Ensuring things run smoothly

There are a number of ways to engage with journalists which involve setting up events. These range from formal press conferences to less formal press briefings or press receptions.

Whichever you are involved in there are some golden rules to ensure you make the most of the opportunity to show-case your organisation.

PRESS CONFERENCES

These events have a typical structure and usually coincide with a major announcement. They also involve senior members of the organisation who will be able to meet and be interviewed by invited journalists. This adds impact to the announcement and allows for more detail than can be contained in a simple press release.

Press conferences need to be well organised, as the smooth running of the event is as important to your reputation as the clarity of the messages.

BEFORE

• Only invite journalists likely to be interested in the subject
• Note expected attendees and confirm 24 hours beforehand
• Prepare a conference timetable (maximum one hour)
• Plan, prepare and rehearse all speeches
• Choose someone who can chair or facilitate the event, and brief him/her fully
• Prepare press releases, background notes and other handout material
• Consider potential questions - and prepare suitable answers
• Brief all your colleagues attending on what to say - and most importantly what not to say - to the media
• Brief key people on journalists who will be there and their likely issues or interests
• Prepare lapel name badges for everyone
• Arrange light refreshments (depending on time of day and local culture)
• Arrange a photographer to take pictures for the record and maybe for the media too - while making make sure people are happy to be photographed

ON THE DAY

• Greet journalists on arrival - and write down their names
• Distribute handout material on arrival. Do not email everything in advance, or the journalists may not turn up!
• Distribute name badges on arrival
• Provide a timetable - and keep to it
• After speeches/announcements, take questions from the floor
• Write down who asks what and the responses
• Allow time for individual media interviews after the main event

AFTER

• Email the press release and background material to all target journalists unable to attend immediately after the press conference
• Collate all media coverage as a record
• Make sure all journalists who attended are on your regular press distribution lists for future contact

LESS FORMAL EVENTS

Press briefings or receptions (which usually have food and drink available) can be a good way of meeting journalists in a more relaxed atmosphere.

They usually involve a smaller number of journalists who have a specific interest in the things your organisation does.

YOU ARE STILL ON DUTY!

Although briefings and receptions are more relaxed ways of getting to know journalists, never forget that you are there to represent your organisation.

Journalists might still put you on the spot with some difficult questions, so make sure everyone involved is clear what they should or should not talk about.

It is a good idea to set ground rules for events like this so that journalists understand what can be discussed and what is off limits.