24 Aug 10-Point Checklist for Managing a Successful Press Conference
Holding a successful press conference is a combination of confidence and planning. Here is a 10-point checklist you should bear in mind while organizing press conference as public speaking is all about preparation.
Choose your branding adjectives
What words define your brand? Technology brands will use a lot of words like “innovative”, “hi-tech” or “next gen” to do the right kind of PR for their products. When holding press conference, communicating your branding essence is very important to get right.
Stick to one point
Your press conference presentation should center around one thing. Identify that one main point that is the crux of your press conference to keep your target audience engaged. While introducing a new product or service, you may wish to create a brand communication documents like a press release, media kit, social media kit, etc. These can be very helpful resources for journalists.
Pick a primary speaker(s)
Look for those who can communicate authoritatively and clearly. People who have experience talking to the media are ideal. Ensure that they are available afterwards for additional interviews. Also, assign one person as moderator who will orchestrate the whole process.
Employ compelling storytelling techniques
You may choose to go with a customer use case that explains how they found your product helpful or a story of how you came upon the idea for developing the product. Make this human and relatable with storytelling techniques to tell your story in the shortest way possible.
Brainstorm key questions
Come up with a list of the questions journos might have for you. Anticipating these questions can help you use branding adjectives in your answers and be better prepared with your brand strategy and positioning. These questions might also be a great thing for your media kit or press kit. You could add an FAQs section to your electronic press kit (EPK) or digital press kit.
What is off-limits?
Decide on the things that you do not want to touch upon in your press conference. What is the right response to tell the reporter that you will not answer without offending them? Defer them to the moderator to respond to these questions in a tactful manner.
Filter question type by speaker
For more than one speaker, decide on the kind of questions you would prefer each speaker to answer based on their expertise. Fill in the moderator on who answers what. This will lend more credibility to your brand communication.
Do a mock session
Next on your press conference checklist should be a grilling mock press conference where the people are asked the tough questions and all messages of the branding are rerun for review.
Right time, right place
The ideal time for a press conference is early morning or noon. The location should be easy to find and serve as a cohesive backdrop for your branding message. Make sure there are no interruptions and setting up is stress-free.
Lay out the red carpet
Be ready to usher in journos before the conference so they can set up. Everything should follow the schedule set for the media presentation. Have the moderator wrap things up with a rehearsed conclusion with thank-yous for everyone present.