The document outlines effective strategies for conducting a press conference, detailing its purpose, examples, and key takeaways. It emphasizes preparation, location, timing, and the importance of engaging with media and stakeholders. Additional tips include the use of visuals, follow-ups, and leveraging social media for broader outreach.

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
2

3. WHAT IS A PRESS
CONFERENCE?
Before we get started
3

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
4

5. TWO EXAMPLES
Press Conferences
5

6. AD COUNCIL OF ROCHESTER
Example 1
6

7. Location, Location, Location
The “most dangerous intersection in Monroe County”
7

8. Podium, People and Props
Provide perspective and promote
8

9. Lesson: Give them the complete package
YNN news coverage
http://rochester.twcnews.com/content/news/700743/a-new-plea-to-
stop-distracted-driving/
9

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
10

11. ESL, MCC AND PATHSTONE
Example 2
11

12. Where are all the cameras?
Breaking news can be a bad break.
12

13. Be persistent, patient and flexible
Post-event interviews can make the story
13

14. Show me, don’t just tell me
Coverage on News 10 NBC
http://www.whec.com/article/stories/s3407250.shtml
14

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
15

16. WHAT YOU NEED TO KNOW
Recap and Key Takeaways
16

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
17

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
18

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
19

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
20

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
21

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
22

23. DID WE MISS ANYTHING?
Additional Q&A
23

24. Contact Me
Mike Kennerknecht, PR Manager
Tipping Point Public Relations
mike@tippingpointmedia.com
585-340-1119, ext. 34
www.tippingpointmedia.com
@Kennerknecht
@TippingPointPR
24