2013 | 54 | 29-33
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The promotion of such an institution as a museum or a gallery is a theme both diffi cult and easy. Is one to ”sell” specialist, scientific contents, outright incomprehensible for the general public? I intentionally used the word “sell” since promotion of even the most valuable and sophisticated item, e.g. a thousand years-old archaeological exhibit is subjected to the same “sale mechanisms” as laundry detergent or washing up liquid. What should be done to attract numerous editors and journalists to a press conference? The inevitable are assorted gadgets, gifts, tickets to the presented event and catering. During the fi rst stage of our work importance is attached not to the contents but to originality. The greater the “attraction” the more certain the presence of the journalists. It is also important to prepare illustrations or a film, to be subsequently used by the press. The selection of such attractions to a great extent depends on the good taste and talent of the organisers. The conference conceived as one of the most prominent points on the press agenda must ”taste well” and has to be tempting. An indispensable element of almost every conference involves… coffee or refreshments. Another necessity is a large table of use for persons who… take notes or want to place their microphones. The majority of journalists record statements to be broadcast (radio) or turned into documentation. Original solutions condemning them to recline or squat in front of the speaker while holding microphones or dictaphones in outstretched hands are unacceptable. In the case of conferences attended by numerous participants microphones must be shifted, which causes much confusion but by resorting to a suitable and functional arrangement of the conference space this obstacle too can be removed. It is also best to present prior to the onset of the meeting a detailed plan, preferably in writing, together with the names of the participants, their titles and functions. This will facilitate the work performed by the organisers and allow them to concentrate on topics of greatest interest to them. Make plans for a screen - a multi-media presentation can constitute a favourable backdrop for the conference under the condition that it is not projected on the faces of those attending it. The contents of a press conference aim at expending the subject. An important role is played by the moderator who acting upon the basis of his knowledge and experience supervises the exchange of views and selects contents indispensable for the journalists. Detailed questions are posed in the course of so-called individual interviews. Finally, it is worth preparing an account of the event and securing consent for quoting it and distributing the electronic version in a format enabling its edition.
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