The idea of attracting press attention is to raise your profile. Often this is done using press releases, but sometimes you may get the opportunity to go one step further and arrange a press conference. Many campaigners and charities use press conferences to let the media know about major new developments or events they are planning. But you need to know when and how to organise a press conference, or you could find yourself facing an empty room.
2. Making the news with your conference
The central goal of a press conference is to get a piece in a newspaper or a clip on tv or radio. To achieve this, it will have to grab journalists’ attention.
Make it newsworthy Before you plan your press conference, ask yourself: is my news new and interesting enough? Press conferences should be reserved for major turning points in your campaign, developments with wider legal implications, issues of interest to a large section of the population, or unique events. You could also call a press conference for exclusive access to a person whose story is going to make waves.
If none of these seems to describe your campaign's news, a press release would probably be more appropriate.
Get the timing right If you're trying to attract journalists from daily newspapers, you need to schedule your conference in the morning. This gives them plenty of time to get back to the office and write their story up for the afternoon deadline.
If you want to get your story in a weekly or monthly publication, find out when their deadline is and try and hold the conference a few days before. If you want to give exclusive or early access to your story, or parts of it, to a TV or radio programme, make sure the press conference is timed with them in mind.
Also remember to ensure that the date on which you organise your conference doesn’t coincide with any major events or public occasions.
A good speaker will grab press attention
Book a good speaker If possible, try to get a well-known speaker to take part in your press conference. This will generate greater interest. Book them well in advance, and make sure the date of the press conference works for them.
Publicise the fact that they will be attending your press conference and ask them to let their supporters or constituents know they will be speaking.
If you cannot get a celebrity or a senior politician, then an expert in the field, a local councillor or someone who has been personally affected by the issue are good alternatives.
No matter how good your story is, it is crucial that your press conference is well planned.
Pick the right location Choose a central and accessible venue that won't take journalists away from their desks for too long. Check that it’s well lit with little background noise. If you're planning to use presentation equipment, make sure that the venue has everything you need, including plenty of electrical sockets! If you want to have your event outside, make sure you have alternative arrangements in case of rain.
Promote it Send out mailings to people in the media well in advance, telling them why they should attend your conference. If you can, send the invites to particular people rather than just newsdesks. Follow these up with calls to check whether they're planning to attend. If they’re not, use it as an opportunity to persuade them to come along.
Offer refreshments Having food and drink will give you the chance to build up a relationship with journalists afterwards, as well as find out how they're planning to cover your news. You don't have to provide a five course meal. Tea and biscuits, or wine and crisps is all that you need.
Once you’ve persuaded journalists to attend, it’s important that you keep their attention. You need to convince them that your story is worth reporting.
Get the human interest angle Remember journalists are always looking for human interest angles. They are interested in who is affected by an issue and how their lives will change. Try to think about personal stories in advance, and provide evidence, or people, to answer questions where necessary.
Hand out freebies and they won't forget you
Keep it brief Make sure your conference is time-effective. Keep the speeches to a total of 30 minutes, allowing time afterwards for journalists to ask questions. The questions are important as they let the journalists find interesting points that you may not have included.
Be visually creative Try using photos, graphs or videos to bring your subject to life and demonstrate its importance. Using more than one speaker will also add variety.
Press kit Make sure they remember your key messages by providing them with a press kit to take away. Include a summary of what you have announced, photos and contact numbers. Some organisations also give journalists reminders of their cause such as pens, badges or even mugs.
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