THE PERILS OF THE PRESS CONFERENCE
= Spoon feeding the same message to all media will leave them all with the same story… but they will each want their own angle, so beware the pre/post event chit chat. It’s all on the record.
= No savvy reporter is going to ask a brilliant question in front of all his / her competitors so they all get the answer. They’ll seek one-on-one time before or after the event. Be careful of being seen to play favorites.
= If you make a mistake in a one-on-one media interview, it’s one thing. But if you make the same mistake in front of a gaggle of reporters, it magnifies the faux pas and starts a feeding frenzy.
= While you want the focus of the press conference to be the speaker(s) at the front of the room, smart reporters are also listening for commentary-like asides from employees and co-workers of the sponsor. Don’t “paper the house” with pretty faces that might kibbutz their boss’s presentation.
= How long should a press conference be? Just as long as it takes to deliver your message and answer a few questions. Shorter is better… unless you are Chris Christie.