Press Conferences

A press conference is an event to which you formally invite members of the press because you have something of substance to tell them, or because they want the chance to ask you some questions. It's something a church would rarely, rarely need to do.

When Should a Church Call a Press Conference?

Only when you have a really really good reason. Press conferences should be reserved for things of wide interest. Journalists will be upset if they show up for something which wastes their time and could have been covered at their leisure through press releases.

Very little of what we do in the church requires a press conference. A news release is sufficient for nearly everything. In fact, the typical church may never need a press conference.

A Press Conference Might be Appropriate When:

You want the media to have the chance to question people, and you're confident they'll have questions.

You want to demonstrate something or give a tour of a new facility.

A major name is at your church and you know the media might be interested in meeting with him or her (though one-on-one interviews might serve their purposes better).

You're dealing with something of widespread interest in your community, and there is a lot of press interest.

Before calling a press conference, ask:

What will a press conference do that we can't do through press releases?

Journalists are busy. Is this newsworthy enough for them?

Announcing a Press Conference

Announce a press conference through a news release to the media outlet. "St. John's Church will hold a press conference Thursday at 3:00 p.m. to discuss...." That serves as an invitation to the press. If the press conference is being held too quickly for the Post Office to handle, fax or call in the announcement.

Send invitations to all media outlets. Don't play favorites.

Don't send it so far in advance they may forget about it.

Make sure you deliver the people you promise to deliver at the press conference.

How Do You Conduct a Press Conference?

Select a place that's accessible, has good lighting, is comfortable, and can accommodate TV cameras and lights.
If the room's too big, the event will seem poorly-attended. It's better, psychologically, to choose a smaller but adequate room.
It's okay to provide coffee and tea as a courtesy, but not necessary.
As press people arrive, distribute a prepared agenda which tells them who will be speaking and in what order.
Select one person to give a general greeting and introduction, to state why you're there, and to explain how the conference will proceed. Then turn it over to someone else for the main presentation.
Get to the point--the reason the journalists came. They are your audience, and they have plenty more to do today.
Keep the conference moving. Everyone who will be speaking should be near the front.
Always allow time for questions. Reporters are more likely to use your responses to their questions than your prepared statement.
Try to anticipate what questions they'll ask, and be ready with answers. Especially if the subject is sensitive in some way.
Accommodate requests for personal interviews after the press conference. Don't show preferential treatment for certain media persons or outlets.
Keep participants around for photos.

The "No Comment" Option

If you're uncomfortable commenting on something, or can't, don't give a pert "No comment." If reporters have taken time to come to your press conference, they deserve at least a brief explanation of why you can't comment.

"I'd prefer to not discuss that at this time."
"Our attorney has advised us against talking about that right now."
"I'd rather not respond until I have all the facts."