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Cẩm nang tổ chức sự kiện

Việc lập kế hoạch chu đáo cần được thực hiện đối với tất cả các sự kiện mà người phát ngôn báo chí sẽ tham dự, nhưng đặc biệt đối với những sự kiện như chuyến thăm của nguyên thủ quốc gia hoặc cuộc họp của một vài bộ trưởng ngoại giao.Bước đầu tiên là chỉ định một giám đốc phụ trách toàn bộ sự kiện. | Why is coordination important For one it ensures that a program will get off to a good start. Former White House press secretary Marlin Fitzwater asked the communications directors of each cabinet department to report all announcements they felt could make front page news. He did it with the idea that the president could announce some of each department s major news and that he would know about any controversial news before it happened. Second someone in another ministry or department could be working on the same program or issue and could be at cross-purposes. The press could rightly ask If a governmental leader can t keep two ministries on the same track on the same issue and if two ministries can t work together just how good a leader or minister is he or she Third even when two government officials agree on an issue combining their efforts will make a message stronger. Fourth you might be surprised and embarrassed if others efforts are publicized by the press and you don t know about it. In one instance a cabinet official announced a major initiative without clearing it with the White House. While the policy announcement received much media attention its reversal by the president received even more. The cabinet official was left embarrassed and was portrayed as having been undermined in the press. Finally just exchanging the calendars of government officials is not enough. The press and public affairs offices should coordinate their plans as well. When government agencies schedule major press conferences at the same time journalists have complained loudly. Which press conference are we supposed to pick one reporter complained to a spokesperson. Don t make our job so hard. The U.S. military by contrast emphasizes message coordination. Daily near the conclusion of the work day U.S. Navy public affairs offices around in the world e-mail to the Navy s central public affairs office in Washington a rundown of major media inquiries and newsworthy events for that day.