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Week 10 Press Conference

A press conference is a public relations event where organizations present information to the media, often used for announcements, crisis management, or promotional purposes. Effective delivery involves understanding the audience, utilizing nonverbal communication, and preparing for questions. Proper planning, including invitations and media kits, is essential for successful news conferences.

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13 views28 pages

Week 10 Press Conference

A press conference is a public relations event where organizations present information to the media, often used for announcements, crisis management, or promotional purposes. Effective delivery involves understanding the audience, utilizing nonverbal communication, and preparing for questions. Proper planning, including invitations and media kits, is essential for successful news conferences.

Uploaded by

likkokwok
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Press Conference

ENGL 354
Week 10
Today:
• What is Press Conference

• Press Conference: Speech delivery and


Nonverbal communication

• Writing for Press Conference


News Conferences
• A news conference is an announcement and
group interview staged by public relations
practitioners to provide an organizational message
simultaneously to a large group of reporters.

• It can be one of the most interesting and


rewarding activities a public relations practitioner
can undertake. It can also be one of the most
risky. The outcome depends on how prepared you
are and how much you can control the situation.
• News conferences are occasions when you put
your professional credibility on the line.

• You tell reporters that your organization has


something of interest to these audiences.

• You tell spokespersons and managers that it is in


the organization’s best interests to hold the
news conference.

• You call attention to your client, business or


organization.
• With a news conference, you can select the
topic and present information, but you have
no control over the questions reporters will
ask or how they will use the information you
provide.

• There is also no guarantee the reporters’


questions will remain within your selected
topic.
Have you ever turned on the news and seen a person speaking to
members of the press about a new product or the government
announcing a new policy? Maybe you saw XXX Chen apologize to fans
and general public after the accusation of indecency was brought
against him. If so, then you've seen a press conference in action. A press
conference is a staged public relations event in which an organization or
individual presents information to members of the mass media.
• Along with the press release, PR professionals use
press conference to draw media attention to a
potential story. Press conference are typically used
for political campaigns, emergencies (e.g. crisis
situation) and promotional purposes, such as the
launch of a new product.
Emergency press conferences are held in response to a crisis or disaster.
During the aftermath of earthquake in Japan, the PM of Japan, the
scientists and the president of the nucleus power plant all held multiple
press conferences to keep the country and the international communities
abreast of events that occurred, as well as the steps being taken to
resolve the situation.
Emergency press conferences serve a dual role as both public
service and public relations, since those responsible for the crisis
can use the press conference to regain public trust.
Promotional press conferences are among the most common. Public
relations professionals use press conferences to make important
announcements to gain coverage in newspapers, magazines, blogs
and on TV news broadcasts. Reasons to hold a press conference
include:
•Introducing a new product
•Revealing a new scientific breakthrough
•Unveiling a new advertising campaign
•Announcing a charity event with a featured celebrity
•Acquiring a new player on a sports team
•Releasing company financial statements
News conference
• Two- way communication

• Advantages
– Quick, widespread widespread dissemination of
information and opinions through the news media
– Avoids time consuming task of presenting
information to the news outlet individually and
ensures that the intensely competitive newspaper
and electronic media hear the news simultaneously
Press Conference for crisis
• During a crisis, press and public demand an
explanation
• Printed statement may not be enough to
satisfy their needs
• A well-prepared spokesperson may be able to
achieve a measure of understanding and
sympathy by issuing a carefully composed
statement when the news conference opens
Do’s and Don’t’s
• Try to create an atmosphere of cooperation
and project a sincere intent to be helpful

• Worst:
– to appear resentful of the questioning
– To display bad temper
– Just reading brief, inadequate statement and
refuse to answer questions from reporters
 Alienates the press
PRESS CONFERENCE: SPEECH DELIVERY
Know the objective of your speech
• To inform, persuade, celebrate, amuse or
entertain?
• Informative speech: tell the audience how
something was done
• Persuasive speech: attempts to motive the
audience into doing something
• Celebratory speech: design to honor some
person or event
Keep the audience in mind
• Know your listeners: Think about demographics,
their interests etc
• Use their language: Use terms and expressions that
are familiar to the audience
• Use (clear) visuals: such as charts or bulleted slides
• Use humour carefully: Avoid jokes that may offend
• Watch your facts: Be absolutely certain that the
information is accurate
• Focus on the benefit: what the audience will gain
from the ideas presented
• Statements should not take longer than 30 minutes,
sometimes even less and be built around key "talking points."
• Speakers should be prepared with short, clear answers to
expected questions.
• Limit press conferences to the appropriate number of speakers
so the message doesn't get confused.
• Consider using visual aids such as posters or multimedia
presentations to make your message clearer.
• Rehearse statements on live delivery, including mock Q-and-A
format sessions.
The power of non-verbal communication

Nonverbal communication is anything other than words that


communicates a message. In other words, nonverbal communication
is word-less communication received through the medium of gestures,
signs, body movements, facial expressions, tone of voice, colour,
time, space, style of writing, and choice of words.
Nonverbal Communication
• DON’T READ A SPEECH WITH YOUR EYES
GLUED TO YOUR SCRIPT
• It’s important to look frequently at the
audience and establish eye contact (that’s why
you need to be totally familiar with your text
or note cards)
• Eye contact is a major factor that establishes a
speaker’s rapport and credibility with an
audience
SPEAK
• S = Smile
– One of your best communication tool, creates first good
impression
• P = Posture
– Stand straight, Don’t lean on the podium, shows
confidence
• E = Eye contact
– A person who is belivable and honest ‘looks you straight
in the eyes’, but don’t stare
• A = Animation, Attitude
– Your energy, Be enthusiastic
• K = Kinetics (motion)
– Use your arms to make gestures that support your words
A number of body movements have
come to be identified as a substitute for
Positive Gestures
verbal expressions.
Eye contact
Weight on both feet
Nodding the head up and down - "Yes" Relax your shoulders
or "I agree" Use open double hand

Patting the adjacent seat - "Sit beside gestures with your palms

me" showing
Be pleasant
Pounding fist on a table - "I'm angry"

Yawning - "I'm bored" or "I'm not


Negative Gestures
interested"
Scratching head
Clapping hands, thumb up - "I approve" Biting nails
Placing forefinger on lips - "Be silent" Crossed arms or legs

Circling the first finger parallel to the Drumming fingers

side of the head - "That person's crazy" Covering the mouth with
hand while speaking
Forming the first and second finger in
the shape of a "V" - "Victory"
PARALANGUAGE

Paralanguage is defined as a type of nonverbal


communication that includes articulation,
pronunciation, rate, pitch, volume, pauses,
and other vocal qualities. While verbal
communication consists of the 'what' of the
content, paralanguage involves the 'how' of a
speaker's voice or the way in which s/he speaks.
Watch Video
WRITING FOR NEWS CONFERENCES
• Checklist
• Planning Sheet
• Invitations
• News statement
• Media Kit
• Questions and Answers
• Follow up
• Evaluation
Invitations
News Statement
• Please refer to handout
Media Kit
• The better reporters understand your
organization’s message, the more accurately
they can present it to their audiences who
comprise your target public.

• Much background and details may be given to


reporters in the form of an information kit
Q & A Responses
• You have made a statement and have given
reporters written information but your news
conference isn’t over yet, you still have to
respond to questions. This is another
opportunity to present information you feel
significant and newsworthy and which serves
your organizational objectives. To do this well,
you have to be prepared
Q & A Responses
• Reporters will be looking for information not
included in your original statement, reasons
behind the information that are not apparent,
and implications for their audiences.
• They may also probe for a hidden agenda or
for information they think you may be
reluctant to give them

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