3 Handling the conference

Press conference should be well organized, short and punctual, speakers must be brief allowing reporters time to ask questions.

PR specialist should brief clients on:

• what they are going to say. PR specialist must write an announcement or a statement for the clients and train speeches;

• how they are going to say it;

• what visual aids will be used to illustrate the announcement.

Reporters should:

• receive copies of speeches and all background materials in the form of press kits( press release, short bios with the accurate names and titles of the participants, visual materials)

PR specialist should predict the reporters’ questions and train speakers on different questions answers.

**The last problem: when to finish press conference.

Press conference of a president usually lasts 30 minutes

Glossary

Access- доступ

Tentative- предварительный

Stir up – пробудить, вызывать

To brief- инструктировать

Alienate- отдалять, отчуждать

Bio- биография

Trade press- отраслевая пресса

Task for office hours- Requirements for press conference

Task for IWS – Press conference for politicians

29-30. New Technologies in Public Relations

1 Internet in pr

New technologies usage in PR is the main tendency in communication.

*The Internet is now positioned for effective PR. Its possibilities:

By 2005 Internet Users’ number will reach 1 billion people. The main advantage is that this service is interactive.

Forms of the Internet using:

**1.

***2.

1. Brochures providing is perspective form due to interactive form and video clips.

2. Discussion groups ( Usenet) helps to make research, comments and to exchange opinions. Nowadays, 10 thousand Usenet groups work on Internet.

3. Listserver ( PR FORUM) make it possible for the PR agents to interview groups’ participants/ A potential participant should register and get access to discussion.

Examples: Starr’s report on case of president B. Clinton and M. Lewinski was disseminated through Internet and 24,7 mln people could read it. Site of Xerox can answer any question)

Significance of Internet for PR practice. Internet can provide:

1. ****Transparency

2. Influence

c .Context

Guidelines for Internet for PR

1. Internet is worldwide, information designed for a certain region or country can arose reaction, both negative and positive, from unexpected places;

2. Internet is not controlled, it is beneficial for freedom of speech, but negative for dissemination of negative and false information;

3. Internet has special services for news or topic information ( News Edge service). This service collects all information in Internet interesting for their customers. PR agents may investigate the tactics of rivals, opponents, public and react immediately.

Tips for PR agents’ work on Internet:

• Don’t rely on the web alone, use e-mail and newsgroup campaigns;

• Offer alternative paths to web- based information

• Point to additional references, don’t ignore opponents’ points of view

• Be candid. In cyberspace, audience can talk to each other and find out the facts that contradict your assertions.

• Let audience talk back. It is an interactive medium , and you can show you want to listen.

• Monitor reactions.

Problems of Internet