Press Conference
When to Hold a Press Conference
There are times when a press conference or media event is the best way to deliver important information about your program. Press conferences can be efficient and exciting and have the advantage of reaching multiple reporters at a single event. They heighten interest in the story and may reinforce the natural competitiveness of the press, increasing the prospects of your story being covered. But all of this is predicated on having interesting, newsworthy, and timely information to announce. If the event does not live up to its billing, reporters probably will not cover it, and it will be much harder to bring them out for a subsequent event. Therefore, consider the following points in deciding if you should hold a press conference:
- Is your story newsworthy, timely, and of interest to news-reporting organizations?
- Are there alternative means of delivering your message that would be equally or more effective?
- Does the press conference offer reporters special advantages, such as interesting visuals or direct access to experts, key officials, and other important figures?
Successful press conferences invariably involve a great deal of staff time and should not be undertaken without good reason. Even with a strong topic and story, it is not easy to secure press attendance. After the event, getting your message to the members of the press who were unable to attend can be labor-intensive.
Events that warrant press conferences may include:
- The announcement of the formation of a clean air coalition
- The launch of a new public education/information program
- Announcement of receipt of a major grant to fund clean air activities
- Release of an important survey or study
- Achievement of critical goals or milestones
A press conference also may be appropriate to respond to a crisis or to inform the press of a position your organization has taken on an important issue.
Where to Hold a Press Conference
Determine where your conference should be held. Some locations to consider include:
- Your headquarters or the office of one of your program partners
- An off-site facility that is easily accessible to the media, such as a hotel or facility with special meeting rooms, or a local press club (if your city has one)
- A location that is directly related to the topic—an "on-the-scene" location. This might be a vehicle service station, a bus stop, or a school.
Certain needs will have to be met wherever the press conference is held. For example, the area must have space to accommodate the media and guests. If you expect television coverage, there should be sufficient space to set up cameras, and easy access to electrical outlets. The location also should accommodate audiovisual equipment such as screens, overhead projectors, microphones, and a "mult box," an electronic device that allows several broadcast media microphones to receive a voice feed at the same time. Meeting rooms in popular locations are often booked well in advance. Check on facility availability early in the planning process.
Choosing the Best Day and Time for a Press Conference
When planning a press conference, the day of week and time of day are important considerations. In general, avoid Mondays and Fridays—the days few reporters are willing to commit to. Also, resist scheduling weekend press conferences when the media operate with reduced staffs.
It is preferable to schedule a press conference in the morning, because this offers the best opportunity for a full day's coverage in broadcast media and reduces conflicts with afternoon print deadlines. A press conference should last no more than one hour (beginning between 9:30 and 11:00 a.m.) Respect deadlines. Start the event on time, even if few people are in attendance.
Who to Invite to the Press Conference
Your media "universe" depends on the size of your city. Obviously, the larger your area, the more print outlets, radio and television stations, and ancillary media will serve you. But all U.S. cities are served by some media outlets, and in most cases, the array is surprisingly large.
You may want to draw reporters from all media sources or focus on only some of them. Many public affairs professionals develop several targeted media lists, because it makes the job of sending out materials easier and more effective. For example, you may have a list of general mass media outlets such as television, radio, and daily newspapers. Another list may have environmental writers or trade press only. Whether you employ a single mailing list or multiple lists, the process for developing them is similar. (See "Media Advisory" for more information.)
How to Invite the Media to a Press Conference
The most common way to invite reporters to a press conference is with a media advisory. (See "Media Advisory" for an example.) The advisory provides reporters with just enough information to encourage their attendance, but not enough to make them feel they have the full story. If participants are available for interviews, state that in your advisory. Fax or mail the media advisory one week before the event to give editors time to assess the story and make decisions about coverage. You may want to invite more than one person from a specific agency, such as a metro reporter and an environmental reporter. Both may have an interest in the story, but from different perspectives.
Make follow-up calls a day or two before the event to confirm that your media advisory was received. This call also gives you an opportunity to sell the press conference to the reporter, and to ask if he or she is interested in scheduling an interview with your spokesperson(s) following the event. The goal is to generate interest in your topic and to determine the approximate number of people who will attend.
Most broadcast reporters will not know if they will cover an event until the day of the event. Even then, breaking news may draw broadcast outlets away. In those cases, calling a broadcast reporter after the event and offering a key participant for a phone or in-studio interview may result in a story.
What Materials to Give to the Media
Generally, you should distribute a press kit at a press conference or media event. Some key elements of a press kit include:
- A press release containing the key information presented at the conference
- Fact sheets or background materials that will amplify the content of the press conference, provide context, and give the reporter basic, factual information helpful to understanding the issue and developing a story
- Copies of any prepared statements, graphs, charts, or other substantive information presented at the conference
- Biography or background information on key spokesperson(s)
- Photographs of key spokespersons (if available) or other graphics to increase the possibility of a picture accompanying the story
Following the event, messenger copies of the press kit to reporters who could not attend, so they can meet their deadlines.
Embargoed Material
A reporter may ask you to provide press conference material in advance of the event. He or she may have interest in covering the story but a conflicting assignment prevents attendance at the conference. You could provide an "embargoed" copy of your report or press kit, which simply means the story cannot be reported before a time you specify. Embargoed materials should be clearly labeled, such as "Embargoed until 11:00 a.m., Tuesday, May 7, 200X."
How to Prepare Your Spokesperson for the Event
It is a good practice to designate a primary spokesperson. That person should be well-versed in the issues and ready to answer reporters' questions. To prepare the spokesperson:
- Develop a brief statement—under 10 minutes—and a set of "talking points" that focus on your key messages.
- Consider using visual aids such as poster-size charts or overheads. If you produce visuals, they should be professional, clear, and easily understood, and visible from any point in the press area.
- Anticipate questions and prepare clear, brief answers.
- Provide the statement, "talking points," and Q&As to your spokesperson and anyone else who might be answering questions. (Note: Do not distribute talking points or Q&As to the press. They are for internal use only.)
- Schedule a rehearsal with several people to create a feel for the actual event. You may want to videotape the rehearsal to assess and improve the presentation.
- Decide how questions will be handled. If more than one person is involved in the presentation, designate a knowledgeable moderator who can call on the best person to answer each question.
Specifics of Planning the Press Conference
(For a complete list of what to do and look for, refer to the "Press Conference Checklist").
- Establish a budget. Among the possible costs:
- Room rental, including furnishings (e.g., tables, chairs, podium)
- Photographer and related photo costs
- Press kit materials (production/printing/copying)
- Audiovisual needs and materials (e.g., banners, charts, slides, mult box, videos, phone hook-up for radio stations, etc.)
- Refreshments, coffee, etc. (Tip: Don't serve food, it is unnecessary and distracting.)
- Site Assessment and Preparation
- Schedule an advance meeting with the facility manager or on-site supervisor.
- Plan the room set up and traffic flow
- Discuss equipment needs, responsibilities, and schedule for set-up.
- Obtain a contact name and information in case of last minute "emergencies."
- Presentation
- Establish speaker order and duration of presentation segments.
- Speakers address the audience in pre-established order. (Tip: No speaker should take more than 10 minutes; total speaking time should be no more than 20 to 30 minutes.)
- The moderator briefly summarizes the key messages and opens the session to questions. (Tip: Question and Answer portion of the press conference should last no more than 15 to 20 minutes.)
- The moderator's role is to call on each reporter who has a question, repeat the question, if necessary, and address the question to the appropriate person for a response. (Tip: It is a good idea to ask the reporters to identify themselves and their organizations.)
The Day of the Press Conference
- Conference planner and staff should arrive at least one hour before the event.
- Speakers should arrive at least one-half hour before the event.
- An assigned "greeter" meets guests as they arrive, directs them to the registration table and conference area.
- Registration table staff should assist with sign-in, answer questions, and hand out materials. (Tip: Use separate sign-in sheets for press and guests.)
- Start the press conference on time, even if attendance is sparse.
- Begin with official welcoming remarks, acknowledgment of VIPs, introduction of key speaker(s) and spokespersons. Announce that a Question and Answer period will conclude the presentation.
After the Press Conference
- Thank the VIPs who attended.
- Distribute press kits to key media who were unable to attend.
- Monitor the press for coverage.