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The Press Conference

The press conference is an opportunity to get your story broadcast on television or radio, published in the newspaper or other print or through internet websites. Sometimes the press conference is the way to go because you can reach multiple reporters through a single event.

For a successful press conference, you must have something newsworthy and timely especially if you want reporters to come out to your next event. It is important to ask if alternative ways of delivering your message are just as effective.

Press conferences provide reporters with special advantages, such as expert presentations, testimonies or visuals.

Before the press conference, you should issue a media advisory of who, what, where, when and why.

Press conferences involve more work, so it is important to determine your goals.

  • Do you want to raise public awareness on an issue?
  • Are you trying to send a message to public officials and other decision makers on what is needed?
  • Do you want publicity about your organization or program?

Whatever your reason, decide what message you want to deliver and make it clear to everyone. To prepare, do the following:

  • Locate a venue that is convenient and has the facilities you need. Consider if an issue specific location is appropriate.
  • Set the date and time. Consider reporter’s deadlines. Check to see if there are any other events scheduled that could take attention away from your press conference. Most press conferences take place in the morning so reporters have time to put together and file their stories.
  • Invite the media and guests at least a week before the event. Give specifics by including who, what, where, when and why. Say who the spokesperson or moderator is and highlight your most interesting speakers. Be brief, clear and available to answer questions. Follow up with a phone call one to two days before the press conference to see who is attending and offer interviews with spokespeople.
  • Prepare the spokesperson and moderator, so comments are brief and concise (no longer than five minutes). It’s always good to practice roles with members of your group, using a video camera or tape recorder if possible.
  • Prepare visual aids and make sure everything works ahead of time. 
  • Issue a news release.
  • Start the press conference on time, even if there are only a few people attending.
  • Be ready to welcome television reporters at least 15-30 minutes before you start so they can set up their equipment.
  • Be sure you or someone will be meeting everyone at the door and ask them to sign a guest book with their contact information.
  • Have the moderator welcome everybody and very briefly introduce the speakers. If one of your speakers will be presenting most of the information, let them have up to 10 minutes.
  • After speakers make their presentations, ask for questions. Responses should be simple and brief. The Q&A session should end before too much time goes by and after the main messages have been sent.
  • The moderator can summarize the main points. Let the media know the speakers are available for interviews, and then adjourn.
  • After the press conference, consider sending thank your notes to the VIPs who attended.
  • Monitor the press for coverage.

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