Table of Contents >
Chapter 6. Promoting Interest in Community Issues >
Section 8. Arranging a Press Conference >
|
| Contributed by Eric Wadud |
Tools
Sample Press Advisory
| Community Task Force on Homes for Children 2170 Pacific Ave.
San Francisco, CA 94115
(415) 563-8109 For further information contact:
Jim Smith, Assistant Director
555-1313 office, home 903-9898 Press Advisory Impact of Crack Epidemic on Foster Care - In California the number of children in foster care increased by 28%, from 49,978 to 63,987, between 1995-1997 (Including status offenders and juveniles).*
- In the Bay Area, the average number of children in foster care increased 36%, from 6,843 to 9,271, between 1995-1997*
- In San Francisco 77% of children entering foster care today are doing so as a result of the crack epidemic.**
* Source: California Department of Social Services, Foster Care Information System **Source: San Francisco Chronicle To discuss the critical need for foster families exacerbated by the crack epidemic, child neglect and abuse, The Community Task Force on homes for Children invites you to a Press Conference: DATE: Tuesday, April 15, 1997 TIME: 11:00 a.m. PLACE: Children's Home Society, 3000 California Avenue, (415) 922-2803 (Marsha Adams) PARTICIPANTS: Joe Black, Chief, California Department of Social Services, Adoptions Branch Dr. Kathy Young, Asst. Clinical Prof. of Pediatrics, UCSF and Attending Neonatologist, at UCSF and Mt. Zion Helen Thompson, Alameda Department of Social Services, Asst. Agency Director James King, Foster Parent, San Mateo MODERATOR: David Klein, Chair, The Community Task Force on Homes for Children The purpose of this news conference is to alert the press to the foster care crisis in 1997. The press conference will include the statistical, medical, and social service aspects of the issue as well as the personal perspectives of foster parents. |
Adapted from Shahnaz Taplin's Holding Press Conferences: Why, When and How (1990).
Dates used for data are fictitious.
return to top
Checklist
Here, you'll find checklists that summarize the major points contained in the text.
____ You understand that a press conference is a tool designed to generate news -- in particular, hard news that can advance the cause of your organization.
You understand the following reasons you might want to hold a press conference:
____ You can give more information than in a press release.
____ At a press conference, you can answer questions the press may have.
____ You can announce something unprecedented, which has significant local implications.
____ You can set the record straight if your group received negative publicity.
____ When many media representatives are present, it makes your conference seem really newsworthy.
____ A successful media conference can not only generate news, but can also boost the morale of your own group.
You understand that you might want to call a press conference in the following cases:
____ When the event includes a prominent individual to whom the media should have access.
____ When you have significant announcements to make, such as opening a campaign or reporting a lobbying victory.
____ When there is an emergency or crisis centered around your group or the issues it deals with.
____ When a number of groups are participating in an action, and the show of support will emphasize that this action is news.
____ When you want to react to a related event; for example, a national report relevant to your own issue is released.
Before the press conference, you have:
____ Started planning at least a week or two before the press conference is to take place.
Planning steps -- you have:
____ Defined the issue and key messages that you and your group are trying to get out to the community.
____ Determined a date and time for the press conference, and made sure it doesn't conflict with other press events or media deadlines.
____ Followed other tips for press conferences, such as scheduling the conference for a slower news day, scheduled your press conference is between 10:00 a.m. and 11:00 a.m.
____ Picked a location for the press conference that has adequate parking, is not too far away for reporters to travel, and provides visual interest and relationship to each topic.
____ Selected and trained participants who will be knowledgeable and articulate about the issue, who have high credibility, and, if possible, people from the community affected by the issue.
____ Found a moderator who is experienced with the press and the issue. He or she will be in charge of convening the press conference by introducing the issue and participants. The moderator also answers questions or directs them to the appropriate participants.
____ Attended at least one other press conference to get a feeling for what they are like.
____ Conducted a dress rehearsal.
____ Created a comprehensive mailing list of assignment editors at television stations, news directors at radio stations, and at major newspapers, and editors at weekly newspapers.
____ Had a press advisory prepared and mailed about one week ahead of time to inform the media about the press conference.
____ Followed up your press advisory after three days with phone contact to the major media outlets.
____ Followed up a second time the morning of the press conference.
____ Developed a press kit, if your group can afford it; or, if a press kit is beyond your budget, a press advisory.
____ Checked the location of electrical outlets for microphones and lights in the room where the press conference will be held.
____ Set up a table long enough to seat all your spokespeople, with name cards.
____ Provided enough seating in the room for reporters and their supporting equipment.
____ Displayed visuals as a backdrop to your speaker's table: charts, posters, etc.
____ Set up a sign-in pad for attendance.
____ Provided a podium for the moderator.
____ Had coffee, tea, and water set up for the press conference.
Your press kit contains the following:
____ A list of press conference participants.
____ A press release, which should state your group's position on the issue, highlights the press conference, and a few quotes from participants.
____ Background information about the issue.
____ A few black & white glossy photographs.
____ Short biographies of participants.
____ Related news stories from prestigious national publications.
At the press conference:
____ Welcome members of the press as they arrive.
____ Have members of the press sign in, with their affiliation, and give each of them a press kit.
____ Seat the press conference participants behind the table facing the seated reporters.
____ Check the sign in pad to see which media outlets are represented. You may also want to make personal contact with major media representatives before or after the press conference.
____ Start approximately on time--no later than 5 minutes after the scheduled time.
____ Tape record the event, for your own records, and for possible media use.
____ Have the moderator welcome the press, and introduce the issue and participants.
____ Each participant should present for no more than 3-5 minutes, making his/her 3-5 key points.
____ After all the presentations, the moderator should entertain any questions from the press, and direct questions to the appropriate participants.
____ After about 45 minutes, bring the formal conference to an end. Thank the participants for presenting, and the media for attending.
After the press conference:
____ You understand that not everyone may arrive, as your conference may be preempted by some late breaking news story elsewhere.
____ You may want to hand deliver a press release and press packet to these people, send a tape feed, or, try to schedule an interview with a reporter and one of the press conference participants.