Press Conference Communication Effects Assessment Study

Today, when the press conference is spreading so widely, the effect of a press conference has become a problem which is concerned by both of the academic and professional areas. However, by glancing the whole content of the research, it is not difficult to find that the study about the effect of a press conference is quite rare.In view of this condition, this particle will carry out an in-depth study about the assessment of the press conference.This thesis consists of three parts. The first part, we want to define the scope of a press conference from the perspective of mass communication. We can find that the press conference is a new form of the mass communication. Besides, based on Lass well's model of mass communication, we can analysis the communication elements of a press conference, communication process, the effect of communication and the factors that influence the effect of communication.At the second part, we try to build a system which can assess the effect of a press conference. The assessment system consists of the assessment subject, the assessment object, assessment criteria, and assessment methods. The assessment subject is referred to the organization, or individual who engaged in assessing the effect of the press conference.The assessment object includes mass media, audience, spokesman and the information. The assessment criterion is divided into two levels:first, the mass media, the audience, the spokesman and the information; another is the number of reported, reported attitudes, the constitution of the audience, the agenda setting, the accuracy of information, the timeliness of information, and so on. This study is based on qualitative and quantitative research methods.The third part, at the foundation of the first and the second part, we give a number of strategies which can improve the effect of a press conference.In order to organize a successful press conference, we must be detailed in pre-preparation, strict in the conference and careful in post-assessment. Before the press conference starts, we should analysis the public opinion and prepare for the conference; In the press conference, we will grasp the various elements in the process of communication strictly, including selecting the spokesman, paying attention to the dual use of the news value and publicity value, communicating with the media positively and effectively and using appropriate communication skills.After the conference, we carry out the assessment in accordance with the system which is built in the second part. We hope that the strategies can play a guiding role on practical work.