How to Plan a Press Conference … and other

							How to Plan a Press
Conference …
and other media tips



Kristine Calongne
Director, Media Relations
LSU Public Affairs
225-578-5985
kcalong@lsu.edu

                            6/15/2010


                                   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?
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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?


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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?

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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!

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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.


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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.

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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.


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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.



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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!


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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.

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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.


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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

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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

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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!


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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.

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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.


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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.




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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.




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For more information, call your Media
Relations contact:

Kristine Calongne           Ashley Berthelot
578-5985                    578-3870

Ernie Ballard               Billy Gomila
578-5685                    578-3867

Melissa Prescott-Haslauer   Abby Gravois
578-3871                    578-3869


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