Press conference

Press conferences will only attract enough media attention if the story is compelling and newsworthy. Press conferences are often appropriate for events such as opening a new reserve or facility, a presentation by a well-known spokesperson, or the introduction of a complex an compelling topic. If you are unsure of whether your announcement will attract reporters, consider another mass media approach. (press release, email blast, social media options)
Tips for a Successful Press Conference:
  • Decide on a clear message and theme. Think about the audience, reporters and editors, and clearly define why the event will be newsworthy. Decide on an objective as well as a budget.
  • Select a location important to the message as well as convenient for reporters. Have a plan ready if it rains. Plan the arrangement of speakers, press, and materials in advance with staff on site.
  • Choose a time and date to maximize press coverage. Often weekdays before 3:00pm allow reporters to meet their daily deadlines. Avoid public holidays and big news days.
  • Develop press kits to distribute as well as email out to all press members.
  • Order and check all audiovisual equipment before the event. Prepare props for speakers to enhance their points if appropriate.
  • Schedule a spokes person and activities for the event. Usually the entire event will fit into 30-40 minutes. Write up a run of show to determine the order of operations, times each person will speak, talking points and potential questions from the press.
  • Ten days before the event, send out a media advisory describing the conference: the purpose, who will speak, points to be covered, and planned activities. Stress the credentials of the speakers and controversial colorful subjects involved, draw the press to the event with a memo to specific reporters and editors by name covering all media, print, wire, radio, TV and internet. Send additional guest invitations such as board members supportive community leaders, and other individuals, make reminder calls to all reporters the day before the event.
  • After the conference, have spokesperson available to answer questions.
  • Keep a record, transcript, audio or video of the conference to share with additional audiences. Take photos and use with future promotional materials or for later internal communications. Send additional materials to any reporters that did not show up or to those that request them.
  • Watch for news coverage of your event, and compile them, evaluate its success, and learn from any mistakes to improve the process in the future.

press kits

Press conferences can be supplemented with additional material in a press kit, to give members of the press a more in-depth understanding of the story. Press can be compiled and given directly to the members of the media at a press conference and sent to those who couldn’t attend.
Press Kits contain some or all of the following:
  • Press Release
  • Fact Sheet –  an easy to read and informative handout to provide more in-depth information about the story, too long to include in the press release
  • Fact Sheet/org info— a handout that includes additional information about the Land Conservancy, recent successes, and additional facts about the organization
  • Photos/ bio sketches of key people involved
  • Photos or maps of conservancy, managed land, etc.
  • Camera-ready public service announcements