Catering to the Press. Press Conferences

Companies don't always cater to the press. In fact, sometimes they go out of their way to control the press and deny it access to information. But still the role of the press shouldn’t be underestimated, in most cases an independent source is much dearer to the public, than the PR practitioners.

Here is a list of questions of which one should think arranging a press conference:

• Does the invitation list include the people we want to target for this info? General reporters, or specialized reporters such as those from trade media? All media⁷ Different setups or meetings for print and broadcast media? Separate event for financial and business reporters?

• Has a kit been prepared for those who attend the event? Will same kit be delivered subsequently to those who cannot attend?

• Has the best spokesperson been selected for the conference or the event? Will there be adequate training and practice sessions? Are there audience members who will get and keep the momentum going?

• Are the room facilities adequate for the technical needs of the press? Lighting? Ability to jack tape recorders and microphones into the main microphone? Good sight lines? Post-meeting access to the speak­ers? Telephones nearby? Copy machines? Fax? Computer modems?

• Have the ethical concerns of the press been considered? Opportunity to pay for lunch or services?

• Have transportation needs been arranged for remote locations? Bus or cabs to site of special event, plant tour, etc.

• Have the basic amenities been provided? Water and drinking glasses? Paper and pencils?

• Is there adequate signage to prevent confusion?

• Are all speakers and participants adequately identified with panel signs, nametags, listing of participants on handout, projection of IDs on slides?

• Are staff members present and identified to assist reporters in finding information, sources, or services they need to report the story?

• Is there a press room for longer events? Resource materials: handouts, directories, staff members, computers, typewriters, phone lines, paper and pencils? Don't forget refreshments.

• Has a single spokesperson been assigned for complex situations?

• Has follow-up been arranged to take care of the needs of the media after the news conference or special event is over?