Media relations: 10 tips for running a successful media conference

Published 2006

The bulk of information being sent from organisations to media is delivered via media releases.  Occasionally however there are opportunities to place your spokespeople in front of media for important announcements.  Options include one-on-one briefings, video conferences and media conferences.  Each presents its own benefits and pitfalls and should be evaluated carefully before selecting which is the most appropriate.

If you decide that a media conference is the most appropriate method, then here are a number of tips to help you run a successful one.

Media conferences offer the potential to reach multiple reporters at a single event.  They can also give wide prominence to a story and highlight interest in it. 

In this article we give you some tips to ensure your media conference runs smoothly.

 1. Is there a real need for the conference?

One of the most important questions you need to ask yourself is if there is a real need for a media conference?  Don’t get carried away thinking that everything is genuine news.  Media conferences need to be reserved for announcements that will have a significant impact on your target audiences.

 2. Choose your spokesperson/s wisely

Now that you have decided to go ahead with the media conference, you need to carefully select your spokesperson(s).  It’s not always who is the most senior but who is the most appropriate and in this regard it’s always a balance between seniority, relevance and presentation ability.  This often requires an order of events that has more senior people making a ‘cameo’ appearance with the main presentation done by someone else.

 3.  Messages, messages……

The key to successful media conferences is having a few key messages that are reinforced by the presentation and discussion.  Spend a lot of time in devising and rehearsing the messages. But equally, ensure you can handle any negative questions from the floor.  Instigate what is often referred to as a ‘murder board’ by selecting knowledge people from your organisation to ask the tough questions - this will test out your prepared answers and give you an insight into any gaps you may have in your communication and how well you can stay ‘on message’ when being questioned..

 4. Timing is a challenge

Carefully plan when the conference will occur.  Today we have 24/7 news coverage so no one time is perfect.  Think about what media you are aiming at and what will suit them best.  The earlier in the day the better it is for TV, but morning business print media often prefer the afternoon.  And be aware that Friday print media is traditionally slim which means that an announcement on Thursday may suffer because journalists have space constraints.  Remember there is a key trend for media to get ‘breaking news’ into their online bulletins which often is not what an organisation or its PR advisors want!  Finally, double check for other competing events that might draw media.

 5. Location, location

Just like in real estate, location is very important. Corporate news should ideally be released at corporate head office.  Sometimes this will not be possible, so you will need to go to a hotel.  Be wary of holding conferences outdoors unless it particularly relates to the topic you are discussing.  Winds and rain can wreak havoc with your day, so beware!  Finally, choose a location that makes it easy for media to get to.  It’s hard enough these days to get media to venture from their offices - if they have to travel more than 15-20 minutes they may choose not to attend.

 6. Inviting the Media

Spend adequate time preparing your media lists.  You might want to draw journalists from all media sources or focus on only some of them.  Once you have decided on your list give them enough notice so they can attend the event.  Keep in mind that you will probably have to chase many of them for an answer - don’t rely on an RSVP.  Also be prepared that some of those who say the will attend may not on the day due to competing priorities.  A rule of thumb is that of those who ‘confirm’ they will attend, probably only half will actually turn up on the day.

 7. Media Kit

A media kit should only contain what is relevant to the announcement.  It’s not the occasion to give media everything on the organisation - remember less is more.  However it should include summary news releases, background information, faqs, charts used in the presentation, relevant photos, quotes and biographies of the experts who are appearing.  Be sure to include all your material on an electronic device for media to access - and make sure your media kit is on the online newsroom on your website simultaneously.

 8. Working to a timetable

Media constantly face time pressures.  That often means some arrive at media conferences late; and it also means that they have only a limited time span they are prepared to allocate to your event.  So you need to be prepared to start a media conference 5-10 minutes late - but still try and get through it by the appointed time.  It’s vital that speakers/presenters be succinct, and be ‘managed’ to run to a strict timetable.

 Also bear in mind that what is interesting and valuable for media is often not so much the presentation (which all media present hear) but to have the opportunity to talk one-on-one with your ‘VIP’s’ and executives afterwards to pursue any special angles.  So treat this as much a part of the media conference as the formal presentation - and include it in your timetable.

 9. Technology and the New Media

With the plethora of new technology, don’t forget to arrange for it to be covered simultaneously digitally.  You can then provide the ‘streaming video’ to your marketing department to also upload on your internet or intranet.  You may also want to write about the event on your corporate blog or provide a pod cast of the event to your internet site.

 10. Post Conference

Once the conference is over there is a tendency to say ‘job done’… but don’t put your feet up yet. Some media who attended may have made requests for follow up. Those who couldn’t attend can be sent the information.  There’s still a lot of work to be done.

Media conferences are seen differently by organisations and the media.

For organisations they are the culmination of weeks of work and they are likely to be the highlight of the day (or the week!).  There’s a tendency to want to make it a grand affair, with an elaborate presentation, lots of handout materials and lavish refreshments.  Time is not an issue.

For media it’s a 45-60 min event - and probably only one of two or three they have to attend that day.  They want to get in and get out as quickly as possible. They want the facts to be presented succinctly and in a way that enables them to quickly identify the story angle. For them time is an issue!

Probably above all the media are looking at their competitors and wondering what they can write or report on that is different; which brings us back to being sure in the first place that a media conference is the best tactic to follow.

Note: The author of this article is a Sydney based senior independent corporate PR consultant who works exclusively with PR Managers helping them with management of the PR Department or their relationship with their PR agency. In addition he provides specialist corporate PR and communications advice where issues or change are impacting on an organisation. He also blogs regularly on PR and communications topics similar to those in this article.