PRESS CONFERENCES

• Before the Press Conference
• If the Press Conference Is Off Site
• During the Press Conference
• After the Press Conference

Press conferences bring together members of the media and the public and one or more government officials in a question-and-answer session, usually at a location selected by the government official. Press conferences offer a chance for citizens — through the press — to question government officials and a chance for the government officials to take their message to the people through the media.

"When you have press conferences on a regular basis, they allow for steam to be released," says David Beckwith, former vice presidential spokesman. What that means, he says, is that, over time, an aggressive sort of pressure builds up in reporters who have questions they want answered, and that pressure is released in a press conference.

"Having a press conference is a good idea when you have something to announce or something positive to say," Beckwith says. "Think of why you are doing it and what will come out of it."

Before the Press Conference

The first step in setting up a press conference is to be sure there is news. For the head of a country, this is rarely a problem. For the head of a small government agency, attracting the press could be more difficult. Reporters don't like spending time at what they consider a non-event when they have other news competing for their attention. Among the steps to take in setting up a press conference:

• Determine the topic of the conference and whether there is news to be made.
  
• Decide if a press conference is really necessary, or if reporters can write an accurate, thorough story with a press release, a fact sheet, and a follow-up telephone conversation.
  
• Decide what the government official will say in his or her opening statement.
  
• Write talking points for the government official for the opening statement. Just as in doing an interview, focus on making only three points. More than that is too much.
  
• Identify possible questions that might be asked and appropriate responses to each question. These need to go beyond the intended subject of the press conference since reporters may ask questions on other issues. Some press offices keep a list of topics on their computers to be frequently updated so the material does not have to be newly written each time.
  
• Stage a mock press conference the day before the actual conference, especially if the government official is uncomfortable responding to potential questions. Have the press office staff pretend to be reporters and ask questions of the official. This allows both official and staff to become aware of potential gaps in their responses.
  
• Pick the date for the press conference carefully. Check the event against the long-term calendar of other government offices to ensure there are no conflicts with other news events that day.
  
• Pick the time for the press conference. Mid-morning or early afternoon is often the best for the various news deadlines.
  
• Choose a location that is accessible and can meet the technical requirements of the media. The site should also be visually attractive and enhancing to your message. For instance, if agriculture is the topic, pick a farm as a backdrop. If it is education, perhaps a school library.
  
• Determine whether to use visual aids. Is there a good visual, such as a big chart, that the government official can show during the press conference? Have it next to the official so that television cameras can include it. Also, have the visual printed and put in a press packet so reporters can refer to it as they write their stories and have it printed in the newspaper or shown on tape.
  
• Decide who, if anyone, will introduce the government official at the press conference and who will conclude it.
  
• Notify reporters. Besides those who cover the official regularly, you might expand the list of reporters, depending on the topic. For instance, if the intended story is on the environment, you might also notify environmental reporters.
  
• Telephone reporters a day or two before the event to remind them of it. Try to get an idea of who is coming and who is not. You may need to get a larger or smaller room.
  
• Put the announcement of the press conference on a news wire service calendar.
  
• Send a fax or e-mail to out-of-town press who may be interested in the topic but are unable to attend the press conference.
  
• Allow time for the writing, printing, assembling, and transportation of any press materials, such as press kits, press releases, backgrounders, biographies, and photographs.
  
• Decide if credentialing the press is necessary. That is, will only certain reporters be invited.
  
• Manage all the technical requirements of the press. Arrange for lighting platforms, special power, translation, and mult-boxes audio equipment that has a single input and multiple outputs that go to recording devices). Make certain that anything that will be used works.
  
• Assign a staff member to manage the logistics of the conference. On the day of the event, he or she should be at the site well in advance and should be prepared to handle unexpected logistical problems, such as outside noise and bad weather if it is an outdoor event.

If the Press Conference Is Off Site

• Decide if you need a holding room or hospitality suite for the government official.
  
• Have adequate space that meets the technical needs of reporters.
  
• Have the names, phone numbers, and cell phone numbers of key people at the site, such as the head of security, the maintenance superintendent, and public relations staff.

Although you are a guest at another location, planning all the aspects of out-of-town events is as important as planning events on your home turf. Things can and do go wrong. For example, one government official traveled several hours to dedicate a new hospital facility. He and his press secretary knew he would take press questions after the dedication, but they neglected to arrange for a place where this could occur. The official wound up giving a press conference for 15 reporters in a hospital hallway, with a school band playing so loudly that reporters could not hear, and in a space so narrow that TV camera operators could not get a good picture.

At least a week before the event, the spokesperson should have asked the hospital for a room to hold the press conference, notified the media as to its availability and time, and had the press aide traveling with him go to the room in advance — even an hour ahead of time — to check it. Instead, the reporters were frustrated, and the government official missed the opportunity of a good-news story.

During the Press Conference

• Have a sign-in sheet for the press and any visitors so you know who was there.
  
• Tell reporters at the beginning of the press conference how much time the speaker has, and be prepared to cut off questions at that time.
  
• Keep the press conference and statements short. The press will be more receptive to an official who makes a short statement and takes questions as opposed to one who gives a half-hour speech.
  
• Allow time for questions.
  
• Tape the remarks made by the government official so that they can be transcribed for a permanent record.
  
• Get responses to unanswered questions. If an official is asked a question that he or she cannot answer, he should admit it but promise to get back to the reporter later that day — before his or her deadline — with the information.

After the Press Conference

• Put a transcript of the press conference on your Web page as soon as possible to make it widely available.
  
• Send hand-out materials and a transcript to any media who could not attend but have an interest in the story.
  
• Fulfill all promises for additional materials or responses to unanswered questions within deadline times.
  
• Critique each step of operation, and write up your notes for the next conference.