SOCIAL COHESION INITIATIVE

News/Press/Conference
Preliminary Preparation
Logistics and Visuals
Choose a room large enough to accommodate the
media, cameras and other equipment
Make sure there are enough electrical outlets for
Your and reporters equipment
Display an appropriate logo/poster in a prominent
spot
Provide chairs for reporters, name cards for speakers
Display visuals prominently near the front of the
room, keep visuals clean and simple

Think like a camera!

SOCIAL COHESION INITIATIVE

News/Press/Conference
Preliminary Preparation
Notification
Send to media an invitation and news release
summing up the purpose of the conference
Direct the release to editors, news directors and
reporters, giving them the date, time, place and
topic of the conference
Schedule the conference to coordinate with media
deadlines
Make follow-up calls the day before the
conference, urging reporters to attend.

SOCIAL COHESION INITIATIVE

News/Press/Conference
During the Press Conference
Double-check the conference room to make sure
everything is set
Provide a media sign-in sheet and press kit to the
journalists
Consider serving refreshments
Start the conference on time
Introduce the speakers
Conduct a question-and-answer session after the
statement/conference
Have a room available for follow-up interviews

SOCIAL COHESION INITIATIVE

News/Press/Conference
During the Press Conference
Keep to the message, keep Your temper
Always answer a question asked
If you cannot, give the reason
Use understandable language
Tell concrete stories
Use bridges to pass from your answer to your
message
Use flag expressions, which attract attention

SOCIAL COHESION INITIATIVE

News/Press/Conference
Flags and Bridges
Flags are expressions that attract attention
such as:
What is most important here is ..............
What you should remember is ...
It is of key importance here ...........
The three most important elements are........

SOCIAL COHESION INITIATIVE

News/Press/Conference
Flags and Bridges
Bridges are phrases, which help You to pass
from Your answer to Your message:
Good question, but I think your audience will be
interested to learn that .......
While I havent forgotten, I would like to tell You....
Nevertheless, it is important to remember that ....
Before we finish with this subject, allow me to add
something:...
This means that ............
This is not my field precisely, but what I can say is.
As I said ...........

SOCIAL COHESION INITIATIVE

News/Press/Conference
After the Press Conference
What are the outcomes of the conference?
What has been heard, seen and read about the
event?
Analyse the content corrections
Did you achieve the objectives?
What lessons did you learn?

Never speak with the reporters and dont give

interviews after conference, except in the cases
when this has been approved and agreed with the
PR experts!

SOCIAL COHESION INITIATIVE

Successful Interviewing

Successful interviews are message-driven!

Dont be afraid! Interviews are an opportunity for
You, for Your message to reach the audience!

SOCIAL COHESION INITIATIVE

Successful Interviewing
General guidelines:

Prepare!
Ask yourself, 'What is my goal with this

interview?
Know the one, two or three (max) key points
you want to make
Collect background information about the
journalist, his style of work, the audience of the
media he represents.
Set time limits of the interview

SOCIAL COHESION INITIATIVE

Successful Interviewing
General guidelines:

Use the Three C's:

Concise - Focus on getting your points across

efficiently. Avoid long words and lengthy

sentences
Conversational - Use words and descriptions
that the average reader/viewer will understand
Catchy - The reporter is looking for the catchy
phrase or sound bite