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Tips and tricks: do’s and don’ts of a press conference

We are regularly faced with questions by organisations, even when they are completely unknown, ‘ to do’ a press conference. Nothing wrong with that, I hear you say: money in the bank. But what happens if the media fails to show up and the news coverage is below the expectations? Therefore, at a glance, some thought-provoking ideas to help you choose for a press conference, or not.

Yes..

• You think you will convince the audio-visual media (with positive news; bad news will always find its place)? Without a press conference this is an uphill struggle indeed.
• Leaf through (listen to) the media you want to channel your news to. Does an article fit with the topic you are announcing? When your announcement can compete with other newsworthy items, continue reading!
• You can easily fill half an hour’s time (talking about your announcement)?
• You are prepared to give a strong presentation (rather than just answering questions)?

Maybe not…

• Do the media professionals know you (a little?) If not, you will need to have a highly interesting announcement to induce a journalist to make the effort and show up at your press conference.
• You prefer to answer questions rather than give a press conference: this is quite unusual in Belgium, except if you are a VIP!
• The location you have in mind, is (far) away from Brussels? Remember: Journalists need to be highly motivated to leave town. It is true: a press conference creates more ‘buzz’ than a ‘simple’ news release. Do not count on a large turnout however.
• You organize an event and wish to add some flavour with a press conference on top? Only vertical/specialized media will fall for this one. On the whole we suggest you decide for a different way to attract the media’s attention.

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