Some thoughts from Roy Heffley about ...
In my 22 years as a network journalist in Washington, DC, I saw some bad news conferences. I saw even more really bad news conferences. And we’re not talking about politicians here.
Really bad news conferences—by corporations or associations—unfold like clockwork. Here’s how to present one:
| On one side of the podium, line up several charts and graphs, preferably with small type. On the other side, line up several experts from your organization—each of whom will present a “brief” opening statement of at least 20 minutes. |
| Instruct each expert to speak at his or her chart, far away from the podium on which the camera crews have aimed their lights and placed their microphones. And be sure the experts speak in techno or scientific lingo that even their own bosses can’t comprehend. |
| About two hours after the start—or after all the “opening” statements are finished—ask if there are any questions. Be sure the experts answer from their seats—again, far away from the lights and microphones—and be sure each answer takes at least five minutes. |
Unfortunately, I can’t tell you how to finish a really bad news conference, because no network journalist has ever lasted until the end of one.
Over the years, I directed more than one ABC News crew to simply leave, sacrificing their microphone which was being held hostage on the podium. Others are so offended by the waste of their time that they just walk up to the podium and remove their microphones while expert Number Five is still talking.
Looking
at it another way, be extremely careful to avoid the following—unless you want
to actually present an extremely successful news conference:
Have one dynamic, high-ranking executive give a five-minute-or-less opening statement and answer most questions. This should be someone with training and experience in speaking dynamically and in answering media questions.
Have no more than two or three experts available for technical answers during the news conference and individual interviews afterwards. Again, these experts should have training and experience in answering media questions.
Make sure anyone who speaks during the news conference:
|
Does so from the podium, |
|
Begins by giving his or her name, title and any unusual spelling of the name, |
|
Limits each answer to about 25 seconds. |
Sure, the media loves visuals, but when’s the last time you saw a graphic in a newspaper or on television that wasn’t generated by that media outlet’s own artists?
So instead of charts and graphs, offer:
| Glossy and/or digitized photographs of people or objects for the print media, |
| Videotaped b-roll footage and/or computer animation for the television outlets, |
| An object—or person—that can be photographed and/or interviewed by reporters, |
| Printed copies of the short opening statement. |
After 20 to 25 minutes of Q&A, announce that you only have time for one more question, but that experts will be available afterwards for clarifications and individual interviews.
Sure, that kind of discipline is tough. That’s why I’ve seen so many really bad news conferences.
But if you can’t present your key messages in 25 minutes—or 25 seconds when it comes to each answer—how is a television reporter going to fit them into a 90-second story?
That’s why reporters — whether print or television — are likely to toss the tapes of really bad news conferences, simply refusing to wade though them.
Conversely, any reporter who is treated to the well-run news conference just described will be able to quickly assemble your story—showcasing your key messages.
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