How to Plan a Press Conference … and other media tips
Kristine Calongne Director, Media Relations LSU Public Affairs 225-578-5985 kcalong@lsu.edu
9/2/2008 1
Always ask “Why?”
Question the motives: Who wants to have a press conference and why? Who is your audience? What do you want to accomplish with this event?
Is the event worthy of a press conference?
Why should the press care?
9/2/2008 2
Choose a date and time
When are the dignitaries available? Check their schedules first.
Make it convenient for the media: Best days are Tuesday-Thursday Best times are 10 a.m. to 2 p.m. Will the media want to carry the event live during the noon newscast?
9/2/2008
3
Choose a location
Indoors or outdoors? If outdoors, choose a rain location
How large does the room need to be? How do you want the room to be set up? How is the sound/light in that room for TV cameras?
9/2/2008 4
Choose a location
Can the media set up effectively in that room?
Is nearby parking available for media? Is there a fee to reserve the room? Don’t forget to reserve it with the correct person!
9/2/2008 5
Select speakers
Who will speak during the press conference?
Someone from your department? LSU Provost, Chancellor, System President? Get on their calendars early. Ideally, no more than 3-4 speakers.
Ensure that speakers KNOW they are speaking and are available on that date.
9/2/2008
6
Invitations
Create a “guest list” for non-media guests.
Invitation letters or designed/printed invitations? Send out invitations early. LSU Public Affairs will invite the media for you.
9/2/2008 7
Room Set-Up
How would you like the room to be set up? Public Affairs and Facility Services can help.
Request number of tables and chairs needed.
Is a stage needed? A backdrop?
Have seats for the speakers up front. Podium: full-size or tabletop? “LSU” on it? PA or CELT. Microphone needed? CELT or A/V Express.
9/2/2008
8
Think about the press
Designate seats near the front for reporters. They need to be close to ask questions.
Designate space for the TV cameras. Cameras like to have a straight line of sight to the podium. No blocked shots! Cameras may need to run sound cables to the microphone, so they need to be fairly close. Platform for the cameras? Is lighting sufficient for the cameras? PA can help.
9/2/2008
9
Script the event
Make sure there is an agenda – who is speaking and in what order. Give to speakers!
Make sure all speakers know what to say.
PA can help prepare speakers for “tough” questions.
Ensure that speakers know where the event is, where to park, what time to show up, etc. Don’t assume!
9/2/2008
10
Parking!
Reserve several spots for the media. Parking office can help. Will media go live? If so, they’ll bring satellite trucks. Sat trucks require large parking spaces and need to be close.
9/2/2008 11
Refreshments?
Plan ahead with LSU Dining.
Coffee and cokes, or full spread?
Food attracts media!
At minimum, water for the speakers.
Leave space at the back of the room for the refreshment table.
9/2/2008
12
What can Public Affairs do for you?
Media Advisory – invites the media
Press Release – typically handed out at press conference Press Kits, if necessary Help with light/sound
9/2/2008 13
What can Public Affairs do for you?
Assist media at the event
Prepare speakers for questions Moderate Q&A at press conference
Photography and videography
9/2/2008 14
Why didn’t the media show up?
Event on a weekend or too late in the day
Event not newsworthy
Announcement leaked out ahead of time through e-mail
Reporters are weary from too many LSU press conferences!
9/2/2008
15
Other media tips
Reporters will not cover LSU every day.
It is not a reporter’s job to promote LSU – they will cover positive AND negative stories. If it bleeds, it leads. The ordinary, the expected is not news. The unusual and unexpected is news.
9/2/2008 16
Other media tips
Reporters have lives, too.
Reporters hate ribbon cuttings and ground breakings.
Reporters dislike check presentations. (But they’ll attend if the amount of money is large enough!)
A press release or press conference is an invitation to the media to do a story. If you ask for a story, you must be able to answer their questions, respond to them quickly, provide them the answers they want.
9/2/2008
17
Other media tips
Everything we do here at LSU is public record – files, e-mails, computer documents, paper work, etc. It can all be requested by the media and legally, must be given to them.
9/2/2008
18
Call Public Affairs
If you receive a media call, suspect that a negative story is brewing, need a press release, want a press conference, etc., feel free to call on us. We are here to help.
9/2/2008
19
For more information, call your Media Relations contact:
Kristine Calongne 578-5985
Ernie Ballard 578-5685 Melissa Prescott-Haslauer 578-3871
Ashley Berthelot 578-3870
Billy Gomila 578-3867 Abby Gravois 578-3869
9/2/2008
20