A press conference is a media event at which a news event is made public and explained to the press. This could, for example, be part of the crisis communication. You set up a press conference when a more detailed explanation of the press release is important. This gives the journalists present the opportunity to give a (direct) response. In addition, it offers you the perfect moment to communicate with the media. This makes a press conference more than just reading the press release. A good press conference requires good content and preparation.
When do you organize a press conference?
It is better not to give a press conference than to give a bad press conference. Therefore, consider carefully in advance whether a press conference is necessary. If you can also make an announcement via a press release, you do not have to organize a press conference. Only organize a press conference if you can offer added value through contact with the press.
Examples of when to organize a press conference:
- Your story has news value; journalists find it worthwhile to come to your location.
- You want to tell something to several journalists at the same time.
- You are open to answer questions about the subject.
- Your location is easily and easily accessible.
- Technology is in good order (think of WiFi, speakers/microphones, possibility to 'tap' sound (for radio and TV journalists).
- News may be released live (no embargo)
What does a press conference look like?
Think about the story you want to tell and the image that goes with it. In any case, make sure it comes across as professional. If the location can contribute substantively to your story, an exclusive location is recommended (for example: the press conference for the Netherlands Institute for Human Rights in the Peace Palace in The Hague).
Image direction
Take care of the image direction; which image do you want to be broadcast on TV (do you have a back-drop that is large enough, is there no rubbish on the screen, etc.). Make sure there are not too large logos on the screen, journalists often don't like that. It is also important to think about your clothing, the TV does not like stripes.
Preparation
Prepare for a press conference always a dress rehearsal. Here you can practice being in front of the camera, prepare possible questions and formulate a clear core message of what you want to say.
Structure
In general, a press conference starts with a (read) statement announcing the news (consisting as much as possible of facts, circumstances and backgrounds that you want to tell). In the event of a crisis or disaster, there is a clear division of roles: the process information (facts and circumstances) is provided as much as possible by third parties or issue owners: the company spokesperson, the spokesperson for the police/fire brigade/public administration/etc).
The director of the company (highest ranking) always participates in the press conference, but mainly focuses on giving meaning and interpretation ('it has been terribly hard'; 'we are in close contact with those affected'; 'looking ahead, this news means that we have to take difficult steps'). This means that he/she is seen more separately from the facts and is more likely to be perceived as addressing the emotions that people have. Questions may follow the statement(s).
Indicate clearly how long it will take and how many questions may follow. After the end of the press conference, the spokesperson(s) immediately leave the room (no chance for 'doorknob questions') - unless the medium has indicated that it wishes to conduct separate interviews.
Moderator
Provide a moderator who directs the press conference (welcomes / introduces people behind the table / keeps an eye on time / gives journalists the words and cuts off repetitive questions if necessary. The moderator is emphatically not concerned with the substantive answers to to ask.
What is a press briefing?
A press briefing is a moment organized to inform a journalist about a specific subject (read: news) during a meeting or one-on-one.
What is the difference between a press briefing and a press conference?
A press briefing is more informal and smaller-scale than a press conference. At a press briefing you engage in more conversation with the journalists. At a press conference you often report news and there is room for some questions, which has a much more formal tone.
What is the purpose of a press briefing?
Sharing information with one (or more) journalist(s) in a personal and accessible way.
When do you organize a press briefing?
- If your story is newsworthy
- This can be done in real life (on location), but also via telephone or video conference
- Briefing generally also offers space for questions from journalists
- There may be one embargo
- In principle, journalists are invited personally
- Briefing does not necessarily have to be done by the CEO/director, it can also be done by an internal (trained) expert or even by an information officer.
Who organizes the press briefing?
In addition to the person conducting the briefing, always ensure that there is a second person (spokesperson/moderator) who directs the briefing. The second person welcomes the journalists, introduces people, keeps an eye on the time and ensures follow-up. This person is emphatically not responsible for answering questions substantively, but is more of a kind of moderator.
Preparation
To prepare for a press briefing, just as you would for a press conference, always a dress rehearsal. Here you can practice standing in front of a group, prepare possible questions and formulate a clear core message of what you want to say.
Structure
A press briefing starts with an introduction of the speakers, after which the story is told. This can be done through a presentation or a film. You often use background material at a press briefing, which is different from a press conference. In addition, a press briefing often gives you the opportunity to ask questions in between. This gives more of the feeling of an informal and open conversation.
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Do you have questions or doubts about when you should choose a press conference or press briefing, and how best to approach it? Please contact us!
Source: The Media Handbook, C. Huijskens and D. Istha | Communicating with the press and media, R. Weyns
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