Holding a News Conference(second in a 3-part series) By Heather C. Conover In the last issue we discussed planning a news conference, including determining if you have newsworthy information, selecting the right venue, identifying spokespersons, and notifying the media. In this article we will provide additional tips on planning for and holding a news conference. Decide early in the process if your news conference will be a media event or a larger community event. Community news conferences can help bring the media to your event, but they also can serve as platforms for business leaders and politicians, leading to lengthy and unfocused events where your news is lost. If you include community leaders, consider presenting your information to the media privately before the public portion of the program. This will enable reporters to receive the information they need in time to meet deadlines. Next, identify a moderator and spokespeople; individuals to assist media representatives and guests the day of the event; and people to plan and coordinate the logistics, including room set-up and traffic flow. Room set-up should include separate check-in and seating areas for the media and guests, access to electricity, a podium with a lectern and a working microphone, and chairs for spokespeople and guests. Make a list of all the materials needed for the news conference and assign an individual(s) to oversee their preparation. Materials will include an agenda; a media kit containing a news release, fact sheet, a biography and photographs of the speaker(s); prepared statements for the spokespeople; talking points; anticipated questions with answers; directional signs; a banner or poster with the organization’s name and logo; and backdrops for the stage. Prior to the news conference, schedule and hold a rehearsal with the moderator and all the spokespeople. Have someone ask the anticipated questions and identify who will answer each question. Arrive an hour or two before the news conference is scheduled to see to last minute matters. As media representatives arrive give each a media kit, escort them to the reserved area, and assist with equipment or other needs. Make a list of VIPS who attend so the moderator can acknowledge them. Begin on time with the moderator thanking everyone for attending, acknowledging VIPs, and introducing spokespersons. Following the presentations, the moderator should summarize the key points and open the session up to questions. Limit the question and answer (Q&A) portion to 15 to 20 minutes and ask the media to identify themselves and the names of their organizations during the Q&A. The moderator should bring the event to a close at the appropriate time, identify any spokespeople who will be available to answer additional questions, and thank everyone for attending the event. Individuals who have been assigned to assist the media should accompany spokespeople after the formal portion of the news conference is over to ensure that reporters have access to these individuals and that they receive the information they need. If a spokesperson is unable to answer a reporter's question, the reporter's contact information should be obtained and someone who can answer the question should get back to the reporter in time for him or her to meet their deadline." Next issue: After the news conference Spring 2006 -Volume 16, Number 2 |
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