10- Ashley Burningham- Press conference revamp

Press Conference Revamp

Reference:

O'Brien, T. (2004). Renovating "This Old Press Conference". Public Relations Tactics, 11(12), 15.

Theme:

Press conferences are a useful tool in information sharing. You need to revamp the way you do press conferences in order to regain attention.  

Summary:

- PR disasters produce how-to and how-not-to articles. 

- O' Brien was waiting for media to arrive at a press conference. 

- Federal employee was supposed to give his client more than $2 million to create jobs. 

- At the same time, murderer was being arraigned down the street. 

- This eliminated tv coverage for O'Brien's event. 

- The key to television coverage is location and timing. 

- Only hold a press conference when the story is likely to generate media interest. 

- If so, hold it at convenience and efficiency for client and media. 

- Old fashioned press conferences are becoming less common. 

- Understand that you can't control the media. 

- Cover the myriad of details and make media contacts. 

TIPS:

- Don't call it a press conference (boring). Call if a briefing, opportunity, etc. 

- Don't conduct in normal business setting. 

- Manage expectations. 

- Think visually. 

- Never guarantee coverage. 

- When all else fails, keep your head up. 

Application to lesson:

This weeks lesson was about disaster press conferences. While this article didn't focus on a disaster press conference, it gave some important tips that are applicable for a disaster press conference like only hold a press conference if necessary, work at convenience for client and media, and revamp your press conferences. 

Application to career:

While this article focused on a press release for a company, the meaning is applicable to public safety. You can't control the media. What you can do is make your best effort at getting your work done. The idea of revamping a press conference is also applicable for public safety, and many have done this through the use of social media.