Let's paraphrase Hamlet: "To press conference or not to press conference? That is the question!" Here are nine basic tips to ensure you are following the right PR route
before plugging in the podium microphone.
Is genuine news being announced at the press conference? Don't get carried away into thinking every announcement is genuine news. Press conferences should be reserved
for announcements that have a significant impact internally or externally.
Bring on the all-stars. A press conference demands the heavy-hitters at the podium. Anyone lower than the president-chairman-CEO level should be shooed away from the
microphone. If the announcement involves the introduction of a celebrity spokesperson or endorsee, make sure that name-star is present.
Don't try to spin away the bad news. If the press conference is being held to formally present anticipated bad news (such as layoffs or shutting down of facilities), be
upfront and honest in addressing the issue. Don't try to spin this into a forward-thinking commercial with the bad news as an aberrant blip mentioned as a seeming afterthought.
The media shares a trait with delicatessen workers: They are experts at slicing baloney.
Location, location, location. If the announcement is related to corporate news, hold the press conference at corporate headquarters. If that is not feasible and you
have enough time, rent a ballroom at a classy hotel that can accommodate media set-ups. Holding the press conference at a PR agency's office may give some media people the
impression that it is not "real" news. Also, try not to hold it outdoors (where uncooperative weather and external noises are beyond control).
Timing is everything. If it is possible, try to hold the press conference in the morning - especially if you are seeking TV coverage. This will enable the story to
appear on noontime TV news reports and get positioned in a better slot for evening TV news. If you are not angling for TV coverage, the morning is also better for getting your
story in a prime spot on the news wires and Net-based news services. If the announcement is financially negative, don't wait until after 4pm - the impact of bad news is not
ephemeral and the markets will react accordingly when trading resumes in the morning.
Supply press kits. Make sure there are plenty of up-to-date press kits available with all of the key news items, talking points and company background handy. Make sure
this information goes live on your online newsroom simultaneous with the press conference. (If you don't already have an online newsroom, build one.)
Keep your own video record. Make sure you have your own cameras set up to videotape the press conference. This could be used either for reference, or for creating VNRs
or promotional videos.
Don't wing it. Never allow the person at the podium to get in front of the press without thoroughly preparing sample questions that may be asked. A press conference is
no place for "gotcha" moments (remember when President Bush was baffled when asked if he saw "Brokeback Mountain"?).