Arranging a Press Conference

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Arranging a Press Conference
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What is a press conference?

• a tool designed to generate news -- in
  particular, hard news
• can advance the cause of your organization

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Why should you hold a press conference?

• can give more info than in a press release
• be interactive --answer questions
• announce something unprecedented
• set the record straight following negative
  publicity
• boost group morale

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Times you could hold a press conference

• When the event includes a prominent individual
• When you have significant announcements to make
• When there is an emergency or crisis
• When you want to react to a related event

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Before the press conference

• Define the issue.
• Schedule the date and time.
• Pick the site.
• Select and train your participants and moderator.
• Contact the media.
• Follow up with the media.
• Develop a press kit.
• Prepare the room.

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Your press kit should contain the following

• a list of press conference participants.
• a press release background info on issue.
• black white glossy photographs.
• short biographies of participants.
• related news stories.

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Tips for participants

• Be clear and concise.
• Assume the audience is intelligent.
• Don't fiddle with or clutch anything.
• Dress appropriately and neatly.
• Always tell the truth.

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Preparing the room

• Check location of electrical outlets.
• Set up a table to seat your spokespeople.
• Provide seating for reporters and their
  equipment.
• Display visuals as a backdrop to the table.
• Have a sign-in pad for attendance.
• Provide a podium for the moderator.
• Set up beverages.

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At the press conference

• Welcome the press.
• Have them sign in and give each of them a press
  kit.
• Seat the participants at the table facing the
  reporters.
• Check sign in pad for which media outlets are
  represented.
• Start no later than 5 minutes after the scheduled
  time.
• Tape record the event.
• The moderator should welcome the press and
  introduces the issue and participants.
• Each participant should present for 3-5 minutes,
  making 3-5 key points.

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At the press conference

• 9. After presentations, the moderator should
  entertain questions and direct them to the
  appropriate participants.
• 10. After about 45 minutes, bring the conference
  to an end. Thank the participants and the media.
  If appropriate, encourage the media to stay for
  further informal conversation with the
  participants.

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After the press conference

• Look through your attendance register to
  determine which major media were not represented.
  
• For those that missed, deliver a press release
  and press packet, send a tape feed, or schedule
  an interview with a reporter and one of the press
  conference participants.