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So you have a press conference to prepare for…good for you! What do you need to know?
First, let’s agree on the purpose of a press conference. A press conference is a method of communication with the media and is an effective way to advance the cause of your organization. It will hopefully generate news! A press conference is interactive and generally should have more information than a press release.
Second, how often should a press conference be held? Think of the press conference as a special event such as a significant announcement, an emergency or crisis that your organization is responding to, access to a prominent person that you think the media may want access to, or even a response to a concern.
Third, how do you prepare for a press conference, assuming you have the time to do so. Ideally, if you can schedule your press conference on a Tuesday, Wednesday, or Thursday (generally considered to be slower news days) that’s ideal. Also think about the time of day…usually 10-11:00 a.m. is optimal. You’ll want to prepare participants. It is suggested that they stick to 3 points and respond in a succinct manner, avoiding industry jargon. If you can have a dress rehearsal, it will certainly help. Think about having a moderator to help organize what you have to say and ensure that participants know how to respond to challenging questions or off topic questions! Not everyone should be included in your press conference. Credibility matters and so does dress style.
Fourth, which media should be included? Make a list of potential participants being certain to include any contacts which have been developed. Also, don’t forget about digital contacts! You should have a sign-in sheet and that will allow you to do proper follow-up.
Finally, what about a press kit? Good idea. Prepare your kit in advance and be certain to address the critical issues.
If possible, I suggest that you and your staff attend other press conferences to get the hang of doing one yourself. Please contact me if I may assist you and your staff with this important topic.