Take advantage of the opportunity to get maximum exposure by calling reporters together.
When your company or organization has something newsworthy to announce, a news conference can give you the exposure you need with the ease of telling everyone at once. Such events draw reporters and photographers from newspapers, magazines, business journals, blogs, television and radio – giving you a chance to reach a wide audience.
A news event allows you to outline your message without interruption and emphasize important points before taking questions. As your publicist, we manage the crowd and gauge when to stop the Q&A, though you might conduct individual interviews after stepping down from the podium.
For journalists, a news conference reduces the chance of missing the story. And it means they can share in the questioning. But with “pack journalism” especially it’s important to stay on your toes. Reporters who cannot get an exclusive story will jockey for something “big” to break from an event meant to give you publicity.
Your event will be friendly and easygoing to start – you get to talk about something reporters want to hear and you might field some “softball” questions that you can hit on the mark. But reporters won’t just give you free advertising. Here are tips to handle awkward moments.
Expect edgy questions – at least one you don’t want to answer. It’s OK to say, “I can’t talk about that.” That’s a better response than “No comment,” which sounds like you have something to hide. It’s also OK to say, “I don’t know the answer to that, but I’ll try to get you an answer.”
The ‘loaded question’
Good reporters pretend to know more than they really do when asking a question. The reporter may have some knowledge of a situation and will try to elicit confirmation indirectly by asking about details. If you get a trick question, smile and say, “I can’t talk about that, but nice try,” and call on someone else.
Two behaviors are treacherous when you talk with reporters: Lying and losing your temper. Deception robs you of credibility when it becomes evident you knew something that you denied knowing. If you have a short fuse, watch your tongue. Frustrated reporters might try to provoke you into reacting badly.
Stay on message
If the topic of your news conference wanders way off track, guide the conversation back to your message by repeating a talking point. Or, ask for another question. Be diplomatic but firm. If the reporters pile on, wrap up – that’s better than an ugly clash that ends up on the front page or TV news!
Invited to speak with an editorial board? Follow these rules of thumb to avoid pitfalls:
Many politicians, civic leaders, CEOs and others eagerly agree to meet with a newsroom editorial board and then wonder, “What have I walked into?”
Often it’s a room with editors and reporters clamoring for headline news. If their guest slips up in some way, all the better. There’s a delicate balance here, involving mutual respect. The interviewee wants to get across certain points and stay on message, but the paper’s goal is to elicit something exclusive.
Consider these real-life scenarios:
- A politician says he doesn’t need the political machine to get elected, and loses votes when those he insulted work against him.
- A corporate executive, upset with a newspaper’s editorial on his industry, demands an audience to try to cut the editors down a notch but instead gets bludgeoned with facts.
- A local elected official reveals prematurely that he plans to run for governor because he hesitates and laughs nervously when someone asks about the rumor.
An editorial board can be a cordial give-and-take, but handled badly, it can turn into a bashing. Don’t assume that your guest status tips the balance in your favor. Sure, someone will welcome you and the reporters will listen to your pitch – but their questions might wander from polite to aggressive out of hunger for a good story, or just for sport.
Here are some tips to help manage your editorial board visit:
Arrive on time and stay longer than scheduled, if asked. Make a good impression with a genuine smile and strong handshake. This meeting doesn’t have to be contentious. You’re all assembled here with a common goal of imparting information to people. Speak candidly.
Bring someone with you, to track what’s said or to do quick online research for you. Bring documents; reporters like fact sheets, statistics, schematics, or other “proof” supporting your words. Before you arrive, review any notes an aide prepared for you; practice what you want to say.
Stay calm, relax
Be cognizant of your expressions and body language; act confident. Holding a pen can occupy your hands if you’re nervous. Taking a drink of water allows you to pause and reflect on what to say. Remember, no one expects you to be perfect.
Feed the beast
The editors control the line of questioning; make sure you control the message. Emphasize your important points and anticipate questions. Know your stuff, so that you don’t appear vulnerable. Don’t let the pack get “hangry.” You’re the expert whose information feeds their need.