1, meeting agenda
2. Press release
3. Speech
4. Introduce the background information of the speaker. (It should include the title, main experience, achievements, etc. )
5. Company Manual
6. Product description materials. (If it's a news release about a new product)
7. Related pictures
8. Souvenirs (or souvenir coupons)
9. Business card of the person in charge of enterprise news (further interview after news release, contact after news release)
10, blank stationery and pen (convenient for reporters to record)
Confirm the press conference spokesman
The press conference is also a good opportunity for company officials to deal with the media and is worth cherishing. The spokesman representing the company's image will have a great influence on the public perception. If its performance is poor, the company image will undoubtedly be unpleasant.
The conditions of a spokesperson should generally include the following aspects:
One of the leading figures in the company-the spokesperson should hold an important position in the company and have the right to speak on behalf of the company.
Good appearance and presentation skills. The spokesman should have a wide range of knowledge, clear language expression ability, listening ability and reaction ability, neat appearance including body language, generous and decent.
Be able to carry out the original plan and make flexible adjustments.
Have the ability of on-site regulation and control, and can fully control and mobilize the atmosphere at the press conference site.
The spokesman's preparation for answering reporters' questions.
At a press conference, usually after the speaker makes a speech, there will be a session to answer reporters' questions. Through the communication between the two sides, we can fully realize Zeng Qiang's understanding of the whole news event and his grasp of background information. If prepared and friendly leaders are interviewed by the media, the news materials released at the press conference can be further sublimated.
When answering a reporter's question, a main respondent is usually responsible for answering it. If necessary, if professional problems are involved, there will be other people to assist.
Before the press conference, the organizer should prepare the outline of the reporter's question-and-answer memorandum and reach an agreement in advance, especially the main and auxiliary questioners.
In the process of press conference, you should seriously answer the reporter's questions, politely stop irrelevant or lengthy questions, and directly and politely say the questions involving corporate secrets. Generally speaking, reporters can understand and others can answer politely. It is not appropriate to take a "no comment" approach. For complex questions that need a lot of explanation, you can simply answer the main points first and then invite them to discuss after the meeting.
Some enterprises like to arrange the questions asked by the media in advance to prevent the media from asking sharp and sensitive questions. It is recommended not to adopt it.
Invite reporters at the press conference
The technique of media invitation is very important, which not only attracts journalists to participate, but also can't reveal too much news to be released. In terms of the density of media invitations, there should be neither too many nor too few. General enterprises should invite journalists who are closely related to their own business fields to participate. If necessary, if the atmosphere at the event site is warm, they should take care of the print media reporters and photographers to go together.
The invitation time is generally 3 to 5 days in advance, and appropriate reminders can be made the day before the conference. Journalists who have more contact with the media can take direct telephone invitations. When the relatively unfamiliar media or the published content is serious and solemn, you can use a written invitation letter.
Appropriate suspense can attract journalists' interest in the news of the conference. Another way is not to disclose the news before the meeting and give the reporter a surprise. The idea of "I want to report the news at the first time" has prompted many media to write news. If it is disclosed in advance, in the reporter's words, "news resources have been destroyed." Seeing that other newspapers have reported it, the enthusiasm for writing news will be greatly weakened, and even people are reluctant to publish it again. No matter how familiar an enterprise is with some newspaper reporters, it can't leak major news content before the press conference.
In the process of inviting journalists, we must pay attention to the need to invite journalists, not advertising professionals of the media. Sometimes, media advertisers want to take the opportunity of the press conference to make business contacts and make promises that they can also help publish, and they must refuse at this time.
Several misunderstandings in the press conference
One of the misunderstandings: there is no press conference. Some enterprises seem to have a hobby of holding press conferences. Many times, enterprises have no major news, but in order to maintain a certain influence and prove their existence, they should also hold press conferences from time to time. As a result, although the enterprise has spent a lot of energy, it has hardly gained anything. The lack of news often makes organizers rack their brains in the form of a press conference. Lively to lively, but the effect is not ideal. If it is too distracting, participants remember the lively form, but forget what the organizer wants to express.
Myth 2: The theme of news release is not clear. From the standpoint of the enterprise, the organizers can't wait to put together the glorious history of their ancestors for eight generations and tell people when they won the gold medal, when they were certified, when they won the first prize, and when they donated money to study. But things that deviate from the theme are like waste paper in the eyes of the media.
In the process of communication, some enterprises are afraid of revealing business secrets. When it comes to specific data, they are always vague. When it comes to sensitive topics, they "look around" and either have no comment or are investigating. In this way, enterprises cannot provide what the media want to know; If the media is unwilling to take care of it, enterprises will suffer.