to effective work of the press service.
In the process of working with defined segments of the company may have difficulty in providing information on an ongoing basis. Often this is due to the employment specialist of the Department on the direct line of work. To conceal resentment at what colleagues think of the information objectives of the company are below key responsibilities – unproductive. So you should raise the question of establishing internal rules for the submission of information with a certain frequency. And that is not affected by this intra-corporate relations, the press Secretary should contact the government departments directly to provide direct access to information for its processing, not to the work load of employees. As a rule, managers with hospitality belong to such initiatives.
The first step to publicity
After internal preparations are finished, comes the stage of entering the public level. This will require the study of mass media that have the potential to become a media sites to publish information about the company. Depending on the strategic objectives, the press Secretary should not be restricted to specialist publications. The number of potential media partners can be easily included news agencies local, regional and Federal levels, TV, radio, etc.
Don't underestimate the venues, though having the status of the media, but often superior to their informational counterparts in efficiency. That bloggers, groups and communities in social networks, news sites, etc.
It would not be amiss to think about the company's activity in social networks without intermediaries. No one better than the press center, who knows the work of the company from and to, will not cope with this task.
In parallel with the preparatory work, the press Secretary will have to make a list of necessary technical equipment for work. In addition to the standard set of office accessories is the camera, recorder, hard drives for storage of materials.
The first media plan – publication strategy of the company in the near future – should be established with the expectation that the media will be wary to treat the information from a previously unknown source. This may explain, at first, a large number of publications on a commercial basis. Final details should be agreed with senior management.