Основные направления совершенствования информационной политики администрации Томской области

Governmental PR agencies create information occasions where mass media are used, that help agencies provide a society with news, form «the public agenda». Mass media regularly use press releases, material prepared by governmental PR agencies.

There are a lot of ways to attract attention of the press. All mass media are ready to place mere information materials even if they treat them differ

ently because of distinctions in the editorial policy and habits of their basic audience. The press always welcomes any news material if only this material was authentic and issued in time.

The press also publishes articles, correspondence and comments which give the background information to news, or articles and essays on the topic of the day or the general character. There are ample opportunities of cooperation of governmental PR agencies with journalists.

There is special division in the governmental PR agencies that is engaged in the given direction of activity. As a rule, it is called the PR Department (or Mass Communications Department) that deals with mass-media or the PR agency. For the PR agency mass media are both audience and tool that requires specific treatment.

A good, solid media team includes three important roles: a media coordinator, a writer, and a spokesperson. Each is critical to the others, and each is also vital independently to the process of effective media management. Roles may overlap, and often can be handled by the same person, but each position must be covered. [47]

The Media Coordinator

The media coordinator must be someone who is personable, can succinctly articulate the issues, and is willing to spend a great deal of time on the telephone. This person makes sure press releases go out on time, keeps media lists updated, makes press calls, and works actively behind the scenes during events.

The media coordinator should become as well-known behind the camera as the organization's spokesperson is in front of it. One person handling press calls can cultivate important relationships with assignment desk personnel, news producers, and camera people. These people are key to getting the coverage of events you need, and the kind of coverage you want.

The Spokesperson

While the spokesperson must be someone who is articulate, he should also be more than that. He should be a good listener, have camera presence, be well-informed about your issue, be able to think quickly on his/her feet, have credibility, be able to develop a good rapport with a reporter, and be intuitive enough to know when a reporter is not friendly.

The Writer

Finally, the writer creates the undergirding for all your press events. Clear, concise, effective writing is essential. Because someone is articulate does not mean he/she can write. Have a good editor available to "tighten up" news releases. Everything that is written and released must reflect accurately the position of your organization. Make sure more than one set of eyes from the media team reviews what goes out.

Governmental PR agencies often use the following forms of media: [48]

• Preparing and distributing of press releases containing information about new events, structural changes in government and administration; about public presentations in the media by administration management.

• Meeting with reporters. This is one of the forms of press-service external and internal life. Meetings are held regularly in the daily activities.

• Organization of “round tables” - one of the forms of joint discussion of ideas, issues and situations relevant to the general public;

• Press conference. It may be necessary to find out the outstanding issues with the public and attracting its attention to solving any problem. In this case, use a press conference, inviting representatives of the media.

• Briefings. The briefing is a meeting of leaders of administration briefly with reporters, inviting representatives of other government bodies. This is the same press conference, but without comment. Briefings are usually arranged in cases of emergencies, public scandals, to give an explanation of what occurred, its causes, to prevent possible.

• Organize regular presentations of management staff in the media. Typically, in the governmental PR agencies from Russian and foreign media have been a number of requests for interviews. Of course, it is impossible to meet all of them, but you must try to make sure that not a single request, not a single proposal has been left out;

• Information exchange. One of the main tasks of the governmental PR agency is to turn the media into the ally. [30, p.55]

Governmental PR agency bases its work with the media conversationally on cooperation and mutual responsibility. Agreement can be documented or be informal, verbal agreements, but, nevertheless, be respected in any case.

One of the principles of work with the media is the flexibility and adaptability to the situation. As governmental PR agencies tend to be widely known, you need a media plan and a comprehensive program of PR-support.

Forming relationships with the media, the service should develop a common policy of these relations. On the one hand, it must determine the rules of providing information for the media, on the other hand - the rules of collection and analysis of information already released by the media for the public. Specialists of the department are constantly monitoring communications in print, radio and television stations, daily press reviews are preparing to lead the administration, assess the results of feedback with target audiences, answer questions, complaints and statements, perform a disproof.

Media in terms of their typological features and capabilities of reaching target audiences

Information space of society is characterized by mass communication, including the mass media, publishing, film, multimedia communications, the Internet.

Journalism is a community of professional multidisciplinary activity of collection, processing and regular dissemination of relevant political, economic and social information through print, radio and television.

Since the public has been interested in reliable information, journalists tend by any means to obtain it, that ultimately leads to misunderstandings, conflicts with the authorities and legislative bodies. Journalists tend to strive to achieve pluralism, development of democratic principles, forms and methods of work with the audience.

Journalists always have responsibility to the readers, listeners and viewers, as well as to society as a whole for the content of messages for informing the audience about the current issues of interest to society. Implementation of citizens rights to information is the primary responsibility of journalists. It is not allowed to use media as the detriment of the moral interests and rights (personality, interests of the state, society, promoting war, violence, ethnic and religious intolerance, manipulation of public opinion).

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