Bill of Rights Defense Campaign

BILL OF RIGHTS Defense Committee - Working with communities to uphold the Bill of RightsWe the People
Working with communities to uphold the Bill of Rights
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News Conference

Tips and Tools: Holding A News Conference

This is the second page of a step-by-step sample process for organizing a news conference. There are three sections on this page:

4. Inform your community and the media of your news conference.

Invite friends and family who may or may not be involved in your organization. Encourage them to bring others to your conference. If possible have an announcement made at other community organization meetings.

A week before your event you should send out a media advisory that tantalizes the media with just a few key pieces of the story. Then two or three days ahead, and again the day before the news conference send out a news release.

  • Follow up each with a phone call. Ask if the assignment editor received the release, then ask if you can provide additional information. You may also ask if they will send a reporter to the news conference. Don't feel offended if you can't get a commitment, but ask anyway.
  • Call the morning of your news conference to check again (priorities can change fast in the news biz).
  • E-mail and fax news releases. Do not count on one or the other - use both.

You can also send out the news release to all media who didn't attend the news conference, in case this prompts them to run the story.

A combination of events, such as a rally or another highly visual event with your news conference, may attract a live news team to broadcast from your news conference. But do not count on this unless you've done a lot of work to draw a large enough crowd to compel news coverage.

5. Set-up

If you can, have a practice news conference ahead of time. This will give you the ability to assess where the strengths and weaknesses are in the presentation. Do not be afraid to switch things around to make it more interesting.

Do a check of your room's setup.

  • Backdrop (a banner, signs, or another visually stimulating feature)
  • Long table with chairs for presenters
  • Rows of chairs for media and supporters (all should be facing the presenters)
  • Space behind rows for news cameras
  • Table with refreshments (optional) in far corner of the room.

Make packets of material for the media. These can be as simple as a copy of your main statement and news release or a few stapled pages including bios of speakers, news release and statements, or as complex as a folder with brochures, bios, statements, news release, business cards, and a copy of the Bill of Rights. Include a phone number and email address where reporters can contact you later with follow up questions. The URL of your website should be included on all materials you hand out.

6. Basic Schedule

The basic schedule should be predetermined. Do not wait until the day of the news conference. This will include the order of speakers, the designation of a moderator and the key points that you will be addressing. When guests and presenters start to arrive there should be a greeter at the door that signs in the media and distributes packets to each reporter.

  • Start on time - no more than 5 minutes late. It is unprofessional to keep the media waiting. Do not give individual interviews until after the news conference.
  • The moderator should make opening remarks, and then briefly introduce each speaker. Each speaker should talk no more than 5 minutes.
  • Stay on the message. If you have three or four main points, you can keep repeating those points in various ways throughout the entire news conference. Do not allow yourself to be drawn away from your key points.
  • Radio and television probably will not quote you for more than 10-15 seconds - so practice 10-15 memorable seconds, or a "quotable quote" for each speaker.
  • Speak clearly. Don't read. Don't sound as if you've rehearsed. Each speaker should be able to speak with only a few references to notes. Best if you know your material and can speak passionately.
  • Don't look into the cameras. Look directly at the audience.
  • Question and Answer session should not last longer than 15-20 minutes. Reporters will draw individuals off to the side for further questions if need be.
  • Avoid hecklers by only taking questions from official members of the media.