Things Can Happen, Preparation Are Required

It is true that press conference is still the flavor tool for the company to announce their latest movement, especially crisis communication. Two-way communication is one of the benefit which offers during the session; both parties are allowed to give their opinion or ask question during the press conference.

It is always encourage the organizer to inform the relevant department as soon as possible before holding a press conference. To achieve maximum impact, media conferences required well planed and publicized; which all of these actions need time to process.  

From the experience I learned from Eastern & Oriental Hotel, one of the organizer inform the Public Relations Manager in the very last minute (three days before the press conference) will create trouble to the hotel and also the organization themselves as they won’t gain as much as possible of media to come over to support on the event and publicity. As most of the press had already arranged their schedule and it will be difficult for them to switch their time. This is the moment to prove whether the public relations practitioners had done well in maintaining and building relationship towards media. When you manage to build a long term relationship with them, they will show support on you.

The following is the things that need to done before media conference:

·         Check on the availability of the venue. It will depend on the needs of the organizer. For example, will it require a projector or audio visual system to assist the press conference?

·         Invite the press. Send a media conference advisory at least a week before the event. Follow up with them two days before the press conference. One day before the event, call to the press and remind them regards the event.

·         Prepare background materials. A press release accompanied with the detailed background paper will help the journalist and press have a greater understand on the event.

Furthermore, try not to put two event under one press conference as it will confuse the press in their angle to write about the activities and also if separate two event in two different press conference will help the organizer increasing opportunities on publicity. Organizer should know about the goals of holding the press conference, thus it is organizer’s responsibilities to plan the press conference. Always remember to include something newsworthy to reveal, announce or discuss about.  

The most important thing is always be on time. The organizer cannot late then the press, as they might have another appointment need to attend and start on time can avoid this kind of situation. During the press conference, it is reasonable to give the press have a brief idea or background on the event and organizer but it is suggest to keep it short and straight to the point (it should not more than 15 minutes) and reading from the press release which already assigned to the press will not help them to get a greater angle on writing the news.

The day after the press conference, organizer can start to monitor on the media who had attend the press conference. By monitoring on the media outlets it will help you observe the impact of the event. Such as how many press published about the media conference? What is their angle to bring out the story? Did I achieve my objectives for holding a press conference? From the evaluation it will help the organizer to have a better idea on how to improve in the next press conference.

A well planned press conference will create a greater awareness on the target audience, increase the impact of the events and eventually achieve the organizational goals.

Soah Hui Sing

15414748

Miri Campus