A CONCEPTUAL APPROACH ON PRESS CONFERENCE

Abstract

A press conference is an important tool of public relations. The primary role of public relations is to manage a company’s reputation and help build public consent for its enterprises. The goal of PR is to develop and maintain goodwill with most, if not all, of its publics. Failure to do so may mean loss of customers and revenues, time lost dealing with complaints or lawsuits, and loss of esteem. A company’s publics change constantly. Well-executed public relations is an ongoing process that molds good long-term relationships and plays an important role in relationship marketing and integrated communications. Companies often call press conference when they have significant news to announce, such as the introduction of a new product or advertising campaign. Although used less often by organizations and corporations, this form of delivery can be very effective. The topic must be of major interest to a specific group before it is likely to gain coverage.