Have you always wondered what exactly a press office does? Well, there is a large amount of confusion regarding the role of a press office and how this functionality fits within the larger workings of a business.
The introduction and increasing influence of digital on the traditional PR function has applied more confusion to the understanding of the PR practise. With 55% of businesses increasing their digital marketing budgets coupled with mobile web browsing exponentially growing, this provides a strong indication that digital is here to stay and will undoubtable shift the direction in which PR practises are going.
To debunk any unnecessary confusion around this topic the team here at Chapel PR have explained the role of the Press Office is 9 simple points:
- The press office optimally aims to enhance the reputation and visibility of the company or organisation through effective communications with the media, which in turn is reflected in the public’s perception.
- When something of note happens within the organisation the press office must relays this news to the media through a press release distribution in order to maximise positive media coverage and again increase the positive perception of your brand within the public’s eye.
- The press office must receive enquiries from journalists looking for specific articles or opinions and comments on certain events and news items, collating this information and feeding it back into the relevant department.
- The press office will manage these enquiries, either putting the journalist in touch with the relevant contact within the organisation or act as the mediator between both parties.
- Constant monitoring of mentions of the organisation in the national/local/regional press, keeping track of the coverage the organisation receives to feed back into the organisation and act as and where necessary.
- The press office is the official representative of the organisation and acts as the first point of contact from the media and the public, therefore the brand personality and ethos must be delivered through each interaction with the press of the public.
- Organisation and management of press conferences and events as and where necessary.
- Keep up-to-date with relevant industry news and trends so as to be prepared for all eventualities and not have to fire-fight when a story breaks.
- The press office is fully equipped and prepared to deal with a crisis communications scenario, as and when a crisis situation arises.
Whilst the primary function of a press office is to develop a good level of relations with the media, its public-facing nature means that there are a wide range of functions that the team must carry out. Whether contacting journalists, writing press releases, organising press conferences and directing specific queries, the press office can operate among a diverse and extensive group of people, further highlighting the necessity of developing good public and media relations.
Chapel PR provide a fully integrated and bespoke public relations programmes to assist with a variety of client briefs. Whether you are looking to outsource your press office require assistance with press release writing, check out our website for more details.