How to Run a Press Conference Journalists Want to Attend

A press conference is worth holding only when the news is significant, several outlets will want it at the same time and journalists benefit from asking questions in person. When that is the case, choose a convenient time and accessible venue, keep the programme short, prepare spokespeople and materials, and make it easy for journalists to file their stories quickly.

For organisations in Ghana, press conferences are often used for announcements that would be better served by a release and individual interviews. Deciding honestly whether one is needed is the first step.

Decide whether you need one

A press conference may be right for:

• A major launch with visual elements or notable guests
• An announcement involving several organisations or officials
• A response to a significant public issue where many outlets have questions
• An event or tour where journalists want access to the people involved

If the news can be explained in a release and a few interviews, see when your announcement needs a press release instead.

Choose the timing

Pick a day and time that suits newsrooms, typically mid-morning on a weekday, avoiding clashes with major scheduled events. Allow enough time after the conference for journalists to file the same day.

Choose the venue

Select a venue that is easy to reach, has parking, reliable power, good sound, internet access and space for cameras. Consider a backdrop that identifies the organisation and works on camera. If dignitaries attend, see planning protocol for events with dignitaries.

Invite the right people

Send invitations to relevant journalists, editors and producers from your media list, stating the purpose, time, venue, speakers and any visual opportunities. Follow up with a reminder the day before. Ask for confirmations so you can plan seating and materials.

Keep it short

A typical structure:

1. Welcome and introductions (a few minutes)
2. The announcement from one or two speakers (10 to 15 minutes)
3. Questions from journalists (15 to 20 minutes)
4. Individual interviews and photographs

Long speeches and many speakers lose attention and delay filing.

Prepare the speakers

Brief every speaker on the key messages, the facts, likely questions and difficult questions. Rehearse. See how to prepare a spokesperson for a media interview and how to write key messages people can understand.

Prepare the materials

Have ready a press release, speaker biographies, fact sheet, approved photographs and video, all available by link. Provide names and titles with correct spellings.

Manage the room

Register journalists on arrival, provide a quiet space for broadcast interviews and make sure the moderator manages questions fairly. Record the conference for your own reference.

Follow up

Send materials to journalists who could not attend. Answer follow-up questions quickly. Track coverage and check it for accuracy. See how to measure a PR campaign beyond reach.

For the full picture, see our complete guide to PR in Ghana.

PR369's Strategic Communications and PR service includes press relations and announcement planning. Email info@pr369.com with your announcement, date and the outlets you hope to reach. We will begin with a strategy conversation.