If you have never needed the services of a press office, or you do not have training in the field of communications, it is very likely that you do not know what a press office is. Maybe you have a vague idea, but you don’t know what a press office does in detail. And it is a very common thing, also because being a press officer, that is, someone who works in a press office, is a complex profession to explain.
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Very often, for example, the job of a press officer is confused with that of someone who prints in a printing house, i.e. a graphic operator in charge of printing. Or, it can be exchanged with that of a journalist who writes for news agencies or other media. In this last case, however, one is not very far from the actual role of press officer.
And now, with this article of ours, we discover everything about the press office: what it is and the definition, what it does and what services it includes.
Ready to go? đ
What is the press office and definition
Under the heading “press” in the Treccani dictionary there is also press office, the definition of which is: “office existing within companies, bodies, parties, public bodies, with the specific task of preparing and transmitting news, communications, comments, etc. to newspapers. , or to prepare and take care of the diffusion of circulars, propaganda publications, various pamphlets”.
Another definition of press office is present under the heading “office”, again in the Treccani dictionary: “established at ministries and other state bodies, at parties, unions and other public and private bodies, to provide official news on its activities and on own positions with respect to facts and situations”.
They are two synthetic definitions which, inevitably, do not explain the complexity of the press office’s activities but provide important information.
First of all, the press office can be public if it takes care of the institutional communication of a Ministry, a Municipality, a Region, a university, a hospital, in short of a Public Administration body. Or it can be private if the press office works for the communication of a company, an association, a theater company, a band, a restaurant, an artist, etc.
If the press office belongs to the private sector it is not necessary to be a publicist or journalist to work as a press officer, while in the public sector it is mandatory.
In Italy, those who work in a public press office must respect professional ethics, observe the Journalist’s Charter of Duties of the Press Offices of the National Council of the Order of Journalists and the Consolidated Law on Journalist’s Duties.
At an organizational level, a structured press office is made up of one or more press officers and a press office head, a figure who is responsible for the press office and its strategies.
And again, the press office can be internal or external, in the latter case it is very often communication agencies or freelance press officers.
Finally, Treccani’s two definitions clarify that the press office prepares and transmits official news and communications to newspapers. Therefore it is a link between a company or an institution and the media on what concerns events and facts or statements and comments on a given situation.
And now let’s see in even more detail what the press office does, what tasks it is responsible for and the objectives it must achieve.
What the press office does: tasks and objectives
What is a press office for? What goals does it help you achieve? The ultimate goal of the press office is to convey and disseminate news and information regarding a person, a company, an event or an entity through the media.
The reasons can be different, for example to accredit this person towards the media and the population. But there are numerous other objectives, such as promotion, reputation, credibility, visibility and notoriety. In the case of an event or demonstration the intent is also to obtain an audience and success.
What the press office does: services
The activities and services carried out by a press office are truly numerous, with stringent deadlines and stressful times, particularly when there are multiple events and projects to follow at the same time.
And despite all the efforts of the press office team, the publication of the news in the media is not always guaranteed because it depends on the spaces that a newspaper is able to make available and on other variables. Therefore, if you want the news to get out it is certainly necessary to purchase advertising space, a paid advertorial.
But now let’s see in detail what a press office does and what its tasks consist of with an exhaustive list:
- daily thematic press review for updates and ideas on the sectors and topics covered;
- selection of information to convey in a strategic and newsworthy way through press releases;
- creation of mailing lists with targeted contacts (the right target of editorial staff and journalists to send the news to), the result of media relations work;
- writing press releases based on newsworthiness and journalistic rules. A press release must be clear, captivating and truthful (for ethics);
- sending press releases to the mailing lists of selected contacts;
- reminders to the editorial staff, journalists, collaborators to request the publication of press releases in the newspapers;
- media relations activities to organize interviews and hosts of representatives and exponents of the reality for which the press office works;
- organization of press conferences;
- sending invitations to press conferences to media mailing lists;
- recall to ensure that there are journalists in the conference;
- preparation of press kits for press conferences, to be given to journalists present;
- welcoming the media during conferences and supporting them in their work by illustrating topics and guests and facilitating interviews;
- daily press review to monitor releases;
- press review and final reports for the collection of published articles, interviews and radio and TV reports;
- management of all relations with the media, also to respond to various requests from the press.
Finally, a press office also comes into play in crisis communication, that is, when the company, organisation or person it works for has to deal with critical events that can jeopardise its reputation.
Are you looking for someone with experience in the press office?
After understanding what a press office does and what objectives it helps you achieve, do you think you need a person who is an expert in the field? Find the press officer near you on Jopla: in Milan, Rome, Bologna, Naples, Pisa and other Italian cities.
With us you directly manage communications, the professional’s calendar, payments and the contract. And we also take care of the insurance!
If you are looking for work as a press officer, sign up to Jopla: it’s free, you work safely and you get numerous advantages. We are waiting for you!
