Arranging a Press

Conference
A news conference or press conference is a media
event in which newsmakers invite journalists to hear them
speak and, most often, ask questions. A joint press
Holding a press conference is a simple, effective way to
communicate your message with the media. Holding a
successful press conference can generate news about your
cause and awareness about your project. This section looks at
the elements of planning a successful press conference, when
to hold a press conference, and how best to communicate with
the media and the public at a press conference.
 What is a press conference?

You and your group members have probably seen

them on television before or after a major local or
national event. On the evening news there’s a short
television clip of a speaker surrounded by a crowd of
reporters asking questions. So, you may know what
press conferences look like, in general.

But what exactly is a press conference? A press

conference is a tool designed to generate news – in
particular, hard news that can advance the cause of
your organization. Hard news is defined as a story in
the print or electronic media which is timely,
significant, prominent, and relevant.
 WHY SHOULD YOU HOLD A PRESS CONFERENCE?
Press releases, interviews, and informal media
contacts are excellent ways of getting your message
across. They are the bread and butter of your media
relations, and often of your entire outreach effort. A
press conference is an additional media technique, for
special occasions, when you really want to make an
impression. More specifically, why hold a press
conference? Because:
You can give more information than in a press release.
A press conference is interactive; you can answer
questions from the press, and emphasize points you
might not otherwise have a chance to make.
You can announce an important development, and
explain its significant local and wider implications.
You can set the record straight if your group
received negative publicity.
You can often generate the kind of notice or
publicity – a spot on the 6:00 TV news, for instance
– that you’d otherwise have to pay a large amount
for.
When many media representatives are present, it
makes your conference seem really newsworthy --
the media presence itself adds to the importance.
A successful media conference can not only
generate news, but can also boost the morale of
your own group -- that is, your group can take
pride in knowing that the press will really turn out
to hear what you have to say.
WHEN SHOULD YOU HOLD A PRESS CONFERENCE?
You and your organization could hold a press
conference whenever there is an event your
organization wants to inform the community
about. However, in some cases, you will want to
hold a press conference for fast breaking news.
For example, if an education funding bill were
introduced in the state legislature, you might
want to convene a press conference that same
morning to react to the bill's implications. This will
leave little time for elaborate preparations--you
should just phone the press at a few hours notice.
Remember, you don't want to hold a press
conference too often. It is a special event, and
should be treated as such.
But here are some cases when a press
conference might be a good idea:

When the event includes a prominent

individual to whom the media should have
access.
When you have significant announcements to
make, such as a campaign start-up or a
lobbying victory.
When there is an emergency or crisis centered
around your group or the issues it deals with.
When a number of groups are participating in
an action, and the show of support will
emphasize that this action is news.
When you want to react to a related event; for
 HOW DO YOU HOLD A PRESS CONFERENCE?

BEFORE THE PRESS CONFERENCE:

As we’ve discussed, you may have to schedule

a press conference on short notice. If you do
have lead time, however, you and your group
will want to start planning at least a week or
two before the press conference is to take
place. The following steps should help you plan
for your press conference:
 DEFINE THE MESSAGE.

Define the key message(s) that you and your group are
trying to get out to the community. Your goal may be to
introduce or shed more light on your issue, to announce a
new program or event, to react to a news story or to a
criticism of or attack on your effort, or to draw attention to
an honor or award your effort has earned. Whatever the
message, it should be summarized in clear 3-5 key points
to the press.

If a date, a time, an address or phone number, or other

specific information is part of the message – if the purpose
of the press conference is to announce an upcoming event,
for example – make sure to give it more than once, and to
have it displayed prominently in your press kit (see #7
below.) Double- or triple-check any such information to
make sure you have it right, both in speech and in print.
 SCHEDULE THE DATE AND TIME.
 You and your group will need to determine a date and time
for the press conference, and make sure it doesn't conflict
with other press events or media deadlines. One way to
find this out is to check with the local media and the wire
services, who will know if your press conference conflicts
with another. Here are some other tips for scheduling your
press conference:
 Tuesdays, Wednesdays and Thursdays are the best days
for press conferences, as they are considered slower news
days. Try to have your press conference on one of these
days if at all possible.
 The best time to schedule your press conference is
between 10:00 a.m. and 11:00 a.m, to ensure maximum
coverage by the media. If you schedule it later, you risk
missing the afternoon paper or evening news.
 Remember, you are competing with all the other news of
the day; so don't be too worried if everyone doesn't show
up.
 PICK THE SITE.

 Make sure you pick a location for the press conference that

has adequate parking and is not too far away for reporters
to travel. Also, pick a site that provides visual interest and
relationship to each topic--such as the state capitol
building, city courthouse, or a local clinic or other site
where the activities you’re talking about are actually going
on.
 Other considerations include picking a location relatively

free from high levels of background noise (e.g., traffic,

telephones, aircraft), and one which has adequate
electrical outlets and extension cords for lighting, etc.
SELECT AND TRAIN YOUR PARTICIPANTS.

At this stage of your planning process, you

probably won't want to have just anyone from
your group participate in the press conference.
You will want your participants to be
knowledgeable and articulate about the issue.
They should be able to handle press questioning
and scrutiny as well. People with high credibility,
such as local politicians, the director of a local
health promotion organization, or a physician
may make effective spokespeople. Firsthand
testimony from people from the community
affected by the issue can be extremely powerful
and convincing.
 Here are a few tips for participants:

Be clear and concise – avoid using jargon, rhetoric, or

inflammatory language, and stifle "ums" and "ahs."
You want to draw attention to the issue, not distract
the audience with your words.
Assume the audience is intelligent – avoid sounding
patronizing.
Don't fiddle with or clutch anything -- it's distracting
and makes you appear nervous.
Appearance counts – participants should be dressed
neatly and appropriately for the occasion.
Always tell the truth. If you don't know the answer to a
question, say so. Don’t exaggerate or give figures that
aren’t backed up by evidence, and don’t state opinions
as fact, or make charges that can’t be proven.
 In addition to the press conference participants, you will need to
find a moderator who is experienced with the press and the issue.
He or she will be in charge of convening the press conference by
introducing the issue and participants. The moderator also
answers questions or directs them to the appropriate participants.

 If you and your group are new at this, you may want to attend at
least one other press conference to get a feeling for what they are
like. Even if you are very experienced in this area, it may be a
good idea to conduct a dress rehearsal. Speakers should have
scripts to memorize the 3-5 key points, and to make sure to speak
no longer than 3-5 minutes each. A dress rehearsal is very helpful
in training new participants, and a good time to try to anticipate
tough or hostile questions. Have someone from your group play
devil's advocate and see how participants respond.

 For example, a suitable response to a tough or misguided question

might be, "That's a good question, but it is not within the scope of
this press conference. Our focus today is on...” If the question is
legitimate but you don't know the answer to it, it's okay to call on
someone else from your group who might know, or check out the
answer and get back to that reporter later.
 CONTACT THE MEDIA.
 The first step in contacting the media is to create a
comprehensive mailing list of assignment editors at
television stations, news directors at radio stations,
and at major newspapers, and editors at weekly
newspapers. You may even want to include the wire
services (AP, UPI). Others you'll want to be sure to
include on your list are reporters you have worked
with before, contacts in the media you may have,
and reporters who may have covered the issue in
recent months.

 If your organization has had occasion to work with

the media before, you should have personal
contacts with a number of media people. If you
haven’t made those contacts, this is a good time to
start. The media aren’t things – they’re made up of
You will also want to have a press
advisory prepared and mailed about one
week ahead of time to inform the media
about the press conference. A press
advisory is similar to a press release,
with the difference being that press
advisories can be used for background
information to your media contacts. The
format is basically the same as that of a
press release. For an example of a press
advisory, see the Tools section.
 FOLLOW UP WITH THE MEDIA.

After you and your group have mailed the press

advisories to the media, you will want to follow up

your press advisory with phone contact to the major
media outlets. Give your press advisory three days
to arrive, then begin your telephone follow-ups with
the people you sent your press advisory to (if they
say they never got one, offer to bring or email one
to them). Also, follow up a second time the morning
of the press conference.
DEVELOP A PRESS KIT.

A press kit is a folder of information to give

reporters background information about your
issue or program. Press kits are very useful, if
your group can afford it. If a press kit is beyond
your budget, a press advisory will do. Your
press kit should contain the following:
A list of press conference participants.
A press release, which should state your
group's position on the issue, highlights of the
press conference, and a few quotes from
participants (for more, see Preparing Press
Releases).
Background information about the issue (i.e.,
statistics, historical background, case histories, or
reprints of news stories).
A few black & white glossy photographs (action
photos are most interesting).
Short (less than a page) biographies of participants.
Related news stories from prestigious national
publications (e.g., New York Times, Wall Street
Journal, etc.).
Putting the kit together: The press release goes in
the right side of the folder, and the other
information goes in the left side of the folder.
 PREPARE THE ROOM.

There are a number of things you can do to prepare

the room you're holding the press conference in.
Here are some tips:
Check the location of electrical outlets for
microphones and lights.
Set up the room with a table long enough to seat all
your spokespeople, with name cards.
Provide enough seating in the room for reporters,
and enough room for their supporting equipment
(e.g., cameras, microphone).
Display visuals as a backdrop to your speaker's
table: charts, posters, etc.
Have a sign-in pad for attendance.
Provide a podium for the moderator,
perhaps with your organization's logo on it.
Have coffee, tea,water, and any other
refreshments set up.
At the Press Conference:
When the big day finally arrives, there are a
number of things you and your group can
do to help your press conference run as
smoothly as possible. We will go through
these, step by step:
Welcome members of the press as they arrive.
Have members of the press sign in, with their
affiliation, and give each of them a press kit.
Seat the press conference participants behind
the table facing the seated reporters.
Check the sign in pad to see which media
outlets are represented. You may also want to
make personal contact with major media
representatives before or after the press
conference.
Start approximately on time -- no later than 5
minutes after the scheduled time.
Record the event, for your own records, and for
possible media use.
Have the moderator welcome the press, and
introduce the issue and participants.
Each participant should present for no more than 3-
5 minutes, making his/her 3-5 key points.
After all the presentations, the moderator should
entertain any questions from the press, and direct
questions to the appropriate participants.
After about 45 minutes, bring the formal conference
to an end. Thank the participants for presenting,
and the media for attending. In many cases, you
may want to encourage the media to stay for
further informal conversation with the participants.
 After the Press Conference
 To the extent that you can, make personal contact with
representatives at least of the major media outlets
represented. In a small town, this could mean one or
two people; in a big city, there might be 20 or more. If
you can have a short, pleasant conversation with these
folks and make a good impression, they’ll remember you
when they need information or a story about your issue,
and they’ll respond when you contact them.
 By looking through your attendance register, you should
be able to determine which major media were not
represented. Not everyone may arrive, as your
conference may be pre-empted by some late breaking
news story elsewhere. You may want to hand deliver a
press release and press packet to these people, send an
audio or video feed, or, try to schedule an interview with
a reporter and one of the press conference participants.
You might also review the press conference
with others from your organization that
attended. What went well? What could
you have done better? And how will you
improve the next press conference you
hold?

Contributor
Eric Wadud
RESOURCES
 Online Resources
 How to Hold a Press Conference, from the Western Organization of
Resource Councils, is a comprehensive guide to help you prepare for a
press conference. It includes 10 steps for a successful press conference
as well as other related checklists (e.g., setting up a press conference).
 Print Resources
 Center for Community Change. (1996) How to tell and sell your story,
Washington, DC.
 League of Women Voters of the United States (1997) Getting into print.
Washington, DC: League of Women Voters.
 Martinez, B.F. (1979). Guide to public relations for nonprofit
organizations and public agencies. The Grantsmanship Center. Los
Angeles, CA.
 Taplin, S. (1993) Holding press conferences: Why, when, and how. Palo
Alto, CA: Stanford University School of Medicine, Health Promotion
Resource Center.
 Wallack, L.(1993) Media advocacy and public health. Newbury Park, CA:
Sage