Press conferences. Strategy of PC. Detailed proposal 2 alternatives goals Date and place themes Speakers, experts Invitation for journalist content timing medialist Press material content Graphic side. Presentations for speakers content Graphic design - PowerPoint PPT Presentation
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2 alternativesFor the client – focus on key messages and brand presentationFor speakers – key messages „foisted“ unnoticeably, brand mentioned only marginally (openly can be mentioned only in case one of the speakers is representing the client)
GoalsFor client: reflect the requirements of the client, especially the key messages, for ex.:
Inform the journalists about the results of the research on consumation and popularity of xxx product in households of Xx country..Introduce a new packaging developped by the key designer….. Offer journalist interesting information about the product from the point of view of an expert/celebrity.
For speakers: can be leaft out (only title of the press conference, place, time, agenda with themes and speakers)
DateNot suitable – Monday and days before or after bank/state holidaySuitable – Tuesday to Thursday:
time: morning from 9 -10, great risk of overlap with another PCAround noon, afternoon: less risk of overlap, greater risk of lower interest of journalists
Very suitable: Friday, summer holiday
PlaceHas to be easily accessible by public transportProven or new:
Brand specific, popular among journalistsNew, unknown, with attractive environment and pleasant atmosphere (they use the PC to meet and chat, like to discover new places)
Refreshment:Theme specific or untraditional, if possible corresponding with the theme of PC (but healthy life style and unhealthy food!!!!) Saving not recommended – journalist come to PC to get something to eat, rau is the best time to start and develop media relations
ThemesRequirements of client and key messages „packed“ into a sum of interesting, information, actual – new – practical info:
Actual info – in relation to the date of PC/activityNew information – brand news, results of research, tests, studiesPractical information - tips and tricks, advise (tables, charts)
In case of more themes presented, only one should be branded openly, the others should remain unbranded even if related to the brand category, for ex. :
Popularity of mayonaise in the Czech householdsThe representative of www.homecooking.com shall inform the journalist with the results of the results showing the popularity of mayonaise in the Czech households – average consumption, what it is used for, what type people buy most, where it is used (for cooking, on the table), what are the myths connected with the product….The representative of the produced shall inform the journalist about the ingredients – vegetable oils, low amount of eggs, low energy (arguments against myths) and introduces new packaging stressing its advantages (hygiene, easy manipulaiton, easy dosing…)
Detailed draftNutritionist informs journalists about rape seed oil and its advantages, PUFA, health benefits, informs how the oil is made and processed….
Speakers, expertsExperts in the given field:
Attractive for journalists -Known and appreciated by journalists - good name, not „the same old“ people
Representative of a client :Only oneOnly brand representative should speak about the brand, not the independent expert
Title Little bit mysterious, indicating, but not saying too much, must be trueShould not include brand, brand categoryFor ex.: „Enjoy mayonaise without any reproaches“, Select the king of the salads…
Body text:Brief, concise, aptly – approximately 8 linesThe introductory sentences should attract the attention – promise of st. Interesting (but bewre of false promises)The text should indicate what the experts will be talking about and also that the jounralist will get usefull informationFor ex.: Mayonaise is a part of the menu of nearly every household. Why they are so popular? How much of them do the Czech cooks use and for what? These were the questions asked during the survey made this August. Apart from them we have prepared information about rape seed oil, the king of the oils and the key ingredient of mayonaise. We will always introduce to you the mayonaise XXXXXXx in a new practical packaging. What is more we will disclose some of proven recipes of celebrities such as……../of the moderator if the moderator is a popular, known person.
speakerDate and placeContact person from the organizing agency/dept.
TimingDistribution of the invitation:
1 week before the PCE-mail, send as an attachment, in the body of the e-mail the key information should be mentioned, too, when and where – very brief, for ex.:Hello,we would like to invite you to the press conference „ Who is the new chef in our kitchens“ that will be held on Tuesday, September 24, 2014 from 111.00 oclock in Sahara Cafe, namesti Miru 6, Praha 2.We will share with you the results of the new survey of popularity of mayonaise in the Czech households incl. the interesting information about the rape seed oil. We will introduce the new mayonaise….. And its new packaging and will disclose the hot recipes of…….. We look forward to meeting you!
2 day (in case of Friday 1 day) before PCE-mail, with attached invitation and text similar to first invitation or slightly adjusted , for ex… :Hello,I would like to remind you of the press conference (the invitaiton was sent to you last …..) Who is the new chef in our kitchens“ that will be held on Tuesday, September 24, 2014 from 111.00 oclock in Sahara Cafe, namesti Miru 6, Praha 2.I would like to know if we will have the pleasure of meeting you there? In case you cannot participate, will it hel you to get the press materials sent to your mail?Thanky ou…
MedialistMagazines recommended by media agencyRelevant magazines or TV/radio programms with attractive coverageRelevant titles, portals you are cooperating/taht is easy to cooeprate with
ContentOne material linked to another, but each may be used separatelyLogical sequence of information within each of the documents, lenght: 1 – 2 pagesBoring info (key messages) have to inserted into more interesting, new to journalists (but not important from the clients point of view) Material with information about products – overview of products (large pictures, captions and bolded news)Tables and charts- adequate amountBranded vs unbranded materials within one PC – journalist often use the info from non branded – solution:
Put all the materials in one document containing direct speaches (their name is not mentioned under the title,so the brand can be presented) – something like a long press release, max. 3 pages (possible disadvantage)Key messages in branded materials are included into unbranded (the same) – however the brand presentation in unbranded materials is not required- disadvantage
LanguageReadable, a bit familiar tone of voice (according to the theme and the speaker), much better then „sterile form“Terminology to be used only rarely, if used, must be explained (if I do not understand, the journalists will not either) “Simple formulations, short sentences Do not repeat the same words, use synonyms (but if this should reduce the comprehension, it is better to repeat them)
ContentsPress materials in bullets + something more (tables, charts)Logical structureUnderstandable, clear – also for journalists who did not participate
printedIn electronic form – sent on the day of PC or the day afteras an attachment of mail, body of e-mail: basic info about PC (if CD is not included in press pack, the press materials should be sent to participants, too):Hello,Attached you will find the press materials from the yesterdays press conference with the title „Who is the new chef in our kitchens“ that was held on Tuesday, September 24, 2014 from 111.00 oclock in Sahara Cafe, namesti Miru 6, Praha 2.We brought the results of the new survey of popularity of mayonaise in the Czech households incl. the interesting information about the rape seed oil. We also introduced the new mayonaise and its new packaging, and offered the hot recipes of…….. . In case you are interested in photographs from the press conference, let me know, I will send them…
cca 4 weeks after PCGoal: remind them about the PM + monitoring of they wrote (if any)Mail with attached PM with body text:
Hello,I apologize for disturbing you, but I would like to ask you if you found our press materials from the press conference ……… useful and if you published them. It would help me a lot to know whether you have already used them or plan to use them in future. If you do, can you please let me know the details (number, date it will be published?).