• Is your topic newsworthy, or is it merely noteworthy? Newsworthy information can carry an entire dinner conversation; noteworthy information can only carry on for a minute or two.
• Do you have video component for TV, graphics/charts, or a personality, if possible?
• What will you gain from a question-and-answer format?
• Could an event (for example, a TV crew on a tour of the library) convey your story better?

If you decide to go ahead, here are some tips:

1. Choose a convenient time

Try to avoid conflicts with other big events by:

- Looking at schedules in your local paper.

- Cruising online for upcoming events.

- Asking friends in media

Best times

- 10 a.m.-noon for print p.m. deadlines.

- 10 a.m.-3:30 p.m. for electronics.

- Weekends are often good since “news hole” exists with less competition-but fewer crews and journalists are available.

2. Choose an Accessible Location

- Your site should be: familiar to media; connected to your topic-such as in the library online room for a technology event-for visuals; and easy to get cameras into and, when possible, wheelchair accessible.

- If the location isn’t yours, make sure you get any needed permission in writing beforehand.

3. Contacting the media

- Draft “Media Advisory” in outline form including Who/What/When/Where/Why-list contact person and that interviews are available.

- Send/fax and e-mail to assignment editors, wire services, etc., two weeks in advance of news conference.

- Also send your release to individuals who have covered the topic or related news conferences.

4. Follow up with the press at least five business days before the press conference, the day before and day of.

- Calls to news assignment/planning editors, and friendly reporters early that morning.

- Offer to do phone interviews or voice feeds for those who can’t attend.

5. Planning the actual news conference

Materials

- Plan to have appropriate background materials, such as press kits that have flyers, fact sheets, and brochures for attendees to take with them.

- Draft a press release to go in the press kits summarizing news with key quotes and contact name.

Signage

- Plan to use a colorful banner or poster behind the podium that says your library name and possibly has a logo or message pertaining to the subject of the press conference. If possible go with a stadium style banner that has multiple logos layered, similar to the type of signage used for sporting event press conferences.

Program

- Create an event rundown that provides an overall snapshot of the event. The rundown should include event logistics, media targets, key messaging, event flow, timeline and delegate tasks.

- Plan on few speakers-no more than four.

- Keep it short (Total time should be NO LONGER THAN 20 minutes) and to one point.

- Brief all speakers beforehand (initially by phone and, if possible, in a group prior to the press conference). Talk to them about time, focus, and likely questions.

- Choose someone to do introductions, direct questions, and end news conference.

Room set-up.

- Work with site hosting the event to ensure you have the necessary room set-up items.

These may include:

• Table to place background materials.
• Easels for posters or charts.
• Place to hang library banner.
• Podium or table with podium for speakers.
• Proper or desired type of microphones, one for speaker and others for Q&A. Some may prefer lavalier microphones that clip onto clothing.
• Mult-box: this is an audio unit that radio and television stations can hook their audio plugs into so that they can receive a clean audio feed from the podium microphone.

The event

• Distribute the press kit with the release.
• Have back-up documentation, photos, and statistics available to help in answering questions.
• Take media attendance.

Follow-up

• When the news conference ends, call people who said they would attend and did not to set up phone or in-person interviews or another way for them to get the story.
• Fax, e-mail, or get releases to key outlets that didn’t attend and may be interested.
• Get back to anyone who asked an unanswered question at the news conference.
• Fax releases to weeklies or others who normally don’t send people to cover events.
• Monitor press coverage-possibly use clipping service and distribute best clips online to a electronic discussion list, etc.
• Thank those who covered the event
• Incorporate any new names, addresses, phone, or fax numbers into press list.
• Review entire event to determine what went right and wrong. Learn from experience!

Here is an example of a successful press conference plan - Contributed by Macey Morales, Manager, Media Relations, ALA Public Information Office