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The press conference is an event organized by companies, governments or organizations that aims to communicate relevant information simultaneously and to various media.
A press conference reaches the public through traditional media such as radio, television or the Internet and allows you to increase your relationship with the specialized press on a particular theme.
When planning this type of event, it is essential to define the content of the message you want to convey. You must also evaluate the relevance of the information, which implies that it must be a topic of great interest or to cover urgently.
In case the topic to be developed is not relevant or actual enough, it will be better to send press releases, or invite journalists to small meetings, such as work breakfasts or lunches.
Some tips for organizing a press conference:
- Set the date and time, taking into account working and non-working days, as well as events related to the media.
- Determine a place of easy access. Include a plan in the invitation to facilitate logistics.
- The invitation must include place, date, objective, participants, program, telephone and email to confirm attendance. Try to send them at least two weeks in advance, and keep track of each one.
- Issue printed and / or digital credentials for guests and staff where the name, surname and news agency to which they belong or that the service they provide is shown clearly. You can use different colors for better visualization.
- Updates the press database in order to avoid incorrect shipments.
- Make sure that the entire technological infrastructure works perfectly. Sound, communications and Internet must be checked prior to the start of the event.
- Ensure that the space is adequate. Each journalist must have his place, as well as the speakers. It is essential to reserve a special area for managers and an exclusive area for personal interviews. Do not forget to install a press background for the photos.
- Prepare a budget that includes: catering service, setting, printed material, lighting, sound and recording, scenery and hiring of additional staff.
- It trains the spokespersons of the organization for the interventions of the speakers, and in case the conference is open, to possible questions.
- Organize the accreditations in alphabetical order (surnames) at the time of delivering the credentials and the press dossier.
- The press dossier must include: an index, an opening text with the purpose of the statement, a corporate presentation, a gazette about what is going to be announced, copies of the speakers' speeches and contact email so that the journalist can request more information. In the case of being sent digitally, photographs or videos may be included.
- Do not forget to strategically plan the visual identity. Logos can be added behind the speakers, podium and space for photographic shots and recordings.
- Prepare table posters for the speakers, including the name and surname, position and logo of the organization if required.
- Keep track of the times according to the established program. Plan each activity in advance.
- Train staff on how to communicate with the media and the importance of immediacy when answering questions or queries.
- Designate a master of ceremony to coordinate the event. A speaker or moderator with experience in this type of event, and that can coordinate the questions fluently is recommended.
- After the conference, send additional information, photographs or interviews to the news agency that are interested in covering the event, and also thank all the participants.
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"The press is like the weather, a man-made climate."
Woody Harrelson
DanielaSánchezSilva©
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