Media relations is the core of public relations as it is about liaise with the media to inform about an organisation or company we’re representing. Building a good relationship with the media is very important as they are the one who can help us to convey the key messages to the publics. In fact, the media also need public relations as it is their job to get a story or news for the publication they are working with. Hence, public relations and media need each other.
Press conference is one of the way to communicate with the media in mass. So, what is press conference? It is basically an event where the journalists from different media are gather in one place with company’s spokespersons. The aim is to have Q&A session with the media and to make sure they filled in with information about the company’s profile, programme and etc.
I usually watch press conference on TV news but this time, I was invited by Volvo Trucks Malaysia account holders to help out with a press conference event as well to witness it live. The press conference is called ‘iSTREC: Motorcycles and Trucks’ that aims to inform the media about their plan with governmental bodies to create an innovative solution to reduce crashes between motorcycles and trucks. The press conference was held on January 15th, 2013 at Volvo Trucks Malaysia headquarter in Shah Alam, Selangor.
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| Volvo Trucks Malaysia Headquarter in Shah Alam, Selangor. |
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| Volvo Trucks Malaysia Headquarter receptionist counter |
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| The Managing Director of Volvo Trucks Malaysia, Mansoor Ahmed giving his speech. |
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| Officiating the Signing Ceremony of iSTREC: Motorcycles and Trucks |
Below were my tasks that I've done :
Before the event:
- To update the media list to ensure the invitation are send to the correct person.
On the day itself:
- Pack the goodie bag (media kit) for the media
- To call the RSVPs to confirm with their attendance as well to enquire whether they can find their way to the place.
- To ensure they register their attendance for us to contact them after the event.
- To take note of questions addressed by the media and answers from the spokespersons. Yes, I have to remember their name and which media they’re representing. I’m very bad in memorising people’s name but I can only remember those who are unique to me. Thankfully, I remembered most of them.
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| One of the items in the goodie bag. |
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| Media Registration booth. |
I was very surprised as press conference is very different from what I’ve watched on broadcast media. At first, I thought one question should be answered by one spokesperson but I was wrong. I asked my colleague, “Is press conference supposed to be this way where one question will be answered by 2-4 spokespersons?” and she said, “yes, in case one person missed one of the important point but it should not be more than 2 or 3 persons actually as things will be a mess”.
How press conference can be a mess? Having so many spokesperson to answer can be misleading to the press as one point might be clash to another. Plus, not everyone can think likewise. The journalist can be likely to include information that may change the publics’ view on the company. Thus, it is crucial for PR practitioner to make sure that the spokesperson are briefed and understood on what should they do for Q&A session with the press.
Remember the Q&A document that we need to prepare for our PR 250 (Media) assignment? That is one of the document that we need to prepare for our client including few other documents such as interview details and tips. The document basically to guide our clients so they know how to handle with the media.
After the event, we need to send out the news release to all of the press who attended and contact them to check if they have received it and will they be using it. When the media said they won’t be using the news release, it is our job to ask why and seek for advice in order for them to accept it. Sound pushy but that is the most gentle way to push in order to get more media coverage as well to improve the media release quality to match with the publication’s preference.
Best regards,
Fazar Ria Muneera Bt. Safree Zainudin
13761196/ 7D5B3504
Semester 1, 2013
Curtin University Sarawak campus
1 comment:
I also worked in the field of events for my internship, and I loved it. It was really really different from what we learn at university, but you can really see how what we learnt applies to the field. I lvoe my internship.
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