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• There is a crisis situation and local and regional media want immediate answers.
  
  
• It is critical that all of the media hear the exact same message at the same time.
  
  
• Multiple sources must present newsworthy information at the same time and place.
  
  
• Multiple calls from several reporters are coming in about a specific situation.

Just be careful when naming an event a press conference. If you call them too often and the news doesn't require it, you'll suffer from "boy who cried wolf" syndrome. The next time a press conference is called - necessarily or not - no one will show.

Press Conference Details

If you must conduct a press conference, here are some details to consider.

• Announce the press conference. If possible, send a media advisory or press release about the press conference at least 48 hours in advance.
  
  
• Think about deadlines. Mornings are often best - between 9 and 11 a.m. - because morning meetings are over and reporters have time to cover assignments. If you want your news to air live on the evening news, schedule the press conference between 4 and 6 p.m. This is only for extremely newsworthy events. If it's not breaking news, no one will show.
  
  
• Think about attendance. Keep your news in perspective. If two local papers are sending a reporter each, you don't need materials for 50. However, if the news is drawing attention from every outlet throughout the state, prepare for 50 reporters or more.
  
  
• Prepare the location. Make sure the location has plenty of electric outlets for television equipment and laptop computers. If you have a speaker, provide a podium for microphones and stands. Add visual interest by holding the news conference at a site with relevance to the story. If appropriate, reserve parking for the media and notify them of the reserved spaces.

Other Media Events in Lieu of a "Press Conference"
There are other options to achieve the benefits of a press conference. A "press availability" session allows you to direct the media to a location to provide information about a story, while giving them flexibility with time and personal attention. It's unlikely all of the media interested in attending a press availability session will show up at the same time. A press availability session should include a block of time that reporters can interview various sources and get background information. While you may have suggestions for things to do or view, a press availability session should not have a structured agenda.