Press Conference

PRESS CONFERENCE

When to Hold a Press Conference

There are times when a press conference or media event is the best way to deliver important information about your program. Press conferences can be efficient and exciting and have the advantage of reaching multiple reporters at a single event. They heighten interest in the story and may reinforce the natural competitiveness of the press, increasing the prospects of your story being covered. But all of this is predicated on having interesting, newsworthy, and timely information to announce. If the event does not live up to its billing, reporters probably will not cover it, and it will be much harder to bring them out for a subsequent event. Therefore, consider the following points in deciding if you should hold a press conference:

1. • Is your story newsworthy, timely, and of interest to news-reporting organizations?

2. • Are there alternative means of delivering your message that would be equally or more effective?

3. • Does the press conference offer reporters special advantages, such as interesting visuals or direct access to experts, key officials, and other important figures?

Successful press conferences invariably involve a great deal of staff time and should not be undertaken without good reason. Even with a strong topic and story, it is not easy to secure press attendance. After the event, getting your message to the members of the press who were unable to attend iscan be labor-intensive.

Some eEvents do that warrant press conferences may , however. These may include:

tThe announcement of the formation of a clean air coalition,

tThe launch of a new public education/information program,

aAnnouncement of receipt of a major grant to fund clean air activities,

rRelease of an important survey or study,

or aAchievement of critical goals or milestones.

A press conference also may be appropriate to respond to a crisis or to inform the press of a position your...