PRESS CONFERENCE – AN INTRODUCTION

 

A news conference or press conference is a media event in which newsmakers invite journalists to hear them speak and, most often, ask questions. A joint press conference instead is held between two or more talking sides. The purpose of a press conference is to convene the media, release new information to them, to highlight an upcoming action, or call on Congress or another official to take action on your issue. Generally, there are two types of press conferences - reactive and proactive. Reactive press conferences respond to breaking news, and proactive ones are done at your initiative to create or announce a story. It is important to make sure you have "news" to deliver. Otherwise, you risk damaging your reputation as a credible news source.

A press conference is a voluntary presentation of information to the media. In a press conference, you decide what information is presented, how it is presented, and who presents it. It is an opportunity to get your story on TV, radio or in the paper. To hold a press conference you contact the media, pick a time and place, make a presentation and respond to reporters’ questions.

THINGS TO REMEMBER

When organizing a press conference, remember to:

ü    Always send out press advisories to your media list ahead of time. A few days before your event is a good rule of thumb.

ü    Make reporter turnout calls to encourage participation and coverage on the day before and day of the event. (This is very important!)

ü    Line up your speakers in advance, review their statements, and have them approve any quotes attributed to them in the press release. The press release is distributed at the press conference, not before. Otherwise the press will not need to come to your event! Keep them waiting for your news!

ü    Make sure everyone understands their role and the message.

ü    Designate a moderator and create a detailed agenda.

ü    Select a site that is convenient and easy to access and, if possible, is relevant to your issue. Make accommodations for rain or snow if your event is out doors.

ü    Make sure the room is equipped for the broadcast media, for example electrical outlets and a multi-box. It is recommended that you have a sound or PA system and not megaphones.

ü    Have chairs for the reporters, a podium, and a microphone if necessary, coffee and/or food.

ü    Create press kits with a press release, information on your organization, speaker bios and background information. Have a press sign-in table with press kits and a sign-in sheet for reporters.

ü    Have visuals (signs, charts, banner, etc). Put your organization's logo on the podium.

 ON THE DAY OF THE EVENT:

ü    Arrive about one hour early to check the room.

ü    Have all your speakers arrive early so they can be briefed on the agenda, review their talking points and go over possible questions from reporters.

ü    Start the press conference on time and keep the agenda portion short and to the point (30 to 45 minutes). Allow ample time for questions and answers.

ü    The moderator should introduce all participants, work to keep the press conference on schedule, direct the reporters' questions to the appropriate person and officially close the press conference.

ü    Ask your speakers to be available for interviews or additional in-depth questions from the press after the press conference is over.

ü    After the press conference, fax the press release to those on your media list who did not attend.

Follow-up with reporters who attended the press conference. Ask them whether they need more information and when the story will be running.

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