A press conference can prove to be an important source of information provided you have made the right preparations. Here are eight tips to cover a press conference:
# Tip 1
Research your subject before the press conference. Among other things:
- Locate the correct name, designation and background of the subject.
- Do some reading on the issues that the speaker may be addressing. Generally, this is mentioned in the invitation. But it is a good practice to call the company official who has sent the invitation and obtain more information.
- Go through newspaper clippings to learn what the speaker has been talking about in recent weeks. Make points about issues that can turn into a good story.
- Visit the website of the company/organisation that the speaker represents. Make notes of what the company does, its aims, goals etc.
# Tip 2
You should arrive at the press conference venue a little before your media colleagues arrive. This will give you a chance to speak to the company officials in an informal manner, and build relationships. The officials are aware of the fact that as a reporter you need to be humoured, and will be willing to provide information that they normally would not in their offices.
If you are lucky the speaker himself may be available, and you can use the opportunity to spend a few minutes with him. This can be especially useful if this is the first time that you are meeting the subject.
# Tip 3
Browse the press kit carefully. Underline points that are interesting.
# Tip 4
Listen carefully to the statement being made by subject. Make notes of points that strike you as newsworthy. It is a good practice to record the entire statement. You can then refer to it in the office. Make note of what the speaker is wearing, and how he addresses the press conference.
# Tip 5
Pay attention to the questions raised by fellow reporters. Take note of the answers for sometimes the news point may emerge from an off the cuff remark made by the subject. Also, note whether the speaker is relaxed or loses cool when a difficult question is asked.
# Tip 6
Wait for your chance to ask a question. Introduce yourself politely, giving your name and the name of your organisation, and then ask your question. You should avoid being aggressive or cynical. Try to be as informal as possible. This relaxes the subject, and you may get an answer that may become a hot story.
# Tip 7
Try to meet the subject before he leaves. This should be to build a relationship, and not to ask controversial questions. You must remember that if the subject has been smart enough to avoid answering controversial questions then he is unlikely to do so after the press conference.
# Tip 8
Before writing the report, you should play back the statement and go through the written press note provided by the press team. You should also scan the replies made by the subject at the press conference. Decide the point that is most newsworthy and build a report around it.
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