Press Conferences – The Reality
If television and the movies are to be believed, press conferences are the backbone of the public relations industry. Every time a character in a movie does something important, he or she is often seen standing in front of microphones from the likes of the BBC and CNN while dodging rapid fire questions from reporters. But the operative phrase there is “in the movies.”
While it is true that public figures such as the President, or celebrities and sports stars involved in contract signing or sultry scandals do indeed hold press conferences, many PR people will go their entire careers without presiding over a single press conference.
What is a Press Conference?
A press conference is a gathering of key people from your company or organization speaking with reporters in a question and answer format. Public relations people tend to favor them because they attract the media to a set location on the company’s turf.
Unfortunately, over the years the allure of the press conference has led many public relations professionals to call press conferences when they are unwarranted. This has led to many journalists viewing press conferences as a waste of time. And you don’t want to invite a bunch of reporters to your big waste of time do you?
If that wasn’t enough, here are three more occasions when you should not hold a press conference:
When Not to Hold a Press Conference
1. When a Press Release Will Do
Can you squeeze all the information you want to send to reporters into a one or, at most, two page press release? And can follow up questions be handled via phone? Then there is no reason to gather key people from your organization and reporters in a room together.
2. When Your Target Audience is not Local
In this day and age, few but the largest media outlets have the budget to send reporters to your doorstep. The telephone has long been a journalists best friend, and nowadays that’s more true than ever. If you hold a press conference, you may find that your story receives less coverage than if you had gone the press release route.
3. When you Want to Maintain Your Credibility
Irritated reporters talk. If they’ve schlepped all the way out to your factory for a press conference and do not come away with any vital details or inside scoop, you PR team and your company will suffer a credibility hit. If reporters feel that your current press conference has wasted their time, don’t count on seeing them at your next one.
When to Hold a Press Conference
1. When Nothing Less Than a Question and Answer Format Will Do
There’s a reason that the President holds press conferences often. The issues he talks about are complex and require a two-way dialogue with the press. If your company is in the midst of a complicated controversy or has just unveiled a complex new strategy for changing the way the world consumes energy, for example, then it’s likely that reporters will have quite a few multi-part questions. In that case, everyone – your company, reporters, and the general public – will benefit from the press conference environment. Otherwise, press conferences are generally just a big waste of time and a surefire way to damage your credibility with reporters.
How to Hold a Successful Press Conference – A Comprehensive Guide
Here are some important things to consider if the situation is right and you decide to hold a press conference:
Pre-Conference Planning
Timing and Location
- Choose a time that accommodates media deadlines (typically mid-morning on Tuesday through Thursday)
- Select an easily accessible venue with good acoustics and adequate space
- Make sure your press conference location is consistent with the message you want to communicate (remember Trump’s famous Four Seasons press conference?)
- Ensure proper lighting and a professional backdrop
- Consider live streaming capabilities if needed
Logistics Checklist
- Set up a check-in area for media credentials
- Provide press kits with relevant materials
- Arrange seating with clear sight lines to the podium
- Test all audio/visual equipment
- Have backup equipment ready
- Prepare name plates and podium signage
Media Relations
- Send invitations 3-5 days in advance
- Include clear details about time, location, and topic
- Follow up with key media outlets to confirm attendance
- Prepare a media list with contact information
- Consider providing refreshments for longer sessions
Content Preparation
Key Messages
- Develop 3-5 main points you want to convey
- Create sound bites that are clear and quotable
- Prepare supporting statistics or evidence
- Anticipate questions and prepare responses
- Have printed copies of key information available
Visual Elements
- Create professional presentation materials if needed
- Prepare charts, graphs, or demonstrations
- Consider using multimedia elements
- Ensure all visuals are high-quality and visible from a distance
During the Conference
Opening
- Start precisely on time
- Begin with a clear, strong opening statement
- Introduce key participants
- Outline the format (presentation followed by Q&A)
Presentation
- Speak clearly and at a measured pace
- Maintain eye contact with the audience
- Use gestures purposefully and professionally
- Stay focused on key messages
- Be concise but thorough
Q&A Session
- Set clear guidelines for questions
- Call on reporters by name when possible
- Listen carefully to each question
- Provide direct, honest answers
- Avoid saying “no comment”
- Bridge back to key messages when appropriate
- Know when and how to end the session
What to Expect
Media Behavior
- Reporters may arrive early to set up equipment
- Some may request one-on-one interviews
- Expect both friendly and challenging questions
- Be prepared for follow-up questions
- Some may live-tweet or stream the event
Common Challenges
- Technical difficulties with equipment
- Unexpected or hostile questions
- Time management pressure
- Competing news events
- Last-minute changes or developments
Post-Conference Activities
- Provide additional interview opportunities if needed
- Share presentation materials and press kits
- Follow up with key media contacts
- Monitor media coverage
- Address any misreported information promptly
Best Practices for Success
Do’s
- Rehearse thoroughly
- Dress appropriately and professionally
- Stay on message
- Provide accurate information
- Be punctual and respectful of time
- Follow up on unanswered questions
Don’ts
- Don’t speculate or make unconfirmed statements
- Don’t argue with reporters
- Don’t play favorites with media outlets
- Don’t rush through important information
- Don’t leave without addressing key questions
Crisis Management Considerations
Special Preparations
- Have a crisis communication team ready
- Prepare statements for various scenarios
- Brief all speakers thoroughly
- Have legal counsel available if needed
- Plan exit strategies if needed
Holding a Successful Press Conference
A successful press conference requires careful planning, clear communication, and professional execution. By following these guidelines and being well-prepared, you can effectively manage your media event and achieve your communication objectives.
Remember that most of the time a press conference is not necessary, that each press conference is unique, and flexibility is key. Be prepared to adapt to circumstances while maintaining your professional composure and focus on your key messages.
This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. To subscribe to PR Fuel, visit: https://www.ereleases.com/prfuel/subscribe/.