workshop 2.b going beyond press releases: media relations, how should we tell the story? guidelines...
TRANSCRIPT
Workshop 2.BGoing beyond press releases:
media relations, how should we tell the story?
Guidelines for the organisation of a press office on Structural Funds
Brussels, 26 November 2007
Workshop 2.BGoing beyond press releases:
media relations, how should we tell the story?
Guidelines for the organisation of a press office on Structural Funds
Brussels, 26 November 2007
FORMEZFORMEZ
Formez is an Italian government agency providing
technical support modernisation training
to the Italian PA.
1. EUROPA PROJECT: Information, skills, knowledge on SF communication to Info & Publicity Units in ITALY
2. TWINNING PROJECTS: Training and support on Communication Plans for Accession countries and NMS
Formez is an Italian government agency providing
technical support modernisation training
to the Italian PA.
1. EUROPA PROJECT: Information, skills, knowledge on SF communication to Info & Publicity Units in ITALY
2. TWINNING PROJECTS: Training and support on Communication Plans for Accession countries and NMS
POLAND
CZECH REPUBLIC
HUNGARY
BULGARIA
ROMANIA
THREE GUIDELINES
• Drawing up Communication Plans for the 2007-2013 programming period
• Organisation of events on Structural Funds
• Organisation of the Press office for communication on Structural Funds
DO WE NEED A PRESS OFFICE?
The most effective way of reaching large audiences
It is cheap and has credibility
BUT
It is not always possible to control Media are not always interested,
especially in positive stories Even when messages are reported,
they may be misinterpreted.
WHERE SHOULD WE PUT IT?
• Better to use the existing Press Office of the Institution thus creating a close relationship with the person in charge of I&P?
• Or ….• create a new Press Office within the MA?• And if so …• How to create a communications flow
among Minister Press Office, MA staff, MA Press Office, Intermediate Bodies Press Office and local EU Information Points?
USEFUL TIPSUSEFUL TIPS
Enlisting professional help to make stories more newsworthy
Shaping stories around concrete events highlighting local realities or human interest rather than abstract trend
Cultivating relationships with media and ensuring they are well briefed
Providing a useful, clear background, info, contacts etc., through the use of a straightforward language
Enlisting professional help to make stories more newsworthy
Shaping stories around concrete events highlighting local realities or human interest rather than abstract trend
Cultivating relationships with media and ensuring they are well briefed
Providing a useful, clear background, info, contacts etc., through the use of a straightforward language
GUIDELINES CHAPTERS
GUIDELINES CHAPTERS
Press officer job descriptionPress Office activitiesRelationships with other Press
OfficesTools of the Press OfficeWriting a Press ReleaseHow to manage interviewsHow to organise Press
ConferencesHow to manage a crisis
communicationCheck-lists about what to do and
what not to do, in dealing with the media
Press officer job descriptionPress Office activitiesRelationships with other Press
OfficesTools of the Press OfficeWriting a Press ReleaseHow to manage interviewsHow to organise Press
ConferencesHow to manage a crisis
communicationCheck-lists about what to do and
what not to do, in dealing with the media
“Press Officer job description”: main tasks of a Press Officer
Press Office must work in close relationship with the Managing Authority staff
“Relationships with other Press Offices”
the importance of establishing a well-organised communications flow from the very beginning of the information activities.
“Press Officer job description”: main tasks of a Press Officer
Press Office must work in close relationship with the Managing Authority staff
“Relationships with other Press Offices”
the importance of establishing a well-organised communications flow from the very beginning of the information activities.
Job DescriptionJob Description
Press Office ToolsPress Office Tools“Tools of a Press Office” are divided into:
oral toolswritten toolsa mailing list of EU contactsa list of experts to be involved
Particular attention is paid to:
keeping regular contacts with the EU Information Points on the territory
the involvement of Team Europe experts in all the activities organised by the Press Office.
the provision of specific training to the journalists on the functioning of the Structural Funds to avoid the use of mistaken terminology.
“Tools of a Press Office” are divided into:oral toolswritten toolsa mailing list of EU contactsa list of experts to be involved
Particular attention is paid to:
keeping regular contacts with the EU Information Points on the territory
the involvement of Team Europe experts in all the activities organised by the Press Office.
the provision of specific training to the journalists on the functioning of the Structural Funds to avoid the use of mistaken terminology.
Press release, Press Conference
Press release, Press Conference
“Writing a press Release”:
focuses on the format and the content.
“How to manage interviews”:
suggests how to carefully prepare the interview, and is subdivided into:
Assessing the interview requestWhat to do before and after the
interview
“How to organise Press Conferences”:
provides some advice on the steps to follow.
“Writing a press Release”:
focuses on the format and the content.
“How to manage interviews”:
suggests how to carefully prepare the interview, and is subdivided into:
Assessing the interview requestWhat to do before and after the
interview
“How to organise Press Conferences”:
provides some advice on the steps to follow.
Managing a crisis and Check-list
Managing a crisis and Check-list
“How to manage communications crisis”:
advises the Press Officer to maintain trustworthy and credible relationships with the media at all the times because they can be possibly more cooperative in crisis cases.
“Check-lists about “What to do and what not to do” when dealing with the media.
“How to manage communications crisis”:
advises the Press Officer to maintain trustworthy and credible relationships with the media at all the times because they can be possibly more cooperative in crisis cases.
“Check-lists about “What to do and what not to do” when dealing with the media.
Thank you for your attention
If you wish more information please get in touch with
Claudia Salvi
Tel. +39 06 84892220
Thank you for your attention
If you wish more information please get in touch with
Claudia Salvi
Tel. +39 06 84892220