Exercise 2 Press Conference
Objective:
Having a press-conference is the conventional method of calling reporters
and revealing to them matters of significance or importance by people in
authority. Any person who has got some information to be made known to
public can call for a press conference. Since calling a press conference is
an easy method of communicating with media organizations, it is a very
effective tool. As it becomes the responsibility of the corporate
communication department to organize press conferences, it is essential for
the student to understand various components which pertain to the same.
After undertaking this guided exercise, you should be able to organize a
press conference in a responsible manner.
Press Conference
A press conference is a voluntary presentation of information to the media.
In a press conference, you decide what information is presented, how it is
presented, and who presents it. It is an opportunity to get your story on TV,
radio or in the paper. To hold a press conference you first contact the
media, pick a time and place, make a presentation and then respond to the
reporters’ queries.
The press conference can prove to be an efficient method to publicize your
news, but it must be strategic and well organized in its entirety. Such a meet
may be arranged in star hotels, press clubs or in the office of the person/
institution who/which wants to communicate something to the press.
Proceedings of the Press Conference
A news conference is often announced by sending an advisory or invite
preferably well in advance. However press conferences sometimes are held
spontaneously when several reporters gather around a newsmaker.
In a news conference, one or more speakers may make a statement, which
may be followed by questions from reporters. Sometimes only questioning
occurs; sometimes there is a statement with no questions permitted. News
conferences can be held just about anywhere, in settings as formal as the
president’s office, in a room set aside for the purpose, to as informal as the
street in front of a crime scene.

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The corporate generally organizes its press conference in a hotel or at its
office.
In this era of technological revolution the corporate department may even
organize video conferencing. We are aware that video-conferencing is the
process and concept of organizing a press conference using the Internet.
Videoconferencing can be at a national or an international level. Journalists
can participate in a video conference from anywhere without leaving their
offices. They just need to seat in front of a computer connected to the
Internet and ask their questions to the speaker by using a microphone or in
chat-mode.
The other method of organizing a press interaction is via a teleconference or
‘tele-seminar’, which is the live exchange and mass articulation of
information among several persons and machines remote from one another
but linked by a telecommunications system. Terms such as audio
conferencing, telephone conferencing and phone conferencing are also
sometimes used to refer to teleconferencing. The telecommunications
system may support the teleconference by providing one or more of the
following: audio, video, and/or data services by several means such as
telephone, computer, telegraph, teletype, radio, and television.
Whatever may be the mode of press conference, the corporate/PR
professional has to get ready to organize the conference well, for which the
professional has to understand why the client/ individual wants to organize
the conference. The obvious reasons are as follows:
 To get publicity about the efforts of the organization
 To get widespread media coverage
 To send a message to a decision maker about what the organization
wants
 To get more people involved in your organization
 To show the strength of the group
Whatever may be your organizational goals, remember, the client/
organization is desirous to announce, reveal or talk about something which
is newsworthy.

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Steps to Organize a Successful News Conference
The steps are as follows:
Step 1: Plan ahead. At least two weeks before the event, talk to your boss
about what you want to do and how you want to do it. Clearly state a good
reason for holding a press conference: the news you are going to reveal has
not been covered in the press yet or there is an emergency, or an important
new issue. Decide what message you want to deliver through the media.
Step 2: Select the venue and fix the time. Find an appropriate place that is
convenient and has the facilities you need. Where you choose to have a
press conference depends on your needs and the specific circumstances of
your situation. If you decide to hold the press conference indoors, be ready
to provide technical assistance for reporters, such as phones, microphones,
enough light, etc.
Step 3: Prepare props, posters, banners and a ‘press kit’. Since a media kit
should contain fact sheets, a news release text of the statement, and visual
materials such as photographs that may help reporters to create and
produce their stories, it should be prepared with utmost care. A press kit can
also contain stationary: pen and scribbling pad – to aid the process, and
they ought to be distributed to the media at the time of the conference.
Step 4: Organize a list of reporters you plan to contact about your news
conference.
Step 5: Invite the media. Send a press conference advisory to appropriate
local media outlets at least a week before the press conference. Follow up
with a phone-call two days before the press conference to make sure that
everyone received the advisory. Call them the day before to remind them
about the event. Write and fax news advisory.
Step 6: Help the boss/client if necessary while formulating the statement
he/she plans to make at the press conference. Prepare the spokesperson(s)
to deliver the message. Advice the members who are addressing not to
cross talk or mix the message.
Remember the press often will want to interview the spokesperson. Let the
press know that the speaker is available after the press conference. Prepare
your speaker with 30-second answers for radio or TV, as also with quotable,

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simple messages for print reporters. If possible help your speaker practice
with a video camera or tape recorder.
Step 7: After the conference is over, hand deliver copies of your news
release and statements to any reporters who didn’t show up.
Step 8: Before you start planning, check the budget allotted for the press
conference.
Step 9: Last but least, on the day of the conference, arrive early to situate
speakers and organize materials. Prepare a check list for the cause:
 What is the budget?
 Is the date, time, and place convenient for the media and the
guests?
 How many people do you expect? Do you have enough space to
accommodate all the invited people?
 Technological support...!
 Did you invite everyone you want there?
 What if not everyone shows up? Do you have a smaller room
available?
 Does your chosen place suit and accommodate the media’s
equipment needs (TV cameras, electrical outlets, microphones etc.)?
Does it all work? Did you check it? (The easiest way to check it is to
ask the members of the media as regards their needs.)

Worksheet:
1) How do you organize an emergency Press Conference for an
educational institute given a limited budget? Chalk down the
necessary steps you would consider in working it out.