The document provides guidance on holding an effective press conference. It recommends scheduling a press conference to make a significant announcement, during a crisis or emergency, or to react to a related news event. The best days are Tuesdays through Thursdays between 10-11am. The location should have adequate facilities and parking and be relevant to the topic. The spokesperson should be clear, concise, truthful, and avoid distracting mannerisms.

1. Holding a Press Conference

2. Why Hold a Presser?
 You can give more information than in a press release.
 A press conference is interactive; you can answer
questions the press may have.
 To announce something unprecedented which has
significant local implications.
 To set the record straight if you’ve received negative
publicity.
 When many media representatives are present, it makes
your conference seem really newsworthy -- the media
presence itself adds to the importance.
 A successful media conference can not only generate
news, but can also boost the morale of your own group.

3. When to Have One
 When you have a significant announcement to make such
as a new product, starting a campaign or reporting a major
business decision.
 When there is an emergency or crisis.
 During fast breaking news.
 When the event includes a prominent individual to whom
the media should have access.
 When you want to react to a related event; for example, a
national report relevant to your own issue is released.

4. Holding the Event
 If possible, start planning at least a week or two in
advance.
 Make sure to define the issue and key messages that you
and your group are trying to get out to the community.
 New angles on your story or points of view need to be
summarized in 3-5 key points to the press.
 Make sure it doesn't conflict with other press events or
media deadlines. Check with AP, UPI or assignment desks
to see what other events the media is covering.

5. Event Dates and Times
 Tuesdays, Wednesdays and Thursdays are the best days
for press conferences, as they are considered slower news
days.
 The best time is between 10:00 a.m. and 11 :00 am to
ensure maximum coverage by the media. If you schedule it
later, you risk missing the afternoon paper or evening
news.
 Remember, you are competing with all the other news of
the day so don't be too worried if everyone doesn't show
up.

6. Picking the Site
 Make sure you pick a location that has adequate parking
and is not too far away for reporters to travel.
 Pick a site that provides visual interest and relationship to
each topic--such as the state capitol building, a new
facility, etc. city courthouse, or the local clinic.
 Make sure the location is relatively free from high levels
of background noise (e.g., traffic, telephones, aircraft) and
has adequate electrical outlets and extension cords for
lighting, etc.

7. Your Spokesperson Should…
 Be clear and concise -- avoid using jargon, rhetoric, or
inflammatory language, and stifle "ums"and "ahs."
 Assume the audience is intelligent and avoid sounding
patronizing.
 Not fiddle with or clutch anything -- it's distracting and
makes you appear nervous.
 Be dressed neatly and appropriately for the occasion.
 Always tell the truth. If you don't know the answer to a
question, say so.

8. PICS