The Role of Public Relations: Press Realese




Ace Bank Finance Director Had Disappeared With $ 200 Million

Ace Bank, a bank which introduced itself on the Belgian market in October 2006, has lost USD 200 million within a week. Yesterday, the chairman of the bank, Esther Tan, has announced to the press that their finance director, Jim Hooper, has run away with the money. Until right now, the bank has been cooperating with the police department to investigate this case. Some methods have been committed by the police department including interrogating some people in their financial department and some people who are close with him in the company.

Jim Hooper, the finance director who has worked in Ace Bank since July 2007, is known as a person who is very smart, diligent, and hard worker in the company. His education background basically is not about finance. IT was his major when he studied in Oxford. He was very talented in network programming. He was very well-known as a cracker when he was in the university. Many people said that no wonder if he could do the hush-hush thing in a smooth way.

By today, the investigation has answered some major questions. Policy department have tracked where the money had been transferred to. As the result, the lost money had been transferred to some bank accounts, which one of the accounts is a Swiss bank account, in some countries in Europe, Asia and America in several times within a week.

Ace Bank is a bank launched in October 2006 and introduced itself on the Belgian market. This bank is a mysterious bank which has a clear policy, maximum profit, no scruples.


Anastasya Destiara, Press Officer

ACE Bank

62856 9222 4006

For further information on ACE Bank please contact:

Ernest Hancock

Information Service Manger

ACE Bank

Avenue Street



Tel: 01623 4564355

Fax: 01623 4564577

Date: 21 May 2009

Ref: ACE Bank 003/MS

2. To : Managing Directors

From : Anastasya Destiara (Public Relations)

Msg : Explanation on different function of;

a.) Advertising is means of communication which used printed, broadcast or other media, where space or air-time may be purchased for the purpose of persuading customer, consumer, users or other interested parties of the benefits and advantages of an organization and the products of services it delivers. Advertising is normally an organizational function.

b.) Marketing is defined as the management process responsible for identifiying, anticipating and satisfying customer requirements profitably.

c.) Public Relations is an important specialist subject – and those who plan to make a career out of public relations have an interesting and challenging future. Public Relations is all above all a communications discipline which looks after reputation with the aim of eaning understanding, and support and influencing opinion and behaviour.

d.) Propaganda is a command activity. Propaganda is an organized scheme for the propagation of a doctrine or discipline.

e.) Codes of Practice is extending access to official for information, and responding to reasonable requests for information. The approach to release of information should in all cases be based on the assumption that information should be released expect where disclosure would not be in the public interest.

f.) Statutory Legislation is Central government is one the most powerful magnets for the press.

3. To : Managing Directors

From : Anastasya Destiara (Public Relations)

Msg : Community Relations Activities;

· Amateur media support

Religious centres, sports clubs, etc, all have newsletters of some form. They are desperate for funds, and it costs little support them, perhaps with an advert perhaps with help in design or printing. This support pays back enormously in goodwill.

· Exhibitions

Support for local exhibitions and trade shows may not have a direct benefit – but the fact the organization gave support will be appreciated within the community. In the same way, local displays in the library, college or Town Hall should be supported.

· Secondment of staff

Staff can be seconded to a local organization to add special skills at a time of need. This may not be a full-time activity – often an employee can be released for a day or so each week.

· Educational support

Schools and college can be supported in many ways:

film, video or slide presentations about the organitation’s area of expertise, or the countries in which the operate , etc.

providing scholarships or bursaries to open access for pupils

providing prizes for academic achievement, sport days, etc

opening the organisation’s sports facilities for school annual sports days, and for school teams to train practice

providing work placement for local students.

· Community affairs

Supporting community events, in time taking the initiative in suggesting events: taking a float at the annual carnival.

Supporting groups such the Round Table, Lions and the Samaritans providing speakers to local organizations.

· Sponsorship

Tangible support for such as:

waste bins around the town

local athletes who have promise of major success.

4. a.) A press reception:

there are range of type of press reception to select from

· breakfast meeting

· lunches

· dinners

· brunches

· cocktain parties

· over stays.

Note that all involve catering, and some can require overnight accommodation.

The point is provide a friendly atmosphere where a small group of managers and journalists can get together for a reasonable time in a semi-formal is not to provide journalists food and drink. The working journalist has more invitations for meals then ever cope with.

There has to be a compelling reason to hold the event. Journalists have to be encouraged to want to come, so a spcial focus is needed. These are typical:

· a chance to meet the chairmen and senior mangers informally

· a background briefing

· a sounding board for proposals.

Be sure to keep any speeches to the minimum.have them before a meal. Use the after-meal conversation as an important time for informal contact. Do not let the event drift on too long. The invitation should have indicated an approximate finishing time.

Whome to invite

Not too many. Better to schedule 2 or 3 than to have one that is too large for contact between all who attend. This is meeting,not a conference. Those involved should make up a balanced group,so that there is a spread of interests. A good balance is often 3 from the organization and 10 journalists.


Should suit the needs of the group and the time of day. It should also match the organisation’s image. A free meal will not impress a working journalist,but a meal of quality will. So will an unusual menu that has been thought through with care.

b.) A Facility visit

Journalists can be invited to visit just about anything,just about anywhere. Many will come if the event is newsworthy and sold well. Whether there is worthwhile press coverage afterwards is, of corse, another matter.

Whome to invite

Keep the number small. Six to 10 is best. Only bring a large group together if,like Ford’s Capri launch,there is a major objective to achieve,and a large team of press officers to call on.



· keep the ground to manageable size

· make sure the programme is an interesting combination of work, rest and pleasure

· be prepared to be on duty 24 hours a day

· plan and rehearse-and plan again-and rehearse again.

Do not:

· take a moment longer than is needed

· let the visitors feel that their time is being wasted. Remember this is a question of how they feel,not how you or the management think they should feel

· believe that the quality of the visit,catering and pleasure will affect the coverage.

c.) A Press Conference

A press conference is a meeting of journalists,who are asked to come together to receive information which they can then ask questions about and discuss with members of the organisation’s management.


Check the date does not clash with another event to which the journalists you need will be going.

Whome to invite

Normally you should invite the editors of the media that you want to attend. They control the journalists’ work load. Also personally invite media contacts that you want to attend. Perhaps inform others that the event is on,but that you don’t think they will benefit from coming.

Local dignitaries,community representatives and so on can all be invite,as needed-but be very careful to check the list. Leaving somebody out can cause great offence.

d.) A media interview

A general description to cover any informal gathering of the media at an event staged by an organisation. It might be a prize giving,a anniversary – but it must be sufficiently newswhorthy to justify inviting the media.

Local media will be interested in local events. Local journalists will be stringers for the national media. A press officer needs to know them,and a media event is a good opportunity to meet and greet individuals.

Most details are as for a press conference – but it may be advisory to have a staff photographer on hand to provide the pictures that the media will want.

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