THE PERILS OF THE PRESS CONFERENCE

(Reading time:  75 seconds)

While there are certain efficiencies of scale that can be achieved in holding a press conference, there are also several down-sides to consider:

= If anything in the event is embargoed, set the ground-rules up front: No Tweeting!

= 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.