Press conferences take a lot of preparation and staff work. That time is well spent, because a great press conference can mean blanket coverage in newspapers, radio, TV and blogs — but a horrible press conference can haunt you.
Here is a good checklist for a good press conference:
1) Timing
You’ve got to pick a time that works for TV, newspapers and radio.
If it’s too early in the day, reporters will have a hard time getting there. Too late in the day and you’ll be pushing up against deadlines.
Mid-morning to noon is good. It’s early enough to give people time to file their stories, but not so early that they’ve got to hop onto the highway and fight traffic the second they get to work.
Advanced notice is critical. You’d want to give people a day’s warning about a press conference, if you can. TV and radio news directors map out where their cameras and reporters will be. Give them time to plan.
Print reporters are a bit more mobile, but if this is truly big news, they’ll want a photographer there, and that takes planning, too.
2) Location
It should be close to the major media players, so they’re not driving half-way across the state.
It should have good visuals, and be well-lit for TV. A dark theater is the worst choice.
Outdoor locations are sometimes OK, if the topic deals with the outdoors or the environment. But this is risky. It could rain. A herd of moose could trample reporters, who usually want power outlets for their cameras and lights and laptops. Inside is usually best.
3) Length
Putting together a press conference is a huge production and a big pain, so there’s a tendency to want to put on a big show. Try to avoid six speeches in a row and a PowerPoint slideshow.
Reporters want to hear a little about the news, then ask questions. They hate sitting through a dog-and-pony show that lasts 45 minutes before opening up for questions. You can skimp on some of the production values and make reporters happy if you get to questions quickly. That’s what reporters want to do: ask questions and get quotable answers.
Say what has to be said, then get to questions.
4) Extras
Reporters will want documents, if you’re announcing or explaining anything. Get a rough headcount and make sure there are enough copies to go around — and post those documents online for reporters and bloggers who are interested in the press conference but couldn’t make the trip.
With the social media so important now, it’s smart to have somebody post updates during the press conference to your twitter feed or facebook page.
Inviting the media to a press conference means they’ll be shooting video and recording audio. Give them good shots and good sound clips. Is there a person, an image or a single sentence that sums up what you’re trying to say? Put that to use.
5) Practice
Make a list of likely questions. What will your answers be?
Also, do a rough walk-through of the press conference. Who talks first? What happens next? Who’s going to MC? And who’s the best person to tackle certain issues or questions?
