《英语新闻阅读与写作》（双语课件）-4 activities andpress conference 活动与新闻发布会

EnglishNewsReading

andWritingChapter4-------Activities1:ⅠWhatCanANewsConferencedo?Anewsconferenceorpressconferenceisamediaeventinwhichnewsmakersinvitejournaliststohearthemspeakand,mostoften,askquestions.Ajointpressconferenceinsteadisheldbetweentwoormoretalkingsides.Inanewsconference,oneormorespeakersmaymakeastatement,whichmaybefollowedbyquestionsfromreporters.Sometimesonlyquestioningoccurs;sometimesthereisastatementwithnoquestionspermitted.Amediaeventatwhichnostatementsaremade,andnoquestionsallowed,iscalledaphotoopportunity.Agovernmentmaywishtoopentheirproceedingsforthemediatowitnessevents,suchasthepassingofapieceoflegislationfromthegovernmentinparliamenttothesenate,viamediaavailability.IntheUnitedStatesthepressandpoliticianshavetraditionallyenjoyedanadversarialrelationship.Whilepoliticalpressconferencesareutilizedtoprovideinformationtothepublic,thegoalforthepoliticianispersuasionornewsmanagement.Thus,thepoliticalfigurewantstocontrolthereleaseofinformation.Conversely,thepressesrelyonsuchconferencesasameansforassuringthatthepoliticianisheldaccountableforhisorherpoliciesandactions.Mediaoutletsalsorelyonpressconferencesasawayofobtainingnewinformationsoitcanbereleasedasquicklyaspossible.

IntheUnitedStatespressconferencesalsoareessentialtocommunicationsbetweentheexecutivebranchofgovernmentandthepublicevenpriortotelevision.TheodoreRooseveltwasoneofthefirstU.S.presidentstousethepressasafrequentmeansofcommunicatingwiththepublic.Thoughhedidnotholdformalpressconferencesintheircontemporarysense.WoodrowWilsonwasthefirstpresidenttoholdregularandformalpressconferences.heviewthepressasameansofinfluencingpublicopinion,andhealsobelievedthatcommunicationbythepresswasachiefdutyofdemocraticleaders.3.HistoryPresidentDwightD.EisenhowerregularlyusedtelevisionasameanstoaddresstheAmericanelectorate,JohnF.Kennedywasthefirsttoutilizetelevisionasadirectmeansofcommunicationwithvoters.JohnKennedyenjoyedpressconferencesbecauseofhisskillinbanteringwithreporters;hispressconferencesreinforcedtheimageofapresidentincommandoftheissues.”TheCarter,Reagan,andBushadministrationsheldmini-pressconferences.PresidentBushalsoreliedonimpromptu,daytimetelevisedpressconferencesratherthantheformal,prime-timegatherings.PresidentClintonhasusedavariationofthepressconferencewithhistelevised“townmeetings.”WiththeseconferencesClintonhasmanagedtosidesteptheWhiteHousepresscorpsandaddressquestionsaskedbyaveragecitizens.

Activities1:1.Watchthevideo:Pres.Obama'sFirstPressConference.http:///watch?v=cmgOfWMnMTc&NR=12.Payattentiontothequestionsthereportersasked3.PayattentiontothestepsofthePressConference.4.Writethenewsconferencestory5.CompareyourstoriestothoseappearinginnewspaperⅡHowToHoldAPressConference

1.DefineyourgoalsBeforeyouplanapressconferenceyoushouldbeveryclearaboutyourgoals.A.togetpublicityaboutyoureffortsandproblems;B.togetwidespreadmediacoverage;C.tosendamessagetoadecisionmakeraboutwhatyouwant;D.togetmorepeopleinvolvedinyourorganization;E.todeveloptheskillsofyourmembers;F.toshowthestrengthofyourgroup.Whateveryourorganizationalgoalsare,rememberthatyouhavetohavesomethingnewsworthytoannounce,reveal,ortalkaboutatyourpressconference.2.MajorstepsforsettingupapressconferenceA.Clearlystateagoodreasonforholdingapressconference:thenewsyouaregoingtorevealhasnotbeencoveredinthepressyet,orthereisanemergency,oranimportantnewissueB.Decidewhatmessageyouwanttodeliverthroughthemedia.Outlineyourdemandstoadecisionmaker(someonewhohasthepowertogiveyouwhatyouwant).Includeinformationaboutwhatpeoplecandotohelp,andthedate,timeandplaceofyournextaction.C.Workoutthelocationofthepressconference.Findanappropriateplacethatisconvenientandhasthefacilitiesyouneed.Whereyouchoosetohaveapressconferencedependsonyourneedsandthespecificcircumstancesofyoursituation.Dramatizeyourpositionbychoosingagoodbackdrop.Ifyoudecidetoholdthepressconferenceindoors,bereadytoprovidetechnicalassistanceforreporters,suchasphones,microphones,enoughlight,etc.D.Setthedateandtimeofthepressconference,takingintoaccountreporters’deadlines.UsuallythebestdaysoftheweektogetnewscoverageareTuesdaythroughThursday.Checktoseethattherearenocompetingnewseventsalreadyscheduledatthetimeofyourconference.E.Invitethemedia.Sendapressconferenceadvisorytoappropriatelocalmediaoutletsatleastaweekbeforethepressconference.Followupwithaphonecalltwodaysbeforethepressconferencetomakesurethateveryonereceivedtheadvisory.Callthemthedaybeforetoremindthemabouttheevent.F.Inviteguests.Makephonecallsandsendwritteninvitationstoprospectiveguestsyouwanttohaveatthepressconference,suchasothermembersofyourgroup,allies,andfriendlypoliticians.G.Prepareyourspokesperson(s)todeliveryourmessage.Generally,it’sgoodtohavejustoneortwospeakersduringapressconferencesopeopledon’ttalkontopofeachother,ormixthemessage.Rehearsewiththespeaker(s)tomakestatementsbriefandclearandusuallynolongerthentenminutes.Thespokespersonshouldbeexperiencedinthesubjectsos/hewillbeabletorespondtoquestionsafterthestatement.Oftenreporterswillwanttointerviewthespokesperson.Letthepressknowthatthespeakerisavailableafterpressconference.Prepareyourspeakerwith30-secondanswersforradioorTV,andquotable,simplemessagesforprintreporters.Helpyourspeakerpracticewithavideocameraortaperecorder.H.Chooseamoderator(facilitator)forthepressconference.Youwillneedapersontocontroltheprocessandkeepreportersonthesubject.Ifsomeonegoesoffsubject,themoderatorcanreturnthefocusbysayingsuchthingsas:“That’saninterestingpoint,butweareheretodaytodiscuss...”I.Preparebackgroundmaterials.Reportersandguestsmaywishtohaveacopyofwrittenstatementsorapressrelease.Youcanprepareapacketoffactsheets,chartsorgraphs.J.Practiceroleswiththemembersofyourgroup.It’simportantthateverybodyunderstandshis/herroleintheevent.Thinkaboutwhatwillhappenallthewaythroughthepressconference,andhowitwilllooktoreporters.Thekeyquestiontoaskis“whatif..?”(Whatifreportersaskanon-spokespersonmemberaquestion?Whatifyouropponentsshowupandheckle?)K.Preparevisualaids.Charts,bigmaps,picturesorotherpropswillhelpgetyourmessageacross.However,slideshowsaredifficultforTV,radioandprintreporterstouse.3.StartingthepressconferenceBereadytowelcomeTVreportersatleast15minutesbeforethebeginningoftheconference.Theyusuallyneedtimetosetuptheirequipment.Meeteveryoneatthedoorandaskthemtosigninaguestbookyou’vealreadyprepared(youmayneedtheiraddressesforthenextevent).Givethemyourbackgroundmaterialandacopyofthepressstatement.Startthepressconferenceasclosetoontimeaspossibleandcertainlynotlaterthentenminutesafterthescheduledtime,torespectthosewhocameontime.PressConferenceAdvisoryTo:NewsEditorsandAssignmentEditors.From:AnytownCitizensGroup,tel:222-222-2222Event:PressConferenceforAnytownCitizens’GroupPetitionDriveKick-Off,430pm,Wednesday,Jan.17,CityHall,Room#101.Subject:AnytownCitizensGroupPresidentMarySmithandPetitionDriveCoordinatorJohnHancockwillannouncethebeginningofapetitiondrivecallingforcleanupoftheoldAnytownFactorywastesitebytheAnytownPublicHealthDepartment.4.RunningthepressconferenceThemoderatorwelcomeseveryoneandbrieflyintroducesthespeaker(s).Rememberthatstatementsshouldn’tbelongerthan10-15minutes.Afterthespeakersarefinished,askforquestions.Makeyouranswerssimple,brief,andpointed.Alittlebitofhumorwillenliventhepressconference,too.Goodvisualaidsmakeyourstorymoreinteresting,sobecreative.Themoderatorshouldendthepressconferencebeforethingsdragouttoolong.Afteryourimportantpointsaremade,stepinandconcludetheproceeding.Thankeveryoneforcomingandofferadditionalinformationtheycangetinyouroffice.Thankthemforkeepingreaders,viewers,andlistenersinformedaboutthisimportantcommunityproblem.TenStepsForaSuccessfulNewsConferenceStep1:Planahead.Atleasttwoweeksbeforetheevent,talkaboutwhatyouwanttodoandhowyouwanttodoit.Step2:Tellyourgroupaboutyourideas;getyourmembers’ideasanddecideonthemessageyouwanttogetout.Step3:Prepareprops,posters,bannersandapresskit.Step4:Organizealistofreportersyouplantocontactaboutyournewsconference.Step5:Writeandfaxanewsadvisory.Step6:Writethestatementyouplantomakeatthepressconference.Step7:Finalizealldetails.Writeanewsrelease.Step8:Callreporterstoremindthemabouttomorrow’sconference.Step9:Onthedayoftheconference,arriveearlytosituatespeakers,organizematerials,Step10:Aftertheconferenceisover,handdelivercopiesofyournewsreleaseandstatementstoanyreporterswhodidn’tshowup.5.MakingyourstatementThinkthroughhowyoucangetyourmessageacrossthroughthestatementandthesetupofthepressconference.YoucanmaximizeyourimpactdifferentlydependingonwhetheryouexpectTV,radioorprintreporterstocome.A.Television:visualimpactThink:“Howcanwesetupourpressconferencetogivereportersagoodpicture?”a.Seatspeakersatthefrontclosetogethersotheyallfitinthepicture.b.Seattheaudienceclosetothespeakerssotheyareinthepicture.It’sgoodtohavechildrenandelderlypeopleoncamera.c.Displaypostersorbannerswithyourgroup’sname,issueanddemandswrittenonthem.d.Bringprops(jarsofmurkywater,gasmasks).e.Plantohaveanactionduringtheconferencewithmovementandalotsofpeopleandsignstodramatizeyourmessage.B.Radio:audioimpactAsk:“Whatsoundswouldbeofinteresttoradioreporters?”“Whatcanwedotomakethingstechnicallysuitableforbroadcast?”a.Radioreportersneedunclutteredsoundwithgoodacousticsandaminimumofbackgroundnoise.b.Haveadesignated,well-preparedspokesperson(s)soeveryoneisnottalkingatonce.c.Haveapreparedstatementsothemainpointscanbemadeclearly,butitsoundsbetterifitdoesn’tsoundlikeyou’rereadingit!Practicemakingastatementfromnotes.d.Onlythedesignatedspokesperson(s)shouldspeaktothemediaduringthepressconference.e.Singingorchantingmakegreatsound.f.Ifyou’reholdingthepressconferenceatarallyoreventwithalotofpeopleandnoise,setupaquietspaceawayfromtheactionforinterviews.C.Printmedia:verbalimpactAsk:“Whatwouldwewantifwewerenewspaperreporters?”a.Provideapresspacketwithbackgroundmaterial.b.Passoutcopiesofpressstatements.c.Usesimple,powerful,quotablelineswhenspeaking.d.Don’tsayanythingyoucan’tbackupwithfacts.Ifsomethingisnotaprovenfact,butyouaresureitistrue