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PRESS CONFERENCE CHECKLIST

Conduct a walk-through at the site before the event and the morning of the event.

• Site satisfactory

• Space adequate

• Security available

• Accessible for physically disabled

• Parking available

• Outdoors grounds in good condition

• Visuals identified Equipment

Test equipment before and on the day of the event. Allow time for re­placement and know who to contact about equipment problems.

• Microphone/amplifier

• Podium

• Platform/stage

• Acoustics

• Visual aids (equipment, screens, easel, charts, etc.)

• Heat/air (where controls are/how to adjust them if necessary)

• Video/audio recording equipment, including mult box

• Seating arrangements

• Registration table

• Signage Materials

• Sign-in sheets

• Name tags

• Tent cards, if needed

• Posters

• Press kits

• Pads and pencils

• Participant materials (including press kits, releases, etc.)

• Phone service, if needed Staffing and Set-up

• Speakers

• Staff on hand and in place

• Photographer

• Refreshments

Adapted from www.italladdsup.gov

APPENDIX С

SYLLABUS OF THE CAM CERTIFICATE PUBLIC RELATIONS EXAMINATION

Aim

To provide candidates with an awareness of the role of public rela­tions in relation to the many different publics with which an organisation is concerned. Also to provide an understanding of all means of commu­nication by which those publics can be reached. Finally, a knowledge of the organisational and professional context in which people working full-time in public relations operate.

Objectives

On completion of this module candidates should have a broad under­standing in the context of the EU of the:

• nature of public relations, its history and background and its relation­ship with other departments of an organisation

• organisation and operations of public relations

• legal and self-regulatory constraints under which public relations op­erates

• various techniques and skills involved and media employed in public
. relations

• use of telecommunications and the skills involved in modern office practice

• variations in different countries, particularly in the EU.

1. Background

• History

• Definitions

• Ethics

• Trade and professional bodies (e.g. IPR, PRCA, IPRA, CERP)

2. Public relations as a management function

• Where PR fits into management structures

• Departmental and in-house organisation and structures

• The in-house and consultancy options

• The corporate, counselling, marketing, financial and employee roles

• The function of public relations, two-way information and communi­cation

• Setting and managing a budget

3. Public relations as an external source

• Consultancies, specialist and freelance

• Client relationships and management tools

• Consultancy structures, management and operations

• Their roles, responsibilities and position within the organisation

5. Definition of publics — internal, local (national), regional (pan-
European)

Consideration of the various internal and external publics with which an organisation's public relations programme may be concerned, such as (but not exclusively)

Customers and potential customers

Employees

Media

Investors and financial community

Local community, educational establishments and bodies

Suppliers

Opinion formers

Government

6. Public relations techniques and their use

• Description, characteristics, advantages/disadvantages of different tech­niques

• Editorial media (printed and broadcast)

• Requirements for all types of editorial media

• Public relations material — what is required, how it is used

• Writing and distribution of material for the media — news, features and promotions

• Editorial responsibilities and constraints, embargoes, political balance, freedom of the media

• Free media

• Events, promotions and functions (such as conferences, facility visits, exhibitions)

• Educational activities

7. Media production

• Print, broadcast, electronic

• Research and preparation of scripts and presentation material

• Proof-reading and sub-editing

• Printed work (advertisements, direct mail, literature)

• Annual reports, employee reports, house journals

• Graphics (photography, slides, charts, displays)

• Video/film/audio-visual

8. Public relations planning and programming including crisis/contingency

• Situation analysis

• Research and appraisal

• Objectives and strategy

• Programme planning

• Programme implementation

• Budgets

• Assessment of results

9. Legal and self-regulatory controls

• Codes of Conduct and their rationale (e.g. IPR, PRCA)

• Laws affecting public relations practice including (but not exclusively) Defamation and slander

Copyright

Financial Services Acts

Companies Acts

Codes and codification (e.g. the role of the OFT)

Employment Acts