What Are Press Conferences? Tips on how to Plan Briefings Like a Professional

Ever thrown a celebration solely to seek out out nobody reveals up?

That is what a public relations (PR) skilled’s worst nightmare might appear to be. 

While you activate the information, you seemingly see an occasion with a distinguished particular person answering a gaggle of journalists or reporters. When you learn the dailies, you discover related tales of a gathering of well-known personalities with press representatives.

The occasion going down here’s a press convention.

Press conferences are the PR model of a celebration. Right here, the attendees symbolize the general public’s voice – the press. Like every occasion, press conferences require prior preparation, time, and energy. The success of a press convention relies not solely on the immense preparation but additionally on high quality attendance and protection.

It’s a standard false impression that press conferences are reserved for politicians or A-list celebrities. As an alternative, they’re an unbelievable public relations software corporations can use to extend their attain and model consciousness.

Press launch distribution software program helps corporations proceed getting the phrase out. These instruments enable companies to publish and distribute press releases, acquire and measure analytics, and keep related to varied media shops and organizations.

Let’s dive into press conferences and discover ways to put together for them.

Watching press conferences for sports activities bulletins and statements about tragedies is frequent. As a result of data travels so shortly, it is usually essential to get forward of the information along with your story as an alternative of ready for individuals to make up their narratives.

Press conferences are particular occasions. Overusing them can lead to viewers turnover and significantly influence your corporation’ status amongst reporters and your viewers, similar to the boy who cried wolf.

It is best to solely maintain a press convention in case your occasion is newsworthy, well timed, and related. When overused, such occasions lose protection, and reporters lose belief in your PR skills. If the subject isn’t attention-grabbing and thrilling, you most likely shouldn’t maintain a press convention within the first place.

Significance of a press convention

A press convention is without doubt one of the simplest methods to speak with the media and draw their consideration.

PR supplies like press releases, boilerplates, and media kits are nice methods to get your messages heard, however press conferences are the way in which to go relating to an important day or urgent problem.

The speaker at a press convention is normally a politician, superstar, lawyer, athlete, or police chief. A press convention is a chance to get their aspect of the story throughout a number of media platforms. The one who plans this occasion is generally a public relations skilled.

Press convention benefits and drawbacks

A press convention can have many benefits and drawbacks, given the scope of its group and the audio system concerned. Listed below are a number of the most typical execs and cons of internet hosting press conferences that’ll aid you resolve whether or not holding one is smart.


Press conferences provide a bunch of benefits. Let’s take a look at a number of the advantages of planning and executing a convention:


Whereas press conferences present many benefits, there are a few drawbacks as nicely, specifically:

  • It requires planning. You could plan a press convention forward of time to achieve success, together with the logistics, correspondence between the events concerned, and a number of other different components.
  • It’s much less focused. Even when somebody’s not part of your audience, they’re nonetheless uncovered to the data or announcement you share, and the journalists publish.

When to carry a press convention

A press convention encompasses numerous facets of promoting, media relations, branding, and communication in a single occasion.

Realizing when to carry a press convention takes follow. In case your scenario falls into a number of of the next, it is time to begin planning one:

  • Break information not disclosed or coated but
  • Spotlight an occasion with a distinguished persona
  • Reply to a PR disaster
  • Set the file straight associated to a scenario or allegation
  • Present assist for a social trigger

A number of events warrant a convention. Listed below are a number of examples of the place companies usually maintain press conferences:

Tips on how to maintain a press convention

As you might know by now, a press convention is a media occasion the place audio system make statements and reply to questions from the attending journalists. However how do you get to the purpose of holding it?

The best technique to break down the preparation for press conferences is by dividing your plan into three phases: earlier than, throughout, and after. That manner, you may deal with one transferring half at a time, not juggle many issues directly.

Earlier than a press convention

You could full a lot of the work earlier than a press convention. A very powerful a part of the preparation is media outreach. Create an intriguing matter to draw the media to your occasion. FOMO (worry of lacking out) makes the press get you the media protection you need.

The best time to start out getting ready for a press convention is 2 weeks, however typically it’s important to act even earlier than the scheduled time. Getting ready for a press convention takes for much longer than the press convention itself.

Organizing a press convention begins with the starting stage. At this stage, you begin from scratch and work your manner as much as the purpose the place you may run it easily. The success of a press convention depends largely on planning. If carried out poorly, the ensuing occasion gained’t achieve success.

Take ample time to plan. You don’t need to rush on the eleventh hour. It’s good to start out planning a number of weeks earlier than the press convention. Not solely does this guarantee that you’ve got sufficient time to place the whole lot collectively, however you even have extra room to make any last-minute changes.

When planning a press convention, listed here are some areas to deal with.

The subject

The first purpose of a press convention is to unfold data amongst stakeholders. It’s essential to choose a related matter that serves as a car for the enterprise to convey its message.

Ask your self the next questions earlier than selecting the agenda and matter:

  • What message do you need to convey in the course of the press convention? 
  • What announcement do you need to make? 
  • What points is your organization trying to tackle?

Journalists are at all times looking out for the following newsworthy occasion. In case your matter isn’t compelling sufficient to cowl, they gained’t be involved in attending your convention.

Date and time

When conducting a press convention, you can not schedule any random day and time or resolve solely on whether or not the speaker is free. As an alternative, select a date on your staff and the attending journalists. Don’t delay it to the extent that your assertion is now not of curiosity to the media.

The time of a press convention can be crucial. It’s greatest to decide on when the media more than likely attend.  Do it at a time when you may maximize press protection with most media participation.

Guarantee your press convention doesn’t coincide with one other occasion that will divert journalists’ consideration. Contemplate the schedule of the invited media members, particularly with work deadlines or different essential occasions.


A press convention’s location is as essential because the date and time. Attending to the venue ought to be simple for journalists. A protracted journey time can discourage them from attending the occasion.

Ideally, the situation ought to be related to your occasion or announcement. Most companies maintain press conferences at their headquarters, significantly in massive rooms or areas to accommodate massive teams. For a profitable press convention, the situation ought to have all the mandatory services and tools, together with community entry, parking, and different instruments and utilities for reporters.

Selecting a beautiful location is essential. It’s troublesome to carry a press convention in a confined house with poor lighting and air flow. This will negatively influence your model notion.

A spot that facilitates interplay and communication helps you attain the best viewers. In case your press convention takes place on a busy road or thoroughfare, your viewers has problem listening to you, and the audio system can’t focus due to extreme noise.

Audio system and moderators

Media conferences contain two essential gamers: the speaker and the moderator.

The speaker represents a enterprise or firm at a press convention. They ship the message, announce the information, and reply journalists’ questions, so it’s worthwhile to select them correctly.

No matter whether or not the speaker is a senior member or intimately conversant in the corporate, they need to examine and practice for the occasion. Going ready is at all times higher than occurring the fly. Spontaneity is appreciated, however it can’t be the spine of the whole occasion. 

Your speaker (s) ought to put together and share the important thing factors in the course of the press convention. The particular person talking on behalf of your shopper or firm should pay attention to potential media scrutiny and hostility when coping with a delicate topic.

Media representatives

As soon as you’ve got decided an appropriate date, time, and site on your press convention, you may contact the individuals you need to attend. Get in contact with reporters and journalists and media organizations, and information businesses you’d like to ask. 

At all times emphasize the principle matter and speaker’s particulars when contacting media reps. When you invite the media per week or extra upfront, ship a follow-up e mail the day earlier than.

Write and distribute a press launch

A press launch is an invite to the media for the press convention. Embrace the press convention’s date, time, and site in your press launch. Additionally, add why you’re holding it and a compelling hook to draw the reporters.

Ship your press launch no less than per week earlier than the occasion date. You need to use press launch distribution software program to mass launch your information to reporters. Get in contact with the media individuals you need to attend the launch through e-mail or direct cellphone, even when it’s concerning the distributed press launch.

Develop a press equipment

A press equipment gives reporters with an summary of the occasion and different essential data. These kits comprise folders along with your matter, message, or problem.


If the press convention takes place outdoors your office, it is your duty to oversee and deal with the occasion logistics, together with the venue reservations. As a part of your planning, finalize all vendor preparations for lighting, catering, and sound, serving to you keep away from any last-minute modifications. 

Tip: Put together for a PR disaster earlier than it occurs to make planning your press convention simpler.

Begin by getting ready the room on the day of the convention. Check out the whole lot you’ll use. Additionally, create title playing cards, arrange further seating, and supply drinks like water and occasional.

Throughout a press convention

It’s the day of the convention, and also you’ve carried out the whole lot attainable to arrange. When the media arrives, welcome them and signal them in with their contact data. Information them to their seats and begin the occasion on time.

No one likes losing time. Beginning on time is essential to your occasion’s success and crucial in making reporters need to attend your subsequent press convention. 

As soon as the press convention begins, the speaker ought to begin with the details inside the first quarter-hour. They need to then open up the ground for questions. Schedule a 45-minute window for questions, as you solely have an hour to complete the convention. 

You possibly can have a moderator preserve monitor of time and name on reporters. This helps take some stress off the speaker and deal with answering questions calmly and collectedly.

After a press convention 

Congrats! Essentially the most worrying half is finished. When you adopted these steps, there’s no purpose your press convention isn’t a powerful success. 

After a press convention, don’t neglect to attach with the journalists personally. These connections may also help you all through your PR profession.

Put together for the worst; hope for the very best!

Press conferences ought to enhance your public picture, not harm it. Preparation is essential to representing your organization or shopper higher. By segregating the preparation for the press convention, you may guarantee a well-attended occasion.

A press convention is one other software in a communications specialist’s belt. Discover ways to make a PR plan and understand the complete spectrum of a well-crafted public relations technique.

Supply hyperlink