Above, we talked about the presentation of news mainly during press conferences. Indeed, experience shows that this form of information communication is the most familiar and attractive for journalists, so it makes sense to dwell on it in more detail.

So what is a press conference? This is a meeting of journalists with representatives of government agencies, socio-political organizations, commercial structures, aimed at providing the media with factual, problematic and commentary information about the project being presented. A press conference implies the credibility of a news source (newsmaker), first-hand information, the ability to verify information and clarify versions using questions.

There are several stages in the process of preparing and holding a press conference, each of which has its own characteristics.

1. Planning and notification.

“Does it need to be carried out at all? - so begins the conversation about the press conference of D. Doty in the already mentioned book "Publicity and Public Relations" and adds: - As one major specialist in "public relations" used to say: "In nine cases out of ten it would be better to limit ourselves to sending a press release" ".

It is hardly possible to unequivocally agree with such a statement: an analysis of the Russian PR services market shows that an average press conference in terms of quality provides a much larger amount of material in the media than the most brilliant press release. The latter is good at the stage of preparing an event, including a press conference (as a "warming up" information), during its passage and after the completion of the action (as an additional material). To count on the fact that even a good press release will play a serious independent role is short-sighted.

It's always easier to polish a press conference than it is to do the same with a press release. As for catchphrases, we prefer another idea: the business of organizing conferences has only one significant drawback - you can not hold more than 365 conferences a year.

When to hold a press conference? According to the same D. Doty, the most suitable days for press conferences are from Tuesday to Friday, the best hours are from 14.30 to 16.30. From S. Black's point of view, Friday is always a bad day for national newspapers, and the best time is 11.00-11.30 or 14.30-15.00.

Let us try to summarize the opinions expressed in relation to Russian conditions. Ideally, the best days are Tuesday, Wednesday and Thursday. Friday is bad only because if the material did not get into Saturday newspapers, then it most likely will not get into the next issue (Tuesday, since newspapers are not published on Sunday and Monday), as it will “grow old”. And Monday, along with well-known minuses, also has its pluses: in the conditions of a relative information hunger that has formed over the weekend, the media are quite willing to make information contacts at the beginning of the week.

Regarding timing: if you want to see material about the press conference in the morning newspapers, you need to start the press conference at 11.00, 12.00 or a maximum of 13.00; if you look at television, radio, weekly and monthly magazines, the hours of the press conference do not matter; if there is really “hot” news in the hands, a press conference is held at any time (in the morning, in the evening, at night, on Saturday, Sunday, etc. - the media will still gather), if there is a delay, the news will “cool down”.

When and how to notify the media? When there is time to "take off", the first announcement should be given a week, a double - two days before the press conference. Distribution of the announcement less than a day before the press conference leads to difficulties with the turnout of the media, unless, of course, the news is "hot". It is better to send invitation announcements in the evening and at night (when communication channels are the most free) in automatic fax mode with duplication by e-mail.

Not later than a day before the press conference, it is advisable to make a control call to the media, in any case, the key ones, to clarify the questions: have you received an invitation? Is there a turnout planned? Is there any additional information needed?

Some experts believe that the press conference is only for journalists. For example, S. Black wrote about the undesirability of inviting "outsiders" to it, since "journalists usually don't like it." It is quite acceptable to invite to a press conference any number of people who are not journalists, but who are related to the problem under discussion, this only raises the status of the press conference and increases the release of materials in the media.

2. An hour before the press conference.

For a media representative, the press conference begins when he leaves for the address indicated in the invitation. It is clear that he will certainly find a meeting place, but how long he will look for it depends on the mood of the journalist, which, in turn, may affect the nature of the material. Therefore, one should not neglect such a moment as the manufacture of signs: announcements at the entrance to the building where the press conference will be held, indicating the floor and room; a shooter with the text "press conference" inside the building, signs on the door of the press conference room and a "registration" sign on the table where the arrival of journalists is recorded.

The sign “dressing room” is appropriate, especially if it is not located in plain sight, otherwise journalists will enter the hall dressed and hang clothes on chairs. All organizers should have badges (badges) with the name of the structure that holds the press conference, the surname, name and patronymic of the employee so that journalists can see who they can contact for various procedural and other issues.

On the table at which the participants of the press conference will sit, plates with their data are placed. Despite the apparent simplicity of the question of the text on these tablets, the best options are not found very often. The optimum is violated in the direction of “underload”, when only initials are written instead of the first name and patronymic; in the direction of "overload" - when they indicate positions and titles. Surname, name and patronymic newsmaker(eng. newsmaker - a person who "makes" news, an interesting person or news carrier), written in full, large enough and repeated on the back of the plate (so that the press conference participant can easily find his place at the table) is the most acceptable option .

On the wall at the table of participants is located logo the organizer of the press conference, in which case he is most likely to fall into the field of view of television cameras. If there are no cameras, the logo (or even a neatly made inscription with the name of the organization) should still be hung out - it, as it were, secures the copyright for this press conference.

It is desirable that each participant of the press conference be provided with a personal "gentleman's set", including a microphone, a bottle of mineral water, a glass, paper and a pen for notes.

Well, finally, everything is ready, the journalists are arriving, and the main characters, the newsmakers, are about to appear. There are a number of delicate issues here. The answers to them are as follows: the first is to meet them immediately after entering the building; the second is to provide a room where they could "sit down" before the press conference, drink a cup of tea or coffee and talk with the organizers. Moreover, this conversation is not only a small talk of a welcome guest with a hospitable host: it is necessary to clearly clarify such points as the duration of the opening speech (s), the sequence of speeches, the amount of time allotted for questions and answers. Thirdly, try to prevent newsmakers and journalists from communicating before the press conference, although the latter may try to do this in order to get information first, however, exceptions are possible for the media - your information partners.

The following question is also interesting: how many people should be placed in the so-called presidium? The answer is unequivocal: the less the better, otherwise the working press conference will resemble a solemn meeting, and when there are not too many journalists in the hall, the “presidium” will even look ridiculous.

The last thing to agree on is the distribution of roles at the press conference. From an organizational point of view, there are three of them: newsmaker, presenter and expert. The first role assumes responsibility for information as such, the second - for the procedure for conducting a press conference, the third - for information completeness and richness. The first and third roles can be combined or separated (when less authoritative in status, but well informed on the essence of the problem, specialists sit next to the main newsmaker or even in the hall and, if necessary, supplement his answers to questions). It is advisable to always separate the first and second roles.

3. The press conference has begun.

Let's look at it from the point of view of the presenter, who is often referred to by the special term " moderator"(English moderator). Is it possible to delay the opening of the press conference? Yes, a deviation from the announced time by 5-10 minutes is acceptable and even desirable - latecomers will catch up during this period. However, a break lasting more than 15 minutes is fraught with complications: the audience begins to get annoyed.

How long is the press conference? The general answer “depending on the interest of journalists” is better to specify: the planned duration is 30-60 minutes, less than 30 minutes is an operational briefing (short press conference) “on the go”, and by the end of the hour, the attention of journalists, as a rule, weakens, television cameras begin to "remove" and the feeling of solidity of what is happening is gradually lost. Therefore, even if the questions have not dried up, it makes sense to stop the press conference artificially. “Going wild” for 60 minutes is in exceptional cases, mainly when the newsmaker has not yet expressed what he wanted.

How many minutes should I have for the pre-speech? Some newsmakers immediately take the bull by the horns: "Hello, I'm ready to answer your questions." This is not the best way to behave - a preliminary "warming up" of journalists with an opening speech is both necessary and useful. But you should not bore journalists with a long introduction, its normal duration is 10-15 minutes.

What to do if they ask 2-3-4 questions? The organizers of the press conference have the right to announce any regulation of its holding. If it is supposed big number questions, you can say at the very beginning: "We know that the number of journalists who want to ask questions is large, and the time of the press conference is limited, so we ask you to ask only one question at a time." In the future, when attempts to violate the rules are discovered, it will be possible to neutralize them with the phrase “We agreed to ask one question each.”

What should I do if instead of a question there is a “self-expression” of a journalist or another participant in a press conference, for example, “I would like to take this opportunity to tell you ...”? You can stop the monologue by explaining that the form of a press conference does not involve discussion or even an exchange of views. Even better, say a short phrase: "Formulate, please, your question."

The order of questions is usually regulated by the sequence of hands raised by journalists or notes received.

What if there are no questions at all? No reason to panic! You can ask familiar journalists to ask some questions in advance. You can entrust the same to the employees of the organization. Finally, you can say a phrase like: “Before the press conference, we were given several notes (received several calls) with questions,” etc.

True, according to S. Black, “there is no need to prepare questions in advance. If the presentations from the podium are so exhaustive that few questions arise, this should be seen as a sign of success, and not as an occasion for reflection. When the press conference fails, you can also calm yourself with this thought.

And now let's analyze the details of the press conference from the perspective of a newsmaker. The main criterion for a successful presentation at a press conference is informativeness. If you already went to the microphone, you are obliged to give out information. It will never be replaced by "reasoning on the topic", or even the highest level of competence. On the other hand, information overload is also harmful. Therefore, it is never worthwhile to give any wide list of numbers, names, organizations, etc. Either you need to give journalists the relevant information in writing, or limit yourself to two or three examples, otherwise the media will almost certainly be distorted.

It is necessary to try not to speak out (even with reservations like “I am not an expert here, so please take my words as a private opinion”) on issues in which you are incompetent. The journalist doesn't care whether the newsmaker talks like an official, a businessman, or a layman, he will issue a quote without justification, and a competent reader or viewer "paints" the picture not in favor of the newsmaker. Moreover, only “incompetent” opinions can get into the media, and this is how. For example, on N-Day, the media is especially concerned about the topic of Chechnya. Accordingly, on this day, at all press conferences, all journalists will ask all newsmakers questions about Chechnya. And very important, meaningful, lengthy discussions, say, about the development of Russian industry (for this purpose they started a press conference) may not get on the air at all, while a random 5-second phrase about Chechnya will fly around the whole country. And if this phrase is said out of place?!

Silence when answering an unwanted question is not at all the worst option, since silence is difficult to comment on. “I don’t have data right now” or “I don’t know” response options are significantly better than “No comment” or “I don’t want to answer.”

How to behave: strictly, constrained or, on the contrary, liberated? Naturalness, moderate emotionality and goodwill are optimal. There is no need to be embarrassed by uncomfortable and even provocative questions, you can start answering them with the phrase: “Thank you for such a sharp question” or: “The problem you raised really exists.” And then ... talk on that topic and give out the information that is considered necessary, for example: "But in order to understand your question in a qualified manner, you need to talk about this ...".

Can you read on paper? As much as you like! Comparison with Leonid Ilyich Brezhnev is not considered a journalistic find today; in any case, it is not harmful to have a printed text in front of your eyes. The well-known saying “The impromptu that is prepared in advance is good” at a press conference is very relevant. It is only necessary to take into account that continuous reading will completely remove the effect of naturalness, which is desirable for a press conference.

4. After the press conference.

When the presenter says “thank you and goodbye” to journalists, the press conference does not end - journalists, as a rule (even if all the questions asked are answered), approach the newsmaker to get some additional information. Should such behavior be encouraged or, conversely, should we leave the “battlefield” faster?

Here is what D. Doty writes: “Do not wander around, after the press conference is over, it continues as long as you can be seen and heard.” And again: "If any of the reporters expressed a desire to meet with you after the meeting, do not agree to this ... It is considered unethical for one of the journalists to have a private press conference with the speaker."

But then what, after all, is the main purpose of the press conference? Get maximum media exposure! The more meetings and questions, the more materials, and their quality does not depend on the number of meetings, but on the information issued and worked out.

There are also auxiliary goals, one of which is to win over journalists. But such an arrangement cannot be achieved by a quick departure. Therefore, even in the absence of time, it is necessary to find an opportunity to say a few words to the persistent reporter, and in extreme cases, give contact numbers for communication in the future.

But, while satisfying the journalists, the organizers of the press conference can simultaneously use the meeting with them to solve additional tasks: collect information from those who came to be included in the media map, conduct a sociological survey among them on issues of interest, etc.

The cycle of events around the press conference ends press clipping- analysis of materials published in the media, which is extremely necessary both to determine the degree of effectiveness of the action, and to form plans for the future.

In conclusion, talking about press conferences, it must be emphasized that even in the absence of many factors that objectively accompany success, it can be turned into a noticeable event with the help of progressive technologies and creative approaches.

Holding a press conference is a carefully planned and well-organized meeting of journalists with representatives of companies, organizations or individuals. Press conferences are held in order to provide the media with information and are characterized by the opportunity to position a company or project in one way or another.

The technology of holding press conferences should not provide for a conversation and exchange of information between the main speakers and invited media representatives immediately before the start of the press conference.

If the press conference is of general interest, it is necessary to choose a day and time that would suit all press organs. Morning papers do not like to publish material that was published the evening before or reported on evening radio and television programs. Usually press conferences are scheduled for 11.00-11.30 or 14.30-16.00. If we are talking about a technical topic, it may be better to hold a press conference in the morning to give the dailies time to prepare a detailed report.

Each press conference has its own plan, its own structure, including the sequence of a series of events. The press conference script contains a list of all the events of the future meeting, indicating the performers and the time (up to minutes) allotted for each of the single events:

Opening;

Presentation of the hosts (organizers) of the press conference;

Introductory speech of the presenter;

Speeches (informational messages);

Questions and answers;

closure;

Informal part, including viewing slides, videos, etc.

The total duration of the press conference should not exceed 30-60 minutes. Less than 30 minutes is an operational briefing. By the end of 60 minutes, the attention of journalists, as a rule, weakens the sense of significance, and the solidity of what is happening is gradually lost. Therefore, even questions have not dried up, it makes sense to stop the press conference artificially. It makes sense to continue the press conference for more than an hour in those cases when the newsmaker has not yet expressed what he wanted.

It is also important to check the readiness of all departments at the preparatory stage of the press conference, for this it is necessary to conduct a rehearsal of all participants. The rehearsal is of particular importance if the participants of the press conference are newcomers who meet journalists for the first time. However, even for experienced press conference aces, a rehearsal is necessary if a television broadcast is scheduled. During the rehearsal, the readiness of the means of communication is checked, the lighting mode of the site, the interior (with the presidium table), filming angles, microphones in the hall, etc. are selected. It is also very important to rehearse questions and answers, which can be done with the help of extras.

Speeches at the press conference are prepared in advance. They may simply be read out, memorized, or recited in an impromptu manner. The nature of these speeches, their structure depend on the objectives of the press conference. Socio-political issues require a detailed statement with the justification of the position, the communication of new information, details and details.

It would be nice to seat the speakers on a raised platform (although not necessary). However, it is important that the speakers have their names in front of them, and the letters must be large enough to be read from the back rows. All employees involved in the press conference must have badges with their names (this important detail is often forgotten).

A press conference is conducted by a press secretary or an employee responsible for this event. It should also be mentioned that the press secretary is a key figure in the press service or press center. The main points of his activity - the regularity of contact with journalists about informing the public about the goals and content of the activities of an organization or company, commenting on decisions, actions of management, interpreting the meaning of decisions and actions also fall within the scope of the press secretary. All statements by the press secretary must be objective, reliable and informationally sufficient.

The press secretary or person in charge of holding the press conference will usually call for silence and start the speech. In the introductory speech of the press secretary, the topic of the press conference is announced and the introduction of each of those who arrange this meeting with journalists (by name, indicating the position, title, rank, etc.). The host of the press conference also announces the regulations, and in the future he monitors his performance.

As for the speeches of the representatives of the firm, they should be informative, concise and concise, especially if it is expected that there will be many questions. Quite often, presentations are accompanied by slide shows.

Some moderators do not pay enough attention to the opening speech. Nevertheless, the significance of the opening speech seems to us very important. With the introduction, you kind of set your own rules for the information game (that is, interaction with journalists). The moderator's opening speech includes the presentation of the press conference participants, the announcement of the topic and the rules of the press conference.

The organizers of the press conference have the right to announce any regulation of its holding (format and number of questions). In the future, when attempts by journalists to violate the rules of the press conference are discovered, the moderator must immediately stop them. The main thing to keep in mind is that the format of the press conference does not involve discussion or even an exchange of views. The function of a press conference is to inform the public through the media. The order of questions is usually regulated by the sequence of hands raised by journalists.

The newsmaker's speech should precede the journalists' questions. The main criterion for a successful speech at a press conference is informativeness (although overloading a speech with information is also not welcome: distortions may appear in the media). Therefore, you should never give any wide list of figures, names, organizations and other factual information (give the relevant information to journalists in writing).

The most optimal form of behavior at a press conference:

Naturalness;

Moderate emotionality;

Goodwill.

After the press conference is over, its organizers must evaluate the effectiveness of the event. This requires a complete and detailed analysis of materials about the past press conference that appeared in the media after some time - as a rule, this is done by public relations specialists of the organization holding the press conference.

Along with the press conference, it is important for the proper organization of public relations that media representatives visit the facilities.

If the organizers of the meeting with journalists provide for the demonstration of video materials, then it is best to watch them after the press conference closes. This is explained by the fact that video materials carry additional, detailed information, and their display during press conferences necessarily affects the time of the meeting, which does not always suit journalists.

At the end of the official part, it is customary to treat journalists. And although at first glance the buffet is not such an important part of the meeting, it is far from being the case. Such informal meetings have a great substantive meaning and play an important role. This is explained, first of all, by the fact that it is here that great opportunities open up for establishing business contacts based on mutual trust, new sources of information exchange and services are opened, both from journalists and from representatives of business circles, individual public, commercial and government structures. .

On the day of the event (maximum - in the morning of the next day), interested journalists who could not come need materials. And also send thanks to the relevant people. It is also necessary to organize a meeting to analyze the strengths and weaknesses of the last press conference.

Press conference- this is a meeting of officials (leaders, politicians, government officials, public relations specialists, businessmen, etc.) with representatives of the press, television, radio in order to inform the public on topical issues. This is a generally accepted and effective means of providing the press with such information that works for the publicity of the company, organization, individual and for maintaining the required level of public relations.

A press conference should never be held just to release a document or information that might as well be conveyed by a press release. It is also an effective means of issuing information "off the record" when it should not be distributed in the press and when personal information contacts between journalists and officials are preferable. Press conferences are usually initiated by authorities, organizations, "important" persons, but they can also be held on the initiative of the journalists themselves, who are interested in professional commentary on certain events. Thus, the purpose of a press conference is an information and management orientation, that is, presenting the point of view of a company (organization) on some socially significant problem in the context of a strategic communication policy, as well as to support image and advertising purposes.

In order to feel more confident at a press conference, not only inform the press about the upcoming conference, but also make contact with journalists yourself, try to get to know him better, become a valuable "source" of information for the reporter. No matter how busy you are, always keep the door open for members of the press, be available, let them know that you are available for contact at their request, try to get to know them in an informal setting, if possible; Encourage them to ask you questions, express any complaints they have or have heard about, and express their opinions on issues that are important to you; many of the questions of journalists may seem primitive to you, because only some of them understand business issues, try not to demonstrate this, do not dismiss such questions so as not to end up in an unpleasant situation; use the opportunity to introduce the journalist to your company, its products and services; but don't forget - no privacy.

Answers prepare different ones as frankly and fully as possible. They may be preliminary, hypothetical, prepare an explanation of what it is connected with; use the "off the record" response as infrequently as possible, in cases where you want to discuss the situation without speaking on the merits of the case publicly; when it comes to confidential information, another option would be to state that you currently do not have the data to answer the question, but that you will contact the reporter who asked this question as soon as possible and answer it, such situations must be foreseen and prepared in advance for them, and if you promise to answer later, this must be done later; it is undesirable to use phrases like "no comments" when answering questions, try to have an answer for any occasion; think over all the terms and their adequate interpretation, do not use jargon, slang words and expressions in your answers, as this is unacceptable at a press conference; and finally, role-play a potential press conference with your legal and technical experts, who will follow up your message and answer questions from a professional and communicative point of view. Such rehearsals will give you confidence.

It is recommended to hold a press conference in a special room: in a room for meetings, meetings, meetings, but not in someone's office or in a large assembly hall, where everyone will look at each other's backs or disperse throughout the huge room, which will create inconvenience for communications. Cards with their first and last names should be prepared for the speakers, written in such a way that they can be read from the farthest row in the hall. All members of the PR team, if any, should have badges with their names to communicate more effectively with them. Experts recommend holding a press conference for no more than 60 minutes. Its duration should be announced in advance - so that journalists know how much time they will have for questions and how long they will be busy. Shortly before the end of the conference, let the audience know about this, for example, by announcing that the next question will be the last one.

Press conference structure:

• introductory part (duration 3-4 minutes);
• greetings;
• explanation of the reasons for the conduct;
• program;
• introduction of speakers;
• information about materials submitted to the press (press kit).

Speeches (speakers should be no more than two, with a maximum duration of a report or message of 10 minutes for each speaker).

Rules for holding a press conference. There are certain rules for any press conference. Here are some of them:

• the rapporteur usually reads the text of a short statement, which states the reasons for holding such an event;
• reporters are invited to ask questions to the speaker (one or two experts are nearby, who may need to answer special questions);
• questions are asked in turn;
• professional standards require reporters to stay on topic.

Press conference host must:

1. Do not allow exaggerations, calling a spade a spade.
2. Show respect for your competitors, political opponents, ill-wishers.
3. Do not try to convince others that success is your personal achievement, remember your team and all those who worked for success.
4. Avoid getting into arguments, as well as giving monosyllabic answers like "YES", "NO".
5. Do not touch on topics that you do not want to be covered by the press.
6. Show no liking or dislike for any of your guests.
7. Try to slow down the pace of the questions asked, giving more detailed answers to some of them.
8. Refuse to be drawn into an argument or debate.

The most accessible way to get information is to attend press conferences. Journalists among themselves call them "pressuhi". A press conference is an event for journalists dedicated to a specific news event. Almost any event can become such an occasion: a visit by a famous politician, the launch of a new branded train, the completion of a theater tour, the publication of the results of a high-profile investigation ... Usually, journalists are informed about a press conference by representatives of the press service of the press conference organizer. They either call the editorial office or send a so-called press release. This is a message for journalists, in which in general terms the reason for which the press is being collected, as well as the time, place of the event and contact numbers are stated. As a rule, this press release is a fairly coherent text. Therefore, some journalists do not go to press conferences all in a row, but make information materials based on information from a press release.

However, this is acceptable if you work, for example, in a daily newspaper, when you are constantly under time pressure and when the news "pulls" only for an informational note. In this case, it is quite possible to use the data from the press release, putting the information in your own words and making a call to the press service if you have any questions. But this way of working should be the exception rather than the rule. In a journalistic environment, a colleague who does not want to "be bothered" is ironically said to be "rewriting press releases."

Before the press conference, the names of the journalists who came are entered into a list. This is necessary so that the press secretary can subsequently conduct a so-called press monitoring, or, in other words, to track who and what wrote about their news. Sometimes, according to the results of what is written in the press service, lists of “good” and “bad” journalists are compiled. The former are invited to further press conferences and other events, others are ignored or "educational work" is done with them. How this “work” will be carried out depends on the diplomacy of the press secretary. These can be polite exhortations “don’t write like that again, otherwise I will have problems with my boss”, and outright abuse, and threats to sue.

A press conference is led by a person (usually a press secretary) who regulates the time, the order of questions, etc. Sometimes, at the very beginning of a press conference, an announcement is made, like: “Do not ask questions about Zemfira’s personal life - there may be trouble” or “Don’t ask about Philip’s remakes - otherwise we can’t vouch for anything.” (-:

First, journalists are told about the news for which they were all gathered. As a rule, this story is an oral transcription of a press release. Then it's time for questions. At some press conferences, a journalist is required to give his name and the publication he represents when asking a question.

As a rule, a press conference lasts no more than half an hour. However, there are celebrities who like to talk to the press in a good mood, especially if they need to "fill the window." Nikita Mikhalkov talked to journalists very complacently, with controversy, when he brought his "Siberian Barber". An excellent press conference was given by Lyudmila Gurchenko when she came to Nizhny Novgorod for the 40th birthday of Boris Nemtsov. Not averse to speculate (and they know how to do it!) Oleg Tabakov, Valery Zolotukhin. Such "star" couples as Vishnevskaya - Rostropovich, Plisetskaya - Shchedrin are happy to answer questions from journalists. But these are perhaps the pleasant exceptions. Most of the celebrities do not burn with special love for the press, they give formal answers, if only they lag behind. And if it's a press conference with some young "stars", then you can't count on smart thoughts and original judgments at all.

It seems that at a press conference you can ask any question, and at the same time listen to what your colleagues will ask. You look, and you will collect some materialchik for the article. However, practice has shown that no one is in a hurry to ask interesting questions. Often journalists simply do not have them, because they did not have the time, opportunity, desire to prepare for a press conference. And if anyone has interesting questions, he prefers not to “squander” them, but to ask the “star” on an individual basis. The image of a nimble future journalist, advertised in one of the videos about a refreshing drink (when she asks the teacher the question to the whole audience: “Maryivanna, who is the young man who met you yesterday from a nightclub?”), Has nothing to do with real journalism . If a journalist is lucky enough to get such a valuable "compromising evidence", then he will not make his trump card available to all those present.

There are certain rules of conduct at a press conference. You should not "privatize" the attention of the "star" with your questions, pouring out like from a cornucopia. Let your colleagues work. But if they don’t have a lot of questions, there are often pauses, and you have something to ask - act.

But what an interesting requirement I had to face at the Kremlin Cup in tennis. At the beginning of each press conference with the next "star" of world tennis, an announcement was made that autographs could only be taken from them outside the press audience. But that was the one and only time. The rest of the "stars" gave autographs, "on the spot."

When the official part of the press conference ends, few people are in a hurry to leave. The Zvezda is surrounded by a crowd of journalists eager to ask her their own, "exclusive" question. In order not to be heard by colleagues, the journalist often switches to a whisper. But the “star” is unaware of how important confidentiality is for a journalist, and she, to the delight of all other journalists, loudly answers an “interesting” question. And it often happens that "your" question appears in the daily newspaper of your colleague, and you, an employee of the weekly publication, think about what you should now build the material on.

In general, a press conference is not the place to get exclusive information. Such information is obtained only through personal interviews, through third parties, etc. And "pressuhi" for many journalists - something like a hangout where you can drink free tea and chat with each other. (-:

T.V. Solntseva Second Ancient

A press conference is a meeting of journalists with representatives of the administration in order to provide the media with facts, comments, and coverage of problems. Press conferences are appropriate in cases where it is necessary:

inform the public about any important, extraordinary event in the life of the company;

demonstrate the achievements of the company;

present new concepts, projects and development programs;

highlight the position of the company and its management on controversial issues, conflict situations,

attract the attention of the public;

to establish personal contacts between the management and services of the company with representatives of the media.

Hold press conferences on minor occasions, as well as in cases where information can be transferred to the media more than simple ways, - Not recommended.

Distinguish between operational and regular press conferences. Operatives are carried out on an emergency basis, most often at the scene of the event. Regular - held at predetermined and announced dates in specially adapted rooms.

A press conference is not an end in itself and not the only form of work with the media. However, it is one of the most effective information management technologies. Moreover, its effectiveness is largely

depends on how it is embedded in other forms, such as background information, personal contacts with journalists, study tours and excursions, reader mail, etc.

Working with the media is not only about press conferences and live interviews. If you want to work successfully with the media, then you must, at a minimum, have information that is fresh and interesting - and not occasionally, but constantly. It is worth remembering that according to global statistics, in the information published by the media, the amount of information collected by journalists themselves does not exceed 15%. The rest (main) array of published materials consists of information PROVIDED to journalists by companies and persons interested in this.

If you do not tell about yourself, then who will know about you and how? Unless, God forbid, some kind of emergency happens to you, but this is the kind of fame that I would like to avoid. Therefore, work with the media is, first of all, daily current work, which, by the way, is often forgotten, and which inevitably and invariably affects the effectiveness of a company's PR, sharply reducing their effectiveness.

This current routine work includes, first of all, ensuring a continuous flow of news information coming from the administration - the so-called background information. It acts as a basis, a background on which other actions with the media are built and carried out. These may be information letters, releases, news letters, etc., sent to the media with which the administration cooperates.

The need for a press conference may arise in a situation where it is necessary either to explain something to the public or to attract its attention to the maximum extent. For example, important decisions are being prepared or made, an important event is being prepared or an important event has occurred, an emergency, etc.

It should only be remembered that if it is possible to solve the problem and achieve

desired results without a press conference (for example, with the help of an interview, article, press tour), then it is better to do just that. Firstly, this is a rather laborious event, and secondly, and this is the main thing, a press conference is a rather acute form of work: if it is not sufficiently prepared, then it can easily get out of control and the result will be undesirable.

Therefore, one should go to a press conference only if this measure is indispensable or if it is well prepared.

In order for the press conference to achieve its goals, it is necessary to take into account several circumstances in its preparation and conduct.