Arranging A Press Conference

You and your group members have probably seen them on television before -- after a major event or crisis in your community, or even in the country. Perhaps your evening news has shown a short television clip of a speaker surrounded by a crowd of reporters asking questions about the event. So, you may know what they look like, in general.

But what exactly is a press conference? A press conference is a tool designed to generate news -- in particular, hard news that can advance the cause of your organization. Hard news is defined as a story in print or electronic media that is timely, significant, prominent and relevant.

Imagine a flock of media reporters coming to an event that you have organized. This can be exciting stuff, and an important opportunity for your organization. If you've never done it before, holding a press conference can be intimidating and scary as well. But the material in this resource will guide you through the process -- and you'll see that it's not all that hard.

Why should you hold a press conference?\t Press releases, interviews, and informal media contacts are excellent ways of getting your message across. They are the bread and butter of your media relations, and often of your entire outreach effort. A press conference is an additional media technique, for special occasions, when company is coming. More specifically, why hold a press conference? Because:

• You can give more information than in a press release.
• A press conference is interactive; you can answer questions the press may have.
• You can announce something unprecedented, which has significant local implications.
• You can set the record straight if your group received negative publicity.
• When many media representatives are present, it makes your conference seem really newsworthy -- the media presence itself adds to the importance.
• A successful media conference can not only generate news, but can also boost the morale of your own group -- that is, your group can take pride in knowing that the press will really turn out to hear what you have to say.

Contents

• What is a press conference?
• Why should you hold a press conference?
• When should you hold a press conference?
• How do you hold a press conference?
• Press Conferences – An Overview
• Sample Press Advisory

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