New PDF release: A RESPONSIBLE PRESS OFFICE in the DIGITAL AGE

By United states, department of state bureau of international information programs

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Extra info for A RESPONSIBLE PRESS OFFICE in the DIGITAL AGE

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Know how you are perceived by others and identify the arguments in favor of your plan and those that can be used against it. This will help you fine-tune your messages and address the arguments that will be used against you. Your budget will determine which techniques you use—polling, surveys or simply canvassing colleagues. The findings will help you develop messages advocating for your proposals and defending against arguments used to oppose them. Develop a message and submessages. Your message should be short, easy to remember and easy to understand.

The message should be frequently repeated and made a focal point of the administration. Every action the official takes—delivering a speech, giving an interview, writing a blog post, talking to legislators—should center as Creating a Communications Plan Once goals are identified, the government communications or press office writes up a plan to move the government’s vision into reality. A first step is research, often by the long-term communications staff, into how the goals can be achieved and what this will mean in the interim and long-term.

Similar to a straight news article, a press release is written in an inverted pyramid style. The first paragraph is the “lead,” and it contains the most important information; subsequent paragraphs expand on that information and give more detail in decreasing order of importance. The least important information is at the end. Like a good news story, the good press release answers who, what, when, where, why and how. Who is the subject of the story? What is the story about? When is or was the event?

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A RESPONSIBLE PRESS OFFICE in the DIGITAL AGE by United states, department of state bureau of international information programs


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