How to organize the work of the press service
If the organization has never worked in the media before, the newly recruited curator of the press service needs to conduct serious training in the following areas:
- choice of key speakers;
- establishment of work with structural subdivisions to provide information suitable for publication in the media;
- technical equipment of the press service and the first media plan
From management in the media
Each of the designated items can take significant time to complete implementation. However, if we talk about priorities, the main one should be the search for key speakers of the organization. To attract the media and make the organization not only an advertiser, but also an informant, it will be necessary to work with the leaders of the organization. Among them - the general director, the office of deputies, heads of departments and departments in the directions. These people should clearly understand the need for communication with the media, understanding the importance of each commentary and systematic work in this direction in general.
Often, even the most interested in media activity, the speaker is uncomfortable and embarrassed when communicating with journalists. Remove these barriers - the task of the curator of the press service. This can be done by demonstrating a press dossier with examples of the best public appearances of already well-known media persons.
In addition to the management of the media goals and objectives of the company, all heads of departments and departments should be informed. To do it better in the course of the next meeting, in the work of which the management should set the task of providing full information to the press service. All members of the team must understand that this duty is not a whim of the press secretary, but a new strategic task of the leadership.
To establish productive interaction with departments, it is necessary not to wait for the information to be provided, to try to immerse themselves in their work from within. Quarterly reports of divisions, communication with management and directly executors will help in this. Be friends with everyone and be open to new information - one of the keys to the effective work of the press service.
In the process of working with certain segments of the company there may be difficulties in providing information on an ongoing basis. Often this is due to the employment of specialists in the departments in the direct area of work. It is unproductive to offend the fact that colleagues consider the information tasks of the company to be lower than their basic responsibilities. Therefore, it is worthwhile to raise the issue of creating internal rules for presenting information with a certain periodicity. And in order not to damage internal corporate relations, the press secretary should contact the department heads directly with a request to provide direct access to information for processing, so as not to load the work of the unit's employees. As a rule, leaders with cordiality refer to such initiatives.
The first step to publicity
After the internal preparation is over, the stage of reaching the public level comes. This will require the study of the media, which can potentially become media platforms for the publication of information about the company. Depending on the strategic tasks, the press secretary should not be confined to specialized publications. Information agencies of local, regional and federal levels, television, radio, etc. can be included in the number of potential information partners.
Do not underestimate the sites, which, although they do not have the status of media, but often outperform their information colleagues in efficiency. These are bloggers, groups and communities in social networks, information sites, etc.
It is not superfluous to think about the company's activity in social networks without intermediaries. Nobody is better than the press center, knowing the work of the company from and to, this task can not cope.
In parallel with the preparatory work, the press secretary is to draw up a list of the necessary technical means for the work. In addition to the standard set of office accessories, this camera, a dictaphone, hard drives for storing materials.
The first media plan - the publication strategy of the company in the near future - should be prepared with the expectation that the media will be wary of information from an unknown source. This can explain at first a large number of publications on a commercial basis. The final information must be agreed with the top management.