Public Relations Tips: News Conference

At the end of a news conference, it is common courtesy to open your panel of experts up to questions from the press. This can be terrifying and spin madly out of control if not done properly.

The moderator should ask reporters to raise their hands, identify themselves, and ask their questions. If you allow a free-for-all, bedlam could ensue. Use this Q & A time as an opportunity to weave into the answers the most important sub-points you identified before the news conference. In other words, this is yet another chance to drive home your key messages.

One of the ways you can do this effectively is by practicing the bridging technique, in which you “bridge” from the reporter’s question to a response you want to give. Examples of bridges include “that’s a common misconception and I’d like to set the record straight” or “we’re asked that question often and the most important point we want to make about it is…”

For more tips on how to keep the ball in your court during a news conference, check The News Conference: When to Hold It and How to Do It Right.

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One or two people speaking on behalf of the organization that is calling the news conference is ideal. Many more than that, and it becomes too confusing. The media will usually want to hear from people at the top. So try to recruit your CEO or president as one of the spokespeople. You should also have a PR person on hand to control the news conference and possibly even to speak. Though it isn’t always possible, whoever speaks on behalf of your organization should have formal media training.

Never call a news conference with only one spokesperson. It can be overwhelming to stand in front of all those reporters who are screaming questions. Providing two or three people in the front of the room gives the spokespeople the chance to decide who wants to answer the question, depending on their background and expertise. It also gives them each time to gather their thoughts before answering the next question.

For a more in-depth guide to holding news conferences, check out The News Conference: When to Hold It and How to Do It Right.

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The news conference can serve you, the news-maker, very well if it is used sparingly and staged correctly. When you’re at the center of a bad news story.

Your product gets recalled. Your competitor files a multi-million dollar lawsuit against you for copyright infringement. A major explosion in your factory leaves 10 employees dead and 15 others injured. A member of your senior management team has just been arrested for operating a massive cocaine distribution operation out of your company’s warehouse. Your organization did something stupid and you must publicly apologize, then get on with business. If the media all get the same story, they might not give it as much emphasis because it isn’t their story exclusively.

For even more ways the news conference can help your public relations people put out fires, check out The News Conference: When to Hold It and How to Do It Right.

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