First, are you sure you need
a press conference? Would a news release be enough on its own?
If you can write an effective release you only need a press
conference if you anticipate two way communication between
you and the reporters.
Of course many press conferences are held for other reasons: late breaking
news (the Gulf war briefings, for example); product launches (reporters
actually get to drive the cars or use the digital cameras) and 'getting
to know you' sessions (often misguided - are you expecting people to
be impressed by you or by the new piece of software?).
Sometimes a press conference can have a negative effect. A little while
ago, in Iowa, journalists were invited to a briefing about a scheme
to enable handicapped people to work in electronics assembly plants.
Many reporters turned up, but the coverage in the newspapers and on
air was largely non-existent. The longest piece was by a reporter for
a local newspaper:
I couldn't understand why I was there.
I got a press release about an innovative new programme
to train the handicapped in electronics assembly skills.
Even though the press conference announcement wasn't very
clear, I went along because I thought it sounded like a
good story. When I got there I wasn't sure exactly what
the programme was about. When I left I still didn't know!
Aside from a few cliches and generalisations they didn't tell
us anything about the programme. They could have told us about
placement of handicapped workers on actual jobs, and there are
probably some interesting things about how assembly line equipment
is adapted for handicapped workers. But they didn't offer this
information, and were vague when I asked about these areas.
Not only that, they seemed confused about whether they were presenting
this new programme or all of their programmes.
I only saw two or three people participating in the programme,
but I saw fifty people running it. And I didn't get to see the
trainees working. None of them seemed handicapped. Their disabilities
might not have been apparent, but it was never made clear whether
these were disabled people or ordinary workers.
I couldn't tell if the people running the scheme were inept or
if they had something to hide. I had suspicions of both. There
were so many staff people there it was like they were trying
to overwhelm us; to keep us away from something. |
Well that was hardly good publicity.
They may have been very well-intentioned people. But next time
any of those reporters gets an invitation to a press conference
by the same PR company, you can guess the turnout - zero.
If your material isn't really hard news, consider getting in touch
with a few carefully selected reporters and developing stories directly
with them. This is particularly important if you're introducing a complicated
new product. Computer journalists writing about software hardly ever
go to press conferences; they insist on a one-to-one demonstration
so they can get to know the thing in depth.
On other kinds of story, many organisations will ask for an exclusive.
And if you can't give them that, they'll forget about your wonderful
idea. Of course, a television magazine won't care about newspaper coverage
and vice versa - but it's best to keep them informed.
So be sure you need to meet the boys and girls of the media face to
face.
And, if you are sure, press on for more about preparation.
