People who haven't worked in journalism or PR tend to know two phrases: "press release" when they want to send something to the media, and "press conference" when they want to hold an event where TV cameras and newspaper reporters show up.
"Press conference" means something specific to reporters and editors.
You're striking a bargain with them: they'll spend time and personnel attending and reporting on an event, perhaps far away, in exchange for the chance to ask questions about big, breaking news.
It's a deal.
Bad things happen when you break this deal.
Major public figures have made major mistakes this year with press conferences.
- A governor showed up at a post-debate press conference to tell all the TV cameras and reporters that she wouldn't be taking any questions.
- A NFL wide receiver told reporters at a post-game press conference that he wouldn't be answering questions the rest of the season, unless he was the one doing the asking.
Be very careful when asked to produce a document or do an event. A public figure or client may say "press release" when they really need an oped -- or they might send an e-mail asking to set up a "press conference" but what they really want is a photo-op.
Here are some tips for avoiding big mistakes with press conferences.
1) Make sure it's a big story
A press conference should only be held if you're announcing -- or responding to -- big news that the press is already interested in.
Are reporters calling you, chatting you up and trying get you to leak the news to them? If they're already interested in the story, it's probably worth having a press conference to release it to all the media at once.
If reporters aren't calling, that's a big flashing neon sign that you shouldn't hold a press conference. If you're not sure, talk to a reporter you trust and ask them if they'd show up for a press conference about X or Y. They'll tell you.
2) Keep it fresh and new
You'll have a much bigger chance at having a successful press conference if the news hasn't been broken. Keep the news under wraps as long as you can.
A common mistake is sending out a press release announcing something, then following it up with a press conference because "nobody covered it." They certainly won't show up to a press conference to cover something they ignored when it showed up as a press release.
If you want to do a press conference, make sure the news is actually new. Don't leak it until the event.
3) Never ignore or trick the press
Tell a crowd of reporters and TV cameras that you won't talk to them is like removing your glove and smacking the face of every journalist in the room.
They take it as an insult and a challenge. Newspaper reporters will write stories about your refusal to talk to the media. TV stations will run the most unflattering footage they can find of you hurrying away as the cameras follow.
This is always a mistake, and yes, usually it happens at a post-event press scrum that isn't exactly a press conference you scheduled, but it doesn't matter. Whenever there's a crowd of reporters, don't ignore them.
Don't schedule a press conference when what you're really doing is having a photo op or making a statement. A true press conference means reporters get to ask their questions pretty quick -- not after a half hour of speeches and a PowerPoint slideshow and a Youtube video.
They expect to ask questions quickly. Reporters see asking questions as their job. They don't see themselves as transcriptionists for public figures. Let them do their job.