Press secretary - what kind of profession is this? What is the job? Press Secretary of the President of Russia. Key Functions of a Press Secretary Press Secretary

TEST

Specialty: Psychology

Discipline: PR

Topic: THE ROLE OF THE PRESS SECRETARY


Introduction

What does a press secretary do?

What should it be?

5. The work of a press secretary

Conclusion


Introduction


Now there are many definitions of the essence of the science of PR. One of the leading researchers, American Sam Black, defines PR as "the art and science of achieving harmony through mutual understanding based on truth and full awareness" . A very rigid and American-style pragmatic definition of PR is given in the book "Communication Management": "PR is the activity of translating the pragmatic goals of an organization into a policy acceptable to society" . In more detailed definitions, public relations is the science of communications, which aims to create an atmosphere of trust between an individual and a group, a group and society as a whole, and has an informational impact on public opinion.

Public relations is a management tool, its main strategy is to create trust, its audience has no defined boundaries and addresses. Of course, calls for confidential communication based on objective truthful information can be compared in reality with the ideas of universal equality and fraternity, but the increased control of society, the desire for stabilization and the desire to conform to social standards in their image still make these tasks not so hopeless.

The main tasks of the PR lay in the field of improving external and internal communications.

Today, any large structure has a press secretary in its staff. At the same time, the authority of this profession in society is so high that a good press secretary is often perceived not just as a "team face" or an ally of a major politician. Sometimes press secretaries are ranked among the top political leaders in their own right and move up with their superiors. However, applicants for this position, and even the managers themselves, are not always well aware of the functions of a press secretary, the amount of knowledge that is necessary to perform his official duties, and many other points that invariably come to the surface in the course of this work. We will consider these questions in this review.

1. The main functions of the press secretary


Often, in practice, a press secretary is not only an employee of the information front and an unchanging carrier of information "from the first person." Often he is a devoted assistant who, in addition to official data, owns a sufficient amount of internal confidential information, which allows him to be a significant political and "court" figure in his circles.

However, obtaining such a status in a political or commercial structure is a matter of time, desire, chance and an individual approach to this circumstance of the employee and employer. But what the press secretary is obliged to own, regardless of the circumstances, is the full arsenal of PR tools. Moreover, many believe that press secretaries should not be limited to just a competent presentation of information - they should be engaged in all the scenography of working with public opinion. On the other hand, the press secretary is not obliged to completely replace the PR manager, therefore, below we will consider the main duties of the press secretary, according to classical traditions and approaches.


What does a press secretary do?


The press secretary maintains contacts with the media.

The press secretary prepares, disseminates and supervises the publication of information of the company intended for public familiarization, which may include:

·Press releases

Messages

· Applications

·Interview.

3. The press secretary organizes press conferences, interviews.

The press secretary informs his manager on the whole range of issues of communication with the media.

If necessary, the press secretary himself organizes specialized studies on all problems of working with the media.

If we are talking about the work of the press secretary of a political leader, then he must represent the candidate to voters and the media.

2. How and with whom does the press secretary work?


Ideally, the press secretary works under the direction of the campaign manager or PR manager of the firm, while being in close contact with the candidate (or the head of the firm), the dispatcher and head of the volunteers (during the election campaign) and with the heads of departments (at the enterprise). However, in practice it often happens that the press secretary replaces the PR manager and manages the rest of the team members. Sometimes during the election campaign, the press secretary acts as the head of the research team. In this capacity, he collects information and studies the materials necessary for writing a plan for an election campaign, immediately before it begins. Then, throughout the entire campaign, the press secretary collects information, conducts various studies and analyzes the results of the elections, that is, in general, takes on the functions of an analyst.

In the classic version, the press secretary, along with the head of the company or the candidate, is the only person who can officially contact the media on behalf of the organization. Moreover, the rest of the team members in this case, in practice, should not communicate with the media. This is due to the fact that they do not have information on the entire range of issues and may express themselves in a completely different way than they should. As a result, this can negatively affect the image of the company or the candidate, so it is very important to ensure that none of the employees, except for the manager and the press secretary, have contacts with the media.

The press secretary should have as much information as possible about the candidate or the company he represents. For example, a press secretary working in a manufacturing company must have a good knowledge of the production technology, the range of products manufactured by the company, etc.

The press secretary must correctly quote the speeches of the head of the company (or politician), correctly placing emphasis and avoiding ambiguous perception of what was said. The press secretary should always have ready answers to any provocative or "sharp" questions. In many cases, preparing for a speech to the media, he can prepare such questions himself in order to give answers to them in advance (ahead of journalists), and thereby cut off the appearance of subsequent "unnecessary" questions. Along with this, he may carry with him a list of all possible questions and answers to them, prepared in such a way as not to accidentally damage the image of the company or politician with the "wrong word".

The press secretary should always be available to answer any question journalists have, as well as advise editors and media journalists on questions they may have regarding the activities of the company or politician.

There is another very important point in the relationship of the press secretary with the media: he should never deceive journalists by providing them with knowingly false information. This can be very dangerous for the image of the company or politician in the future. If a question asked by journalists puts the press secretary in difficulty, then you need to try to "beautifully" avoid answering it or ask the journalists for time to get full information on this issue and return to the conversation later.

But if all of the above refers to the "external" side of the activities of the press secretary, then one of the main tasks of his "internal" work is to inform the head of the company (politician) on the entire range of issues related to the media. Although we have already said that, ideally, all information should come to the media from only two sources: from the press secretary or the head of the company (politician), in practice, it is far from always possible to implement such an installation. Therefore, another function of the press secretary becomes the organization of control over all information that enters the company or leaves it.

3. Possession and work with information


The press secretary communicates with journalists, and journalists are corrosive people. If they want to know as much as they can about a policy or a company, it will be a shame if you can't provide any information on the questions asked. In general, it must be said here that many people who aspire to become a press secretary unfairly believe that for this job it is enough to be able to write a press release, and at most, to make a statement at some press conference. However, any person who is not deprived of some literary talent can easily cope with this, as for the skills of a professional press secretary, they lie far beyond this area. In fact, a press officer is the face of a firm or a politician. The press does not want to think that the press attache is a simple subordinate: for them, he is an authorized representative of the structure or person of interest to them. Therefore, at any press conference (however, as in a public conversation), he can be asked a lot of questions that need to be answered without hesitation.

The press secretary may be asked about the company's relations with competitors, about the position of its leader on a particular issue, etc., and in any case, no matter how difficult and "unpleasant" the question may be, he must answer it, not damaging the image of the company, its leader (or politician). Therefore, inventing answers on the go is not the best option. A good press secretary should know all the answers by heart.

A bad press secretary can ruin a very good deal. The fact that this statement is not an empty phrase is evidenced by at least such an example that took place in reality. One advertising agency entered into an agreement with a car factory. According to him, the directors of the company had to carry a new model (developed by the factory) in a car provided to him free of charge, and the company, in turn, undertook to praise this car at any opportunity. Why the press secretary of the company did not know about this agreement remains a mystery. But once, at one of the press conferences, he was asked to express his opinion about this car, to which the secretary replied something like this: “To be honest, when we are going to go somewhere, we always ask each other:“ Well, that we will go in a special car or in a normal one?". Naturally, after such a performance, the contract was terminated. There was also a small scandal, which, in general, caused considerable damage to the company.

What should it be?

It is important that the future press secretary has his own political position. However, a politician will sign a sentence for himself if he takes on this position a person who is sure in advance that the media have already formed their opinion regarding this candidate, and there is no way to change it in the other direction. The press secretary must understand and share the developed policy of the company, and if it is a political leader, then the press secretary must understand the strategy of the election campaign. The press secretary must think creatively about the situation and independently find such effective ways that the main idea and idea that are present in the developed strategy reach the voter or consumer. Therefore, it is necessary that the press secretary works directly with the head of the company (or politician) and directly discusses all questions and problems with him.

secretary information publication image

4. Image as one of the main tasks of a press secretary


The image includes indicators of at least three levels: external appearance, psychological properties and social inclinations that correspond to the demands of the time and society.

Appearance (the first level of the components of the image) includes, first of all, natural external data plus their skillful use in order to make a favorable impression with the help of clothes, hairstyles, and cosmetics. Some image specialists believe that 55% of the impression depends on how a person looks. This is also noted in the Russian proverb. "Meet by clothes." Since a person's clothing is a major part of his external image, "wardrobe engineering" experts give a number of tips to men and women occupying various social positions in order to improve their impression of themselves. One of the famous books is even called "Clothing for Success". The main recommendations still come down to not standing out from the society around you: study how the people around you are dressed, and in general follow their clothing patterns. However, not everyone expresses this point of view. Some people think that you should dress according to the position you are applying for, not according to the position you already occupy.

In addition to clothes, the first impression is greatly influenced by hairstyle, makeup, the presence or absence of jewelry, various business accessories such as a briefcase, notebooks, pens, etc. It also developed quite detailed recommendations for various situations, including non-standard and informal ones.

External image is especially important for short-term contacts, when the first impression is especially important. For longer contacts, long-term cooperation, it is necessary to take care of the deeper components of the image.

The second level of the components of the image includes the psychological properties of a person of an individual, personal and socio-psychological nature: communication, empathy, reflexivity, eloquence, skills acquired as a result of education and upbringing. Some information about the second level can be combined with the first: for example, a badge with the symbol of the university placed on the lapel of a jacket. For the second level, speech indicators are especially important in all its variants from oral to written, from active to passive. It has been experimentally shown that, for example, loud and distinct speech is a sign of energy, loud and fast - threats, soft and distinct - prudence and isolation, soft and slow - striving for security, quiet and indistinct - fear of failure, timidity.

Such professionally important qualities as friendliness, sociability, the ability to win over oneself, attentive listening, and the implementation of all details of business etiquette are highly valued. Of particular importance are fixed indicators that acquire the character of a business document: business letters, faxes, telephone messages, reports, minutes of meetings, business cards, questionnaires, etc.

The third level of the image includes social inclinations, everything that is connected with the life and professional experience of the individual and is reflected in the correspondence of behavioral reactions to the demands of time and society. Behavior and its motives, real actions in ordinary, extreme and conflict situations, attitude to one’s own mistakes, own hierarchy of life values, stability of social relations, choice of friendly and family circle of communication, social independence or social conformism - all this information of a higher, social order for their manifestation requires a lot of time.

5. The work of a press secretary


1. What kind of person is suitable for this position.

The first requirement for a future press secretary is erudition. The future press secretary must have some personal experience, and, in addition, he must be able to keep the secrets of his leaders (for which he must be a seasoned person). It is desirable that the personal position of the future press secretary coincides with the position of the leader (politician). According to the psychological warehouse, the press secretary should not be a hysteric, but at the same time, in no case should he be an indifferent person. It is required that this person be disciplined and well aware of what subordination is. In the future, such a person is expected to be ready to show absolute loyalty to the firm or politician for whom he works. It is important to initially look for only such a person who could be unconditionally trusted.

Where to find a press secretary.

The best option is to find a press secretary through personal connections. And even better - hire your good friend, who will not be afraid to entrust any secret. In addition, the advantage of this option is that the identity of the acquaintance and his qualities are known from the outset, in contrast to the "hidden" qualities of any other candidate. True, this also has its drawbacks: for example, if a person is hired (acquaintance or "acquaintance of acquaintances"), whose professionalism turned out to be inappropriate for the position he occupied. It is "uncomfortable" to fire such a person, and it is impossible to work with him at the proper level. But, despite the possibility of such a situation, it is still better to take the position of press secretary of those people whom you unconditionally trust. And the problem of professional suitability can be solved by sending a new employee to special training courses.

Experts believe that one of the best options is to invite a journalist who works in local media to the post of press secretary. Such a person has certain connections that could be useful to you, and, in addition, he is already aware of the situation (political, economic, social) that has developed in your city (region, region). It is possible that recruitment agencies will perform well in the selection of a candidate, especially those that receive recruitment money from you, and not from the candidate for the position. It is best to choose a specialized agency dedicated exclusively to the selection of specialists for the media and workers associated with this industry. In a certain sense, this is one of the most convenient options for the employer. Firstly, you will no longer think about how to have time to talk with all applicants for the position - only the best applicants will be sent to you. Secondly, if the candidate does not cope with his duties, the agency will again look for a replacement for him.

If material resources do not allow you to turn to the help of recruiters, and you cannot find a good employee through personal connections, then you can try to find a press secretary through ads. But in this case, the manager (politician) needs to independently select candidates, because this person will have to work personally with him, and not with the personnel manager. In addition, this is important for the leader (politician) himself: he must understand what, as a result, he wants from a person who will represent the company (or himself) in the external environment.

In general, there is nothing specific when hiring a press secretary. There are certain rules for hiring top managers, which also apply to press secretaries.

Summary. When you receive resumes, you need to carefully read them and first select the people you like for an invitation to an interview. Candidates do not always send recommendations along with their resumes, but there is nothing to worry about. It is customary to provide recommendations on demand, so they can be asked for by agreeing with the candidate on the time of the interview. If in the course of reading the resume you have any questions that you would like to clarify, it is better to ask them by phone than to drive the candidate around the city and waste your time meeting with him. You should not throw away such "controversial" resumes immediately, without receiving information on all the issues that interest you, because this way you can miss a good employee.

Interview. Preparing for an interview is not so difficult - the main thing is that it does not turn into empty talk. To do this, you need to think in advance about what to ask the future employee and what the manager himself will have to tell him. You can arrange a candidate test for psychological compatibility, for the type of character. It is best not to look for such a test in popular books and magazines, but to ask the same recruitment agency to develop a special version of it. If the candidate came to you from a recruitment agency, then he has already been tested (this happens in most cases), and you will certainly be shown the results of these tests. If the candidate failed to provide references, do not pay special attention to this fact. Firstly, the lack of recommendations does not mean a lack of knowledge, and secondly, in our country it is still not customary for workers to give recommendations. In the absence of recommendations, you can request the phones of the former supervisors of the employee and call them yourself; You can also find phone numbers by company name in the telephone directory. If recommendations are presented, they should be checked. In a telephone conversation with a recommender, much more can be found out than what is written in the recommendation. In general, calls to the past places of work of the future employee allow you to find out whether you can completely trust this person.

However, in any case, you should not go to extremes and create additional difficulties for candidates. It may not be a very pleasant thing to fill out the questionnaire you proposed if it asks for the last name, first name, patronymic and position of the spouse (s) of the candidate, his parents or boss. If possible, such questions should be avoided in the questionnaire, and if it is really important, it will be much better to clarify it in a personal conversation.

If the candidate is currently working, then do not give him an unpaid probationary period. If a person loses his job, then it may happen that he will try to take revenge on an unscrupulous employer. It is better to ask the candidate to state in writing his thoughts on a specific project or range of issues (the concept of working with the media, the project of interaction with the press as part of the election campaign, etc.), and if the theses presented by him unconditionally suit you, then you can start a specific conversation about the trial period.


For those who are looking for a job as a press secretary


If the press secretary has extensive experience, then, most likely, finding a new job will not cause him any particular difficulties. In this case, he will be helped by personal connections and acquaintances established before. At the initial stage, it will be enough to notify all your friends about the search for a new job. The same job search channel - "by acquaintance" can also help when the applicant for the position of press secretary does not have much experience yet. But if there is very little experience, and career aspirations are great, then there is an option that will suit ambitious young people.

You can try to get into the team of some novice politician - not at the expense of extensive knowledge and experience, but for the promise to work for free. In practice, this option can be found quite often: teams with a small amount of money willingly hire volunteers "for free". If the applicant has an appropriate education (preferably journalistic), supported by some experience in writing texts, and also if his position coincides with the position of a politician, then he has every chance of getting into the team. It would seem that if they do not pay money, then what could be the benefit here? In fact, over time, having shown his best side, a volunteer can be invited to the team already as a paid specialist. But even if this does not happen, he will gain invaluable experience that will be useful in the future job search. In addition, his name may be "lit up" in the press, and these publications can be added to your resume. And finally, a novice press secretary may ask for recommendations, which will also be useful in the future. As for filling out a resume, omitting other well-known points, I would like to remind you that in the column "Applying for a position" you should not indicate non-related specialties. In no case should you mix the positions of a press secretary and, for example, a tour operator. Even if you consider yourself a deep professional in both of these areas, a potential employer is likely to consider you a superficial person who does not adequately know any of the claimed subjects, and will put your resume aside. Remembering that the press secretary is the face of the company, you need to pay special attention to your appearance. It is obligatory to come to the interview in a business suit and clean shoes. Be sure to have a portfolio with you. If you don't have jobs as a press secretary, you can bring your journalistic work with you. In addition, you must bring your resume and references (if any).

It is better to take care of getting recommendations in advance, but if this is not realistic, then you can grab the phone of your former boss for an interview. If he was pleased with your performance, then he will undoubtedly recommend you to a potential employer from the best side.

Conclusion


And so, every significant person who is involved in politics or is a director of a company should have a press secretary with him. Sometimes press secretaries rank among the top political leaders and move up with their superiors. They are indispensable carriers of information "from the first person", that is, they can provide any information of interest to a person in the shortest possible time. The press secretary must have a full arsenal of PR tools.

The press secretary must maintain contacts with the media, prepare, disseminate and control the publication of company information intended for wide acquaintance, which may include press releases, messages, statements, interviews. The press secretary also organizes press conferences and interviews, informs his manager on all communication issues<#"center">List of used literature


1. Ageev V.S. Intergroup interaction: socio-psychological problems. - M., 1990.

Aleshina I.V. Public relations for managers and marketers. - M., 1997.

Black S. Public Relations. What it is? - M., 1990.

Grunig JE, Hunt E. Managing public relations. - M., Progress, 2000.

Doty D. Publicity and Public Relations. - M., 1996.

Zvegintsev R.S. Communication management. - M., 1998.

Kotler F. Marketing. Management.S. - Pb., Peter, 1999.

Lebedeva T. The art of seduction. Public relations in French. - M., 1996.

Newsom D., Scott F., Turk J. This is P. R. The realities of public relations - M., Unity, 2002.

Psychology of management / Under the editorship of G.S. Nikiforov. - Kharkov, 2002.

Tulchinsky G.L. Public relations. - St. Petersburg, 1997.

Chestara D. Business etiquette. Public relations. - M., 1997.


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We are already used to the fact that some news is told to us by the press secretary of Putin (or the Investigative Committee), and we do not even think about the essence of this profession. What education do you need to get to become a press secretary, what duties does a person have to perform in this position? Let's talk in detail about the profession and its famous representatives.

Profession: press secretary

In the most general sense, a spokesperson is a person who represents a company or an official in the media. For Russia, this is a very young profession, it appeared only in the 90s of the XX century, when the country switched to a market economy model. In Western countries, the profession has existed since the 40s of the last century, when marketing communications and the mass media system began to take shape. The representative of this profession combines journalistic and advertising principles and is an intermediary between the public and the represented company. He manages the image and information field of the organization in which he works. Representatives in the media are needed by every company that is working on creating its image, as well as people in public professions: show business stars, politicians, top managers.

Functions of the press secretary

In many companies, executives find it difficult to understand what a press secretary should do. They try to put a variety of duties and functions on his shoulders: from solving marketing problems to organizing events. A press secretary is a person who performs various functions related to the formation of the image of a company or person. In this case, all functions can be combined into three large groups:

  • conductor of the line of conduct and socially significant position of the company or individual;
  • mediation in the interaction of journalists, the public and the company, the press secretary, providing certain information, creates a communication field around the company, manages its perception by target groups;
  • protection and correction of negative ideas and stereotypes about the company, leveling of negative events and erroneous actions of the manager.

Responsibilities

As part of their functions, the press secretary has to perform very different duties. Each company may, depending on its specifics, assign a different scope of job tasks to an employee. Since a press secretary is a person involved in establishing contacts with the media, the first large group of his duties lies in this plane. He must provide materials for journalistic publications, write press releases about events in the company, prepare and proofread interviews, respond to requests from newspapers and TV channels.

This specialist monitors publications about the company, submits reports to his boss on the current image in the press. Also on his shoulders are the functions of organizing the speeches of the head, preparing press conferences, interviews. Often in small companies, this specialist fills the site with news and maintains social media accounts. He is also responsible for the image of the company and its leader, prepares articles that form a positive image of the organization, and holds image conferences. The press secretary organizes the participation of the head in significant events, prepares the texts of his speeches, and helps answer questions. Usually he also has to take photographs and participate in the preparation of promotional materials.

Qualities of a press secretary

Since a press secretary is a profession that requires constant contact with a large number of people, his main quality is communication skills. He must also be able to write and speak well. Oratory skills are the most important requirement for people of this specialty. The traditional set of qualities necessary for a good press secretary also includes responsibility, initiative, and punctuality. He must be an attentive and restrained person, because to some extent they judge the whole organization by him. And, of course, such a specialist must be professionally trained and well educated.

Where do they study to be a press secretary?

A press secretary is a profession that requires a variety of skills and abilities, so people with several types of education can successfully take place in it. Firstly, this is a special education in the direction of "Advertising and Public Relations". Some universities in their programs focus on the training of PR specialists and produce high-quality press secretaries. Secondly, a lot of journalists are involved in the profession. Since the responsibilities of the press secretary include a large amount of work with texts, it is not surprising that it is the representatives of the writing fraternity who become successful in this path.

For the same reason, philologists often come into the profession who can write texts of any orientation. As is often the case in advertising, people with a wide variety of basic education come to press secretaries. So, there are many specialists in international relations, lawyers and economists.

Notable press secretaries

There are media relations specialists in all public organizations and many famous people. We have become accustomed to the fact that the news is broadcast with reference to the statements of press secretaries, and their faces constantly appear on television screens. The most famous expert in this field, of course, is the press secretary of the President of Russia. In addition to him, the general public is well aware of the representative of the Investigative Committee Vladimir Markin, the head of the press service of the Ministry of Internal Affairs for the city of Moscow, the official representative of the Ministry of Foreign Affairs Maria Zakharova, the representative in the media of the Rosneft company Mikhail Leontiev.

Already this list allows you to see how different functions and powers people of this profession can be endowed with: from a simple statement of the company's position to an independent media figure with their own ideas and scope of authority.

Representative of the first person of the country: duties

Most often we hear the statements of the representative of the President, who is one of the main newsmakers of the country. The press secretary of the President of the Russian Federation has a large number of responsibilities. It is he who is entrusted with the rights to voice the position of the head of the country on various issues. Also, of course, the employee is preparing press conferences and speeches by the President. We can see that the press secretary accompanies the head of state at all official events, helping him, if necessary, answer questions. He is responsible for ensuring that the President is aware of everything that is happening in the world and in the country.

The press secretary prepares special selections of publications from the media, makes digests of the most important. Of course, he cannot write all the press releases himself; a whole service works under his command. But no piece of news can see the light of day until it is approved by a spokesman. He bears a great responsibility for the image of the head of state, and he is responsible for every word that the President utters in public. This specialist prepares texts for the speeches of the head of the country, while they must be absolutely organic for the speaker.

Press secretaries of the President of the Russian Federation: career and personality

Over the 25-year history of the existence of this profession in Russia, we have seen several professionals next to the leaders of the country. Not all of them were well remembered by the public, but some were very bright independent figures. So, the former press secretary of Boris Yeltsin, Sergei Yastrzhembsky, spoke very brightly in the media and, at the end of his career in the Kremlin, did not leave journalism. It is also worth remembering Presidential Aide Dmitry Medvedev, who, after completing her service in this capacity, became a successful official in the President's Office.

Less well-known, but no less significant, were media relations specialists under the head of the country: Andrei Grachev, Alexei Yakushkin, Sergei Medvedev. Each of them, after working with the head of state, made a good career in various fields: from business to journalism and diplomacy.

Press Secretary of the President of the Russian Federation Dmitry Peskov

Who is now the mediator between the first person of the country and the media? Today's press secretary of Putin, whose biography is the object of observation of journalists, Dmitry Peskov came to the profession from diplomacy. He is an orientalist by education and knows several languages. Once, at a meeting with the Turkish government, he happened to translate speeches for B. Yeltsin. After Vladimir Putin was appointed to the post of head of the country in 2000, Dmitry Peskov became the new press secretary. Later, for some time, he conceded this position to A. Gromov, becoming his deputy. For 16 years, Peskov has grown into an independent figure with his own image. In fact, he is the Deputy Head of the Office of the Cabinet of Ministers and Assistant to the President of the Russian Federation.

  • Public relations - media, partners, representative offices of your own company, large customers - all the official environment of the brand. Covering events, preparing journalists' expectations, holding meetings.
  • The information component is the preparation of materials, news, presentations.
  • Organizational scope. The press secretary checks with the employer's schedule to build a competent plan for his important meetings / negotiations.
  • Brand representation.
  • Control of the content of the information site.

The organization of mood in the main information field and the creation of a positive public opinion are the main functions of the press secretary. There are additional responsibilities.

Secondary Tasks

Thus, a media and public relations specialist must:

  • Monitor the work of department employees - distribute responsibilities, monitor performance.
  • Proofread material (interviews, manager's appeals) before submitting it to circulation.
  • Plan future business events.
  • Establish cooperation with journalists.
  • Prepare releases.
  • Coordinate the elements of the brand book, the nature of the printed information presented to the public.
  • Give information about the work schedule of the management.

Possible additional features

The press secretary is entrusted with maintaining an archive of published materials, analyzing public reactions to the company's news coverage - the number of duties is determined by a specific employer. Responsible tasks may be assigned to this employee:

  • rebranding planning;
  • monitoring the situation on the media market;
  • formation of base of representatives of the press;
  • work with public / charitable organizations.

The press secretary can conduct briefings with employees of the advertising, branding, and marketing departments. He can develop the corporate website of the company or control the correctness of the information displayed on it.

Knowledge and skills in what areas may be required?

A wide range of duties of a press secretary, his great responsibility for the image of the employer sets high demands on his personality and professional training. As for knowledge, without which it is impossible to take place in the profession, their circle can be outlined by a list of 5 points.

  • Fundamentals of entrepreneurship. The communications specialist must clearly understand the structure of the market in which the company operates.
  • Skills of a journalist or copywriter. Competently formulate thoughts, present the goods of the employer in the most favorable light.
  • Managerial competencies. This is not only a representative, but also an organizer, manager, PR expert.
  • Knowledge of effective advertising techniques in various areas of the company.
  • Ability to clearly plan presentations.

Of the useful personal qualities, it is necessary to highlight stress resistance, sociability, the ability to conduct a dialogue, build relationships with a wide audience. Good diction, competent writing, developed memory, the habit of looking neat / authoritative will only accelerate the career growth of a specialist.

Educational requirements as one of the criteria for selecting candidates

There is no independent press secretary profile in Russia de facto. But you can learn this profession through other specialties. In our university, these are the profiles of the Faculty of Management, the specialty of a corporate psychologist, sports manager, marketer, advertising manager (digital and classical).

Our graduates of the Faculty of Business, economists, and financial managers became press secretaries with a wide range of powers. We are the best in management competencies. This is confirmed at the highest level (first place in the ranking of management specialties).

The success of an organization often depends on how often and what kind of information about its activities appears in the press.

The main goal of the press service is to create an external and internal socio-political and psychological environment favorable for the success of the organization, ensuring the necessary behavior of this environment in relation to the organization. The activities of the press service can be carried out in several directions, oriented to various groups of the public or to achieve specific goals.

The main areas or areas of activity of the press service under the administration are: work with the media, or the media, relations with the local community, relations with administration employees, relations with the leadership of the regional administration, crisis management.

The core of the activity of the press service at any level is the impact on the state of public opinion. Most of the actions of the press service are carried out with the following goals:

1) to convince people to change their minds on any issue or activity of the organization;

2) formulate public opinion when there is none;

3) strengthen existing public opinion.

"Public opinion is the sum total of many individual opinions on a particular issue affecting a group of people." Public opinion is a consensus that is achieved by the global efforts of the press service after a thorough study of the needs, interests, habits, economic status and, in general, the behavior of the main social groups of the target audience.

The work of the press service should take into account some features of public opinion:

Public opinion is changing - it is not enough to form it once - you need to work with it constantly;

The potential direction of public behavior is determined by the realities of reality;

There is no single and unified general public in working with it - the influence on public opinion should be oriented towards specific groups;

Public opinion usually changes more under the influence of events than words;

The opinion of the public is determined by its interests.

Any organization needs to have a public relations officer, or press secretary, on staff. Such a specialist is needed to establish relations with the media, to form public opinion.

The activities of the press secretary are determined by a number of provisions from regulatory legal acts, expert judgments, as well as historical experience in the development of this type of activity.

The main source describing the activities of the press secretary is the Regulations on the press service, developed in any organization where the press service carries out its work.

A typical set of job descriptions, according to S.N. Ilchenko, is as follows. Press Secretary:

Organizes the work of the press service, guided by the Regulations on the press service of the administrative association;

Prepares press conferences of the head of the administrative association;

Interacts with local (city, regional) print and electronic media;

Prepares press releases and other information materials for the media;

Prepares media reviews for the head of the administrative association;

Has the right to attend meetings of the city administration;

Has the right to request the necessary information, receive the necessary orders, acts Ilchenko S.N., Krivonosoy A.D. Modern press service: Proc. allowance. - St. Petersburg: St. Petersburg State University, 2005. - S. 34 ..

According to Shishkina M.A. The press secretary must possess a number of personal and professional qualities.

The press secretary must have a high general culture and erudition, as well as:

Professional training as a public relations specialist;

Industry training, which involves knowledge of the relevant market conditions, analysis of the information situation around the subject of PR, the management structure and management team, the system of subdivisions of the subject of PR;

Social responsibility for the results of their work and loyalty to the subject of PR Shishkina, M.A. Public relations in the system of social management. - St. Petersburg, 1999. - S. 75 ..

The press officer must:

Know the modern media market, its structure; principles of management, political orientation and economic specifics of the activities of specific media; typical and specific characteristics of the media; technological features of print, radio and television production; rating of broadcast and printed product; pricing advertising policy;

Possess the necessary journalistic skills to collect and process primary information, prepare it for publication in the most common genres of print and electronic media;

Be able to monitor and analyze current information from the media;

Be able to use individual technical means (dictaphone, camera, video camera, computer, scanner, copier);

It is desirable to have established contacts with professionally oriented participants in media relations in this area (industry and specialized publications, radio and television programs, news agencies, Internet resources), as well as personal contacts with specific journalists specializing in the industry Utkin E.A. Public Relations Management. PR. - M.: TEIS, 2001. - S. 97 ..

The methods of work of the press secretary include the following:

press conferences,

briefings,

Preview (preview),

round tables,

Meetings with journalists

Interview Tatarinova, G. Introduction to the specialty "Public Relations": Educational and methodological manual. Omsk: OmGTU Publishing House, 2000. - S. 101 ..

A press conference is a meeting of a representative (representatives) of a PR subject with journalists, which aims to provide the media with problematic, factual and commentary information.

Duration of the press conference - from 30-40 minutes to 1 hour 15 minutes. The form of communication is the answers of representatives of the subject of PR to the questions of journalists. The number of participants in the host party is from two to three to five people, usually it is a moderator (leader - a press officer), the first (official) person - a newsmaker and an expert responsible for providing special information. In certain cases (especially when it comes to the socio-cultural sphere of PR, presentation at a press conference, for example, of a new movie, the number of participants can be much larger).

The norms of representation from the media at a press conference in real practice are as follows: print publication - 1 correspondent + photographer, television company - 1 film crew from one program, radio station - 1 correspondent from one program or program, online publications, news agencies - 1 correspondent Tulchinsky , G.L. PR firms: technology and efficiency. - SPb., 2001. - S. 82 ..

Briefing - a short (no more than 30 minutes) meeting of journalists with representatives of the subject of PR, during which they receive either commenting information or relevant statements on a specific news item. The briefing may also be devoted to certain procedural issues of the relationship of the PR subject with the media (for example, on issues of accreditation at the enterprise itself or for actions and events organized by this PR subject). Most often, a briefing is organized by PR subjects, endowed with power and obliged to report to their target audiences.

The form of communication at the briefing is the speeches of official representatives of the subject of PR. Messages at the briefing for media representatives are one-sided, informing. Questions from journalists during the briefing are not provided. In real practice, after the official end of the briefing, quite often journalists begin to ask questions. The number of speakers is no more than one or two. The number of journalists, as during a press conference, is not limited, but status restrictions may apply.

Preview (preview) - a specially organized preliminary acquaintance of journalists with a specific object (exposition, exhibition, complex, structure, etc.) scheduled for opening. During the preview, journalists receive comprehensive information about the object being opened, and film it. Preview can be included in the press tour itinerary.

The main form of communication is the story and demonstration of the object, followed by answers to questions or comments directly during the preview (excursion).

Usually the duration of the preview is less than one hour, but no more than two.

Round table - a specially organized meeting of journalists with representatives of the subject of PR (or several subjects of PR), dedicated to the exchange of views on a common problem, phenomenon, event for all invited parties. The main purpose of the round table is to draw public attention to an urgent problem. As a rule, a round table is used as part of larger organizational events, such as: symposiums, scientific and practical seminars, meetings, congresses, congresses.

The main form of communication is a multilateral exchange of views, a discussion on the stated topic. The duration of meetings in the "round table" genre is from 1 hour to 2.5-3 hours. The number of participants from each of the parties is negotiated separately, but, as a rule, in order to comply with the principle of equality, the representation norm is of a parity nature. The number of participating journalists is either determined by the number of media outlets interested in the topic of the round table, or is agreed in advance by the organizers.

A meeting with journalists is a specially organized communication between a representative of a PR subject and journalists in an informal setting. It does not have a strictly defined formal regulation. The main form of communication is a free exchange of opinions in a dialogue mode on a predetermined range of issues of mutual interest. A mutual regime of questions and answers is assumed and allowed. Used for closer acquaintance with specific media representatives, at the initial stage of relations between the newly appointed first (official) person and journalists, it can also become a form of constant communication between journalists and, for example, leaders of territories.

The duration of such meetings is not specifically stipulated, but experience shows that they last from one to two hours. The number of participants is no more than one or two from the inviting party and no more than ten journalists. The qualitative and quantitative composition of the invitees is determined by those persons who go out with them to a similar mode of communication.

An interview is a form of dialogical communication between a particular journalist personally with one of the representatives of the subject of PR in order to obtain information, judgments, and assessments. Often occurs as a special case of communication with the press in such forms of communication as a press tour, preview, meeting with journalists. The main form of communication is a dialogue in the "question-answer" system, which is directed by the journalist in relation to the person being interviewed. The interview lasts from 20 minutes to one hour. The number of participants is strictly defined: it is usually a one-on-one conversation. In rare cases, the same person gives interviews to several journalists.

Analysts, speechwriters, image makers, stylists, make-up artists, press secretaries and even etiquette specialists work on the brand of the first persons at best. The actions of a PR group directly depend on the stage of development of the company and on the ability to work as a "united front" to achieve a common goal - to present the business qualities of their leader in a profitable way.

In this case, let's consider the main qualities of a successful press secretary, because he is the "face of the team" and often combines at least 5 main specialties: journalist, crisis manager, psychologist, diplomat, producer - and all rolled into one.

As practice shows, the expected qualities and involvement in the process are much wider. Consider the most important qualities that an ideal press secretary should possess. Of course, in our subjective experience.

1. Professionalism

Initially, he must be an expert in his field and clearly understand how to do his job. He must live this profession 25/7, without days off, holidays and Sundays. The press secretary is always at work, even if he is not sitting at his desk.

2. Sociability

It is important to be tolerant and be able to build relationships with people of different genders, incomes, beliefs, education, etc.

A press secretary is a position for those who love people. Because one must always be the sun for others, especially for the external environment. And sincerely love your organization, people, the business that you are doing together.

3. The presence of some "devilry"

This is the ability to think outside the box, form a style and be its bearer.

The press secretary must think creatively about the situation and independently find such effective ways that the main idea and idea that are present in the developed strategy reach the consumer in the right way.

4. Education

The press secretary should know not only the legislation and the Federal Law “On the Mass Media”. He must also understand all the legal aspects of concluding and maintaining contracts for information support. In addition, the press secretary, as a professional in his field, must have an idea about the "media kitchen" and all its components: what are the political and social aspects of the work of a particular TV channel and publication, what days are the lines made up, in what light do they work cameras, what quality photos are needed for publication in the media, how editorial work works on TV, radio and print media, etc.

Ideally, a press secretary should know by sight and have personal contacts with his colleagues: editors-in-chief, industry journalists and bloggers, press secretaries, representatives of local authorities and administration.

5. Adequacy in assessing one's abilities, combined with healthy careerism

A press secretary should be someone who is 100% trusted, because they know that he will not let you down and will not betray. And before the press secretary takes a step, he will think things through a few moves ahead. And in case of emergency, he always has a backup plan.

6. Ability to make decisions and act independently in the area of ​​their competence

For example, the sudden illness of an executive may force the press secretary to give daily press conferences and almost literally replace the head of state/company/organization in the media.

7. Stress tolerance

The press secretary must be stress-resistant, ready for difficult situations. At any moment, he must be ready to answer questions for the leader as competently and correctly as possible and “cover him with his chest” in crisis situations.

8. Having a broad outlook

A good specialist should always be in the know. It should not "stew in its own juice". He must know not only how the company is developing, but also what is happening outside of it.

9. Efficiency

A professional in his field should always be ready to provide the journalist with the information he needs, even if he has to work overtime.

10. Good manners

A professional in his field should always be polite, friendly and positive (even on the phone), despite the fact that in the morning he got up on the wrong foot and a flock of black cats crossed his path. And a good press secretary should leave all his personal problems behind the scenes.

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