LESSON - 15: Media Events - Meet the Press, Press Briefing & Others
SEMESTER –IV
SEC III: PUBLIC
RELATIONS AND EVENT MANAGEMENT
Unit -1: PUBLIC RELATIONS
LESSON - 15: Media Events - Meet the Press, Press Briefing & Others
1. Identify various techniques of press, known as media
events.
2. Explain about Meet the Press.
3. Know about Press Briefing.
4. Understand various other Media Events.
5. Highlight the role and benefits of media events.
Introduction:
When we discuss about the methods and techniques of
press in public relations, we must consider the various formats through which
public relations manager comes into contact with the print, electronic, digital
and other social media of communication. The various methods that a public
relations manager adopts in getting fair coverage for the activities of the
organisation include Press Releases, Feature articles, House Journals,
Newsletters, Letters to the Editor, Corporate publications, Media Alerts,
Clarifications or Rejoinders, Press Conference, Press Kits, Press Reception,
Press Tours, Press Briefing, Individual Press Interviews, Informal Press
Get-togethers, Meet the Press, Product or Service Launches, Photo
Opportunities, Exhibitions, Open Houses, Town hall meetings, Roundtable
discussions, Annual General Meetings, Board Meetings, Appointment of Chief
Executive, Webinars, Mergers, Acquisitions, Diversifications, Expansions,
Campaigns, Logo changes, Crisis situations, Social Media events, etc. These are the tools for practicing Public
Relations. This list is just illustrative, not exhaustive. PR people will have
to seize every opportunity to establish a two-way communication with the
targeted publics to disseminate information, persuade with them in order to
seek favorable public opinion towards the Organisation.
In the previous lesson, we discussed in detail about
Press Conference and Press Kit. In this episode, let us discuss Meet the Press,
Press Briefing and some other important Media Events. Meet the Press is a
program where a panel of journalists interviews a prominent person, a newsmaker
such as a politician, celebrity or expert. Journalists prepare the questions
and lead the conversation and the program is typically arranged and produced by
the Media organisations. Press Briefing is a meeting of a select few Journalists
called by an organization, Government, etc, to inform the press of something.
It is smaller in size when compared to Press Conference. In addition to Meet
the Press and Press Briefing, some of the important Media events for public
relations to maintain better media relations are Press Receptions, Informal
press get-togethers, Individual Press interviews, Press Tours & Social
Media events. In this lesson, an attempt is made to compare one media event with
the other similarly sounding media event for better understanding.
Meaning
of Media Event
Media event is a celebration, stunt, spectacle or
other activity carefully orchestrated to attract the attention of the news
media.
Media event is a publicity event staged for coverage
by the news media.
Media event is known as a pseudo-event. It is an
event, activity or experience conducted for the purpose of media publicity.
Origin
The origin of Media events can be traced back to
ancient civilizations, where public gatherings and spectacular events used to
communicate information, entertain and shape public opinion, directly. However,
the modern concept of media events as we know it today has its roots in the 19th
and 20th centuries. Some key milestones in the origin of media
events include -
1. The invention of the printing press in 1450s allowed
the mass production of news pamphlets and newspapers.
2. The development of radio broadcasting in early 20th
century enabled live coverage of events and news to reach a wider audience.
3. The advent of TV in mid-20th century
revolutionized the way media events were consumed, making them more visual and
immersive.
4. The rise of digital media and social networks in late
20th century to the present day enabled global connectivity, real time
information sharing and new forms of media events such as online concerts,
webinars and influencer marketing etc are happening in addition to Press
Conference, Meet the Press, Media Briefing, Press tour etc.
Thus, Media events have evolved over time, reflecting changes
in technology, society and culture. However, the term ‘Media Event’ was first
developed by Elihu Katz and Daniel Dayan in 1992 in the sense that they are
ceremonial events with narrative progression. Today, Media events encompass a
wide range of formats, from traditional news conference and press releases to
social media campaigns, live streaming and experiential marketing.
A. Meet
the press
Meet the press is one of the media events. The general
meaning of Meet the Press is synonymous with tough questioning, accountability
and transparency in Govt and public life. Meet the press refers to a situation
in which a public figure or politician or a celebrity is grilled with tough
questions by the media. It is a format of press relations conducted by the
journalists themselves. The professional organisation of journalists invites a
VIP to meet them and talk to them about his organisation or institution. Generally,
political party leaders are invited for such meetings before the elections. It
is a common practice with the Press clubs to invite the Chief Minister
designate and elicit his/her views on the future programs. These is no fixed
subject for such meetings and no background material is given. The VIP
expresses his views on a variety of subjects either suo motu or answers the
questions. PR managers should be aware of this format. If necessary, efforts
should be made to make use of this forum in consultation with the organisations
of journalists.
Difference
between Press Conference and Meet the Press
Press conference and Meet the Press are two different
media events with distinct purposes and formats:
Press Conference is a formal event where an
organisation or individual announces news, makes a statement or addresses a
specific issue. It features a prepared speech or presentation followed by a
Question & Answer session. Journalists attend in person or remotely and the
event is often broadcast live or recorded for later use. The organisation or
individual hosting the press conference controls the agenda and content. On the
other hand, Meet the Press is arranged by the Journalist Associations where a
journalist or panel of journalists conduct an in-depth interview, often with
follow-up questions. It focuses on analysis, insight and discussion of current
issues and news. The journalists lead the conversation and the program is
edited for broadcast.
The key difference between the Press Conference and
Meet the Press lies in purpose, format and control of the content. The former
is organized by the Individual or Organisation and the latter is held by a
Journalist or a panel of Journalists, backed by a Journalist Organisation.
B. Press
Briefing
Press briefing or Media briefing is that selected
correspondents are invited for briefing them. It is arranged to explain the
background to a happening or to a news item, not necessarily for publication
with or without attribution. Whom to invite for press briefings should be left
to the discretion of the organizer or the PR practitioner. The subject matter
specialists or special correspondents can be taken into confidence and provided
with background material. Some newspapers have several accredited
correspondents. Only those specializing in the subject concerned may be invited
for press briefings. Political reporters are taken into confidence by Ministers
and briefed on important topics of political nature.
Difference
between Press Conference & Press Briefing
Press Conference and Press Briefing are both media
events, but they serve different purposes and have distinct characteristics:
Press Conference is a formal event where a newsmaker makes a statement. It
features typically a prepared speech or presentation by the newsmaker or
spokesperson. The presentation is followed by a question and answer session
where journalists can ask questions. It is held to share significant news to
make a major announcement or to address a pressing issue. It can be carried as
news, can be broadcast on radio or TV or livestreamed. On the other hand, Press
Briefing is generally an ad-hoc gathering where a spokesperson or official or
newsmaker provides information. It is often less formal than a press
conference.
Key Differences:
a) Purpose: Press Conferences make major announcements,
while Press Briefings share information and updates.
b) Format: Press Conferences feature a speech and
question & answer session while Press Briefings have a brief presentation
and structured question & answer session.
c) Frequency: Press Conferences are one-time events,
while Press Briefings can be either regular or ad-hoc.
C.
Other Media Events
1. Press
Reception
Press Reception is an event when journalists are not
only entertained but also shown something of news value. It may be a new
product or a video presentation. An invitation with detailed programme will
attract the media. The programme may include a speech of Chief Executive,
demonstration of products, a slide or video show, background news and
opportunity for question and answer session. Visuals should get priority in
press reception. Care should be taken to arrange hospitality in a befitting
manner. But over generous hospitality may bring disrepute to PR department.
Both entertainment and information are suitably blended in the Press reception.
Difference
between Press Reception and Press Conference
Press Reception and Press Conference are both media
events, but they differ in purpose, tone, and format:
Press
Reception:
1. Informal gathering or meet-and-greet kind of a thing.
2. Builds relationships and networking
3. Organized in a casual atmosphere, often with
refreshments
4. Gives an opportunity for journalists to ask questions
5. May include presentations or briefings, but less
formal
Press
Conference:
1. Formal announcement or statement
2. Sharing news, updates, or information
3. Q&A session with journalists
4. Often held in response to a crisis or major
development
5. Media is the primary audience
Key
differences:
a. Purpose: Press Conference is for making announcements,
while Press Reception is for building relationships.
b. Tone: Press Conference is formal, while Press
Reception is informal and relaxed.
c. Format: Press Conference is structured, while Press
Reception is more casual and flexible.
Thus, a Press Reception is for building connections
and fostering a positive media environment while a Press Conference is for
sharing news and information.
2. Informal
Press Get-together
Another means of furthering press relations is through
an Informal Get-together of pressmen. Generally, managements tend to approach
the press only when they have something to publicise. In a crisis situation,
one day the head of an educational institution suddenly telephoned to the
Editor of a major newspaper that he would like to meet him. However, the Editor
expressed his inability to see him because of his other pre-occupations. That
is not good public relations. It should be the endeavor of the management to
meet the Editors and the pressmen individually or in groups from time to time
to keep them interested and to maintain friendly relations with them. The
purpose of an informal press get-together is to develop and strengthen such a
relationship. Press get-togethers are organized over lunch, dinner or tea,
since they are not business type meetings and no news is disseminated at that
time. It is only to enable the management and the press to understand each
other and come closer. The main advantage of this type of get-togethers is to
create person-to-person rapport between the Chief Executive and the Pressmen.
The rapport established in such meetings will be of immense use to the PR manager
in times of crisis. It is an investment in goodwill.
Difference
between Press Reception and Informal Press Get-Together
Press Reception and Informal Press Get-together are
two different types of media events with distinct characteristics. Press
Reception is a formal event where media representatives are invited to meet and
greet a Newsmaker. It may be used to announce some news, launch a campaign, a
product or service or build relationship with the media. Whereas, Informal
Press Get-Together is a casual, relaxed gathering of media representatives and
a newsmaker often held at a less formal venue such as a restaurant or a private
place, typically in a more laid back and spontaneous atmosphere. It is used to
build relationships, share information or provide background context.
Key
Differences
a) Formality: Press Receptions are formal, while informal
Press Get-Togethers are casual.
b) Structure: Press Receptions have a set agenda, while
Informal Press Get-Togethers are more free-flowing.
c) Purpose: Press Receptions often announce news or make
formal statements, while Informal Press Get-togethers focus on building
relationships and sharing information.
3.
Individual Press Interview
Another step in furtherance of improving press
relations is the Individual Press Interview either with the Chief of Bureau or
a Principal Correspondent of a newspaper or a news agency or a radio/TV
channel. It is an exclusive interview of a Chief Executive with a newspaper
correspondent. It depends on the familiarity of PR manager with media persons.
As a result of such interview on selected issues of the organisation, good
coverage can be expected besides creating and maintaining a direct rapport
between the management and the reporter.
Difference
between Press Briefing & Individual Press Interview:
Press Briefing and Individual Press Interview are both
media interactions, but they differ in scope, format, and purpose:
Press Briefing:
1. Group setting, multiple select journalists attend
2. Formal presentation or update on a specific topic
3. Q&A session, journalists ask questions
4. Often held regularly, daily or weekly
5. Focus on sharing information, updates, or
announcements
Individual Press Interview:
1. One-on-one meeting between a journalist and an
individual e.g., CEO, expert, spokesperson.
2. In-depth discussion on a specific topic or issue
3. Journalist prepares questions in advance
4. Open-ended questions encourage detailed responses
5. May be in-person, phone, or video call
Key differences:
a. Scope: Press Briefing addresses a group, while
Individual Press Interview is a one-on-one interaction.
b. Format: Press Briefing is a presentation followed by
question & answer session, while Individual Press Interview is an in-depth
discussion.
c. Purpose: Press Briefing shares information, while
Individual Press Interview gathers quotes and insights.
In summary, a Press Briefing is a group update, while
an Individual Press Interview is an in-depth, personalized discussion.
4. Press
Tour
Press Tour is an organized visit of a select media
persons to a development project, factory, new installation or a place of
activity etc for an on-the-spot study and reporting. These visits to places
other than Corporate office or Board room require comfortable transport and
lodging facilities arranged by host organisations. It also includes trips on
launching of new train routes or new plane services as a facility to the media
to gain first-hand knowledge and experience of the new services. Press tours
are also organized to places where natural disasters like cyclones,
earthquakes, famine or accidents occur. Press tour can be described broadly as
a ‘visit of a group of journalists to a location of news interest’.
Types
of Press tours
Press tours can be of different types depending on the
nature of the occasion, location of the event and the need. It can also be
arranged by the host organisation itself or at the request of the media
persons. If the event is within the city or on the outskirts, the organisations
arrange transport and take the local press to cover the function or site. If
the project to be commissioned is at a faraway place, other than the place of
publication or production of news, media persons are taken in a press party to
the project site. Sometimes, journalists themselves might ask the organisations
to organize a press visit to a particular place where developmental activities
are taking place or a new project is coming up. In all these cases, the
organisations have to conduct press tours wherein the PR manager has to
shoulder heavy responsibility. Press tours are grouped as (1) Function or Event
oriented press tour (2) Exclusive or sponsored press tour and (3) Individual
press tour.
1. Function
or Event oriented press tour: If
it is a big occasion like the inauguration of a plant or a project or a scheme
by a VVIP, the press tour should include all the correspondents. One
correspondent for each newspaper and news agency plus radio, television and
photographers should be taken. The ideal number can be as much as the media
houses in the City or State. There shall be a separate press enclosure at the
function for the correspondents to have a good view to observe what is
happening and listen to the speakers at the site. It should be clearly
designated as “Press Only” and non-journalists should not be allowed into it.
Care should be taken to arrange proper seating. Similarly, vantage positions
should be identified for press photographers to enable them to take good
pictures/visuals for publication.
2. Exclusive
or Sponsored press tours: If
the organisation wants to take correspondents to a particular project, say the
Kaleswaram (KLIP), a multi-purpose irrigation project on Godavari river in
Telangana, it is left to the discretion of the organisation to take all
correspondents or a selected few. State Information & Public Relations
Department can take 4 or 5 Journalists per batch and several such tours can be
conducted so that they cover the project, its usage for irrigation, drinking
water, hydro-electric power generation, tribal development in the area,
industrial growth aspects, socio-economic development etc
3. Individual
press tours: The third
category is the press tour conducted on an individual basis. If a press
correspondent likes to see a particular site or project, such a tour is
organized individually. All the facilities from transport to hospitality should
be provided for. Alternatively, the organisation also can take the initiative
and sponsor the visits of individual journalists. Industrial and other
organisations spend large sums of money on advertisements highlighting their
multifaceted programmes. A single page advertisement in a major national
newspaper or a small slot in a reputed TV channel may cost lakhs of rupees. If
a journalist from that paper or electronic media is sponsored by the
organisation to undertake a tour of its projects, the cost will be very less
but the editorial impact will be greater. Since the story is not an advertisement,
but the correspondent’s own version, it will have greater credibility. It is
not that advertisements are not useful but editorial coverage is deemed as
superior. The two i.e. the coverage and advertisement are mutually
exclusive.
Organising or conducting a press tour is a very
complicated skill, demanding preparation of high order. Complaints are made by
media persons, even if there is a minor lapse on the part of host organisation.
Complaints are also made about the well-organized press tour either in sophisticated
transport with generous hospitality and souvenir gifts. There are certain
incidents wherein journalists’ problems relating to press tours were raised on
the floor of the house of Legislative Assembly, where a Committee was
constituted and the Committee recommended that I&PR Department shall
organize at least 2 state level press tours every year for visits to important
developmental projects. Therefore, these press tours should be planned well in
advance with adequate facilities to ensure good coverage and no complaints from
the media men.
5. Social
Media Events
Social media events refer to online events, activities
or campaigns that take place on social media platforms such as Twitter,
Facebook, Instagram, LinkedIn, YouTube etc. These events aim to engage
audiences, build community, share information or promote causes. Some examples
of social media events include:
1) Twitter Chats: Scheduled conversations on Twitter
using a specific hashtag.
2) Facebook Live: Real-time video streaming on Facebook.
3) Instagram Reels: Short video content shared on
Instagram.
4) LinkedIn Webinars: Online presentations or workshops
on LinkedIn.
5) YouTube Live: Live video streaming on YouTube.
6) Social Media Challenges: Viral campaigns encouraging
users to share content or take actions.
7) Online Conferences: Virtual events with keynote
speakers, panels, and discussions.
8) Webinars: Educational or informative and online
presentations.
9) Q&A Sessions: Real-time question-and-answer
sessions on social media.
10) Contests and Giveaways: Online competitions or prize
giveaways.
11) Product Launches: Online events introducing new
products or services.
12) Social Media Parties: Virtual events with interactive
activities and games.
13) Charity Campaigns: Online fundraising events or
awareness campaigns.
14) Influencer Takeovers: Influencers temporarily taking
control of a brand's social media account.
15) Live Streaming: Real-time video broadcasting on social
media platforms.
Social media events offer a powerful way to connect
with audiences, build brand awareness and create engaging experiences.
Summary:
In addition to Press Conferences and Exhibitions that
were already discussed in previous lessons, major Media events namely Meet the
Press, Press Briefing, Press Reception, Informal press get-together, Individual
Press interview, Press Tour & Social Media events are the important
occasions for maintaining good media relations. These events can be effective
tools for practicing better public relations by:
1. Building relationships: Media events can help build
relationships with journalists, influencers, and other stakeholders.
2. Sharing the message: Media events provide a platform
to share messages, announce news and showcase organization's achievements.
3. Creating buzz: Media events can generate buzz and
create a sense of excitement around the organization or brand.
4. Enhancing credibility: Media events can help establish
organization as a thought leader and enhance its credibility.
5. Reaching a wider audience: Media events can be covered
by various media outlets, allowing to reach a wider audience.
6. Creating content: Media events can generate content
for social media, websites, and other marketing channels.
7. Fostering transparency: Media events demonstrate
transparency and openness, which are essential for building trust with the
public.
8. Managing crisis communications: Media events can be
used to address crisis situations and provide timely information to the public.
Planning carefully, executing effectively and following
them up with stakeholders will maximize the impact of Media Events.
FAQs
1. List out methods & occasions for maintaining media
relations.
2. What is the difference between Press Conference and
Meet the Press?
3. What do you understand by Press tours?
4. What are the social media events?
5. How media events can be effective tools for practicing public relations?
Model Answers
1. The various methods that a public
relations manager adopts in getting fair coverage for the activities of the
organisation include Press Releases, Features, Letters to the Editor, Media
Alerts, Clarifications or Rejoinders, Press Conference, Press Kits, Press
Reception, Press Tours, Press Briefing, Individual Press Interviews, Informal
Press Get-togethers, Meet the Press, Product or Service Launches, Photo
Opportunities, Exhibitions, Open Houses, Town hall meetings, Roundtable
discussions, Annual General Meetings, Webinars, Mergers, Acquisitions,
Diversifications, Expansions, Campaigns, Crisis situations, Social Media
events, etc
2. Press Conference is a formal event where an organisation or individual announces news, makes a statement or addresses a specific issue. It features a prepared speech or presentation followed by a Question & Answer session. Journalists attend in person or remotely and the event is often broadcast live or recorded for later use. The organisation or individual hosting the press conference controls the agenda and content. On the other hand, Meet the Press is arranged by the Media Associations where a journalist or panel of journalists conduct in-depth interview, often with follow-up questions. It focuses on analysis, insight and discussion of current issues and news. The journalists lead the conversation and the program is edited for broadcast. The key difference between the Press Conference and Meet the Press lies in purpose, format and control of the content.
3. Press Tour is an organized visit of a select media person to a development project, factory, new installation or a place of activity etc for an on-the-spot study and reporting. These visits to places other than corporate office or board room require comfortable transport and lodging facilities arranged by host organisations. It also includes trips on launching of new train routes or new plane services as a facility to the media to gain first-hand knowledge and experience of the new services. Press tours are also organized to places where natural disasters like cyclones, earthquakes, famine or accidents occur. Press tour can be described broadly as a ‘visit of a group of journalists to a location of news interest’. Press tours are grouped as (1) Function or Event oriented press tour (2) Exclusive or sponsored press tour and (3) Individual press tour.
4. Social media events include (1) Scheduled conversations on Twitter using a specific hashtag, (2) Real-time video streaming on Facebook (3) Short video content shared on Instagram (4) Online presentations or workshops on LinkedIn (5) Live video streaming on YouTube (6) Viral campaigns encouraging users to share content or take actions on social media applications, (7) Online conferences, virtual events with keynote speakers, panels, and discussions (8) Webinars such as educational and informative online presentations, (9) Real-time question-and-answer sessions on social media, (10) Online contests/competitions or prize giveaways, (11) Online events introducing new products or services (12) Virtual parties with interactive activities and games (13) Live Streaming like Real-time video broadcasting on social media platforms.
5. Media events can help build relationships with journalists, influencers, and other stakeholders. They provide a platform to share your message, announce news, and showcase your organization's achievements. They generate buzz and create a sense of excitement around your organization or brand. They can help establish your organization as a thought leader and enhance its credibility. Media events can be covered by various media outlets, allowing you to reach a wider audience. They can generate content for social media, websites, and other marketing channels. They demonstrate transparency and openness, which are essential for building trust with the public. Media events can be used to address crisis situations and provide timely information to the public.
1.
The term
‘Media Event’ was first developed by _____ & _______ in 1992.
a.
Elihu
Katz & Daniel Dayan
b.
Shannon
& Weaver
c.
Osgood
& Schramm
d.
Leagan
& McLugan
2.
In a Press Conference _______are addressed and
their questions answered.
a. Employees
b. Journalists
c. People
d. Executives
3.
Meet
the Press is organized by a _________ to grill a politician or a celebrity.
a. State
Government
b. Political Party
c. Journalist Association
d. Press Club
4.
Press Tours are undertaken for giving
___________ to Journalists.
a.
Publicity
b.
Entertainment
c.
Pleasure
d.
Firsthand
information
5.
Social
media events refer to __________ events, activities or campaigns.
a. Hybrid
b. Offline
c. Online
d. Application
Keys to Multiple Choice Questions: 1. (a) 2. (b) 3. (c) 4. (d) 5. (c)
Glossary:
Media
Event: An event planned and designed to attract the attention of the Media in
order to generate media coverage and for shaping public opinion.
Press Conference: A formal event where an individual or entity presents information to the Press and answers the questions posed by the Press.
Meet the Press: An event where a politician or celebrity is grilled with tough questions by media organisation/journalist association.
Press Briefing: A less formal event than press conference where press is briefed on issues that need media coverage.
Press Reception: An event less formal than press conference for networking opportunities with pressmen.
Informal Press Get-Together: A casual gathering where journalists are invited to mingle and interact with an Individual or Organisation in a relaxed setting.
Individual Press Interview: A one on one meeting between a media representative and the Chief Executive of the Organisation for an in-depth understanding of issues.
Press Tour: A tour of media representatives organized by an organisation or an individual to a project site for the feel of seeing is believing.
Social Media Events: Online activities and interactions that take place on social media platforms like Twitter, Facebook, Insta, LinkedIn etc
Key words: Media, Press, Events, Conference, Correspondents, Media men, Journalists,
Y.
BABJI
Academic
Counsellor, Public Relations (since 1989)
AP
Open University/Dr BR Ambedkar Open University
Editor,
Public Relations Voice
