- 2008/08/28 Thu
- お仕事関連 > 広報マニュアル > 実務の枠組み
3：報道機関への対応 ー 記者発表
1.記者発表の種類
新しく開発した商品・サービスが社会的に意義があり、しかも美しいデザイン・優れた機能を併せ持つ、とても素晴らしい商品・サービスを社会に送り出しても、報道機関は取材に来てはくれません。企業・組織から積極的に報道機関へ情報を提供し、記事にしてもらう事で多くの人々に広く知ってもらう事が大切です。
この記者発表には重要度から 1.記者会見 2.記者クラブ発表（レクチャー付）3.資料配付 の3つに分けられます。
1. 記者会見
記者会見には、記者クラブ主体に発表を行う場合と、それ以外のメディアを交えて発表を行う場合と2つに分けられます。後者の場合、記者クラブに加盟している新聞や通信社、放送局やそれ以外の雑誌や専門誌・業界紙の記者に、指定の場所に集まってもらい、企業のトップが自ら発表するモノで、重大ニュースを発表する時に行います。
2. 記者クラブ発表（レクチャー付）
記者クラブで発表するニュースを、経営トップまたは担当責任者がニュースに関しての補足説明が必要な時に行います。
3. 資料配付
記者に集まってもらうほどではなく、一定の書式に従って作られた発表資料（ニュースリリース）を、見てもらえれば理解していただけるような内容の時に行います。
2.記者発表の原則
1. 未発表のニュースである事
ニュースを公表する際に気をつけなければならない事は、社会に対し未発表の物であると言う事です。各事業部で制作した広告や、ポスター・パンフレットなど、記者発表前に公表しない、特定のメディアに情報が漏れ、憶測の情報を発表させないなど、情報管理が必要です。一度間違った情報が一人歩きすると、軌道修正に時間が掛かりますので、正確な情報を各メディア同時に公表する事が重要です。
2. 窓口は広報課一本にする
情報の交錯を防ぎ、窓口を一本化するために、広報課が各報道機関の窓口となり統括します。
3. 興味を持ってもらえるよう工夫する
公表したニュースを報道するかは、各報道機関の判断で決められます。新しく提供する商品・サービスが社会に対しどれだけ影響を与えるかなど、記者に理解してもらい、興味を持ってもらう事が重要です。
4. 窓口の広報課と綿密な打合せを
どのような記者発表でも、広報課では各部署からの詳細資料を基にニュースリリースを作成しています。その際、趣旨・内容を含め「どこまで公表できるのか」を必ず明確にして下さい。
5. 発表時期と方法は記者クラブ主体で
広報課と担当部署はニュースリリースを始め、発表の時期と方法についても打合せを行い決定しますが、記者クラブの都合で変更される事もありますので、変更を申し入れられても対応できるよう、記者クラブには早い時期に申し込む事が必要です。
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