Press conferences are an excellent way to attract media attention or make an important announcement. They are usually well followed by journalists, but can also be broadcast on social media or online. Being a specific format, organising a press conference can be quite complex. Your organisation’s image is at stake, so it is important that everything goes well.
Here are our best tips and advice for organising a successful press conference.
Summary
1. Send out a press release
Start by making a list of media you want to invite.
Choose a few journalists or communications staff for each editorial office and invite them via an e-mail or telephone press release. The right approach is to contact at least one or two people per newspaper, magazine or TV station.
A press release is the most appropriate communication tool to announce your press conference. Briefly state the purpose of the press conference and important details such as the date, time and location. Ideally, send the press release two to three days in advance.
2. Choose the right time and location
When planning your press conference, first think about a suitable time and location that fits into the news agenda as well as the agenda of most journalists. The best times for a press conference are usually between 10am and 3pm, or in the evening around 7pm. The best days are Tuesday, Wednesday or Thursday.
Another important factor is location. The media rarely move more than a few minutes before a topic, unless it is a very important news event. Therefore, make sure your location is well located, and that there may be a symbolic or substantive connection to your announcement.
If you are organising an outdoor event, it is essential to provide an alternative plan for bad weather conditions. Journalists will not come to an outdoor activity if rain is predicted.
3. Organise your press conference well
Journalists appreciate well-structured press conferences. It is your responsibility to provide sufficient space for both written press and audiovisual media. Let professionals take care of camera set-ups, lighting and other technical aspects.
Also clearly define your goals. Do you want to:
- Make an announcement about your organisation, a new product or a change in your structure?
- Respond to an ongoing conflict or pressing questions from the outside world?
- Respond to negative media coverage or criticism?
Draw up a summary of the key points you want to cover. Also make sure these key points are included in the press kit you hand out on the spot.
4. Pay attention to the visual aspect
It is important to create an attractive and visually compelling setting for your press conference. Again, if you want media attention, there must also be something worth filming or photographing. This also enhances the professional look of your message. Think of a talking point, banners, visuals or products in the spotlight.
5. Provide a script
Prepare a detailed agenda, including a full schedule of the event before the press conference, and follow it closely on the day. If your press conference starts late, is chaotic or deviates from the line, it will leave a negative impression on journalists.
On the day of the press conference, it is important to arrive several hours in advance to get everything in order. Make sure attendees can register and indicate which medium or company they are coming for. This can be done through online registration with access control or with a paper list – although the latter usually takes longer. Also make sure there is enough seating, facing the spot where you will address the media.
Remember that journalists usually ask a lot of questions at the end of the press conference. Prepare well and do not be afraid to say honestly that you still need to verify something if you do not know the answer at that moment.
6. Hand out press kits
After the press conference, don’t forget to thank the attendees. Journalists expect a press kit with basic information about your organisation. Make sure you have enough copies available, even if you have sent them in advance via e-mail.
Use the attendee list to contact the media afterwards. Thank them personally, be open to questions, or suggest sending a digital version of the press kit after the event. This is the ideal time to build lasting relationships, so be positive and approachable.
Want to organise a press conference yourself? Weezevent supports you with user-friendly and efficient online solutions: registration and ticketing, access control and a powerful CRM system to activate your target group and increase your impact.
