A Blueprint

I believe that in the time of a media conference or an event launch, the role of communication or PR department is to offer “a different angle” for the press to pursue; an angle that could be more compelling than whatever others- like the press themselves, commentators and critics- are offering. Now if I were tasked to plan for a media conference then I would ask myself what is it that I can do to make my department’s lead- or our story-, the press story. I could push the matter one-step ahead to question myself, what is it that I can do to make our story, the talk of the town even? And that needs a blueprint basically.

A blueprint, as far as I know, is an internal document of planning & checklists for the special events. It is circulated by communication department in other units to inform the does and don’ts of the event of in-progress. It is not an “itinerary” rather the itinerary is an important part of it. For example, a blueprint outlines

What sound bites would be the more critical in conveying the organizational message and attracting the attention of the media?

What the stage would look like on the day of the announcement?

What should be on the table in front of the speaker?

What image the camera should pick up behind him?

And….I guess you’ve got the idea.

However, things are not like that here in the International non-profit organization that I am working in Malaysia. They simply took a joint national media event with the Malaysian News Agency “like a dinner party” and they had no blueprint of any sort for planning & executing the critical aspects of it. The result? Clear: only one publication reflected the event in a small column, although the number of journalists who attended was noticeable. The rests, didn’t even bother to waste the ink on the story.

Interesting because recently one of our weblog contributors, described my observations as “cynical” and recommended me to become more “open minded” regarding what I see happening in Malaysia. I simply disagree with him. Because as far as I am witnessing chemical engineers, management graduates and office secretaries dare to do “Failed PR” in a professional way, then I cannot simply close my eyes- even as an intern- and call myself “open minded” like this friend of ours.

It seems that we are facing an important challenge after graduation; struggling with those who have poked around “PR” and convincing them that what they have been doing so far is not quite right!

Would they listen then? What do you think of that?

Best regard,

Ali (LUCT)