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The importance of strategic communication - the press


The Essence of Strategic Communication through the Media

What is a press conference?

A press conference is an essential strategic communication tool, designed to communicate important news (for example, the launch of a campaign) about an organisation or company. It involves the participation of journalists and representatives of the company or organisation.

What is the purpose of press offices in public bodies?

Public communication is an essential part of strategic communication in the public sphere, where collective interests are put forward. This is why the press offices of public bodies have the task of informing, reporting and creating spaces for dialogue with society. Public communication is a crucial strategic communication process that promotes interaction and transparency between institutions and the public.

What is the purpose of a press conference?

A press conference is a media event at which a press office invites journalists to give them information, often giving them the opportunity to ask questions on the subject.

How does a press conference work?

In a typical press conference, the interviewee(s) present(s) the subject, then the journalists present ask the questions they deem appropriate in a random order. In other cases, the questions must be submitted to the press office beforehand.

What is the role of the communications advisor?

The role of the communications advisor is to facilitate the relationship between the company and the media, through the disclosure of events. According to journalist Clarice Pereira, a marketing specialist at ESPM, a well-done communications job ensures the company's image, as well as other benefits.

How long does a press conference last?

Press conferences last an average of two hours and are generally held in the morning or afternoon (preferably at 10 a.m. and 2 p.m.).

What are some examples of press conferences?

The White House press conferences in the United States or the daily press conferences organised by the police to give journalists details of recent crimes, accidents or other incidents are good examples.

How widely accepted is the press release?

How well a press release is accepted depends largely on its title and subtitle. An effective, punchy headline can attract the journalist's attention, while the sub-heading is designed to maintain attention and persuade the journalist to read on.

How can we assess the relevance of a press release?

This analysis will enable us to assess the relevance of the press release, avoiding its trivialisation, mass distribution and subsequent loss of interest on the part of journalists and their media.

How do you write good press releases?

To write good press releases with a view to communicating effectively with the media, the following guidelines should be borne in mind: The beginning - Reveal a new fact, followed by the circumstances, reasons and consequences. Always be complete by answering the questions: What? What? When? Where? Who? Who? Why? How?

When should you organise a press conference?

A press conference is generally organised to announce a new innovation, announcements with a major economic or social impact, the management of a crisis or emergency situation, or to communicate a public decision to several journalists at once.

What are the objectives of a conference?

Conferences are broad, democratic forums for collective discussion and the articulation of organisational proposals and strategies. Their main feature is to bring together public authorities and organised civil society to debate and decide on public policy priorities for the coming years.

Organising a PRESS conference

Here are some tips on how to organise a conference more effectively:

  1. Create an organising committee: Set up a team dedicated to planning and coordinating the conference. Make sure that each member understands their responsibilities and assigned tasks.

  2. Structured planning: Develop a detailed plan that covers all aspects of the conference, including venue selection, registration management, session scheduling, meal and break logistics, etc.

  3. Strong guest list: Identify and invite key speakers and participants who will add value to the conference. Ensure that the guest list is diverse and relevant to the conference theme.

  4. Prepare the necessary equipment: Make sure that all the necessary equipment, such as projectors, microphones and visual aids, are in good working order and ready for use on the day of the conference.

  5. Assemble a support team: Recruit and train a support team to help with registration, welcoming participants, meeting room logistics, etc. A well-prepared team helps the conference run smoothly.

  6. Preparing for the unexpected: Anticipate potential problems and be prepared to deal with them proactively. Having a contingency plan for emergencies or last-minute changes can help mitigate disruption.

  7. Post-event evaluation: Once the conference is over, gather feedback from participants, speakers and the organising team. Analyse the strengths and weaknesses of the conference to identify areas for improvement for future events.

  8. Documentation and follow-up: Document all stages of conference planning and execution. Make sure you follow up on actions to be taken after the conference, such as sending thank you notes to speakers, sharing presentations or documents with participants, etc.

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