Organising a press event

A checklist to help you plan your press conference or photocall.

• before you send out an invitation
• before the event
• on the day
• after the event

Before you send out an invitation

1. Consider the topic of the event - make sure it is newsworthy. As far as possible, check that other newsworthy events - news conferences or government business - will not clash with yours.

2. Consider possible speakers and approach them: are they available and willing to appear?

3. Decide a date and a time. The media are unlikely to turn up on a Sunday. Friday is rarely a good day, because of the nature of the weekend papers - they often have different staff, priorities and readers.

4. Decide on a venue. This may mean booking an external venue.

5. Make sure that the venue has everything you will need:

• space for a 'top table' for the speakers
• somewhere to lay out presentations or press information
• space for refreshments (coffee, tea, water, biscuits)
• room for enough chairs for journalists
• natural light
• good air conditioning or heating a
• separate room for speakers to hold pre-conference meeting and where they can wait while journalists arrive

Also consider technical resources:

• note the audio visual technology available - overhead and slide projectors, powerpoint facilities, pointers etc.
• check the number and position of power sources
• if the room is large, consider using microphones
• know where light switches, lavatories and technical support can be found

7. Issue the press invitation (invitation to a media event) at least five working days before the event . Ideally, send by fax or by mail. e-mail can also be effective.

Before the event

6. You may wish to telephone your most important press contacts two days ahead of the event to ensure that they have received the invitation and intend to come. If they cannot attend, ask whether they will send another journalist.

7. Confirm bookings for the venue, speakers, audio visual equipment and refreshments.

8. Make nameplates for the top table. Print your association's logo and the speakers name on both sides. Name badges are useful for post-conference interviews.

9. Prepare media packs for journalists. These should include a copy of the invitation and a media information release providing additional information (see writing a media release).

10. Make a sign-in form for journalists, where they can give their name, company, and contact telephone number. This enables you to follow-up on their reporting.

11. Make signs clearly directing journalists to the event.

12. Create a system for booking interviews with speakers after (or even before) the press conference. If your story is big, national broadcast media may want to headline it in their morning programmes. Be careful not to publicise it too widely, or journalists may not attend your press conference!

13. Brief your speakers (tips for radio and television interviews for advice for interviewees). Arrange for them to meet before the conference to agree what each speaker will saw, and the order in which they speak.

On the day

14. Ensure the speakers have agreed who will say what, and in which order.

15. Inform your colleagues of the plans for the conference: they should know the venue, how to get there, the information available, and your contact number.

16. Arrive in good time at the venue, ahead of journalists. Don't forget to bring press materials, name plates, badges, pens and the sign-in form.

17. Check that the power sources and equipment are working, and that refreshments are on their way.

18. Welcome the press and make sure they sign in. Be ready to answer their queries, and be there to support the speakers.

19. With the exception of previously arranged interviews, DO NOT allow journalists access to the speakers before the press conference. If you do, journalists may not stay for the conference.

20. Start the conference as soon after the scheduled time as possible.

After the event

21. Ensure the speakers know their interview commitments for the next few hours.

22. Fax press materials to other interested parties, such as non-governmental organisations and the regional press.

23. Set your video or tape recorder to record broadcast interviews - so you know what was said. If necessary, provide further clarification. You will also hear the views of other parties not at your conference, but interviewed by the media.

24. Check the following day's newspapers for cuttings on the conference or for coverage of your photocall.