Effective press conferences

When is it appropriate to include the media in an event, celebration or gathering that you are planning for your business or organization? This column will include some thoughts that you should consider before you send out those party invitations to the media or plan a press conference.

It is political season and special-event time here in Reno. Many people I know are involved in political campaigns, fund-raisers, rallies and non-profit events. But, can you succeed in having a party and press conference at the same time? Is it a good idea? Just because a lot of people are attending doesn't mean it is appropriate to invite the media. With the political season in full swing, many editors are telling me that they are frustrated with the type of invitations they receive and the types of events that they have been romanced into attending.

You might be thinking: Well, isn't it the responsibility of the media to determine for themselves what is newsworthy? Yes, of course it is. Sometimes, however, an editor might make a decision based on trust with a businessperson or credibility of the organization. But, they won't make the same mistake twice!

Here are 10 thoughts and tips to consider before planning your next media opportunity:

* Don't confuse an event or gala with a press conference. If you have something you want to announce to the media, consider a separate news conference. Keep it to a specific time, start promptly and keep it to half an hour.

* Is it newsworthy? The news in this newspaper, for instance, runs the gamut from simple staff promotions to large corporate mergers. Most of the information is obtained through press releases, reporting and interviews done right in the newsroom. Is the information you want covered worthy of a reporter's attention during a deadline-filled day? Some worthy topics and opportunities include: a celebrity or politician who everyone wants to interview, or a time-sensitive announcement that needs releasing to all media at once. If you are not sure, you can always ask someone you know in the media.

* A big special event may be newsworthy unto its own, like Hot August Nights, the Balloon Race or Artown. The events staff work with the media in advance, pitching different story angles and interviews. For example: a business angle on economics for this newspaper, human interest for the television stations, a home-town participant for out-of-town media, etc. Special events also assign specific staff and a media location where reporters can get help. If the media attends and you don't focus your attention on providing information they need, expect them to interview anybody, or even worse, leave.

* Consider timing when inviting the media. For television, it is best from late morning until 4 p.m. Although newspaper reporters will start their reporting day earlier, in a perfect world, they also want to be back in the newsroom to write and file their articles in the late afternoon. Because of limited staff, expect that radio coverage will usually happen by telephone. So, you will usually have to make separate arrangements. To sum up the timing issue, if you have control on timing, plan it from 11 a.m. to 3 p.m.

* Timing may also work in your favor for live coverage in the evening or at noon. Of course, this is almost always television. You will have to gain the confidence of the assignment editor that you have a newsworthy piece, a good background or location and a knowledgeable spokesperson.

* Have all the information ready that a reporter might ask, including backgrounders on the people involved, fact sheets, press releases, photos, maps, etc. Check and re-check all facts and spelling.

* If you want multiple stories, figure out different story angles for different media.

* After the information and invitations have gone out, follow up by telephone with those who haven't responded. But, respect an editor's or reporter's decision; I can guarantee you that whining won't help convince them to reconsider.

* Be prepared for breaking news, limited crews, broken down news trucks, bad weather, etc. Anything can come between you and your anticipated news coverage. If you have a soft news announcement, expect to get bumped. If you and your staff are on site, make sure the media has your cell phone number. If you do have a cancellation, offer to make arrangements to meet at another time, or come to their office.

* Do you have a trained spokesperson? Some people are just comfortable in front of a camera, but everyone needs help in formulating what to say and how to get back on message when the questions aren't going your way. If speaking to the media is something your company or organization is doing a lot, you should look into media training. Many companies like mine offer it.

In the last year, our firm has orchestrated just one press conference and that was because it was an announcement on a big downtown project and we needed to treat all media equally and at the same time. They all showed. We also assign several people from our staff during the Balloon Race. We have a schedule worked out on when television stations need interviews and we shuttle the people to the location. We provide press kits and meet with all media in advance. The news coverage is invaluable to the success of our event, so we find ways to assist the media and make information easily available to them.

Keep in mind that many of our local media have limited time and daily deadlines. Ask yourself this question when considering a media opportunity: Can they get the information without attending? If so, you might want to save yourself a lot of time and send out press releases instead and set up interviews, when appropriate.

Marlene Olsen is president of Olsen & Associates, a public relations and advertising company in Reno for 25 years.