Briefings and press conferences are meetings between officials and media representatives to inform the public on topical issues.

Briefing is devoted to a brief overview of several events, lasts no more than 30-40 minutes and is mainly used by government agencies.

Press conference is devoted to a detailed discussion of 1-2 issues and, on average, takes 1.5 hours.

Holding a press conference is justified only if:

1) there is “hot” news in the organization and it is necessary to make an important message, according to which journalists may have questions, or it is necessary to urgently respond to a certain event;

2) a well-known specialist comes to the city, interesting person ready to speak to the media;

3) journalists prefer personal information contacts with officials.

In other cases, information is transmitted to the media by a press release and there is no need to hold a press conference.

Preparing and holding a press conference

A press conference is the most important means of PR, requiring careful preparation, consisting of the following steps.

1. Choosing the date and time of the conference. Some options are possible:

. the press conference must be held on a specific day;

. if it is possible to choose a day, coincidence in time with other events important for the press and other public (speeches by political figures, events in cultural and sports life, etc.) should be avoided.

2. Choosing the right space. It shouldn't be too big to make the room look half empty, and it shouldn't be someone's office. Press conferences can be organized in business centers of hotels, local press clubs, public buildings located in areas not remote from media representatives.

You need to check for:

. appropriate number of chairs;

. places for placing TV-cameras;

. microphone

. platform microphone stands;

. power supply (sockets for TV-equipment);

. a desk for registering media representatives and issuing printed materials;

. tables and chairs for speakers;

. ashtrays;

. stands (if necessary);

. mineral water for participants (desirable).

3. Notification of media representatives about the upcoming press conference.

Invitations are sent so as to reach the addressee at least 7 days before the press conference. They contain:

. topic

. full name of keynote speakers;

. a few details, necessary to convince the editor of the appropriateness of coverage of events, but not enough to stop the desire to attend a press conference;

Date, place, time and duration of the press conference;

Full name and telephone number of the person responsible for press relations.

4. Preparation of texts of reports. The texts of all reports are printed in advance. During the conference, they are available to the journalists present, and after it are sent to the media, whose representatives were not present. A press kit containing relevant information is also prepared for each member of the press.

5. The day before the press conference:

The course of the press conference is discussed with the main participants;

The order and content of speeches are specified;

Phone calls are made - reminders to media representatives whose presence is expected;

A list of conference participants is compiled and replicated for distribution to the press.

6. On the day of the press conference. All preparations must be completed in at least 30 minutes. At the entrance there are tables for registration; journalists are registered, receive press releases, lists of participants, and other handouts.

Speakers are seated at a certain elevation; in front of them are plates with names and positions (the inscriptions are made in large print and are visible from the back rows).

Employees involved in the press conference must have badges- chest identification plates containing the full name, position and name of the organization.

The appointed person in charge conducts the press conference. He calls on those present to keep quiet and introduces the chairman. They may be the head of the organization. The chairperson makes an introduction, introduces the participants at the beginning of the press conference, and then gives the floor to the speakers.

After the speeches, the speakers answer questions from the media.

At the request of representatives of the press, it is possible to organize individual interviews.

7. At the end of the press conference, as a rule, an unofficial part is organized for its participants.

Preparing a briefing

Behind a few days before the briefing follows:

. book a conference room (requires a room with a large table);

. call and personally invite journalists (usually their number is 6-12 people);

. call the journalists whose presence is necessary for the second time;

. organize a press line and formulate the main topics; plan the necessary presentations;

. on the eve of once again to clarify the main topics of the briefing;

. check whether the plans of the speakers have changed, whether all the scheduled speeches will take place;

. prepare the necessary printed materials.

Before the briefing necessary:

. check the readiness of the information and analytical service;

. make sure the room is well prepared for the meeting.

During the briefing follows:

. introduce journalists and speakers to each other;

. create a relaxed atmosphere; offer coffee or soft drinks; ensure that everyone has the opportunity to speak;

. make a list of those present at the briefing; negotiate with media representatives on further cooperation.

Interview

There are the following types of interviews:

1) correspondence;

2) full-time indirect;

3) full-time direct.

correspondence An interview presupposes a preliminary agreement between the PR-man and the correspondent on the written preparation of questions of interest to the press and their transfer to the press service of the organization. The organization prepares written responses and submits them to the correspondent of the newspaper/magazine for publication. Naturally, this is the calmest and most preferred type of interview by the leaders of organizations.

Full-time indirect The interview involves a preliminary familiarization with the questions. However, the interview itself is conducted by the correspondent in person and does not exclude new, unplanned questions that the correspondent may have during the interview. If the interview is also filmed for TV show, it certainly requires more nervous tension, composure and preparedness than an interview in absentia.

Full-time direct- most complex view interview. Questions are not previously known. The reporter, perhaps, too. Live broadcast is excluded.

PR practitioners are advised to use the following guidelines for preparing for an interview.

Print interview

Behind a few days before the interview

. If you know who exactly will come to interview, try to find the published articles of this correspondent on the topic of the interview. This will help you determine the correspondent's attitude to the issue, understand his position, present a possible range of issues that interest him, and prepare for the interview in an appropriate way.

. Give the correspondent the necessary printed materials. Be sure to first of all inform the press about the goals of your organization.

. Specify the method of conducting the interview - by phone or in person. Consider where it would be best for you to invite a correspondent in the case of a personal interview. It is possible, if your office is not representative, to conduct an interview in a restaurant or rent an office in a hotel.

. Find out if the correspondent plans to publish photos, specify which ones, and prepare everything necessary for this. Find out if the journalist plans to do an additional interview related to the photographs.

. Find out the estimated duration of the interview, the date of possible publication and the heading in which the material will be printed.

. Look around the room where the photo will be taken. Remember that the background is important.

During the interview

The press liaison officer must be present during the interview. He does not interfere in anything, only fixes issues. His position is “in the name of the interview”.

Make sure the reporter has received the introductory material.

. Make sure there are no broken chairs or other inappropriate objects or inscriptions in the background during the photo shoot.

. If you consider it appropriate to record an interview on a dictaphone, be sure to warn the journalist about this and never record without permission.

. Check if the journalist has correctly recorded the full name and position of the interviewee, as well as those responsible for relations with the press.

. Make sure the journalist knows what the information being provided is for. It can be used: for general information, for quoting, for the record, not for the record.

Interview onTV

1. Define a goal. Think in advance of the key points of your speech. Try to focus on the most important aspects. Remember that the interview will take a little time to show, perhaps only its main (from the point of view of journalists) or the most expressive part will be shown.

2. Prepare for the interview. Find out the topic of the program, the directions of the conversation and the circle of participants. Watch previous broadcasts of this program, feel the style of the program itself and its presenter. Prepare a speech in the style of this program. Think about the questions you may be asked and prepare your answers carefully. If necessary, this will help you move the conversation in the right direction. Be concise and to the point. Contact experts to prepare special or statistical information to answer questions.

3. Be confident. Always remember that you know more about the subject of the conversation than your interlocutor. Be friendly, correct, calm. Your excitement is natural and justified, do not worry about it. Talk to the interlocutor as you would to a friend - informally, but by no means familiarly - this creates the image of a polite and pleasant person.

4. Keep the initiative in your hands. Focus on those parts of the question that can lead to your main goal. Do not be afraid of "provocative" questions, answering which you should touch on the negative side. Talk about the negatives, but always focus on the positives.

5. Answer questions carefully. Listen carefully to each question. If you don't understand it or don't know how to answer, be honest about it. Do not allow yourself to be drawn into a conversation outside of your competence. If possible, answer yes or no questions and then develop your thought. Firstly, it will help you formulate an answer, and secondly, it will correspond to the image of an open, serious person.

6. Make the interview easy to understand. Use short phrases subordinate clauses. Avoid technical details. If you need to give statistical information or comment technical questions Use the pre-prepared short answers. Be careful with jokes. A lively, short, witty joke will only enhance the positive impression of your answers, but perhaps it is worth remembering that everyone's sense of humor is different.

7. At the end of the joint work do not forget to call or send a letter of gratitude to your interlocutor and the organizers of the program.

Information occasion

As already mentioned, the action of the PR is aimed not so much at the favorable coverage of spontaneous events that occur in the organization and are not able to interest anyone, but at the creation of special events that will subsequently be described and covered. In this regard, the PR is the initiator of situations, the creator of what is called a news event, or information occasion.

Information occasion - this is a message, or an event that is from the news individual organization turned into news target audience this organization, or its public at large.

Conducting traditional interviews is not the only method of evaluating candidates for employment. It's not efficient when looking for several line specialists, because it takes a lot of time. In order to save time and not to accept literally the first person they meet, recruiters began to use a briefing.

What is a briefing?

Many people know what a briefing is, it is an analogue of a press conference. It differs from it in that it is devoted to only one issue, and lasts about 30 minutes. Most often, a briefing is held by politicians or intelligence agencies in cases of emergency in order to prevent panic, sound sensational news, etc. It is also often held in the mode of working meetings with the invitation of the media.

However, the briefing that I have already defined is very different from the briefing that is used in recruitment. Therefore, I will tell you a story about how the briefing became one of the recruiting technologies.

The problem of mass recruitment has been faced and continues to be faced by companies that are just starting their work, or expanding the staff when it becomes necessary to search a certain amount middle managers, line personnel, etc.
In the 90s of the last century large corporations thought about irrationality the use of traditional interviews in mass selection. Imagine that out of 40 candidates you need to choose 10-15 people. If this problem is solved in the traditional way, then it is necessary to conduct personal meetings with each candidate, then interviews with applicants with the head of the department with about half of the candidates, and then a set of final interviews in order to finally determine the list of those whom your company will hire . In total, you will have to hold at least 70 meetings. Agree, the prospects are not bright!
Then it was decided early stage selection of specialists, that is, the first interview, to make a group one. This form of work with applicants was called a briefing.

Most often, this technique is used when hiring sales managers, project managers, consultants, client managers and promotion managers.

Briefing Benefits

Consider the advantages of a briefing compared to conducting a whole range of individual interviews:
1. Applicants who apply for a job posting send their resume. HR analyzes resumes and makes an appointment for ten applicants at once.
2. At the meeting, the recruiter should not tell each applicant about the company, he voices this information 1 time.
3. Candidates see their future colleagues.
4. After the first group interview, where candidates fill out questionnaires and answer questions from a recruiter, they are given homework for 3 days, after which they must provide an HR finished project.
5. After the first day of the briefing (group interview) and analysis of projects, a meeting of recruiters and department heads is held, during which a decision is made on who to invite to the final interview.
6. A final interview is held, at which the working conditions are discussed. The interview takes place individually with each candidate.

Thus, in order to hire 10–15 people, you spent no more than 2 weeks, and spent about 11-16 interviews, including interviews with the leaders instead of 70.

Briefing technology

The briefing is held in a spacious auditorium, where there should be a table that can accommodate about 10 people: 2 heads of company departments, 6-8 applicants and a briefing leader (recruiter).
You will need: hourglass, voice recorder, digital camera, sheet of paper for notes.

Schedule for the first meeting:

1. A story about the company, a description of the vacancy and requirements for candidates - 20 minutes.

2. Answers to questions - up to 10 minutes.

3. Briefing - 1.5 hours
First round:
Participants introduce themselves, tell what company they worked for, what position they held and what duties they performed. All stories are recorded on a voice recorder.
The facilitator of the briefing should ensure that no one deviates from the topic and speaks for no more than 2 minutes.
Second round:
Applicants must describe what kind of work they are able to perform from start to finish, that is, what they can be assigned.
Since the facilitator's task is not just to listen, but also to write down answers, you can ask clarifying questions if the candidate beats around and around.
Third round:
At this stage, invite candidates to recruit a team of workers of those present and explain in what capacity and why they are present in it.
Record all connections on the board, mark them with arrows from one candidate to another, and write down the quality on the arrows.
This assignment will help you identify a manager from those present. If one of the candidates refuses to do the exercise, do not insist.

4. Group photography - 5 minutes.

The group work ends here. From now on, everyone will work individually.
But before moving on to the next stage, give the briefing participants homework: a short text (1–1.5 pages) about the company, a case that each candidate will have to solve and send an answer within three days for corporate mail. Unwillingness to do homework can be interpreted as unwillingness to work.

5. Psychological testing - 50 minutes.
You can choose the tests of your choice. In my opinion, the following tests are most suitable for briefing:
Raven Logic Test - 30 minutes
Klimov test to identify the preferences of objects of work - 5 minutes
Test "Unfinished sentences" - 15 minutes
Tests are best done comprehensively. Information about the technology of their implementation is contained in sufficient quantities on the Internet, so I will not duplicate what you can easily find yourself.

After the briefing and testing, the recruiter must process the test results, discuss them with the head of the department. When discussing, resumes, questionnaires, photographs of candidates are also taken into account. As executives and recruiters were in attendance at the interview they remember all the candidates and easily determine who to invite to the final interview and who to refuse. The final decision on the admission of a candidate is made by the head.

Conclusion: It is advisable to apply this technique when hiring for positions that are massive in your organization. Searching for a top manager using a briefing is pointless.

Do you use briefing in your work?

Press conference - a specially organized event, a meeting of officials (leaders, politicians, representatives state power, public relations specialists, businessmen, etc.), with representatives of the press, television, radio in order to inform the public on topical issues (report important news, introduce important information or make an important announcement).

Press conferences should be held only when there is a significant informational occasion.

A press conference requires a moderator who will coordinate the issues and ensure that all key topics are covered.

The usual rule of thumb for a press conference is for each participant to speak for 5 minutes or less. Then answers to questions. It is undesirable to involve more than seven participants in a press conference. The host of the press conference brings journalists up to date and introduces each of the participants.

A press conference should never be held just to release a document or information that might as well be conveyed by a press release.

We choose the day of the press conference. It is better if several factors are taken into account. You can not schedule a press conference on the day when major events are taking place in the region (they will distract a lot of journalists). It is necessary to avoid coincidence in time and date with the official press conferences held by the authorities, it is also undesirable to choose Monday or Friday. The optimal time is from 11 am to 3 pm. If we start later, the journalists will not have time to edit the material and put it on the evening TV and radio broadcasts.

Journalists should be invited in writing, approximately 10 days before the press conference. The invitation should contain the theme of the press conference, the names of the news makers, the date and time of the event, as well as the address of the room where the event will take place, with a traffic plan.

The day before the press conference, be sure to call and clarify - which of the journalists will be. By clarifying the personalities, we will be more prepared for the atmosphere of communication.

It is better to choose a room for holding a press conference, taking into account the accommodation of at least 20 people. Too large a hall will create a feeling of "insignificance" of the event: there will be a lot of empty space.

Let's not forget to provide tables for registration of those who came to the press conference. They should stand in front of the entrance to the press conference hall. The list of incoming and registered journalists at the time of the start of the press conference must be promptly handed over to the moderator.

Nameplates with the names of the main invited media, TV channels, placed on the tables, create a sense of hospitality: it is important to show journalists that they were expected here! Signs for radio journalists should be put on the first tables: they usually have a lot of fuss with microphones.

Pack for journalists. It is also called "press package" or "handout". This is a necessary moment for the competent provision of work. It's not just about traditions or the desire to please guests with beautiful folders and, if possible, souvenir-branded pens. Folders may be elementary, pens may not be at all. The so-called handout material is valuable as an addition to the content of the press conference: after all, not all the figures that were heard will be perceived by ear, not all facts will be understood orally. In addition, it is possible to offer journalists photographic materials or photocopies of publications, the results of social research, etc. But this material should not be unnecessarily overloaded with information. The golden mean is important: the package for journalists is an expressive and tasteful material supplementing the press conference.

The functions of the host are as follows: he opens the press conference, informs about the number of journalists present, thanks them for their attention to the organization and reaction to the invitation, announces the topic, introduces those who give the press conference, announces the rules, order of conduct, then - manages the communication of those present in accordance with adopted regulation.

Briefing (from English brief - brief, short) is an analogue of a press conference, which differs from it in that it is usually devoted to one issue, news, event, and lasts no more than half an hour. The briefing is a short operational event during which officials, government officials or commercial structures report news, state their attitude and indicate their position on a particular issue. A briefing is usually promptly organized in cases of emergencies - terrorist attacks, accidents, mass poisoning, disruptions in transport, communications, and so on, in order to explain, as far as possible, what happened, its causes, to prevent panic, possible errors, distortion of facts and exaggeration in means. mass media. The briefing is also the most convenient format for reporting sensational information, designed to obtain the effect of surprise, since with this method the desired informational message or ideological thesis, veiled by sensational news, will be uncritically perceived by an audience under the influence of strong emotions. Also, a briefing can be a working meeting with the participation of invited representatives of the press in government departments, companies or public organizations.

The messages of the speakers at the briefing are one-sided, warning in nature, illustrated by specific facts. If a briefing is arranged in cases where it is necessary to urgently inform the media on a significant issue, the organizers can limit themselves to only a message, without entering into a dialogue with the press. Sometimes a briefing can be completely devoted to answering journalists' quick questions, since there is no presentation part in it. Before communicating with the press, a brief - no more than ten to fifteen minutes - speech by one or two speakers is possible. During the briefing, drinks and sandwiches are usually not served, and sometimes the representatives of the press participating in the briefing are not even seated at the tables - the entire event is held standing.

There are several differences between a briefing and a press conference. IN classic version the press conference usually ends with a buffet or cocktail, where there is a continuation of communication and discussion of the issues raised by the press conference. After the briefing, contacts with the press are not desirable - unofficial information may be leaked. It can nullify all the efforts of the briefing. In addition, in addition to journalists, other interested parties (representatives of other organizations and institutions working in the same field, partners, including potential ones, everyone in whom you are interested) are often invited to a press conference, for whom it is also necessary to convey information. At the briefing, information is distributed only among professional journalists.

Briefings and press conferences - meetings of officials with media representatives to inform the public on topical issues.

The briefing is dedicated to a brief overview of several events, lasts no more than 30-40 minutes and is mainly used by government agencies. A press conference is devoted to a detailed discussion of 1-2 issues and, on average, is held for 1.5 hours.

A press conference is a media event held when there is news of public interest and an organization or individual known to be directly associated with the news wishes to comment.

The purpose of press conferences is to promote targeted dissemination of information among media editors. They speed up the flow of information to the editorial office, distinguished by the credibility of news sources, the reliability of information; at the same time, it is always possible to repeatedly check and refine versions, obtain additional package news.

Commenting on the information offered is achieved, firstly, by inviting recognized authorities in their field who are personally interested in communicating the most complete information, and secondly, by the press conference regulations themselves, which provide for clarifying questions from journalists, supplying them with press releases, texts of speeches.

Holding a press conference is justified only if:

· there is “hot” news in the organization and it is necessary to make an important message, according to which journalists may have questions, or it is necessary to urgently respond to a certain event;

· a well-known specialist, an interesting person, who is ready to speak to the media representatives, comes to the city;

· Journalists prefer personal information contacts with officials.

In other cases, information is transmitted to the media by a press release.

Briefing - a short informational message, which is usually made by an official, a representative of the government, international organizations, commercial structures with representatives of the media, in order to inform them about important events, during international negotiations, conferences, symposiums, seminars.

The main goals are related to meeting the information needs of the audience by reporting information, facts on behalf of official authorities, top management. At the same time, different approaches of the participants in the events to the assessment of the same issue are clearly compared, the official point of view is stated, and the developed position is briefly motivated.

Information review of documents, decisions taken does not imply passing opinions, assessments, clarifications, references to precedent, etc. A dispassionate list or an abbreviated retelling of the main provisions related to the event emphasize the official nature of the information, the unambiguity of its interpretation.

A concise and thesis presentation of the topic of the briefing can be offered to journalists to clarify the key ideas, the actual details of the meeting. Personal opinions, no quotes.

The briefing allows you to transmit information simultaneously to almost all media, without wasting time on preparing a separate press release for each specific publication, television and radio channel.

A briefing is an analogue of a press conference, from which it is distinguished by the absence of a presentation part, the stage of discussing information and less formality. Reporters' questions are answered almost immediately. For example: a pre-match press conference and a post-match briefing for journalists.

Typically, a briefing is held as a post-PR campaign for a business event.

Of course, mineral water, sandwiches, etc. are not served during the briefing. Moreover, the briefing can be held standing up, without seating journalists and speakers at the tables.

Sources of QMS information.

When developing the idea of ​​a journalistic work, it is necessary, first of all, to determine the object of study. At this stage of work, a journalist needs to have the skills to collect and process factual material. In this regard, the most relevant is the ability to obtain the "necessary" information. This most “needed” journalistic information should have a number of features, the traditional set of which includes objectivity, truthfulness, novelty, completeness, reliability, etc. It should not be forgotten that journalistic information is documentary. It is based on a real authentic fact, found and framed by a journalist.

In essence, the entire information environment is divided into three main types of information sources: a document, a person, and an object-thing environment.

Speaking about the importance of a document as an information source in journalism, it is wrong to present it only in a narrow sense. Meanwhile, as G. V. Lazutina writes, “both meanings of the word are relevant for journalism: “business paper” is just one of many varieties of documentary sources of information that fall into the sphere of journalistic attention in accordance with the purpose of the activity.”

Communication of a journalist with documentary sources of information begins with their search. Working with documents requires a high level of bibliographic literacy, a broad understanding of the types and types of documents. In journalism, most researchers have adopted the following classification of documents. By type of activity:

1. State administrative;

2. Production and administrative;

3. Socio-political;

4. Scientific;

5. Normative and technical;

6. Reference and information;

7. Artistic.

The second classification of documents is based on grouping according to the areas of their circulation. The ships include documents:

1. Production;

2. Public organizations;

3. Household.

The process of mastering a document by a journalist consists of three stages: data extraction, interpretation and fixation. The first of them involves the ability of a journalist to quickly and deeply process iconic information products. The quality of the second, based on the analysis, evaluation and explanation of the data obtained, “depends on the extent to which the journalist is able to include in common sense considerations the evaluation criteria set by the system of knowledge of a general methodological and special nature.” Much depends on the skill of accurately fixing the data obtained as a result of the study of documentary materials. In this context, it is appropriate to talk about the creation of a new document - professional records of a journalist, which, when certain conditions may have legal effect.

Having enough documentary information, a journalist can build a certain message based only on it.

Under item-clothing Environment refers to the environment that surrounds us. Objects and things can sometimes tell about events no less than a person. The main question for a journalist is where to find these sources. At the moment, the understanding of the need to provide organizational information support to the media has been established in society.

Today there is a fairly extensive journalist information system about the events taking place. G. V. Lazutina refers to its main forms as follows:

1. Briefings - short meetings of mass media workers, where they get acquainted with the position of power structures on a particular issue;

2. Presentations - solemn meetings of representatives of any state, public or private structures with the public, including representatives of the press, to get acquainted with the new enterprise, new products, new results of activity;

3. Press conferences - meetings of state or public figures, representatives of science, culture, etc. with journalists to inform them about current events or to answer their questions;

4. Press releases - special reports for the press about significant facts in a particular area of ​​reality, prepared by the relevant press services;

5. Special newsletters about current events in a particular area of ​​activity, created by corporate news agencies;

6. Emergency messages by fax or e-mail received by the mass media from press secretaries, press services. Press centers of various departments and public associations.

They supply media editorial offices with information that is later reflected in the materials of print and broadcast journalism. Special mention should be made of clubs and associations of journalists. They are not actually producers of information, but they contribute to the exchange and dissemination of important messages, the conclusion of contracts and agreements in this area.

A person is a key link in the system of information sources. G. V. Lazutina cites the American scientific tradition, where it is classified as a “living source”, “and this is not only a direct meaning: a person is a subject of activity, he is included in natural and social processes many connections and therefore as an inexhaustible source of information.

Indeed, a person, on the one hand, is a witness or participant in the events taking place around us and therefore acts as a carrier of information about these events. On the other hand, he is the holder of information about himself, about his inner, unique world. And finally, he is a translator of information received from others.

The peculiarity of this source is that it may or may not open to a journalist: as a social being, he himself programs his behavior, this must be taken into account by every journalist working with this source of information.