Press

Conference
Asst. Prof. Dr. Vimala
Govindasamy
• What is
Press
Conference?

January – April 2023 SM108 Introduction to Public Relations 2

 What is a Press conference?

Table of Why should you hold a press conference

Content When should you hold a press conference?

Where should you hold a Press

conference?

How do you hold a press conference?

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 A tool designed to generate news Response to specific
public relations issues

Led by the company's executive management, press

What is a
liaison, or the communications officer

Press Interactive information distribution

Conference? Held by corporations and other businesses, politicians,

and other government officials Announced through a press
release.

To increase brand awareness and increase stature of an

organization

January – April 2023 SM108 Introduction to Public Relations 4

 Why Should You Hold a Press
Conference?
ME SS A G E
 Interactive way of
communication Answer
questions from the
press, emphasize
points.
 Announce important
development Setting
the record.
 Straight, prevent further
negative publicity.
January – April 2023
M ED I A TEC H N I Q U E MO RA L E
• Media presence adds to • Boost the morale of your
the importance of own group
newsworthiness
• Taking pride in high
Generate publicity
press turn-ups.
through non-paid forms
of communication.
SM108 Introduction to Public Relations 5
 When Should You Hold a Press
Conference?
SPECIAL EVENT:
 Breaking News.

 Special event with a prominent individual.

 Significant announcements.
 Emergency or crisis.

 A number of groups are participating in an action.

 Reaction to another event.
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January – April 2023 6
 When Should You Hold a Press
Conference

• Apple holding a press conference about a new product AirAsia's CEO holding a press conference in the event of crisis

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7
 Where Should You Hold a Press
Conference?
•Where to place?
• Pick a place with adequate parking.

• Visual interest in a relationship with to each topic - capital

building, city courthouse.
• Don't have high levels of Background Noise.

January – April 2023 SM108 Introduction to Public Relations 8

 How Should You Hold a Press Conference

 Define the message.

• What are you trying to get out to the community
• Why do you want to send out this information

 Schedule the date and time

• Ensure it does not conflict with other press events
• Tuesdays, Wednesdays, and Thursdays are the best days
• 10.00 a.m. and 11:00a.m.
• As soon as possible in time of crisis

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 How Should You Hold a Press Conference

 Pick out the venue

•Visual Interest and relationship to the message.

•Free from background noise.
•Adequate electrical outlets and extension cords.
•Not too far away for reporters to travel.

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 How Should You Hold a Press Conference

BEFORE THE PRESSCONFERENCE

Select and train your participants.
 The key public relations members other related departments personnel
who are involved for this press conference.
 To organize a dress rehearsal before the event.
 Be clear and concise what the message to be convey to the stakeholders.
 Dress code for the occasion
 A trained and experienced media liaison officer to handle the media.

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 How Should You Hold a Press Conference
BEFORE THE PRESSCONFERENCE
Contact the media.
1. Contact the media
2. Prepare the press release

Follow-up with the media

To contact and follow-up with the media

 Develop a Press Kit

Prepare the press kit folder and should contain the following:
The Chief Executive Officer’s (CEO) speech.
To include the press release
 Other related background information and related photographs of the incident
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 How Should You Hold a Press Conference
 BEFORE THE PRESS CONFERENCE
 Venue Preparations
•Electrical Outlets: Microphones, Lights,
Cameras
 Camera Platforms to record
 Long Tables with microphones and
name cards
• Seating Layout - Organization and the
Media
• Screen / Backdrop
• Podium for the moderator
• Light refreshments
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January – April 2023 13
 How Should You Hold a Press Conference

Media and guest arrival

Sign-in at the registration counter

and hand-over the press kit
DURING THE
PRESS CONFERENCE
Usher them at their respective
seat

Build a personal contact the media

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 How Should You Hold a Press Conference

 DURING THE PRESS CONFERENCE

• Emcee will start the Press Conference at the designated
• Record the session
• Speech by Chief Executive Officer (CEO)
• Open the floor Question & Answer (Q & A) session
• Additional information

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 How Should You Hold a Press Conference

 AFTER THE PRESS CONFERENCE

• Thank the media for attending the Press Conference

• Hand deliver a press release to the Media Editor who didn't attend
the Press Conferences
• Provide additional information on questions unanswered through
e-mail

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SEATING
ARRANGEMENT
ON THE STAGE

SM108 Introduction to Public Relations

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 How Should You Hold a Press Conference

•After the Press Conference:

 To follow-up with the respective media who attend the
press conference.
 Send the press kit to the other media who were unable to
attend the press conference.


SM108 Introduction to Public Relations

January – April 2023 18
Thank You
Asst. Prof. Dr. Vimala Govindasamy

Email: vimala@ucsiuniversity.edu.my

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