press conferences

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Quent s.r.o., Benešovská 24, 101 00 Praha 10 – Tel./Fax 271 742 535 – [email protected]

Press conferences

mailto:[email protected]

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Strategy of PC

Detailed proposal2 alternativesgoalsDate and placethemesSpeakers, experts

Invitation for journalistcontenttimingmedialist

Press materialcontentGraphic side

Presentations for speakerscontentGraphic design

Press packy, gifts for journalists

content

Follow-upFollow up mail to journalistOngoing communication with journalist Media coverage

Number of visits/clicks, number of lesteners….

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Detailed draft

2 alternativesFor the client – focus on key messages and brand presentationFor speakers – key messages „foisted“ unnoticeably, brand mentioned only marginally (openly can be mentioned only in case one of the speakers is representing the client)

GoalsFor client: reflect the requirements of the client, especially the key messages, for ex.:

Inform the journalists about the results of the research on consumation and popularity of xxx product in households of Xx country..Introduce a new packaging developped by the key designer….. Offer journalist interesting information about the product from the point of view of an expert/celebrity.

For speakers: can be leaft out (only title of the press conference, place, time, agenda with themes and speakers)

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Detailed draft

DateNot suitable – Monday and days before or after bank/state holidaySuitable – Tuesday to Thursday:

time: morning from 9 -10, great risk of overlap with another PCAround noon, afternoon: less risk of overlap, greater risk of lower interest of journalists

Very suitable: Friday, summer holiday

PlaceHas to be easily accessible by public transportProven or new:

Brand specific, popular among journalistsNew, unknown, with attractive environment and pleasant atmosphere (they use the PC to meet and chat, like to discover new places)

Refreshment:Theme specific or untraditional, if possible corresponding with the theme of PC (but healthy life style and unhealthy food!!!!) Saving not recommended – journalist come to PC to get something to eat, rau is the best time to start and develop media relations

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Detailed draft

ThemesRequirements of client and key messages „packed“ into a sum of interesting, information, actual – new – practical info:

Actual info – in relation to the date of PC/activityNew information – brand news, results of research, tests, studiesPractical information - tips and tricks, advise (tables, charts)

In case of more themes presented, only one should be branded openly, the others should remain unbranded even if related to the brand category, for ex. :

Popularity of mayonaise in the Czech householdsThe representative of www.homecooking.com shall inform the journalist with the results of the results showing the popularity of mayonaise in the Czech households – average consumption, what it is used for, what type people buy most, where it is used (for cooking, on the table), what are the myths connected with the product….The representative of the produced shall inform the journalist about the ingredients – vegetable oils, low amount of eggs, low energy (arguments against myths) and introduces new packaging stressing its advantages (hygiene, easy manipulaiton, easy dosing…)

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Detailed draftNutritionist informs journalists about rape seed oil and its advantages, PUFA, health benefits, informs how the oil is made and processed….

Speakers, expertsExperts in the given field:

Attractive for journalists -Known and appreciated by journalists - good name, not „the same old“ people

Representative of a client :Only oneOnly brand representative should speak about the brand, not the independent expert

Press packs (see slide 13 a 14) Budget

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Invitation for journalistsContent

Title Little bit mysterious, indicating, but not saying too much, must be trueShould not include brand, brand categoryFor ex.: „Enjoy mayonaise without any reproaches“, Select the king of the salads…

Body text:Brief, concise, aptly – approximately 8 linesThe introductory sentences should attract the attention – promise of st. Interesting (but bewre of false promises)The text should indicate what the experts will be talking about and also that the jounralist will get usefull informationFor ex.: Mayonaise is a part of the menu of nearly every household. Why they are so popular? How much of them do the Czech cooks use and for what? These were the questions asked during the survey made this August. Apart from them we have prepared information about rape seed oil, the king of the oils and the key ingredient of mayonaise. We will always introduce to you the mayonaise XXXXXXx in a new practical packaging. What is more we will disclose some of proven recipes of celebrities such as……../of the moderator if the moderator is a popular, known person.

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Invitation for journalists

speakerDate and placeContact person from the organizing agency/dept.

TimingDistribution of the invitation:

1 week before the PCE-mail, send as an attachment, in the body of the e-mail the key information should be mentioned, too, when and where – very brief, for ex.:Hello,we would like to invite you to the press conference „ Who is the new chef in our kitchens“ that will be held on Tuesday, September 24, 2014 from 111.00 oclock in Sahara Cafe, namesti Miru 6, Praha 2.We will share with you the results of the new survey of popularity of mayonaise in the Czech households incl. the interesting information about the rape seed oil. We will introduce the new mayonaise….. And its new packaging and will disclose the hot recipes of…….. We look forward to meeting you!

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Invitation for journalistsfollow-up:

2 day (in case of Friday 1 day) before PCE-mail, with attached invitation and text similar to first invitation or slightly adjusted , for ex… :Hello,I would like to remind you of the press conference (the invitaiton was sent to you last …..) Who is the new chef in our kitchens“ that will be held on Tuesday, September 24, 2014 from 111.00 oclock in Sahara Cafe, namesti Miru 6, Praha 2.I would like to know if we will have the pleasure of meeting you there? In case you cannot participate, will it hel you to get the press materials sent to your mail?Thanky ou…

MedialistMagazines recommended by media agencyRelevant magazines or TV/radio programms with attractive coverageRelevant titles, portals you are cooperating/taht is easy to cooeprate with

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Press materials

ContentOne material linked to another, but each may be used separatelyLogical sequence of information within each of the documents, lenght: 1 – 2 pagesBoring info (key messages) have to inserted into more interesting, new to journalists (but not important from the clients point of view) Material with information about products – overview of products (large pictures, captions and bolded news)Tables and charts- adequate amountBranded vs unbranded materials within one PC – journalist often use the info from non branded – solution:

Put all the materials in one document containing direct speaches (their name is not mentioned under the title,so the brand can be presented) – something like a long press release, max. 3 pages (possible disadvantage)Key messages in branded materials are included into unbranded (the same) – however the brand presentation in unbranded materials is not required- disadvantage

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Press materials

LanguageReadable, a bit familiar tone of voice (according to the theme and the speaker), much better then „sterile form“Terminology to be used only rarely, if used, must be explained (if I do not understand, the journalists will not either) “Simple formulations, short sentences Do not repeat the same words, use synonyms (but if this should reduce the comprehension, it is better to repeat them)

Graphic designstructureAiry designClarityColours – pictures (but carefully)

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Presentation of speakers

ContentsPress materials in bullets + something more (tables, charts)Logical structureUnderstandable, clear – also for journalists who did not participate

Graphic designstructureAiry designClarityColours – pictures (but carefully)

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Press packs, gifts

ContentsPM:

printedIn electronic form – sent on the day of PC or the day afteras an attachment of mail, body of e-mail: basic info about PC (if CD is not included in press pack, the press materials should be sent to participants, too):Hello,Attached you will find the press materials from the yesterdays press conference with the title „Who is the new chef in our kitchens“ that was held on Tuesday, September 24, 2014 from 111.00 oclock in Sahara Cafe, namesti Miru 6, Praha 2.We brought the results of the new survey of popularity of mayonaise in the Czech households incl. the interesting information about the rape seed oil. We also introduced the new mayonaise and its new packaging, and offered the hot recipes of…….. . In case you are interested in photographs from the press conference, let me know, I will send them…

With kind regards…

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Press packs, gifts

CD:pictures – packshots, visuals, illustrative, pictures for recipesPM , presentations

gifts:Presented products if possible or relatedNot neccesary for every PC, every other PC

„Corporate culture“Folders, bags, boxes…One interlinking element (blue colour, ribbon)

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Follow-upFollow –up e-mail to journalists

cca 4 weeks after PCGoal: remind them about the PM + monitoring of they wrote (if any)Mail with attached PM with body text:

Hello,I apologize for disturbing you, but I would like to ask you if you found our press materials from the press conference ……… useful and if you published them. It would help me a lot to know whether you have already used them or plan to use them in future. If you do, can you please let me know the details (number, date it will be published?).

Thank you for understanding and help

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Follow-upTargetted media relations

Addressing of selected journalists from selected media with the offer of complete materials:

Information about the themeBrand informaitonPictures

Basic: good media relations, otherwise …. blind shots

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National dailies weeklies monthlyinternet (RU per

month)TV

Blesk1 506

000Rytmus života

846 000Svět ženy

492 000Novinky/Žena

878 000ČT1/Sama doma

145 000

MF Dnes1 075

000Chvilka pro tebe

768 000Žena a život

416 000Centrum/Žena

452 000Nova/Snídaně

143 000

Ona Dnes (MF)

716 000Blesk pro ženy

655 000 Glanc 308 000iDNES/Ona

393 000ČT1/Dobré ráno

23 000

Právo 416 000 Katka 594 000 Zdraví 159 000Doktorka

316 000

Pátek LN (LN)

333 000 Květy 502 000 Joy 149 000iDNES/Zdraví

300 000

Aha! 322 000 Vlasta 485 000Marianne

145 000 Dáma 283 000

LN 226 000 Tina 445 000Blesk Zdraví

144 000 Lékárna 170 000 radio

In magazín (HN)

205 000Překva-pení

438 000Moje zdraví

142 000Blesk/Žena

162 000

ČRo2 Praha/Dobré jitro

272 000

HN 197 000Pestrý svět

349 000Nejlepší recepty

126 000 Ordinace 138 000

ČRo2 Praha/Rodin. lékař

154 000

Styl pro ženy (Pr)

188 000 Claudia 247 000 Apetit 84 000Blesk/Zdraví

101 000

ČRo2 Praha/Káva o 4té

98 000

press conferences

Documents