1. Deal promptly, honestly and efficiently with any enquiries from the press.
2. If possible, appoint one spokesperson to handle all such enquiries including their name in all press releases.
3. Consider holding a press conference when launching a new product or for a specific company event.
4. Plan and prepare for the conference and provide packs of background information and other relevant material.
5. Provide access to key people such as senior executives or product specialists.
6. Be prepared to arrange interviews at the request of the press.
7. Prepare for an interview in the same way as you would for a press conference.
8. Consider limiting the interview to a small number of selected journalists and editors.
9. Keep your press packs up-to-date.
10. Maintain a list of contacts within the press and send them updated information whenever it is available.
Do's and Dont's:
Do:
Ensure that the spokesperson is fully briefed on any new events or products.
Target your publicity at the publications that reach your most important current and prospective customers..
Try to plan a conference or interview in time with the publishing schedules of the most important publications in your field.
Have up-to-date press packs ready to hand so that journalists do not have to rely on their own assumptions.
Don't:
Ignore press enquiries.
Call a press conference for an unimportant event.
Neglect to amend and update the press packs.
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