Media Conferences

Criteria

The following questions should be considered before deciding to hold a media conference:

• 1.
  Is the information newsworthy?
• 2.
  Is the information too complex for a media release alone?
• 3.
  Is it necessary for reporters to receive the information at the same time?
• 4.
  Is there any visual value?
• 5.
  Will reporters be allowed to ask questions?

If the answer is yes to all of the above, a media conference may be in order. If the answer is no to any of the above, holding a media conference may be a mistake. Reporters will not appreciate attending an event that they will consider a waste of time.

Planning

Select a site for the media conference that will accommodate the media and their equipment and, if possible, reflect the topic. For example, a beach might be the setting for announcing an environmental cleanup project. Satellite news conferences are used to make announcements to a large number of media in different geographic locations.

Pick a date and time, being mindful of reporters’ deadlines. Media conferences should start on time and be brief.

Based on the topic of the media conference, select the most appropriate speaker to make the announcement and answer questions.

Decide the format for the media conference. Generally this includes welcoming the media, introducing the speaker, making the announcement, and answering questions from the media.

Anticipate all questions that may be asked, not just those pertaining to the announcement, and prepare the speaker(s) with answers.

Prepare visual elements. Reporters will want more than talking heads as subjects for photos and video. In addition, the name and logo of the organization should be prominently displayed.

Send a media advisory to the media that contains only the necessary details for the conference: the topic; the date, time, and place; the speaker(s), if appropriate; and contact information. Providing too much information will decrease the chances the media will cover the event, because they will already have the story.

Prepare a media kit that will assist reporters in developing their stories. Given to reporters upon arrival, media kits typically consist of a media release based on the announcement and other helpful background information, such as speaker biographies, fact sheets, or graphics.

Following the media conference, follow up with reporters who could not attend and track media coverage.