Press Conference

A press conference is used to release a report, to make an announcement or to respond to a new development in newsworthy issue. At a press conference, several experts provide a scripted statement in a formal setting. The statements are followed by a question and answer session. Speakers at a press conference should include a representative from your group, someone who represents the personal side of the issue, a politician, celebrity or public official who supports your position and, if applicable, the author of the report being released. Limit each statement to five minutes and plan what each speaker will say before the event.

If several organizations are involved in the issue, arrange to have their representatives at the press conference. These representatives can be introduced and can stand to the side of the speakers.

Components of a successful press conference

• Place your group’s logo on the front of the podium or the speaker’s table;
• Use visual props such as charts and diagrams;
• Ask speakers to dress formally;
• Assign someone to greet journalists as they arrive. This person will distribute press kits and will ask for business cards or will ask reporters fill out a sign in sheet;
• Start on time because most reporters are working to a deadline;
• Even if media turn-out is low, do not delay the press conference for longer than five to ten minutes;
• Schedule 10 minutes after the statements are presented for questions;
• The best length for a press conference is between 30 and 45 minutes;
• End the press conference by thanking reporters for coming out.

The Press Kit

• Do not put too much information in the press kit;
• Most journalists create a story from interviews;
• Include your press release, short biographies of the speakers, two recent news stories about your cause and, if the press conference is to release a report, a summary;
• If several groups are involved, a press kit can also include a short position statement from each.
  

Media Event

A media event is an event staged by an organization to make news and include demonstrations, vigils, and marches. Although media events are planned, they are, unlike press conferences, spontaneous and provide drama and action. Because media events provide photo ops and new angles to a story, journalists prefer them to press conferences. Be aware that journalists will interview people attending the event in the search for a story. The people interviewed may not provide the message that your group wishes to convey, which might change the focus of the story. Make sure that you do have news when staging an event. The news can include an announcement, a protest or releasing a report. Do not hold an event just to get media attention for your group.

When to hold your media event or press conference

The best times to hold an event are Monday to Thursday between 10:00 am and 2 pm. This allows journalists to meet their deadlines and to avoid rush hour traffic. If your event is on a week-end, Sunday is the best day. On Sundays you can target the media for the Sunday night television news and Monday morning newspapers.

Although you cannot control some events such as disasters, emergencies or major government announcements avoid scheduling your event close to major news stories such as an election, a controversial public hearing or a visit to your community by a prominent person.

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