June 22, 2004
The Proper Use of News Conferences
When you were younger, did you ever have a classmate that was always a showoff? You know the type...They claimed they could do anything. They'd even brag that they could chew through a brick wall with dentures.
Some adults are still this way and will do anything to get attention. Such is the case with many people who call news conferences.
Few media events are as misunderstood and abused as the press conference.
* News makers * love the concept of calling a press conference because it makes them feel important. Schedule a press conference, they reason, and reporters will trip all over each other to get the best seats in the house.
That couldn't be further from the truth. The media actually despise press conferences for several reasons:
First, reporters are all fed the identical story. Unless a reporter can steal a few minutes alone with the news maker, the story in tomorrow’s paper will be very similar to the one in the other newspaper across town, on the 11 o'clock news and on all the local radio stations.
Second, press conferences (also known as news conferences) are often mistakenly called to make announcements that aren't very newsworthy. A reporter might have to fight rush-hour traffic, search in desperation for a parking space, only to learn that the news conference he almost broke his neck to get to on time was for a minor announcement that could have been handled a lot easier and quicker with a press release.
Third, press conferences are usually controlled by the organization that calls them. In other words, it’s their show, so they get to make up the rules. Reporters usually can't yell out questions whenever they feel like it.
Fourth, the news conference is oftentimes limited to a specific time period, like 15 minutes. So if time runs out before all the questions are answered, tough.
Fifth, a press conference seldom results in interesting visuals for television. Usually, there’s little more to photograph than a bunch of talking heads.
Sixth, reporters know that the press conference is nothing more than spin. A company will do everything necessary to put its best foot forward, even if it means refusing to answer certain questions.
So how do you do a successful press conference? Here's a report that shows you how - The Press Conference: When to Hold It and How to Do It Right. It teaches how to get around the issues named above and how to actually conduct a conference in a way that delivers great news while helping you to look great.
