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What is press information?

Press information is correctly informing the world outside your own organization. It is a combination of communicating and creating support, issue management and crisis management. The pillar of press information has grown enormously in the last thirty years. Communications and PR are all around us now. Every company wants to have an online presence and therefore must communicate via the internet. Just as everyone has a smartphone these days and can take photos and videos, everyone has become a potential journalist by simply expressing an opinion via social media. The goal of the press officer is to communicate to the outside world and thereby create support for the organization, manage issues or even manage crises.

The ideal press officer

The press officer. Every now and then you see him or her appear on screen. Usually during a disaster or problems that the press has questions about. The press officer is the person who communicates, explains and explains on behalf of the management and the company or organization.

Nowadays, press officers are essential in a world that shares news every second. In addition to old media such as newspapers and television, the media landscape now also consists of many news sites, blogs of influential people, digital forums and of course social media sites such as Facebook, Twitter and Instagram. What exactly is press information in the current media landscape and what does the ideal press officer do with it?

What is the role of a good press officer?

Press information is about issue management or crisis management and in particular about informing, creating support and making and maintaining connections. A good press officer must therefore meet a number of requirements to achieve these goals.

1. Maintain good relations with the press

In press relations, it helps if you speak to the press in a mature manner. It is important to paint the complete picture and keep your word and promises. You also know how to reach the right person within an editorial team. You need to know the players and who can help you get the message out.

2. Be credible

When it comes to press information, you don't exaggerate or minimize things. You tell the entire story in a broader perspective and come back to the press if you don't know something. You keep your promises.

3. Stand out

In press relations it is important to stand out with your news. You need to know what stakeholders find interesting and respond to stakeholders' needs for information.

4. Dealing with the news hierarchy

In press information, some events may reduce your own information to a lower news value. Unexpected things happen every day. A good press officer knows this and tries to come up with interesting topics that compete with other news. Timing is therefore very important.

5. Good and bad times

Press information takes place in good times and in bad times. It is important to deal well with critical questions and to continue to paint a complete picture of both positive and negative messages.

6. Communicate

In normal daily business, the role of the press officer is to create support. Communication tells the story of the organization or company. By communicating with those involved or stakeholders such as local residents, shareholders, governments and citizens, the press officer creates support for the organization. This includes all external communication.

It is necessary that press relations and the communications department are well coordinated and are aware of each other's activities. Only then can the press officer be aware of all relevant parties and topics that the organization is dealing with.

Press information and crisis management

Crisis management is what we all know the press officer for. The person who speaks on behalf of the organization when something has gone horribly wrong. Press information during a crisis is characterized by being transparent, honest and providing clarity. In addition, press information includes a number of steps that are important during a crisis.

  • Informing your own employees.
  • Creating a crisis team with a number of (external) communications professionals.
  • Not concealing important matters, the truth always comes to light.
  • Maintaining control over one's own communication.
  • Monitoring the (social) media and making adjustments where necessary.

Press information and issue management

Issue management deals with issues that can pose a threat to organizations in relation to their environment. There are two essential differences between issue management and crisis management. An issue can also have a positive meaning for an organization. For example, a neighborhood party. An issue does not have to be a crisis. The noise pollution for residents of Schiphol is very annoying, but cannot be regarded as a crisis. As a major issue.

Press information and social media

Today we live in an information age. Anyone can send and receive information via the Internet twenty-four hours a day, seven days a week. And everyone would also like to receive a lot of information.

Where in the past the press officer occasionally appeared in front of the camera or occasionally spoke to the written press, communication is now a constant need that the press officer must pay attention to. However, the role of media as an intermediary is increasingly disappearing and citizens are increasingly having direct contact with organizations with critical questions and outspoken opinions. In an increasingly complex world, press information moves very well with these events and sentiments.


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