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News Conferences
A news conference (sometimes called a press conference) is a carefully orchestrated event to alert the media of major events such as the
release of studies or important hearings or other newsworthy topics.
Planning a news conference
- Develop an agenda of speakers and guests. A half hour is standard, and news conferences should never last more than one hour.
- The date and time will depend on the event you are informing the media about, but it should also reflect the deadlines and schedules of the media representatives you want to reach.
- Select a site that is comfortable and well equipped logistically. Make sure it is large enough to accommodate invited and last minute attendees, can accommodate TV cameras, has adequate power and outlets, and is visually interesting. Choose sites and meet with appropriate staff well in advance to iron out potential problems.
- Alert the media through a memo or advisory and invite representatives you'd like to attend. This is usually done a week in advance. A second notice should be sent to key media a couple of days prior to the event. Ask media contacts to RSVP, but expect that many will not. Follow up with phone calls.
- Rehearse with speakers. Ask them to state their most important points in 30 seconds in case they are asked to respond to questions on the radio or TV after the main event. Have them practice responding to different types of questions including challenges.
- Set up a press table near the entrance to greet journalists. Provide them with press kits and refreshments. Ask them if they would like to arrange post-conference interviews with speakers or guests.
- Take photographs for print outlets that do not send representatives.
More Tips
- Sponsoring press conferences at “seats of power” like city halls or state legislatures can help attract attention, and the media is likely to already have representatives stationed on site. Large hotels offer the advantage of staff who are skilled and experienced and also have well-equipped conference rooms. Sites that are relevant to your story, such as senior centers, can help get media attention but may require additional preparation such as obtaining releases for participants to be photographed.
- Make sure your news warrants a press conference. You are asking the media to come to you. Make sure it is worth their time and not something that could have been conveyed by a press release or phone call.
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