Coaching

If you have something to tell the press go to them. If not, don’t. If there is one thing journalists hate, it’s being fed a story that is irrelevant or does not warrant a trip. In that case, just send out a press release. Many companies still seem to think that it’s reason enough to call a press conference because the last one was a long time ago. That’s not enough, it’ll just get journalists’ backs up and get you bad press.

To judge whether a subject is relevant, ask yourself whether it’s enough to warrant an article more than a few lines long. To find out whether a press conference is called for, ask yourself if the subject is likely to generate questions and whether you have some good answers. A press conference also makes sense if the subject has pictures to it (preferably moving ones) and if company representatives are willing and able to speak in front of a camera. In all other cases, a telephone conference or a press release will be enough.

So you’ve decided you want to hold a press conference. To make it a success, be clear about the subject and phrase it so that journalists will be curious. Allow plenty of lead time and be careful whom you invite. Estimate an attendance figure and choose the venue accordingly. Nothing is more embarrassing than a press conference attended by just a few journalists and held in an oversized room.

Provide attending journalists with helpful background material including, of course, your key messages, backed up by convincing arguments. Put all this together, and your press conference is pretty much assured of success.