Press conferences serve as vital platforms for communicating important organisational updates, policies, or responses to the media. Effectively managing a press conference is crucial to ensuring positive press coverage and adeptly handling potential crises. Let’s delve into a comprehensive guide on how to navigate the intricacies of organising and conducting a successful press conference.
When to Hold a Press Conference
Press conferences should be reserved for substantial news that demands immediate and widespread attention. Consider hosting a press conference when:
Significant Information: You have noteworthy information to convey.
Timely Announcement: The news is about to break, and you want to be the first to formally present it.
Journalist Interest: Media outlets are actively seeking information on the topic, indicating high demand.
The Logistics of Press Conferences:
Timing:
• Schedule the press conference at a time aligned with news organisation deadlines.
• Prefer mid-mornings mid-week for optimal news coverage.
Location:
• Choose a venue with ample space, a professional appearance, and necessary equipment.
• Relevance to the news, especially in response to disasters, should influence the location.
Equipment:
• Ensure the availability of professional sound equipment; consider video recording the event.
• Provide a robust mobile phone signal and Wi-Fi for media connectivity.
Media Kit:
• Prepare a comprehensive folder with essential information, including a press release, attendee details, quotes, and relevant plans.
• Include a website link for additional information.
People:
• Select credible and articulate speakers from your organisation. • Consider including representatives from stakeholder organisations if applicable.
Displays:
• Ensure a clean, branded backdrop for speakers without distracting elements.
• Include the organisation’s website details on the backdrop.
Moderator:
• Consider having a moderator, possibly an experienced PR professional or a journalist, to facilitate the event.
Inviting the Press:
• Clearly communicate press conference details to local and national media.
• Provide ample notice and follow up to ensure attendance.
Managing the Press Conference
Presenting Information:
• Keep presentations brief, focusing on key messages. • Avoid visual aids like PowerPoint; emphasise storytelling. • Provide a compelling story to make it easier for journalists to cover your narrative.
Responding to Questions:
• Prepare responses to potential questions and practice with simulated scenarios.
• Assign specific question types to different speakers if multiple presenters are involved.
• Be cautious of journalists trying to elicit specific phrases that can be used out of context.
After the Event
• Follow up with news teams to ensure they have all necessary information.
• Share news coverage through social media and your website.
• Review the press conference and resulting coverage for insights and improvements.
Successfully managing a press conference demands meticulous planning, effective communication, and adaptability to handle unexpected situations.