A press conference can be a great way to leverage a new initiative or major announcement, but it takes a lot more than a great topic to be successful. Learn tips on formatting, scheduling, who to invite, and how to properly follow-up post event. This presentation was given at the Ad Council of Rochester's Nonprofit Workshop on May 6, 2014.

1. Holding an Effective
Press Conference
May 6, 2014

2. Overview
• A Quick Intro
• What is a Press Conference?
• 2 Examples and Their Lessons
• Recap and Key Takeaways
• Q&A
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3. WHAT IS A PRESS
CONFERENCE?
Before we get started
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4. A Press Conference is a Media Event
• Q&A or Statement
– Typical press conference
• Groundbreaking
– Start construction on a project
• Grand Opening or Ribbon Cutting
– A new business or location
• Announcement or Unveiling
– Sharing something new, like an event, product, service, etc.
• Donation or Check Presentation
– Celebrate a major gift
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5. TWO EXAMPLES
Press Conferences
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6. AD COUNCIL OF ROCHESTER
Example 1
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7. Location, Location, Location
The “most dangerous intersection in Monroe County”
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8. Podium, People and Props
Provide perspective and promote
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9. Lesson: Give them the complete package
YNN news coverage
http://rochester.twcnews.com/content/news/700743/a-new-plea-to-
stop-distracted-driving/
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10. Pro Tip: Say It & Display It
• News stories won’t always print, say or display your
website
– Bonus: Monitor coverage and ask them to add links to the
online version of stories
• Put your website on a podium sign, poster or other
visual
• Shirts, hats and other items with your logo help add
emphasis
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11. ESL, MCC AND PATHSTONE
Example 2
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12. Where are all the cameras?
Breaking news can be a bad break.
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13. Be persistent, patient and flexible
Post-event interviews can make the story
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14. Show me, don’t just tell me
Coverage on News 10 NBC
http://www.whec.com/article/stories/s3407250.shtml
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15. Pro Tip: Use Politicians and VIPs
• It’s easy to involve local, state or federal officials
– Bonus: Ask for Citation, Resolution or Proclamation
• Presidents & CEOs from partners are a natural fit
• Invite an expert or celebrity to participate
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16. WHAT YOU NEED TO KNOW
Recap and Key Takeaways
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17. Why should you hold a press conference?
• Limited availability of key participants
– When there’s a narrow window of opportunity
• Significant or breaking news
– When everyone will start calling
• Control an announcement or respond to a crisis
– When you only want to do it once
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18. Who do you invite?
• The media: reporters covering you and outlets
reaching your target audience
– Follow up before and after
• Key participants: elected officials, partner agencies,
experts, testimonials
– Provide different perspectives, but limit speakers
• Stakeholders: community partners, board members,
senior leadership, donors, volunteers
– An audience is nice but not necessary
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19. Where should it be?
• Visual location
– Always visit the location in advance, around the same time
• Convenient location
– Make it easy for the media and others to attend
• Backup location
– Be prepared in case of rain or other delays
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20. When should it be?
• Sometimes, you don’t have a choice
– Availability or moments in time might dictate it
• Weekdays are best, crews are limited on weekends
– Tuesdays, Wednesdays and Thursdays are good choices
• Be aware of news deadlines
– Between 10 a.m. and 2 p.m. is often best
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21. How do you get your message out?
• Before
– Identify partners and roles, prepare and rehearse remarks
– Send a media alert in advance and follow up
• During
– Use visuals and participants to provide a complete story
– Deliver key messages in one-on-one standup interviews
• After
– Follow up with those who didn’t attend, offer interviews
– Send a press release, photos and video to media
• Pro Tip: Instead of bulky attachments, send a link to a
Dropbox folder with all the media kit materials
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22. And keep your message out!
• Share coverage across all channels
– Social media, website, newsletters
– Ask partners and participants to share too
• Repurpose content and materials
– Turn a press release into a blog post or a fact sheet into
infographic
– Use posters, podium signs and visuals for future events
• Try different tactics and approaches
– Write a guest essay for a print outlet that didn’t cover it
– Pitch a different angle or update story on progress or success
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23. DID WE MISS ANYTHING?
Additional Q&A
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24. Contact Me
Mike Kennerknecht, PR Manager
Tipping Point Public Relations
mike@tippingpointmedia.com
585-340-1119, ext. 34
www.tippingpointmedia.com
@Kennerknecht
@TippingPointPR
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