ABSTRACT
In this chapter, we will take a look at one of the key ways to get your message out, creating, implementing, and following up on the press event itself. We will look at what or what not to include in an effective press conference, how to use creativity in creating an event, how to speak with one voice. We will look at the PR process for two types of announcements in this chapter:
• the long-lead announcement • the spontaneous announcement.
