Press conferences

1. Press conferences .................................................................................................................................................................................................................................... Quent s.r.o., Benešovská 24, 101 00 Praha 10 – Tel./Fax 271 742 535 – quent@quent.cz

2. Strategy of PC • Detailed proposal • 2 alternatives • goals • Date and place • themes • Speakers, experts • Invitation for journalist • content • timing • medialist • Press material • content • Graphic side • Presentations for speakers • content • Graphic design • Press packy, gifts for journalists • content • Follow-up • Follow up mail to journalist • Ongoing communication with journalist • Media coverage • Number of visits/clicks, number of lesteners…. .................................................................................................................................................................................................................................... Quent s.r.o., Benešovská 24, 101 00 Praha 10 – Tel./Fax 271 742 535 – quent@quent.cz

3. Detailed draft • 2 alternatives • For the client – focus on key messages and brand presentation • For speakers – key messages „foisted“ unnoticeably, brand mentioned only marginally (openly can be mentioned only in case one of the speakers is representing the client) • Goals • For client: reflect the requirements of the client, especially the key messages, for ex.: • Inform the journalists about the results of the research on consumation and popularity of xxx product in households of Xx country.. • Introduce a new packaging developped by the key designer….. • Offer journalist interesting information about the product from the point of view of an expert/celebrity. • For speakers: can be leaft out (only title of the press conference, place, time, agenda with themes and speakers)

4. Detailed draft • Date • Not suitable – Monday and days before or after bank/state holiday • Suitable – Tuesday to Thursday: • time: morning from 9 -10, great risk of overlap with another PC • Around noon, afternoon: less risk of overlap, greater risk of lower interest of journalists • Very suitable: Friday, summer holiday • Place • Has to be easily accessible by public transport • Proven or new: • Brand specific, popular among journalists • New, unknown, with attractive environment and pleasant atmosphere (they use the PC to meet and chat, like to discover new places) • Refreshment: • Theme specific or untraditional, if possible corresponding with the theme of PC (but healthy life style and unhealthy food!!!!) • Saving not recommended – journalist come to PC to get something to eat, rau is the best time to start and develop media relations .................................................................................................................................................................................................................................... Quent s.r.o., Benešovská 24, 101 00 Praha 10 – Tel./Fax 271 742 535 – quent@quent.cz

5. Detailed draft • Themes • Requirements of client and key messages „packed“ into a sum of interesting, information, actual – new – practical info: • Actual info – in relation to the date of PC/activity • New information – brand news, results of research, tests, studies • Practical information - tips and tricks, advise (tables, charts) • In case of more themes presented, only one should be branded openly, the others should remain unbranded even if related to the brand category, for ex. : • Popularity of mayonaise in the Czech householdsThe representative of www.homecooking.com shall inform the journalist with the results of the results showing the popularity of mayonaise in the Czech households – average consumption, what it is used for, what type people buy most, where it is used (for cooking, on the table), what are the myths connected with the product…. • The representative of the produced shall inform the journalist about the ingredients – vegetable oils, low amount of eggs, low energy (arguments against myths) and introduces new packaging stressing its advantages (hygiene, easy manipulaiton, easy dosing…)

6. Detailed draft • Nutritionist informs journalists about rape seed oil and its advantages, PUFA, health benefits, informs how the oil is made and processed…. • Speakers, experts • Experts in the given field: • Attractive for journalists - • Known and appreciated by journalists - good name, not „the same old“ people • Representative of a client : • Only one • Only brand representative should speak about the brand, not the independent expert • Press packs (see slide 13 a 14) • Budget

7. Invitation for journalists • Content • Title • Little bit mysterious, indicating, but not saying too much, must be true • Should not include brand, brand category • For ex.: „Enjoy mayonaise without any reproaches“, Select the king of the salads… • Body text: • Brief, concise, aptly – approximately 8 lines • The introductory sentences should attract the attention – promise of st. Interesting (but bewre of false promises) • The text should indicate what the experts will be talking about and also that the jounralist will get usefull information • For ex.: Mayonaise is a part of the menu of nearly every household. Why they are so popular? How much of them do the Czech cooks use and for what? These were the questions asked during the survey made this August. Apart from them we have prepared information about rape seed oil, the king of the oils and the key ingredient of mayonaise. We will always introduce to you the mayonaise XXXXXXx in a new practical packaging. What is more we will disclose some of proven recipes of celebrities such as……../of the moderator if the moderator is a popular, known person.

8. Invitation for journalists • speaker • Date and place • Contact person from the organizing agency/dept. • Timing • Distribution of the invitation: • 1 week before the PC • E-mail, send as an attachment, in the body of the e-mail the key information should be mentioned, too, when and where – very brief, for ex.:Hello,we would like to invite you to the press conference „ Who is the new chef in our kitchens“ that will be held on Tuesday, September 24, 2014 from 111.00 oclock in Sahara Cafe, namesti Miru 6, Praha 2.We will share with you the results of the new survey of popularity of mayonaise in the Czech households incl. the interesting information about the rape seed oil. We will introduce the new mayonaise….. And its new packaging and will disclose the hot recipes of…….. We look forward to meeting you!

9. Invitation for journalists • follow-up: • 2 day (in case of Friday 1 day) before PC • E-mail, with attached invitation and text similar to first invitation or slightly adjusted , for ex… :Hello,I would like to remind you of the press conference (the invitaiton was sent to you last …..) Who is the new chef in our kitchens“ that will be held on Tuesday, September 24, 2014 from 111.00 oclock in Sahara Cafe, namesti Miru 6, Praha 2.I would like to know if we will have the pleasure of meeting you there? In case you cannot participate, will it hel you to get the press materials sent to your mail?Thanky ou… • Medialist • Magazines recommended by media agency • Relevant magazines or TV/radio programms with attractive coverage • Relevant titles, portals you are cooperating/taht is easy to cooeprate with

10. Press materials • Content • One material linked to another, but each may be used separately • Logical sequence of information within each of the documents, lenght: 1 – 2 pages • Boring info (key messages) have to inserted into more interesting, new to journalists (but not important from the clients point of view) • Material with information about products – overview of products (large pictures, captions and bolded news) • Tables and charts- adequate amount • Branded vs unbranded materials within one PC – journalist often use the info from non branded – solution: • Put all the materials in one document containing direct speaches (their name is not mentioned under the title,so the brand can be presented) – something like a long press release, max. 3 pages (possible disadvantage) • Key messages in branded materials are included into unbranded (the same) – however the brand presentation in unbranded materials is not required- disadvantage

11. Press materials • Language • Readable, a bit familiar tone of voice (according to the theme and the speaker), much better then „sterile form“ • Terminology to be used only rarely, if used, must be explained (if I do not understand, the journalists will not either) “ • Simple formulations, short sentences • Do not repeat the same words, use synonyms (but if this should reduce the comprehension, it is better to repeat them) • Graphic design • structure • Airy design • Clarity • Colours – pictures (but carefully)

12. Presentation of speakers • Contents • Press materials in bullets + something more (tables, charts) • Logical structure • Understandable, clear – also for journalists who did not participate • Graphic design • structure • Airy design • Clarity • Colours – pictures (but carefully) .................................................................................................................................................................................................................................... Quent s.r.o., Benešovská 24, 101 00 Praha 10 – Tel./Fax 271 742 535 – quent@quent.cz

13. Press packs, gifts • Contents • PM: • printed • In electronic form – sent on the day of PC or the day afteras an attachment of mail, body of e-mail: basic info about PC (if CD is not included in press pack, the press materials should be sent to participants, too):Hello, • Attached you will find the press materials from the yesterdays press conference with the title „Who is the new chef in our kitchens“ that was held on Tuesday, September 24, 2014 from 111.00 oclock in Sahara Cafe, namesti Miru 6, Praha 2.We brought the results of the new survey of popularity of mayonaise in the Czech households incl. the interesting information about the rape seed oil. We also introduced the new mayonaise and its new packaging, and offered the hot recipes of…….. . In case you are interested in photographs from the press conference, let me know, I will send them… • With kind regards…

14. Press packs, gifts • CD: • pictures – packshots, visuals, illustrative, pictures for recipes • PM , presentations • gifts: • Presented products if possible or related • Not neccesary for every PC, every other PC • „Corporate culture“ • Folders, bags, boxes… • One interlinking element (blue colour, ribbon)

15. Follow-up • Follow –up e-mail to journalists • cca 4 weeks after PC • Goal: remind them about the PM + monitoring of they wrote (if any) • Mail with attached PM with body text: • Hello,I apologize for disturbing you, but I would like to ask you if you found our press materials from the press conference ……… useful and if you published them. It would help me a lot to know whether you have already used them or plan to use them in future. If you do, can you please let me know the details (number, date it will be published?). • Thank you for understanding and help

16. Follow-up • Targetted media relations • Addressing of selected journalists from selected media with the offer of complete materials: • Information about the theme • Brand informaiton • Pictures • Basic: good media relations, otherwise …. blind shots 