HOW TO ORGANIZE A PRESS CONFERENCE PR handout MC 245

HOW TO ORGANIZE A PRESS CONFERENCE PR handout

Hold a press conference only when you have news to present to the public, i.e. a news announcement, a new report released, a protest staged, etc.

Determine your Target

Audience:

The target audience for your news will determine what kind of event you stage and what media outlets to invite. That means where you stage the event, who speaks, what the banners look like and numerous other details will be decided by your target audience. For example, events promoting youth related messages will look and sound very different from an event targeting seniors.

Good and Bad News Days &Times:

Tuesday–Thursday in the late morning hours are prime time for press conferences. Do not stage your events late in the afternoon or evening when many reporters are on deadline. If you must stage a rally after work, for example, at least do it during the evening television news so the station can send cameras for live coverage. Mondays are not preferred because offices will be closed over the previous weekend and you will not be able to reach key reporters for a couple of days before the event. Fridays are not good either, because the news may come out in Saturday’s media, the least read issue of the newspaper.

Avoid Being “Bumped”

Check for competing events.

Keep the Event Short

About 30 to 45 minutes is the length of a good press conference.

Location

Make your event convenient for reporters, yet dynamic and appropriate

in terms of backdrop.

Speakers Lineup

Limit your speakers at a press conference to three or four maximum. The first speaker welcomes, hosts, introduces other speakers and communicates key messages. Typical speakers might include: An executive director or other key staff person, board member, a person or two representing the personal human interest, a public official, celebrity, local politician or ally and an “expert”, say, the author of the report you are realizing or the lawyer in charge of a case.

Practice Your Event

For press conferences, consider a “dress rehearsal” the day before with your speakers (at least those who can attend). Fire questions that reporters may ask at the speakers during the rehearsal, and test any audio visual equipment you may be using.

If time is an issue, meet briefly before prior to the event.

Check List for a Press Conference

• News defined for press conference
• Identified target audience
• Location, time and date scheduled and confirmed
• Checked calendar for conflicts
• Speakers identified and confirmed
• Media advisory drafted and sent to reporters
• Deliverables produced (press kit, reports,

videos, etc.)

• Logistics in place for media event (security, crew,

volunteers)

• Decorations produced (banners, posters, podium

logo, charts, etc.)

• Pitch call to reporters made
• Dress rehearsal for speakers at press conference
• Audio-visual equipment secured for space
• Media check-in sheet put out. Someone assigned

to staff the check-in desk at all times

• Reporters greeted and checked in as they arrive
• First speaker starts on time
• Other speakers start on time
• Q&A period starts
• Closing after Q&A
• Follow-up work completed

What is a media advisory?

A media advisory is a short announcement to let the media know about a planned event or to let journalists know where you will be releasing information such as a report. A good media advisory answers the 5W’s – who, what, why, when and where.

Format

Place your logo and the name of the group, at the top of the page

Below your logo, on the left side of the page put MEDIA ADVISORY

Put the date directly below this

Put contact information on the right side

Start with a headline, in a bold font

Follow with an introductory statement, which announces the news

List the 5W’s

Who: Provide the name of your group, as well as speakers and affiliates

What: Outline the type of event – is it a press conference, a demonstration, a public
forum?

Where: Provide the location, with an address and directions, if required

When: Include the day, date and time – make sure to include am or pm

Why: Describe the purpose of the event

When to send out the advisory

This depends upon the types of media that you are targeting. For daily media, fax or e-mail the advisory a day or two before the event. You will have to allow more time for weekly shows and publications.

The day before the event, call reporters. Do not ask reporters if they received your release. Pitch the story and remind them about your event.

Lawn Care Pesticides Found in Tanzanian Rivers

LOGO

Environmentalists release results of an Environment study showing

the degree of pesticide contamination in urban rivers and streams

WHAT: Janet May of Pesticide Free Tanzania will release the results of an Environment study of pesticides in the River Rufiji.

WHEN: Thursday December 19, 2003 10:00 am

WHERE: The Courtyard

WHY: The pesticides used do not pollute water. The results of this study tell a different story.