Media Skills 2014: Week 11
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This document discusses media conferences and provides guidance on when they should and should not be used. It explains that media conferences allow an organization to deliver the same message to multiple media outlets simultaneously. They are often used for major announcements or strategic impacts. However, media conferences should only be held if the news is outstanding and cannot be conveyed through a press release or individual interviews. The document also provides tips for planning a successful media conference, including inviting media, preparing spokespeople, and considering webcasting and media relationships.
Media Skills 2014: Week 11
- 1. Inviting Media In Week 11
- 6. • Also referred to as a media or press conference, or media briefing • Allows an organisation to give the same message to all relevant media, all at the same time • Often used for “big” announcements, or for strategic impact, or for launches (and can be in conjunction with familiarisation tours e.g. ChCh EQ zone) • The challenge is often getting the media’s attention and guaranteeing attendance (don’t time your conference to clash with something else significant or a busy news time). The News Conference
- 7. • Reach many media at once • Minimise time & effort spent by your spokesperson giving interviews • Minimise your costs in catering to journalists’ needs by using economies of scale • When control/timing of message is key (e.g. interest rate changes, disasters) • To clear the air, set the record straight, diffuse a situation, or when there’s a crisis Why a News Conference?
- 8. • Invite all relevant media with an email “alert” or “advisory” (covering who, what, where, when, why) – sound interesting but don’t over promise • Ensure you have the right (senior) staff to act as spokespeople (ideally also available for one-on-one interviews afterwards) • Consider the right environment for the conference content, and take care with logistics including parking • If it’s breaking news, any realistic time is acceptable; if it’s routine, choose a convenient time that fits with the news cycle (to optimise attendance) – early in the week and before midday best • A supporting media release should also be produced; perhaps a full media kit The Process
- 9. The MOST important thing to consider when planning a media conference is: • WHY would the media want to come? • WHAT will they get out of it that they wouldn’t get from one-to-one, exclusive contact? • SEE something that will only happen ONCE • HEAR something that will only be said ONCE 9
- 10. • A media release could do same job • You don’t have outstanding news • You only have good or simple news (see point one) • You don’t want some things that haven’t yet been uncovered to come to light, either on this topic or another topic about your client • Your spokesperson cannot confidently and convincingly answer all questions or good talent is unavailable • You could offer exclusives to get better targeted coverage Don’t have a conference if: 10
- 11. • Senior management or key personnel are required to “front” a media conference (best if they are personable, good voice, well presented/mannered, quick-witted) • Your role as a PR or media advisor is to prepare these people for the situation; to make a formal statement or announcement and to take journalists’ questions • Key messages should be concise, conversational and catchy (Johnston, 2007) Media Training
- 12. • Media conferences can (and probably should) be streamed live online (and subsequently posted) – part of the shift towards “visual PR” • Webcasting is cost effective and opens your conference up to a wider audience • Webcasting gives you more “control” over all aspects of your message presentation (no editing); and is a useful contribution to an online media room (Breakenridge & DeLoughry, 2003) Webcasting
- 13. • In your role as a PR/media liaison, you will be regularly interacting with and hosting journalists (and preparing/training other organisational staff to develop key messages and “front up”) • Events like media conferences will run more smoothly if you have a positive professional relationship (though not a friendship!) with key media, and if spokespeople are well prepared • See your Doorley & Garcia (2007) reading for more on reputational aspects Journo – PR Relationship
- 14. • Next week is our last lecture…I will also talk about the exam then Don’t Forget