group 4

• Administrative professional


  Plays a supporting role in the office, helps to organize, manage, and keep an office functioning smoothly
• Responsibilities of administrative professionals

  • Clerical and organizational activities
  • Maintain workflow by analyzing and refining standard operating procedures
  • Coordinate internal and external resources to expedite workflow
  • Oversee and achieve organizational goals while upholding best practices
  • Maintain filing system, contact database, employee list, and inventory
• Standard operating procedure (SOP)

  Provides clear-cut directions and detailed instructions needed to perform a specific task or operation consistently and efficiently
• Internal coordination


  Establishing a relationship between all the managers, executives, departments, divisions, branches, and employees or workers
• External coordination


  Establishing a relationship between the employees of the organization and people outside it, such as market agencies, public, competitors, customers, government agencies, financial institutions
• Managerial functions


  • Planning
  • Organizing
  • Staffing
  • Directing
  • Controlling
• Importance of having administrative professionals

  • Versatile responsibilities
  • Clerical and organizational support
  • Critical function in every organization
  • Supporting business goals
• Press relation officer


  The administrative professional who oversees all internal and external communication between a company and the media
• Duties of a press relation officer

  • Media management
  • Disseminating information
  • Preparing and writing articles and press releases
  • Handling inquiries from journalists and other media contacts
  • Handling inquiries from clients and employees
  • Arranging and organizing events, interviews and press conferences
  • Liaising with media representatives and managers
  • Monitoring current affairs and coverage of the organization within the media
  • Maintain brand reputation
• Media management


  Oversee, monitor, and direct administrative and operational responsibilities in media industries, including television, radio, film, and digital content. Manage the interviews, coordinate with the journalists, and prepare public brochures and press releases.
• Importance of press releases

  • Attract media attention
  • Announce upcoming events
  • Improve brand image
  • Create engagement
  • Save on advertising cost
• Steps to handle media inquiries professionally

  • Establish media policy
  • Evaluate the media inquiry
  • Prepare your response
  • Deliver your response
  • Monitor the outcome
  • Build the relationship
• Handling inquiries from clients and employees


  Focuses on communication within the organization to ensure employees are informed, engaged, and motivated. It plays a critical role in maintaining a positive organizational culture.
• Tips on organizing a press conference

  • Choose a venue
  • Set out invitations
  • Coordinate operations
  • Set goals and craft your message
  • Follow-up with thanks
• Liaising with media representatives and managers

  A press officer should have interpersonal skills to be able to achieve a strong relationship with other media outlets. This can help the organization to build relationships with various stakeholders, such as journalists, clients, colleagues, and the public.
• Ways to communicate effectively with the media

  • Know your goals and message
  • Prepare and practice
  • Be responsive and respectful
  • Build relationship and trust
• Stakeholders a journalist interacts with

  • Journalists
  • Clients
  • Colleagues
  • The public
• Ways to communicate effectively with the media

  1. Know your goals and message

  2. Prepare and practice

  3. Be responsive and respectful

  4. Build relationship and trust
• Goals and message


  Before contacting the media, have a clear idea of what you want to achieve and what you want to say
• Prepare and practice


  Once you have your goals and messages, you need to prepare and practice for different scenarios
• Be responsive and respectful


  Respond to media inquiries promptly, politely, and professionally
• Build relationship and trust


  Do not treat the media as a one-time transaction, but as a valuable partner
• Having a good sense of news and media trends can help a Press Officer to know what are the current affairs that surround the media that will help to improve their standing in business or in organization
• It will also help to be able to plan a solution if that news will have a negative impact on their reputation as an organization or as a company
• Five reasons to media monitor

  • Understanding your target audience
  • Brand reputation and perception
  • Risk mitigation
  • Evaluating your efforts
  • Identifying journalists and influencers for outreach
• Understanding your target audience


  When you monitor for more than just your brand, you'll come to understand your target audience a lot better
• Brand reputation and perception

  Your reputation is what you trade on. And it's only as strong as how your brand is perceived
• Risk mitigation


  Understanding and mitigating potential risk is usually the responsibility of several internal departments, hiring a media monitoring provider can centralize the workload
• Evaluating your efforts


  Evaluating your efforts is crucial in any role, but PR and comms pros are nothing if not competitive and ambitious. We know you'd rather be learning and evolving than falling behind
• Identifying journalists and influencers for outreach

  If you find one who writes extensively on your competitors, you can reach out and show them what you do differently. If you find one who is not fully on your side, you can reach out and change their mind; the idea is that, in turn, they'll change the minds of their readers
• Ensuring the credibility of the people and the quality of products and services. Maintaining a consistent and positive brand presence across all digital platforms. A well-established image can give a business the upper hand by attracting clients who connect the brand with excellence, dependability, and satisfying experiences
• The actions of McDonald's Israel

  Damaged the reputation of McDonald's globally
• The backlash


  Also hit the firm's financials nonetheless and it missed its first quarterly sales target in nearly four years
• Dior's brand image


  Often associated with luxury, elegance, and sophistication. Dior is known for its high-end fashion and beauty products, as well as its iconic designs and timeless style. The brand is often perceived as being glamorous and prestigious, with a focus on quality and craftsmanship. Dior's image is also influenced by its history and legacy as a leading fashion house
• Importance of having press relation to the organization

  • Brand equity
  • Crisis management
  • Access to traditional media and social media
  • Access to new market
• Brand equity


  The intangible value that a brand holds within the market. It encompasses the perception of a brand's value, credibility, and recognition among consumers. In an organization, it reflects the strength of the brand in influencing consumer behavior and choice. It is built over time through various factors such as brand awareness, brand loyalty, perceived quality, brand associations. High brand equity often translates into increased customer loyalty, competitive advantage, and the ability to command premium prices for products or services
• Access to traditional media

  Traditional media channels such as television, radio, newspapers, and magazines have been pillars of marketing for decades. They offer broad reach and credibility, making them effective for reaching a wide audience, especially older demographics. Access to traditional media allows organizations to establish brand awareness, credibility, and trust through carefully crafted messaging and advertisements. It also enables reaching audiences who might not be active on social media platforms
• Access to social media


  Social media platforms like Facebook, Instagram, Twitter, LinkedIn, and others have revolutionized marketing in the digital age. They offer organizations direct access to targeted audiences, real-time engagement, and the ability to build relationships with customers on a more personal level. Social media is crucial for staying relevant, engaging with customers, building brand loyalty, and driving traffic to websites or physical locations. It also allows for immediate feedback and insights into consumer preferences and behaviors
• Crisis management


  During times of crisis, press relations plays a crucial role for organizations by providing clear communication, preserving stakeholder confidence, and reducing damage to their reputation. Press relations assists organizations in dealing through difficult situations, minimizing negative effects, and reestablishing trust with stakeholders—all of which ultimately protect the organization's reputation and long-term success—by shaping the narrative and delivering timely updates
• Access to new markets

  Access to new markets means the opportunity for organizations to sell their products or services to people in different places or demographics. It allows businesses to reach new customers. By entering new markets, organizations can increase their customer base, revenue, and growth potential. It's opening new doors for business opportunities and expanding the reach of products or services to wider audiences