By United states, department of state bureau of international information programs
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Determine coordination. Coordinate your message with others in the government to create an orchestra of support. It is easier to get support for a program if all groups that could have some interest in the program are aligned with you. Develop a social media plan. Add blogging dates and themes to your master calendar. Have a master plan of who will blog on what submessage of your campaign on what day. Plan a tweeting schedule. Know what messages will be pushed on Facebook and have a plan for posting on YouTube and other sites.
The defensive team responds to questions and does the daily work of implementing the message. Both are important. Both need plans, but without a clearly articulated game plan, the proactive role—that of pushing out the message—can get lost in the defensive role of dealing with the crisis of the day. Under a good game plan, your team members would know the plays they should carry out; so should your communications staff. Ultimately, good communication is a balancing of the long-term goals with the short-term demands—balancing the offense with the defense.
Press releases typically are sent to the attention of an editor, an assignment editor or a reporter. Follow up on the press release with a phone call or email. Ask if the intended recipient got your release and would like additional information. Reporters today often receive them by email or linked through SMS and Twitter alerts. Press releases are also put out to the public on websites and through social media. Besides subject, they are also categorized by date. The standard guidelines for the traditional press release also apply to the social media release; additional multimedia links must be relevant and enhance the subject of the release.
A RESPONSIBLE PRESS OFFICE in the DIGITAL AGE by United states, department of state bureau of international information programs