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Plan
a News Conference
There may be times when a news conference or media event is the best way to broadly convey important information about your project, program or coalition agenda to the media. News conferences offer the opportunity to reach numerous reporters from television, radio, print and trade press at a single event. News conferences can be resourceful, efficient and exciting, and they can increase interest in your story. They can even take advantage of the natural competitiveness of the media, increasing the prospects of your story being covered.
A news conference can be the most appropriate way to:
But before you decide to hold a news conference or media event, ask yourself the following:
Find a Location Once you’ve determined that a news conference is the best way to publicize your message, you need to find the right location. It’s a key consideration to any media event, and it must be easily accessible and provide an appropriate backdrop for your message. Some potential locations to consider include:
Arrange the Accommodations The location you choose must have adequate space for the following:
In addition, at the front of the room or designated location, you will need adequate space to set up these essentials:
Choose a Day Which day of the week is the smartest choice for a news conference or media event?
Many reporters will not commit the first day of their week to attend an out-of-office event. On Fridays, they are completing assignments, and most are on deadline, maybe even for the following week. If you release news on a Friday, it will probably fall in the Saturday paper or weekend television news segment, reaching only a limited number of readers and viewers. You should also avoid weekend news conferences. They just don’t work. Reduced staffing at all media outlets will limit your coverage, and weekend assignment editors are difficult to reach. Select the Time Time of day is another key factor to consider. A morning news conference is preferable and provides the best opportunity for a full day’s coverage in broadcast media, including the noon news broadcast. It also reduces conflicts with afternoon print deadlines. When possible, a news conference should begin between 9:30 a.m. and 11:00 a.m. and last no more than one hour.
Note: Respect deadlines. Start on time; the number of people in attendance should not be an issue. Your first point of concern is keeping the media on schedule and giving them what they need to get your story “in the works.” The only exception might be the arrival of a dignitary who is essential, or the drawing card, for your event. Select Your Speakers Your coalition spokesperson should be the primary speaker at the event. Otherwise, you must designate someone who is knowledgeable and prepared to answer questions from reporters.
Who’s Attending? The Media If you want your ultimate audience to be the general public, then invite all the media sources in your area, including
For newspapers in particular, your list may include environmental reporters, as well as business and garden/lifestyle reporters. If there’s news that will affect commercial real estate or management companies, include those “beat” reporters as well. Ultimately, the media outlets will decide who will actually cover the story, but it’s best to notify as many different editors and reporters as possible who have a relevant tie to the story about your media event. Other Guests Your news conference is, obviously, for the media. But it’s also important to involve other community members. It promotes good will and can help get the word out about your announcement. For that reason, you may also want to invite
*Mere recognition applies only to city or county council members and state legislators. If you invite a mayor, state cabinet member or head of state (governor), you should invite that individual to speak. Announce the Event Prepare a media advisory, one page in length, that provides just enough information to capture media interest—but not so much that you give away your story before the news conference. Provide the name and affiliation of anyone who will be available for interviews. As a rule of thumb, your advisory should always include the following information:
You should mail, e-mail or fax your media advisory to newsrooms and “daybooks” in your city. You can address it to “News Assignment Editor,” “Business Editor” or “Environmental Editor,” but it is better to send it to a specific person in each newsroom. This makes follow-up confirmation receipt easier. Most newsroom assignment editors will tell you they have it and “it’s on the books,” but few will guarantee that a reporter will be there, although some may indicate interest. Be sure to designate someone to make follow-up calls. First, faxes are notorious for “getting lost” in the newsroom, and you may have to resend them. Second, calling gives you an opportunity to encourage attendance at the news conference and to ask if the reporter is interested in scheduling an interview with your spokesperson(s) following the event. In some cases, calling can give you an idea of how many people will attend the event. Television newsrooms will not know until just hours before the event if they will be present.
Compile a Media Kit The generally accepted form of distributing information at a news conference is with a media kit. Information is typically presented in a folder, but also making it available in electronic format can increase the likelihood of its use. The essential elements of a media kit include the following:
After the event, messenger copies of the media kit to reporters who usually cover the topic but were not able to attend. Get PR Support Online Check out the press pages of your national association. They often will have news releases and/or industry fact sheets that will save you from re-inventing the wheel. Most associations encourage members to utilize their national press efforts as a resource. Additional Resources: Web Sites |
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