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Have you ever turned on the news and seen a person speaking to members of the press about a new product, a new player just signed to your home team or the president announcing a new policy? Maybe you saw Michael Vick apologize to fans and dog lovers after he pleaded guilty to the dogfighting charges brought against him. If so, then you've seen a press conference in action. A press conference is a staged public relations event in which an organization or individual presents information to members of the mass media. Along with the press release, public relations professionals use press conferences to draw media attention to a potential story. Press conferences are typically used for political campaigns, emergencies and promotional purposes, such as the launch of a new product. Political activists hold press conferences to state opinion on proposed legislation, and candidates use them to communicate their stance on important issues.
Emergency press conferences are held in response to a crisis or disaster. During the aftermath of Hurricane Katrina, the mayor of New Orleans, the governor of Louisiana and the president all held multiple press conferences to keep the country abreast of events that occurred, as well as the steps being taken to resolve the situation. Emergency press conferences serve a dual role as both public service and public relations, since those responsible for the crisis can use the press conference to regain public trust. Promotional press conferences are among the most common. Public relations professionals use press conferences to make important announcements to gain coverage in newspapers, magazines, blogs and on TV news broadcasts. Promotional press conferences offer several advantages, such as the ability to reach all media outlets at the same time while controlling the message. A press conference also can build excitement or anticipation about an event. Press conferences can waste time and money if the story isn't newsworthy or the press conference is poorly organized and executed.
In this HowStuffWorks article, we're going to explain the ins and outs of planning a press conference, walk you through the key steps, and then explore the emerging trend of Web conferences. Read on for step-by-step instructions on how to plan a press conference. Press conferences require journalists to travel and set aside time from their busy schedules, so they should be reserved only for stories that are compelling and newsworthy. Journalists work under tight deadlines. If you hold a press conference too close to when a reporter must file his story, he won't be able to attend. It's important to research the deadlines of local journalists and plan accordingly. Avoid Mondays and Fridays, because these days are likely to be the busiest for journalists. Mornings are always preferable, since it gives daily newspaper and broadcast journalists more time to write their story. A press conference location is equally important for attracting journalists and serving their professional needs.
On-location press conferences can add a dramatic, visual backdrop for an announcement. Some locations make it difficult to meet the technical and logistical requirements of the media. To meet these requirements, it's sometimes easier to hold press conferences in dedicated conference rooms, either at an organization's headquarters, a hotel or in a local press club. Target press conference invitations to journalists and publications that have a proven interest in your news or event announcement. Once you've narrowed down your list of journalists, write a press release and/or media advisory. The press release should explain the news or announcement without giving away the entire story. It should also list which key spokespersons will attend the event and their availability for one-on-one interviews. Press releases and media advisories can be sent by e-mail or fax, depending on the journalist's preference. Both should be sent out at least a week in advance of the press conference, and it's a good idea to make a reminder follow-up call or e-mail to the journalist a day before the event.
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