Congratulations! You have just been offered a position within a sports organisation as their new media officer. This is a new post that the organisation has created and you have been thrown in at the deep end. The organisation also wishes to hold a press conference and have asked you to make arrangements for this.
Details
To run a successful press conference there are a number of areas that you will be required to address:
? Firstly you will need to develop a media policy for your organisation – the press are likely to contact members of your organisation in the build up to the event looking for a “scoop”. You should issue a brief (one side of A4 maximum) media policy for everyone within your organisation which details how and when they are to speak with the media and provides details on how they should handle interviews or speak to members of the press. This section is vital in establishing an organisational culture for your organisation when it comes to dealing with members of the press. You should ensure that you provide details on periods when members of your organisation will be expected to speak to the press.
? You also need to develop a media alert to promote the press conference and then decide which individuals to invite to your press conference and how to issue them with media credentials – your organisation has never run a press conference before and so you may need to develop an application form for Media Credentials. When the press conference is held you can issue your Press Release, which should follow guidelines for length as detailed in lecture content.
? Finally you are required to provide members of the press with a Media Kit to support your press conference. This may include sections such as schedule for the event; biographies of those involved; quotes or transcripts of statements; and guidelines for members of the press on the day of the event. This section of the document should provide members of the press with a sound understanding of your organisation along with vital practical information about the venue where the press conference will be taking place.
? Note: While it is likely that you may base some of your documents on templates or existing documents it is important that you acknowledge these through your referencing. You should make it clear when you have based your inclusions on external sources, including when you have utilised the formatting of existing documents. More specific details of the requirements for these documents will be delivered during teaching sessions.
? Due: The case study is due in before the lecture in Week 12. It is equivalent to 2,500 words in length but you should follow guidelines on page limits as set above or recommended.
Marking criteria and standards
CRITERIA FAIL (0-49) PASS (50-64) CREDIT (65-74) DISTINCTION (75-84) HIGH DISTINCTION (85-100)
Media guidelines
(25%) Media policy fails to provide suitable information for staff and will not equip them with tools to handle interviews. A suitable policy has been drawn up which will cover most key areas for dealing with the media. Interview guidelines are basic but provide some tools. Media policy covers all key areas. Interview guidelines again cover all key areas. There will be some academic basis for the policy. Media policy and interview guidelines equip staff with the tools to deal with members of the media in a confident manner. Suitable academic theory supports the policy. Media policy and interview guidelines are extremely thorough, backed by academic theory as a justification to provide both tools and an understanding of the need to communication suitably.
Press release
(25%) This is not suitable; it does not follow academic theory and has many omissions. The key elements of a press release have been included however there are likely to be issues with presentation and formatting. Press release follows academic theory and contains key elements in correct manner. Press release is suitably formatted and presented and follows academic theory on content. Excellently presented press release that not only follows academic theory but is also well presented and engaging. High level of writing evident.
Media kit
(30%) Media kit has numerous omissions and the quality of materials presented is poor. All elements are included however there are likely to be errors in these and the overall quality is poor. Elements may be missing relevant information. A good media kit which provides key information but may not go beyond this. Suitable guidelines have been issued. Media kit is of a high standard with information on all participants. Guidelines for press do not cover all areas. Excellent media kit that provides a high level of information on the organisation and individuals involved. Clear, complete guidelines have been issued to the press.
Media Alert and media credentials application
(10%) Media Alert and Media Application is not suitable and misses key information. A suitable alert and application has been drawn up however only the basic information has been sought. Alert and Application contains suitable items yet there is a lack of academic theory supporting some of these. Alert and Application contains all relevant information yet presentation and formatting require further work to be in line with academic theory. An excellently presented and formatted media alert and application form that covers all areas as recommended by academic theory.
Overall presentation.
(10%) Unacceptable presentation, for example confused structure and organisation with a significant number of errors in terms of spelling, grammar or presentation, or a poor written style that fails to communicate the key points. Weaknesses in presentation, for example weak structure and organisation with a number of errors in terms of spelling, grammar or presentation, or a weak written style that fails to communicate the key points. Fair presentation, mostly logical structure, well organised with some errors in terms of spelling, grammar or presentation. An appropriate written style that communicates the key points. Good presentation, logical structure, well organised with limited errors in terms of spelling, grammar or presentation. A good written style that communicates the key points well. Excellent presentation, logical structure, well organised with no or few errors in terms of spelling, grammar or presentation. Excellent written style that communicates the key points well.