Inviting Media InWeek 11

The News Conference

• Also referred to as a media or press conference, or media briefing

• Allows an organisation to give the same message to all relevant media, all at the same time

• Often used for “big” announcements, or for strategic impact, or for launches (and can be in conjunction with familiarisation tours e.g. ChCh EQ zone)

• The challenge is often getting the media’s attention and guaranteeing attendance (don’t time your conference to clash with something else significant or a busy news time).

Why a News Conference?

• Reach many media at once • Minimise time & effort spent by your spokesperson

giving interviews • Minimise your costs in catering to journalists’ needs

by using economies of scale • When control/timing of message is key (e.g. interest

rate changes, disasters) • To clear the air, set the record straight, diffuse a

situation, or when there’s a crisis

The Process

• Invite all relevant media with an email “alert” or “advisory” (covering who, what, where, when, why) – sound interesting but don’t over promise

• Ensure you have the right (senior) staff to act as spokespeople (ideally also available for one-on-one interviews afterwards)

• Consider the right environment for the conference content, and take care with logistics including parking

• If it’s breaking news, any realistic time is acceptable; if it’s routine, choose a convenient time that fits with the news cycle (to optimise attendance) – early in the week and before midday best

• A supporting media release should also be produced; perhaps a full media kit

The MOST important thing to consider when planning a media conference is: • WHY would the media want to come? • WHAT will they get out of it that they wouldn’t get from

one-to-one, exclusive contact? • SEE something that will only happen ONCE • HEAR something that will only be said ONCE

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Don’t have a conference if:

• A media release could do same job • You don’t have outstanding news • You only have good or simple news (see point one) • You don’t want some things that haven’t yet been

uncovered to come to light, either on this topic or another topic about your client

• Your spokesperson cannot confidently and convincingly answer all questions or good talent is unavailable

• You could offer exclusives to get better targeted coverage

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Media Training

• Senior management or key personnel are required to “front” a media conference (best if they are personable, good voice, well presented/mannered, quick-witted)

• Your role as a PR or media advisor is to prepare these people for the situation; to make a formal statement or announcement and to take journalists’ questions

• Key messages should be concise, conversational and catchy (Johnston, 2007)

Webcasting

• Media conferences can (and probably should) be streamed live online (and subsequently posted) – part of the shift towards “visual PR”

• Webcasting is cost effective and opens your conference up to a wider audience

• Webcasting gives you more “control” over all aspects of your message presentation (no editing); and is a useful contribution to an online media room (Breakenridge & DeLoughry, 2003)

Journo – PR Relationship

• In your role as a PR/media liaison, you will be regularly interacting with and hosting journalists (and preparing/training other organisational staff to develop key messages and “front up”)

• Events like media conferences will run more smoothly if you have a positive professional relationship (though not a friendship!) with key media, and if spokespeople are well prepared

• See your Doorley & Garcia (2007) reading for more on reputational aspects

Don’t Forget

• Next week is our last lecture…I will also talk about the exam then