MUST KNOW HOW TO PREPARE FOR PRESS CONFERENCES: I need a document with the following criteria. There are to be 10 talking points, minimum of twenty questions that you think the news media would ask you if you were to arrange a live press conference. Ten may be basic questions about the facts of the release. The other ten must be questions of a skeptical nature that will force you to confront any difficulties or shortcomings of the announcement or your client in general. Then, you will formulate concise, honest and forthright answers.
Inevitably, there will be times when you will have to meet with the media in a face-to-face, extemporaneous setting. When this happens, preparation is absolutely critical to maintaining the organization’s message. One of the most helpful tasks you can do is to play the part of skeptic yourself, prepare a list of questions journalists may ask, and develop answers to them that serve the needs of both the reporters and your client. The intention is for you to use this questions and answers as sources for preparation for an actual news event.
What you are creating:
Your task is to develop a set of ten talking points based on your press release from last week. You will also create an FAQ, or Frequently Asked Questions document, about your capstone campaign. This FAQ must include a number of questions that you have brainstormed and reflect the healthy level of skepticism that journalists may ask about the campaign. So the document cannot include so-called “softball” questions – They must be tough.
In addition, you must also formulate answers to these questions that serve both the needs of the reporters as well as those of your client.
Defined Elements Talking Points – Statements prepared in advance of a meeting with the media that establish the facts of an announcement and the organization’s position on issues related to the situation at hand. Talking points should be honest, well-researched and backed by attributed factual information, but should also reflect the needs and maintain the reputation of the organization.
News Conference – A meeting between a spokesperson or spokespersons of an organization and the news media at which journalists engage in an en-masse Q&A with those representatives. These can be in the form of news announcements, or even as spontaneous gatherings following a crisis. Because of their extemporaneous nature, it is important for the media relations professional to be prepared and professional, since errors or misstatements can cause significant damage to an organization’s reputation.
Based on your press release from last week’s assignment, you will brainstorm and write at least ten talking points for a potential meeting with the news media that reflect the basic facts of the announcement, as well as your client organization’s positions on issues relating to the announcement itself. The talking points must include well-researched information, backed by credible sources.
Then, brainstorm a minimum of twenty questions that you think the news media would ask you if you were to arrange a live press conference. Ten may be basic questions about the facts of the release. The other ten must be questions of a skeptical nature that will force you to confront any difficulties or shortcomings of the announcement or your client in general. Then, you will formulate concise, honest and forthright answers. All of your questions and answers must be included in a professionally formatted document that should be prepared for distribution to the news media.
Note: The questions you formulate should not be “softball” questions. They must maintain a level of skepticism designed to prepare you for tough, direct interrogation by the media. So your answers should also be direct and honest, but not confrontational.
Also, while the FAQ Document should be prepared for distribution to the media, the Talking Points Document should NOT be delivered to journalists. It should be for use by you and your client.
Failure to complete or adhere to any of the following requirements will result in an automatic 10-point deduction for each unmet requirement.
The Talking Points Document must:
• Include all ten talking points.
• Well-researched information, with proper attribution to credible outside sources.
• Be well written and clear.
• Free of spelling, grammar and style errors.
The FAQ Document must:
• Be professionally formatted and ready for distribution to the news media.
• Include all twenty questions and their answers.
• Complete questions and corresponding answers that directly address each question.
• Be free of spelling grammar, or style errors.
Failure to complete any of the following delivery requirements will result in a zero grade.
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