The unit for interaction with the media is not always initially included in the organizational structure of the organization. The readiness to work in the media space comes with the development of the organization. In such cases, the hired press secretary must organize the press service from scratch and establish its systematic work.
If the organization has never worked in the field of media before, the newly hired curator of the press service needs to undergo serious training in the following areas:
- selection of key speakers;
- establishing work with structural units to provide information suitable for publication in the media;
- technical equipment of the press service and the first media plan
From management to media
Each of the designated points may take a significant amount of time to fully implement. However, if we talk about priorities, then the main thing should be the search for key speakers of the organization. To attract the media and force them to see not only an advertiser in the organization, but also an informant, it will be necessary to work with the leaders of the organization. Among them - the general director, the office of deputies, heads of departments and departments in areas. These people should clearly understand the need to communicate with the media, understand the importance of each comment and systematic work in this area in general.
Often, even the most interested in media activity, the speaker feels awkward and embarrassed when communicating with journalists. Removing these barriers is the task of the curator of the press service. This can be done by demonstrating a press dossier with examples of the best public appearances of already well-known media figures.
Internal informants
In addition to the management, all heads of departments and departments should be informed about the media goals and objectives of the company. It is better to do this during the next meeting, during which the management should set the task of providing full information to the press service. All members of the team must understand that this responsibility is not a whim of the press secretary, but a new strategic task of management.
To establish productive interaction with departments, it is necessary, without waiting for information to be provided, to try to immerse yourself in their work from the inside. Quarterly reports of departments, communication with management and directly executors will help in this. Being friends with everyone and being open to new information is one of the keys to effective work of the press service.
In the process of working with certain segments of the company, it may be difficult to provide information on an ongoing basis. Often this is due to the employment of department specialists in the direct line of work. It is unproductive to conceal resentment that colleagues consider the company's informational tasks below the main responsibilities. Therefore, it is worth raising the issue of creating internal regulations for the submission of information with a certain frequency. And so that internal corporate relations do not suffer from this, the press secretary should contact the department management directly with a request to provide direct access to information for its processing, so as not to overload the department employees with work. Typically, executives welcome these initiatives.
The first step to publicity
After the internal preparation is over, the stage of reaching the public level begins. This will require the study of the media, which can potentially become media platforms for publishing information about the company. Depending on the strategic objectives, the press secretary should not be limited to specialized publications. Among potential information partners, one can safely include news agencies of the local, regional and federal levels, television, radio, etc.
Do not underestimate the sites, which, although they do not have the status of a media, often outperform their information colleagues in efficiency. These are bloggers, groups and communities on social networks, information sites, etc.
It will not be superfluous to think about the company's activity on social networks without intermediaries. No one can cope with this task better than a press center, who knows the work of the company inside and out.
In parallel with the preparatory work, the press secretary will have to draw up a list of the necessary technical means for the work. In addition to the standard set of office supplies, this is a camera, a voice recorder, hard drives for storing materials.
The first media plan - the company's publication strategy for the near future - should be drawn up with the expectation that the media will be wary of information from a previously unknown source. This may explain at first a large number of publications on a commercial basis. The final details must be agreed with senior management.
