10 Tips for Successful News Conferences

1. Consider whether it is appropriate to hold a news conference.
You should consider organizing a news conference only if you have a big, newsworthy story, the participation of a high profile speaker, a major new initiative or important new findings or research data.

2. Consider other options to a news conference.
If your news story is only moderately newsworthy, consider other ways of disseminating it to journalists such as a "desk launch" (e-mailing or faxing your release to journalists and following up with a call), an informal press briefing over breakfast or lunch, one-on-one briefings with individual journalists, or providing the story to just one media outlet as an "exclusive."

3. Get the timing right.
With few exceptions, never schedule your news conference for evenings or the weekend. Check that you are not competing with other important news events the same day. Hold the event in the morning or around lunch time so reporters can meet deadlines.

4. Find a good location for the news conference.
Use a central well-known location convenient for journalists and appropriate for the event. Avoid large rooms that give the appearance that few people attended. Make sure the noise level of the room is low.

5. Give attention to arrangement details.
If anything can go wrong, it probably will. Be prepared.

Reserve space at the back of the room for television cameras, possibly on a raised platform.
Reserve a quiet room for radio interviews following the news conference.
Ensure light and sound systems are in working order.
If possible, have fax, phone and e-mail capability available.
Consider displaying large visuals, such as graphs, logos or charts.
Prepare a "sign-in" sheet for journalists.
Be sure the switchboard of your organization knows where to direct follow-up calls from journalists.

6. Consider what other materials might be useful for the media.
In addition to your news release, consider providing journalists with fact sheets, case studies, reports and easily-understood graphs. Speaker biographies and copies of speeches are also appreciated. Consider putting all of these printed materials together into one press kit. Television crews often appreciate receiving B-roll images (broadcast quality video background footage).

7. Invite journalists.
A few things to plan for include:

Keep an up-to-date mailing list or database of journalists that might cover this issue.
Focus on ensuring that the most influential media attend.
Place your event in journalists' diaries seven to ten days before the event.
Always make a follow-up call to check that the right journalist has received the information.
Build interest and anticipation for the event without giving out the real "news" of the story.
Consider providing general, background briefings to important journalists prior to the event, without disclosing to them the details of your news story.
Wait until the event to distribute your news release to create an element of suspense. If you decide to distribute it prior, use an embargo to prevent journalists from publishing before the event.

8. Prepare speakers.
A few things to keep in mind:

Select a moderator who will introduce speakers and manage questions after the presentation.
Select appropriate speakers who are charismatic, articulate and authoritative.
Brief speakers on the event's main message and prepare them on how to answer difficult questions.
Ensure that each speaker should present for only three to five minutes.
Have each speaker make different points, while still focusing on the main message.
Keep speeches short and simple aimed at a general audience and avoid technical jargon.
Be sure your speakers are available to stay on for questions following the event.
In addition to establishing these parameters with your speakers a few days prior to your news conference, also plan on holding a brief "speakers meeting" just hours before the event to remind them of these points.

9. Conduct the news conference.
Plan your news conference to last no more than 45 to 60 minutes. Start the event on time — avoid keeping journalists waiting. Encourage lots of questions. Answers should be kept short and reiterate main messages.

10. Follow-up.
When the news conference is over, give attention to the following:

When the event concludes, fax or deliver information to journalists who were unable to attend.
Gather news clippings of the coverage that result from the news conference and distribute them to important coalition partners and policy makers.
With a note or phone call, it is sometimes appropriate to thank those who provided good coverage.