Having just held a press conference regarding a hot-button political issue, what better time to point out all the lessons I have learnt over the course of several years (and several mistakes).
This list is not a manual, it's not exhaustive and it is not sequential, but hopefully it helps to provide some ‘outside of the textbook’ examples!
This one is pretty obvious, but can be elusive due to rose-coloured glasses. Reality check incoming…. Most of the incredibly interesting things you have to say are, I’m sorry to tell you, incredibly uninteresting to mainstream media. Don’t invest days of work into a conference without a strong pitch.
There are endless articles about what you can do to develop newsworthy angles but a good PR Pro avoids fabricating news from an underwhelming source - instead choosing to tailor a pitch based on relevancy and to encourage their organisation to undertake newsworthy ventures.
Case example: Our press conference only became newsworthy due to a separate issue concerning a legal appeal in the High Court. Had this event not taken place, we would not have entered the debate. Don't abandon every idea just because the timing isn't ideal right now.
Here's a great example from an overseas firm about newsworthiness for press conferences:
This applies to leveraging another news angle as well as understanding the media cycle and where your conference could fit in. You generally wouldn’t hold an event at 4pm in the afternoon for example. Unless you’re announcing the discovery of alien life, most stories will have been filed and you’d be lucky to achieve a cursory glance from a weary reporter.
Case example: We held our event at 11am – a bit later than ideal due to coordinating six different spokesperson’s diaries, but still a good time for afternoon broadcast.
Your invitation needs to be succinct but robust. Short but comprehensive. Not a word too many nor a word too few.
This is not the place for hyperbole. It’s a five second elevator pitch to sell the Who, What, Where, When and Why. As a journalist, why should I interrupt my day to come to this? Why should it demand my attention?
Extra tip: you may wish to customise your alert for different outlets (targeting the ‘What’ element in particular). Also, if the topic requires it, include a separate backgrounder.
More on media alerts.
Treat it like you would any function. Have a checklist, agenda, bump-in and bump-out plan (all of which should be flexible enough to change should they need to).
If it’s a joint event with other organisations, have their media offices been brought up to speed?
Common questions to ask:
The media alert you issue should also detail what type of visual opportunities will be available. Newspapers need compelling photos, TV need short but sweet video.
Make sure your backdrop is compelling as well. Outdoors is fine but be mindful of distractions.
Case example: Immediately after the conference on Friday, we had a designated walking shot which had already been scoped out. The backdrop was relevant to the issue and was engaging without being distracting.
Have a formal press release approved and ready to issue immediately after the event. Have printed copies of any backgrounders or past releases which may help.
Organise a professional videographer to take some b-roll (raw footage without any polish that can be provided to media who did not attend) and have your own photographer snapping away. Then process this as quickly as possible for sending to media who could not attend.
More on b-roll.
Develop key messages for the interview and sit down with your spokesperson(s) one-on-one. All of this assumes your speaker has already been through formal media training (if not, cancel the conference and book it in!).
Think of what sound-bites will be taken from the statements developed and ensure you have a plan to get back on message should a question threaten to derail your event.
This list is not a manual, it's not exhaustive and it is not sequential, but hopefully it helps to provide some ‘outside of the textbook’ examples!
1. Be newsworthy
There are endless articles about what you can do to develop newsworthy angles but a good PR Pro avoids fabricating news from an underwhelming source - instead choosing to tailor a pitch based on relevancy and to encourage their organisation to undertake newsworthy ventures.
Case example: Our press conference only became newsworthy due to a separate issue concerning a legal appeal in the High Court. Had this event not taken place, we would not have entered the debate. Don't abandon every idea just because the timing isn't ideal right now.
Here's a great example from an overseas firm about newsworthiness for press conferences:
2. Timing is everything
Case example: We held our event at 11am – a bit later than ideal due to coordinating six different spokesperson’s diaries, but still a good time for afternoon broadcast.
3. Re-write your media alert. Then re-write it again.
This is not the place for hyperbole. It’s a five second elevator pitch to sell the Who, What, Where, When and Why. As a journalist, why should I interrupt my day to come to this? Why should it demand my attention?
Extra tip: you may wish to customise your alert for different outlets (targeting the ‘What’ element in particular). Also, if the topic requires it, include a separate backgrounder.
More on media alerts.
4. Know the plan, and communicate the plan
If it’s a joint event with other organisations, have their media offices been brought up to speed?
Common questions to ask:
- Who will greet and brief the media?
- Who will ensure timing is adhered to (start/questions/end)?
- Will spokespeople be available after the main conference for individual grabs? Who will coordinate this?
- Are there multiple spokespersons. Who will speak first?
5. Talking isn’t enough. Provide visuals.
Make sure your backdrop is compelling as well. Outdoors is fine but be mindful of distractions.
Case example: Immediately after the conference on Friday, we had a designated walking shot which had already been scoped out. The backdrop was relevant to the issue and was engaging without being distracting.
6. Nail the follow-up
Organise a professional videographer to take some b-roll (raw footage without any polish that can be provided to media who did not attend) and have your own photographer snapping away. Then process this as quickly as possible for sending to media who could not attend.
More on b-roll.
7. Prepare your spokespeople
Think of what sound-bites will be taken from the statements developed and ensure you have a plan to get back on message should a question threaten to derail your event.
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