You just learned your company has exciting news to announce, and it’s your job to get the word out. Your company’s story must be newsworthy. Calling a press conference that’s not newsworthy is the fastest way to nosedive your company’s credibility in the eyes of the news media.
Is your news unusual or compelling? Is your news important to the media outlets in your city or state? Maybe even the entire country? Press conferences are an opportunity for the person addressing the media to deliver all key points at one time, rather than being interviewed throughout the day. Be prepared to set up interviews after the press conference. Understand that, for a variety of reasons, some news outlets won’t be able to attend your press conference.
Here are some top tips to consider when planning a press conference:
Tip #1: Identify the News Hook
Define the who, what, where, why, and how your story is so important for the public to know. Which of those components is most important? Is the story about a person or people? What is the story about that would cause the media to attend? Where did the story take place? Why is this story so important for the news media to consider covering the press conference? Search the internet for other similar stories. Why are those stories so compelling?
Tip #2: Test the Waters
You might want to test the waters prior to organizing a press conference. Consider pitching your story to the media first. See how a few news outlets respond to your pitch. Are they interested in covering the story? If multiple outlets are showing interest, then holding a press conference might be the best way to get all of the interviews completed at one time. Rather than give interviews all day long, you can hold a press conference for about one hour which get most if not all of the interviews out of the way.
Tip #3: Moving Forward with Your Press Conference
Prepare a media alert. Briefly define the who, what, where, when, why, and how. Don’t go into a lot of detail about the information that will be discussed, rather provide just enough information to entice news outlets to attend. The media alert needs to include the company’s contact person for the news media. Will the primary speaker(s) at the event need assistance preparing for their remarks?
Tip #4: Date and Time of Day to Hold a Press Conference
Check the internet for major events taking place the day of your planned press conference. A mid-morning time frame is ideal, as it gives news crews enough time to broadcast the story on their 11:30 or noon newscast. Typically, mid-day TV reports about press conferences are short, with enough detail to get the information on the air, and are followed by longer, more detailed reports in the late afternoon/evening newscasts.
Tip #5: Location, Location, Location
Strongly consider holding your press conference indoors. You don’t want Mother Nature spoiling your big event! Is the venue large enough for all the news media? Where will the TV camera be set up? Do any curtains need to be closed where the sun might interfere with lighting? Will you have access to a podium or a table where the participants will sit? If your press conference is planned for outside, ensure you have an indoor backup plan. Ensure that the news media has easy access. Notify any security at the venue’s entrances.
Tip #6: Sending Press Conference Media Alerts to Newsrooms
Your media alert’s headline must communicate the big announcement to be discussed. Critical components of the press conference media alert include: the headline, day and time, the location, and contact information (including cell phone number) for the person organizing the press conference. Some newsrooms may want to scoop other outlets, or they might not be able to attend the event, so it’s important to advise participants ahead of time against discussing any aspect of the press conference.
Tip #7: Creating Your Media List
Use the internet to identify media outlets in your area. The list should include the key contact people within each newsroom and their direct phone line and email addresses. Make sure to pitch the right person in each newsroom.
Tip #8: At the Press Conference
Distribute the news release to the media when they arrive. If news outlets receive the information prior to the event, they might not attend. Determine whether any media outlets are going live from the press conference. Collect business cards from media representatives. Ask for their cell phone numbers so that you can follow up with new information. Ask those who spoke for their availability the rest of the day. Keep in mind news never sleeps; newsrooms might want to cover the story later in the day, including that evening.
Tip #9: The Press Conference Coordinator
The press conference coordinator takes control, ensuring TV camera operators are ready to roll, introducing those who will be giving a statement and answering reporter questions. Be ready to accommodate the Spanish-speaking news media.
Once your press conference has concluded, your post event follow-up with the media begins. Immediately contact each newsroom that was unable to attend and send them the press release. Perhaps you can coordinate post-press-conference interviews to accommodate them. If possible, offer to send key people to the news outlets to be interviewed.
To see how our team of former TV and print news journalists can put the power of the media to work for you, contact us: info@ournewsroom.com or call 954-334-5822.
