Internship in the USA. Internship in the USA About the informational occasion the image has

Brochure is one of the most widely used information materials. It can be an independent document, part of a press kit, one of the materials for direct mail, etc.

Flyers- small, colorfully designed information messages. They contain information about discounts, sales, sweepstakes and other benefits that the consumer of certain goods or services receives by owning a flyer.

Annual report- presents basic data on the company’s activities over the past year, consists of two main parts - information on financial activities; general information about the company, its success in the market, social role, charitable activities, etc.

Corporate publications are intended to inform specific, rather narrow target audiences (company employees, members of professional and public organizations, fan clubs, etc.).

PRESS RELEASE

PRESS RELEASE is the main information and news genre of PR text, presenting event information about the activities of the PR subject.

The main purpose of a press release is to inform.

Press release structure:

The press release is printed on letterhead with the company logo and name.

The logo should be placed in the upper left corner.

The press release is printed in 12-14 font with indentation between paragraphs, a red line is required.

All margins are 2 cm.

Any press release is built on the principle of an “inverted pyramid” (the principle of a journalistic fax), that is, each subsequent paragraph in a press release is less important than the previous one.

The first paragraph is called LID. It represents extended hard news, that is, who? What? Where? When? For what?

The LEAD is always in bold and separated from the title and paragraph by a blank line.

The press release is one page in A4 format.

There are two approaches to the headline of a press release:

• 1. Journalistic headline - bright, catchy, attracting attention. This title is rarely used and is not always successful.
• 2. Hard news - a “dry” headline that answers the main questions - who? What? Where? When?. This headline is most effective for a press release.

A press release is an anti-journalistic text, so it should not contain stylistically colored vocabulary, as well as should words, exclamation marks and question marks, narrow terminological vocabulary, and a temporary localizer (that is, words - yesterday, today, tomorrow).

You should not overload the press release with specific numbers (you can simply provide statistics).

The information in the press release should be simple and understandable to readers.

The press release ends with just a period.

BACKGROUNDER

BACKGROUNDER - text that represents additional background information of a non-operative nature, usually accompanying the main news story.

In another way, the background is called a success story or an analytical press release. The background is the structure of the closed text. The end of the text is a hard conclusion.

Background structure:

Foundation of the company

Main stages of development

Company legend

Crisis and recovery from crisis

Current state of the company

Conducted social and sponsorship campaigns

About the company's products and services

Company development prospects

Reasons for success

There are two main forms of backgrounder:

Backgrounder as part of press materials - this backgrounder is compiled for journalists. It can be an integral part of a corporate booklet, press kit, or information package. Backgrounder about the sponsoring company - in this background information from the history is moved to the side current state sponsor company.

FACT SHEET

FACT-LIST (fact-sheet) - reference data that represents specific facts in the form of numbers and is not a coherent text.

A fact sheet can be in the form of a company’s history, present specific figures on the organization’s economic indicators, be in the form of a list of participants in a particular event, etc.

A fact sheet can be an integral part of a press release in the form of a certificate, as well as a booklet or prospectus.

The main difference between a fact sheet and a background is the incoherence of the text, individual numbers, facts (we remind you that a background is always a coherent text!).

PRESS KIT

PRESS KIT is a set of information materials for the media, united by one information reason.

A press kit is a folder that contains elements of corporate identity (logo, slogan, corporate contacts, etc.) and contains information materials. The folder consists of two parts: the left pocket and the right pocket (usually 1/3 of the folder). The right side of the folder is the main one. It contains:

• * main PR texts - press release, background, question and answer sheet, fact sheet, biography, etc.
• * souvenirs - corporate notepads, pens, calendars, etc.
• * sheets with the company logo for notes.

The left part is of an auxiliary nature. It contains: corporate booklets, publications, results of monitored information, samples of events, etc.

BAYLINER BAYLINER (literal translation from English “below the line”) is a text on behalf of the first person, tied to an event or topic.

There are two main types of byliner:

*Periodic

The simplest type of byliner. Made for periodical corporate press.

Has two varieties:

• **actually periodical - a text in which the first person talks about the contents of this corporate publication
• (lists the headings, gives a short overview of the issue)
• **thematic - a text in which the first person reflects on a specific topic ( this type is

ineffective)

*Event

It represents information (characteristics) about the company, can be in the form of a greeting on behalf of the first person of the company. Most often it is an integral part of a booklet dedicated to an event.

NEWSLETTER

NEWSLETTER (newsletters) - publication for the internal public - corporate newspaper, booklet, leaflet, etc. (literally translated from English - “news letter”). In Europe, the newsletter is usually called a "House Organ".

The main goals of the newsletter:

• 1. Formation of a positive image through corporate information and corporate analytics;
• 2. Formation of a positive image through anti-crisis information;
• 3. Getting to know people and departments of the company;
• 4. Entertainment function possible.

1st page is always representative.

This could be a byliner or an editor's column, an announcement of the main content of a newspaper, the main news of a corporation, etc.

Page 2 is devoted to the main issues and problems of the corporation.

This could be reporting, a “problem” interview with a manager, etc.

Subsequent pages of the publication are usually structured something like this:

• *section about people (staff, managers...)
• *entertainment materials
• *news from departments
• *educational materials
• *information about sponsors
• *social policy of the corporation

There are certain topics that should never be included in the newsletter:

• - trade union activities;
• - criticism from below;
• - competition in the industry;
• - global news (with rare exceptions).

The main stages of creating a corporate publication:

Stage I. Establishing contact with management and clearly identifying sources of information.

Gaining access to information from central management, having a correspondent network (source

information from the department).

Stage II. Identification of information sources.

Stage III. Determination of the technological base, i.e. where will the publication be published?

Printing design.

V stage. Distribution of the publication (who? when? how?).

CASE STORY

CASE STORY - information material about the company's favorable experience and an indication of its social responsibility. “Case” is a specific case of a company. There is also a definition of the concept of a case story as a type of PR text about the positive or negative experience of consuming a particular product/service of a company. A case story not only informs about the company's experience, but indicates the significance of this experience. A case story can be a variant of an image article that appears in the LEAD of press releases.

INVITATION

INVITATION is a genre of PR texts aimed at informing the public in order to ensure maximum presence target audience at an event held by a PR entity. The main purpose of an invitation is to invite. Invitations are divided into two main types:

• 1. Invitation for the media;
• 2. Invitation to other audiences.

In fact, these two types differ only in design, while their goals are absolutely identical.

The invitation has a strict text structure - division into paragraphs, for example:

• 1 paragraph - who invites whom, where;
• 2 paragraph - short review issues (i.e., briefly, what will happen at the event, information about the organizers, hosts);
• 3rd paragraph - listing the main participants (if this is, for example, a conference),

listing VIPs, famous guests (if, for example, a presentation);

Paragraph 4 - description of the event program:

registration time,

start time of the event,

buffet time,

end time of the event

At the end, a request for confirmation of participation in the event is usually written; by phone or e-mail; Contact details; FULL NAME. inviter; name of the institution.

IMAGE ARTICLE / IMAGE INTERVIEW

IMAGE ARTICLE - an article positioning the image of the main person of the company or organization as a whole.

Types of image article:

• * Personal - positions the image of the person as a whole (portrait)
• * About the corporation - positions the image of the company as a whole or in connection with a specific occasion:
• - company anniversary
• - change in production or release of new products
• - characteristics of the company as a whole (for no reason)

An image article is a commercial form of text.

IMAGE INTERVIEW - positioning of the first person in a question-and-answer form; in terms of goals and types, an image interview is similar to an image article. It is possible to have an image photo of the first person. The image interview is either not signed, or is signed by a company press officer. An image interview can be performed for a corporate newspaper or for the general press.

SHEET OF QUESTIONS AND ANSWERS

SHEET OF QUESTIONS AND ANSWERS - these are the most frequently asked questions to the PR subject (or possible during an event) and the corresponding answers to these questions.

The question and answer sheet can be prepared for public press, for press events (as part of a press kit), for a corporate booklet, etc.

Questions and Answers Sheet Features:

• 1. Uncoherence of the text, that is, flexibility of the dialogue structure. This structure allows you to swap questions without changing the overall meaning of the dialogue.
• 2. Dialogue unity, that is, all questions asked and answers to them must be on the same topic.

The optimal number of questions in a sheet is approximately 6-7.

The questions should be specific - who? How? When? What?

Questions in the “tell” and “show” categories are not allowed.

Structure of the question-answer sheet:

• * Heading
• * Company name
• * Frequently asked questions and their answers

The structure of the question-answer sheet is open.

Questions and answers are most often separated on a separate line and in bold/different color.

The question and answer sheet is never signed!

MEDIA STATEMENT

MEDIA STATEMENT is a genre of PR text that represents some analysis of a (crisis) situation on behalf of a PR subject. That is, a PR specialist writes a statement demanding a refutation of information (data, articles, etc.) published by this media outlet.

Structure of a statement for the media:

A media statement is always written without a title and must answer several basic questions: what is there? what happened? what should be done?

• 1 paragraph - indication of the informational occasion - the reason for the application;
• 2 paragraph - reasons or motives for the current situation (1-3 paragraphs)
• Paragraph 3 is the most important, in fact, what this text was created for in principle - further steps to resolve the situation.

There are two options for ending the statement:

• * a message about the legal actions of the company submitting the application (i.e. who and when will I contact - court, lawyer, ministries, etc.);
• * appeal to public opinion (no more than 1 page).

A statement for the media is usually not signed and is most often a commercial article (i.e. paid for).

LEAFLET

FLYER - a form for submitting texts about a PR subject on paper.

The leaflet is a one-sided text (usually on an A4 sheet). Double-sided text on an A4 sheet is called a proclamation. The main difference between a leaflet and other types of PR text is a special method of distribution, namely: sticking on houses, advertising stands, or distributing directly in crowded places. IN last years A method of distributing leaflets such as mailing is also actively spreading.

There is no strict species division of leaflets. The most common types of leaflets are political, advertising, and PR leaflets. Their differences lie mainly in the purpose of the leaflets. Thus, the main purpose of advertising leaflets is to attract attention to the product/service and interest in purchasing this product. Leaflets used in public relations are aimed at informing the target audience, providing them with information that forms a positive image of the PR object. The main purpose of political leaflets is agitation and propaganda.

Types of political leaflets:

* Based on the availability of visual materials.

Usually divided into posters, leaflets, billboards,

prospectuses.

* According to awareness.

There are presentation, propaganda, signal and information

leaflets.

Presentation leaflet - represents the politician as a whole, according to all characteristics (the most effective).

Propaganda leaflet - combines a portrait of a political leader and a call to action (for example, “come and vote!”).

Signal and information leaflet - in addition to information about the political entity, also contains the so-called useful information(for example, useful phone numbers and addresses, calendar, etc.). This type of political leaflets originated and became widespread in Russia.

BIOGRAPHY

BIOGRAPHY is a genre of PR text that represents the supporting biographical information about the first person or official.

There are three main types of biography:

* Biography-summary

This is practically the same fact sheet, with the same principle of presenting information. A summary biography is usually done for

economic sphere. Most often found in corporate publications (for example, biographies of new employees)

Structure of the biography-summary:

• 1 block - representative (indicate full name, date of birth)
• Block 2 - educational (indicate - education, specialty, university, diploma with

honors, educational courses, etc.)

Block 3 - career (indicate periods of work in companies, position, career And

4 block - Family status(indicated - single / married / divorced, married / unmarried / divorced, presence of children and

• Block 5 - hobby (indicate hobbies, interests, achievements in sports, etc.)
• Block 6 - plans for the future
• * Biography-story

This is, in fact, “verbalized” biographical data about the first person or official.

A biography-story is a coherent text divided into paragraphs. Unlike the summary biography, here

there are predicates (came, graduated, entered, etc.)

* Biography-narrative

This type of biography is used mainly in political sphere. The emphasis from dates in this case moves

towards personality qualities, human characteristics. Closer to the journalistic genre of portrait sketch. Usually

accompanied by iconic materials (photo). In a narrative biography, you can give the main points

program (if it is a political leader).

All these types of biography differ in the areas of PR. BOOKLET / PROSPECTUS / BROCHURE

BOOKLET - text folded into several pages.

BROCHURE - information material on sheets connected with paper clips.

PROSPECTUS - information material on sheets glued together or folded into an accordion.

All these types of PR text are the same in purpose and content. The only difference is the number of illustrations - the prospectus is more illustrated than the booklet and brochure. Content:

Booklet / Prospectus / Brochure may consist of the following PR texts:

• * Bayliner
• * Company's mission
• * Fact sheets
• *Backgrounder
• * Sheet of questions and answers
• * Biography
• * Interview
• * Contact addresses

Main sections:

• * Greetings
• * Story
• * Characteristics of the company and its products
• * Company social policy
• * Company plans for the future

RESUME A RESUME is a text optimized by a selective biography of a person who is not the subject of PR.

Refers to related PR texts.

In world practice, there are several types of resumes: American, English, French, etc. In fact, they differ from each other only in the sequence (order) of information blocks and additional information.

Resume structure:

1 block. Presentation.

FULL NAME.; age (number of completed years); Date of Birth; address; contacts; marital status and number of children; Foreign language skills; PC ownership.

2 block. Job vacancy.

The position for which you are applying in this organization.

3 block. Educational.

Years of study in higher education are indicated educational institutions, secondary vocational or secondary specialized educational institutions. Indicating the faculty and specialty.

4 block. Experience.

Temporary terms of work at a particular enterprise are indicated, indicating the position held.

5 block. Additional Information.

Your personal achievements are indicated - certificates, prizes at conferences, awards, etc. (but they must be relevant to the position for which you are applying).

6 block. Personal qualities. Indicate the qualities that you possess (for example, communication skills, responsibility, accuracy, etc. - they should be useful for the position for which you are applying).

PRESS REVIEW

PRESS REVIEW - collected information materials from the media for a certain calendar period, intended for the head of the company and used to analyze the current public opinion about the subject of PR.

Press review is a secondary source of PR texts.

Structure:

• * Table of contents
• * Information divided into thematic sections
• * List of sources

CONGRATULATIONS

CONGRATULATIONS - text on behalf of the PR subject to the target group of the public, which indicates

the significance of the addressee’s activities in the life and activities of the PR subject.

A large role is given to the paragraph that talks about the relationship between the subject of PR and the addressee.

ANNUAL REPORT

ANNUAL REPORT - a combined text about the results of the company’s activities for the year. The structure of the annual report consists of two main parts:

• 1) Non-financial information:
  • * Manager's byline (informing about the company's activities for the period)
  • * a brief description of company and services provided
  • * Social mission of the company (social portrait of the company’s employees, social programs of the organization, etc.)
• 2) Financial information:
  • * Amount of costs in monetary terms for the current period according to various indicators.

In certain cases, two types of annual reports are prepared - for external and internal audiences.

SOCIAL REPORT

SOCIAL REPORT is a part of the annual report, which is a text about the results of the company’s social activities for the year.

Social reporting is very common in Russia, especially in large companies.

The social report can be part of the annual report, or it can be a separate small brochure (20-30 pages).

A social report may have, for example, the following structure:

• 1) Bayliner of the manager (social policy of the company for the period)
• 2) Theoretical part - talks about what social policy, social responsibility of the company, etc. are.
• 3) Report on developed and implemented programs for the external and internal public (sponsorship, charity, construction of sports and educational institutions etc.)

The New York Times proclaims in its editorial motto that it "prints all news fit for publication." This principle is, to one degree or another, characteristic of the editorial policy of all quality media.
But what is news that is “fit for publication”?

News elements. Information occasion

Before starting to write about an event or phenomenon, a journalist should ask himself three questions:

1. Is this new?
2. It is important?
3. This is interesting?

And if there is at least one answer “No,” it means that, most likely, news will not come out of the event or phenomenon.

That is, before becoming “news for everyone,” an event itself (before reporting) must have a number of qualities. Here are the “classic” elements of news. In other words, here are the features of events that can “make news.”

1. Tangible novelty incident or opinion expressed. Something previously unknown or new about something already known. (“The first news of something,” Vladimir Dal defined the word “news.”) It should be borne in mind that news is a perishable commodity. “Rotten news,” as they say in the editorial offices, is no longer news. In newspapers, the life cycle of news is one day, on TV and radio – several hours, on the Internet – ten or two minutes.

2. Significance. The importance of the event for many, its scale, interest for the audience or a tangible part of the audience of a particular media outlet. It is important not to make a mountain out of a molehill. At the same time, sometimes to a novice journalist the usual affairs around him seem insignificant, but the editor can see in them something that “makes history” - in a broad interpretation of this concept.

3. If an incident is potentially interesting to the audience, then they say that there is informational occasion report it (newsworthy story - “a fact containing news”). An informational occasion arises when an event or phenomenon has the following qualities:

A) Proximity of the audience. Either in space (neighborhood, belonging to the same territory) or in time (recent past or recent future). In general, it is “alien” that is recognizable and can be perceived by the reader as part of his own life. B) Conflict. The struggle of opposites, according to Hegel, moves history. Conflicts always attract attention. Various conflicts - from family conflicts to ethnic clashes, from disputes among businessmen to political struggle, from “piquant” intrigues to sensational scandals of various kinds. But I do not advise novice authors to immediately take on the description of criminal warfare or bribery in schools. The genre of investigative journalism is difficult, dangerous, and requires the highest qualifications. In particular, you need to know the law well and be able to collect a “reinforced concrete” evidence base. We are still just learning. Believe me, there are many other interesting things happening around that are worthy of the attention of your audience. B) Emotionality. Can an event give an emotional boost to the reader, excite him? Something dramatic, extraordinary, stunning. D) Connection with a celebrity. Stars help sell circulation like no other. There are many professionally produced magazines, almost entirely devoted to news from the lives of stars (“7 days”, Hello!). D) Quirkiness. Unpredictable or abnormal developments of events, unusual situations of various kinds, eccentric actions, interesting oddities and curiosities. There is a bearded journalist joke about this: “When a dog bites a person, this is not news. When a person bites a dog, it’s already news.” E) Usefulness. Messages about changes in traffic public transport, about seasonal mushroom poisoning, about the methods of “work” of scammers in criminal chronicles, and so on. and so on. G) Human interest. Here are four topics that always interest people: God, power, money, love.

There are three categories of information occasions:

1. Objective. Any events that satisfy the above criteria, moreover, those events that occur on their own: from disasters and natural Disasters to a pumpkin growing in the garden of record size. The suddenness of the incident gives the news a touch of sensationalism. Sudden news is “doubly news.”

2. Organized. The newspaper organizes a round table on an issue important to the territory, and then publishes a report, transcript, comments, and results of public opinion polls. The journalist initiates a meeting or makes a call. These steps of his become an informational reason for writing material.

3. Calendar. These news events are related to the anniversaries of events national holidays or with something that is sure to happen - say, a mayoral election, a conference at a museum, or a sports competition. The materials are prepared in advance, and there is an opportunity to give free rein to your imagination, do something unusual, unearth little-known details, prepare accompanying materials and photographs.

The American mass media theorist V. Montague once compiled a list of stories that most often appear in the media. Here is its classification:

• daily News
• disasters
• sport
• prominent figures
• army
• aviation
• economy
• research
• public institutions
• interview
• the science
• weather
• crimes
• curiosities
• anniversaries
• demonstrations
• festivities
• universal stories

Note that Montague's list reflects the interests of Americans in the mid-20th century. In it, sport comes in third place and a lot of attention is paid to science and research. Today, the mass audience probably does not have the same interest in weapons and demonstrations. But there was a need to know more about mobile communications, the Internet, computer games, information technology.

By the way, the latter give the journalist good tools to measure readers' interest in a particular topic. Let's take blogs– personal diaries that people keep on special websites. One of the largest (8.6 million users) and popular blog sites, www.livejournal.com, provides a rating of the interests of its authors. Here are the first 20 positions (and there are almost 300 thematic interests recorded here):

• music
• reading
• Friends
• scripture
• computers
• dancing
• art
• photo
• purchases
• Love
• singing
• poetry
• books
• swimming
• anime
• drawing
• boys

Of course, we must take into account that the site’s users are mostly young people, and each one indicated more than one interest when registering.

Of course, quality press does not follow the lead of the masses, but it studies the interests of the audience and takes them into account. A newspaper that cares about its reputation strives to ensure that at least 10% of its materials provoke retelling of them to friends and acquaintances.

It is useful for aspiring reporters to know that the editor of a local newspaper, when creating a newspaper issue, adheres to a number of principles:

• give almost exclusively only local news (reviews like “In Russia” and “In the World” are more likely a way to fill space than an information need)
• avoid thematic and formal repetitions in one issue and, especially, on a page
• avoid clustering in a number or on a page of messages from any one region or, conversely, regional “gap”
• avoid juxtaposition of materials signed by the same author

What does this mean for an aspiring author? And the fact that his note is from a remote village, where a full-time journalist from the regional center was last in 1985, will be greeted by the editors as very welcome and, if there is at least something in it, they will most likely publish it. So, go for it!

Three sources of information

1. Documents and records. When preparing material, a journalist can use: official bulletins, reports, press releases, websites, memos, letters, records on computer hard drives, CDs, flash drives, floppy disks, SMS, MMS, photographs, videotapes, class magazines, diaries, notebooks , bus tickets, etc. We live in a world of written words and images. When preparing material, you must assume that the necessary records are definitely there somewhere. You just need to find them.

2. Interview. Let eyewitnesses tell about the event. Let each side of the conflict speak out. Let an expert talk about difficult things. The task of a journalist is to record what is said without distortion and convey it to the audience.

3. Personal observations. Go to the event site. Record in a notebook (and in a photo, if you have a camera) what you saw and learned. Notice the details. Try to be the first.

What is the fundamental difference between journalism and literature? Writer composes. Journalist fixes, what is. The more precise and dispassionate, the better. A journalist operates with facts, not assumptions.

We will not talk more about sources of information here, because interviews, reporting (always based on personal observations), as well as the effect of dispassion in presenting information are the immediate topics of our newsletter.

Why do law firms rarely hold or participate in press conferences? Should you use this media relations tool in your work? What informational reasons to use for this? You will find answers to these questions in the article by Denis Shiryaev, a specialist in promoting law firms, director of public relations at the Megapolis Legal legal center (Moscow), LegaLPR expert.

Holding press conferences in the legal world is a rare occurrence. This is primarily due to the fact that the law firm itself is not of interest to journalists - due to the fact that it is not a source of new information, but usually acts as an expert on certain issues initiated by third parties (judicial bodies, legislative or executive power, business, public organizations).

However, this does not mean that you should not use press conferences to promote law firms. On the contrary, this must be done – both by organizing and participating in them.

Some company owners believe that in order to save money, it is enough to send out a press release, and if the event is significant, then the result can definitely be seen in the media. All this is true, but even among significant events there are exceptions that require not the usual distribution of press releases, but increased attention to the news. By deciding to hold a press conference, you show journalists (and through them the public) the exceptional importance of the event, and pay special attention to the information that will be heard at the meeting.

Choice of information occasion

When preparing a press conference, the first question that needs to be resolved concerns the informational occasion - how important the topic of the event will be and to whom. Conduct a market analysis, if possible - talk with representatives of the business community, officials, be sure to talk with journalists (only those who write on topics related to the upcoming press conference) about the relevance of the information that you are going to disclose at the event. From such conversations, you will learn how necessary it is to hold a press conference in general, and you will also be able to adjust the topics and issues that the event participants will discuss.

It is equally important to resolve the issue of speakers (who will speak at the press conference). Speakers are usually the top officials of companies, who should also be interesting to the press.

The format of the event presupposes the presence of not one, but two or more speakers from different organizations, united by one informational occasion, regarding which a press conference is convened.

Let us outline some topics that can be covered by convening press conferences. First of all, events organized to announce the company’s participation in large business projects as consultants are of interest. Moreover, you can both announce this event and inform about its intermediate results or results. A press conference organized as part of serious business forums that touch on development prospects in various fields can also be very useful. A press conference should also be held to inform journalists about the company’s support for cultural events such as festivals and exhibitions. Also, do not forget about the internal life of the company. For example, opening an office in a new region or merging with another law firm– such news may also be of interest to the media, so it is necessary to analyze and work through information issues that relate to the internal life of your organization. Thus, a couple of months ago, one regional law firm announced the signing of a cooperation agreement with Western colleagues. In honor of this event, a press conference was held with the participation of Russian and Western representatives, which resulted in publications in local business publications.

Important! Remember that direct communication is most productive when working with media representatives; initiate such meetings yourself. The main thing is to raise issues that are significant not only for your company, but also for a wider circle of participants in the public and business life of your country, region, city.

Organization of a press conference

Once you have decided on the topic, questions and list of participants, proceed to the actual organization of the press conference. Create a database of journalists who will be interested in the stated topic, and send them a press release announcing the event. Distribution should be made approximately one week before the event date. The press release should clearly and concisely identify the issues discussed and the participants (including their positions). At the same time, call journalists yourself and continue to ask how interesting this topic is to them; perhaps such communication with them will help you make the program even more interesting and relevant. You will also know what questions interest this or that journalist, you will be able to prepare answers in advance and then work on them efficiently at the press conference itself. Another call to journalists must be made on the eve of the event.

When choosing a date, it is very important to find out if anyone else is holding a press conference or other significant event on that day that has similar themes to your event (such information can be found on the feeds of news agencies and on the website of industry media). If this is the case, then it is better to play it safe and schedule a meeting with journalists for another day.

When setting a time, remember that the press conference must be held in the first half of the day - so that journalists from daily publications have time to write material for tomorrow's newspaper, and representatives of television media can prepare a story for the evening news. The ideal time period for holding a press conference is from 11:00 to 14:00.

It is better to hold a press conference on Tuesday, Wednesday or Thursday. The middle of the week is the optimal time, since the day before the event you can call journalists again (this is extremely difficult to do on weekends). By scheduling an event on Monday, you run the risk of not being able to remind the journalist about the press conference the day before, and if you organize the event on Friday, then your information over the weekend may no longer be relevant, get lost among other news, or may be completely forgotten. Please note that weeklies are due on Thursday, so if the event is on Friday, they will not have time to prepare the story and therefore will likely not attend the press conference.

It is necessary to develop a program that should include the issues discussed and a list of speakers indicating their position. Don’t forget to provide such a program not only to journalists, but also to speakers. Also indicate the duration of the event. At the end of the press conference, the journalist should not be tired or fatigued, so the event itself should not last more than one hour (ideally, set aside 30 minutes for all reports from the speakers and about 30 minutes for questions from the audience). Leave time for informal communication at a non-alcoholic buffet: you can organize a short interview, ask journalists about their impressions of the event, find out if there is a need to send additional information. Mineral water, tea and coffee are offered both before and after the event. In total, on average, the duration of the entire action is one and a half hours.

Don’t forget to place signs with the names of the speakers on the table in the podium; prepare name badges for all other participants and hand them over during registration. Check the equipment that will be used in advance. Make sure there are signs to help press conference participants find the correct room.

All media representatives who came must be recorded. When registering, give each journalist a press folder, which should include the following: press conference program, information about the speakers, presentations (if any), information about the companies the speakers represent (if there is a brochure, it’s worth including it), Press release. It is advisable that all materials be collected in a folder with the organizers’ logos. If there are items with elements of corporate style (pens, notepads, flash cards), they should be distributed along with the press folder.

Place a stand (banner) of your company in front of the hall where the press conference will be held and inside. Also, hang a banner above the presidium table indicating the name of the event, the date of the event and the logos of all its participants.

Make sure your own photographer is present at the press conference. Photos from the event can then be sent to journalists if they request them, as well as posted on the website.

Be sure to send a press release following the event to those media representatives who did not attend the press conference.

Remember that each journalist should have your mobile phone number in case they need additional information about this event or if they contact you with other requests in the future.

Information occasion (newsbreak,inject, news feed) is an event that serves to form and provide information support to the community, to form a different view, to correct the view on the subject of the news story.

Subject of informational occasion (news item) from a marketing point of view - a product, service and (or) the company producing them, which are of interest, to one degree or another, to the community - the target audience of this item.

Purpose of the information occasion– introducing into the information environment information, attitudes, expert opinions, etc., which should form public opinion, influence public opinion previously formed towards the object of promotion.

At the heart of the news story there is a clearly understood, unambiguously interpreted benefit (material or non-material), for example, announcing information about any significant event that is interesting to the target audience should attract representatives of the funds mass media and the target audience, which means this should contribute to the goal of popularization and promotion of the object of the news story.

Large and small events have an informational reason, in this case, it forms either large or small communities of those who are interested in the subject of the news feed. A good news story creates a larger community, interests more representatives of the target audience and more media - conductors of information between the creator of the story and the target audience.

Advertising or creating news events. In marketing, in order to popularize, promote goods, services and their manufacturer, it is possible to pay for advertising and information campaign () or create information occasions that are covered by the media independently and at their own expense, in which the subject of the occasion is the object being popularized.

Properties of information occasion. The practical significance and marketing benefit of an informational occasion (whether the occasion serves promotion) largely depends on the following characteristics of the informational occasion:

• the scale of the news feed– they are involved in the event or the event is interesting a large number representatives of the target audience. The larger the scale of the news event, the more interesting the event is to the media;
• brightness of the event (significance of the event) – the more an informational occasion stands out from the series of ordinary events, the more attention the media and the target audience will pay to it, as a result;
• unambiguity of assessments (interpretation of the news story) – predictability of the reaction to the event and the expected result. Few people will spend time searching for the “hidden” meaning in a message,
• expressed positivity of the event– positive emotional coloring. Positive events convince of the need to continue the usual way of life, further development of the situation to which the target audience has adapted to exist. Negative events convince of the need to change the situation, change the order of things familiar to the audience and the attitude towards what is happening. It is worth considering that negatively colored events attract more attention than positive ones, but they are not always beneficial from the point of view of promoting the subject of the news story.
• relevance of the occasion- an assessment of one’s involvement in an information issue that is clearly interpreted by the audience. To successfully rebroadcast an event in the media, it is necessary that it does not fall out of the current agenda and is interesting (useful) for the target audience.

If any of the characteristics of an informational occasion is absent or has an insignificant value, then in order to create a high-quality informational occasion, a large load falls on the remaining characteristics. For example, if an event is not usually on the agenda, then it should have the greatest salience compared to other messages on the agenda.

Duration and scale of information occasion. A newspaper article about an event creates a short-lived community. The main task of marketers– to prolong interest in the object of promotion, which means it is necessary to form the involvement of the object of promotion to something of greater significance or to some other long-term and large-scale informational occasion. A good informational occasion may be a message to the target audience that the object of promotion (product, service, company that created them) is related to the informational occasions of the community and contributes to a qualitative change in the current situation in the community.

27Jul

What is Information Guide

With the development of technology, the speed of information dissemination has increased hundreds and thousands of times compared to the era of the printed press and telegraph.

Events that happened a few hours or even minutes ago on the other side of the world are already widely discussed on the Internet. The more significant the news, the greater the resonance it will bring to the information world, gaining hundreds, thousands and millions of comments, likes and shares.

What is INFORMATION BREAKDOWN - definition, meaning in simple words.

Infopovod (Information occasion) is an event that caused a strong reaction among the public and was widely reported in the media.

Example of news story No. 1 (Natural news story):

Informational occasion:

“In his speech, the President mentioned the possibility of closing the border to citizens traveling abroad.”

Reaction to news feed:

In the media and the Internet ( and at home in the kitchen) discussions begin on the topic:

• What did the president mean anyway?
• Is an Iron Curtain possible?
• What consequences will the closure of borders have?

As a result, the president’s words provoked a violent reaction in society.

In this example, a variant of the natural ( unplanned) informational occasion. I think this is all clear.

There are also quite motivated news feeds. Which have the goal of obtaining a certain financial or other benefit. Cunning marketers and PR specialists quickly realized that very good benefits can be derived from well-planned hype.

This technique is used quite often and everything looks natural, but the theme itself already contains the necessary vectors for the development of events. This is aimed at selling a product or diverting attention from a more important event that does not need publicity. Politics is generally a huge generator and specialist in targeted information feeds.

Example of news event No. 2 (Planned news story):

The government has raised utility prices. It goes without saying that the news is not the most pleasant, and the consequences will hit the pockets of citizens. Unrest may arise among the masses. People need something to distract them.

What government technologists do:

It starts, some supposedly important information, like " Our country will launch spaceship to Alpha Centauri in 3 years" Pocket media and crowds of trolls begin to promote this topic wherever possible, diverting attention from truly important and “selfish” information about tariffs. This is how it works.