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One of the most common ways to promote your news and activities is organizing and holding press conferences. But, press conferences should be organized only if you have something unique and important to communicate, something new to tell, a new report or quick response to a breaking news story, and you don’t have the time to reach the media one-on-one.
Using press conferences as a communication link with the public is simple, cheap and very efficient. They will give you the opportunity to answer reporters’ questions and speak openly about crucial topics and events. Make sure the news you have to convey is articulated precisely and in an interesting way … remember to imagine what you would like to see on TV or as a quote in the newspaper. Do not limit your interaction with the media to this format of communication.
Make sure you prepare the press conference well and prepare your spokespeople for unexpected questions, which could appear from journalists. If there are mistakes or unpredictable situations during the press conference, they can easily become the key topic and headline for the news. That is something that you never want to happen. So, use the golden rule and always be best prepared.
How to organizire a press conference:
Before you organize a press conference, think about if it is really necessary to call a press conference or if it is more appropriate to deliver a statement by a press release followed up by telephone calls. Once you decide to organize a press conference you should not only think about the content: who is going to speak, what is going to be said, and how long it will last. You must also consider that the format is important: where the conference will take place; how many media organizations will be invited and how it will be organized.
But do remember: a press conference should not resemble a lecture. Depending on the number of speakers, limit their presentations to a reasonable amount of time leaving enough time for questions and answers with journalists. If necessary, provide translation and create your press release
and other materials in more than one language as appropriate for your audience. This can include various local languages and international languages if you have foreign guests or press.
Location
Depending on what you have to announce, your office location and your budget, try to choose a location that is easily accessible for the media. Your office can be appropriate if space allows. Or consider a press club or pressroom of a government building or even a room of an hotel in the center of the city. The room should be big enough to hold 20 percent more that the number of guests than you expect comfortably, but not so large that the group will feel lost in the space. Make sure you choose a room that has the electrical outlets you need for your presentation equipment and for the number of television crews you expect.
In setting your space consider that the audience will need to feel close to the presenters, yet that there needs to be a clear distinction between the presenters or hosts of the event and the audience. If possible, an amphitheater is the best option as the acoustic conditions are best, cameramen can set up on several angles and the audience will feel included in the space. Otherwise the best option is to set up a regular room in the form of a classroom with a head table that faces the seats. Such a set up makes for good visuals of the presentation and will focus your audience’s attention on the speakers. In this case, make sure to leave a wide path in the middle of the room between the chairs in which cameramen and photographers can move around. Avoid long banquet tables if possible because the journalists will focus on each other during the presentation and it will be difficult for cameramen and photographers to get good shots of your presentation.
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Double check |
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That the speaker system is working (if needed). |
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The microphone stand and roaming microphones are in order (if necessary and if available). |
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That there are enough outlets for the TV lights. |
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There is a table for sign-up and materials. |
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Technical
considerations
Check the press room several
hours before the event starts. Be sure that all the equipment is in
order and technical needs are met. If using a podium, be sure that the
podium is in the right position and in a solid color.
Blue is widely considered the best color for a backdrop, it has a
calming effect on people and is good for television. Take any pictures
off on the walls and remove any mirrors. Try to position your logo or
the banner of the organization behind the podium where speakers will
stand or the table you are from which you are presenting so that this
is captured by television cameras and photographers. The logo might be
placed near the microphone, and put near any charts that might be
used.
Timing
It is very important to think about timing. In Macedonia, it is generally best to hold a press conference between 10.00 and
13.00. Otherwise you are taking the risk that the media will not cover it. Journalists in Macedonia usually begin work around 9.00 (except for radio staff). The print media have early afternoon deadlines. Try not to have your press conference at the same time as some other important event, or some other press conference. Check with a major news agency to see what other events might be happening at the same time.
Duration
The duration of the press conference is very important. It shouldn’t be longer than 45 minutes. Try to be focused on one issue and in the opening announcement set the ground rules and remind journalists that only questions relevant to your news event will be answered. That is not to say that you should not be prepared for the unexpected.
Structure
Having a moderator helps keep the press conference on track. The moderator should introduce all participants by name, title, and organization (this should be given in writing to all media as well); control the timing of the presentations as well as the question and answer session; and manage the closing of the press conference.
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Opening: |
The moderator or host welcomes the audience and introduces
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speakers. Each person should be introduced with full name and title.
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Statements: |
Statements should be short, clear, and concrete, and should not |
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be longer than 15 minutes in total. Have the statements available in writing and in various languages if appropriate. Distribute them to the press at the end of the press conference.
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Questions: |
Each journalist that asks a question should say the name and the |
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name of the media organization that they represent. If a journalist is not only asking a question, but also trying to create some kind of dispute, try to avoid becoming involved in it.
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Closing: |
The moderator or host should thank the audience and repeat the main |
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message or information of the conference. |
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TIPS: |
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Do not avoid answering questions. |
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Never say I will give the answer and then don’t give it. |
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Do not use “no comment” or “I don’t know.” If you are not prepared to give precise answers it is better to say “I will get you an answer before the end of the day”, and certainly do so. |
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If presented with an off-topic question answer it, but then try to segue back to the main topic of the press conference. |
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Don’t forget that you are not only presenting yourself, but your organization. |
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The first presenter should summarize the five “w”s in a short statement that will focus on three main points, and will be no longer than 15 minutes. |
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Explain the rules in advance; how long the conference will take place, how much time there is for questions and answers and if one-on-one interviews can be given afterward (mainly for TV and radio who need specific sound bites for their reportage). |
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Have a sign-in sheet for reporters to register upon arrival to your press conference. Ask for their name, title, organization and contact details (mobile, email, telephone, fax) which can be used to update your press database. This also helps you identify and contact those media organizations, which did attend. That gives you the possibility to contact them and to give them additional information, if you think it necessary. |
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In most cases, there should not be more than two speakers at the press conference, and one expert on the topic.. |
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When distributing the announcement for the conference, think of the national press agencies. Most of them send out a list of the day’s activities that are sent to their customers. |
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TIME TABLE: |
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One week before the press conference: |
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Check the room |
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Reserve the podium, speaker system and microphones |
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Design and produce the backdrop |
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Produce media sign-up materials and information kits |
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Send announcements by fax, mail or hand deliver to: editors, assignment desks, reporters, national wire service, weekly calendars. |
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One day before: |
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Formalize the order of speakers and who will say what |
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Call all relevant media and urge their attendance |
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Type up names and titles of spokespeople for media handout |
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That morning: |
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Double check the room several hours before |
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Check all equipment and electrical set ups |
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During press conference: |
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Have a sign-up sheet for reporters’ names and addresses |
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Give out press kits
(see media kit check list) |
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Hand out a written list of participants |
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Make opening introductions |
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Arrange one-on-one interviews if requested |
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Audiotape the conference and make photos for internal use and publications |
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Follow up: |
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Send press kits to those who did not attend |
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Call key reporters who did not attend, but don’t be too aggressive |
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Monitor and tape local coverage and clip newspaper coverage |
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Compile clips and send to the organizational participants and founders with a brief report as soon as possible |
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