Whether you need to publicize an event, deliver an important message or warn the public about an emergency, press conferences are an easy way to ensure you get attention. To be an effective promotional aid, it is important for press conferences to be timed right and arranged in a systematic manner. Besides arrangements for reporters who attend, you should also have a system in place to pass on information those who could not make it to the conference.
Determine Specifics
Select a suitable location that has all the facilities you require. When deciding on the place, consider the size of the audience and availability of sufficient seating arrangements besides a backdrop and a podium. Pay attention to technical features you need, such as audio-video presentation paraphernalia, microphones, sufficient number of electrical outlets, phones for audio links and lighting arrangements for cameras. Set the day and time of the press conference only after careful consideration of factors, such as competition from other newsworthy events and reporters' deadlines.
Invite the Media
One week before the event, send out invites to local media offices and other guests you wish to invite to the press conference. This gives the press enough time to decide their strategy for coverage of the event. Prepare a media advisory that provides information about the reason for the conference. However, make sure you don't give away too much material, as that will make it superfluous to attend the conference. After mailing or faxing this advisory, follow up with a phone call to confirm it has been received.
Prepare the Speakers
Restrict the number of speakers to as few as possible. This avoids people rushing to speak, and also the problem of giving out contradictory or confusing remarks. Make sure the speakers are experienced in the subject, as well as in handling public speaking assignments. Have them prepare their scripts and rehearse them with all props they plan to use, such as charts, graphs or presentations. Stage a mock press conference, where members of your team pose questions that are likely to come from the press. This helps the speakers prepare to tackle tricky questions or avoid going off-track when someone throws an irrelevant query.
Conduct the Event
Be present at the venue well in advance to receive the press reporters; many television reporters arrive early to set up their equipment in time. Take down addresses and contact details of those who attend the press conference for future reference. Hand over any relevant background documents and a copy of your press statement. Instruct the moderator to begin and end on time. Begin with an introduction of the speakers, followed by their statements, and end by taking questions from the press. Allot time for one-on-one interviews, if necessary, at the end of the press conference.
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