A press conference serves to communicate important news (e.g. launch the campaign) connected with an organisation or company and involves the participation of journalists and representatives of the company/organisation. The event offers journalists an interactive forum to find out about your organisation and campaign.
Allows you to provide journalists with much more information than via press release and
Gives journalists the opportunity to ask questions and set up interviews.
Organising a press conference may involve considerable costs (renting a venue, etc).
Planning your press conference
Plan in advance and consider the following:
Think in advance about practical issues such as location and resources (desk, podium, speakers, microphones, etc.)
Know what you want to announce
Know who you want to involve in order to add weight and credibility to your message. Someone from your organisation should be among the speakers, possibly a senior, high ranking spokesperson.
Prepare a list of questions & answers for your speakers
Prepare all handouts in advance: press kits, gifts, etc. Don’t leave this to the last minute!
Allocate one hour and allow two or three key speakers
Press conferences in the morning or early afternoon are most effective. Journalists tend to file their stories in the evening and won’t afford the time to come to a press conference.
Avoid having a press conference on a Friday as some newspapers will have a different news cycle over the weekend.
Sending the invitation
You can send a ‘save the date’ message to the selected media early on, possibly two weeks prior to the conference, but send the proper invitation a week beforehand, and a quick reminder the day before.