Date: July 2012

Published: The Recorder Holding a Press Conference By Sharon Berman We live in a digital age that allows us to erect or standing straight with your feet work with individuals from around the world. planted about shoulder-width apart. Also, Yet, despite technological advances that you should wear conservative clothing and enable us to share information virtually, jewelry to avoid distracting the audience. If there is still a need for law firms to hold live you believe that press conferences are in press conferences. Such events are your future, you may want to enroll in important because they allow you and your training now. firm to gather from an array of media outlets, who can then disseminate Issue a media alert to publicize your press your message immediately to a broad conference. A media alert differs from a audience. in it is just that — an alert that notice, and despite our society's endless something warrants attention and is going to Holding a press conference signals that cycle, try not to hold the conference happen now. Include the conference's time, something is significant, timely and worth on Friday afternoon. date and place in the alert; clearly state the listening to right away. It's also a way to reason it's taking place and what journalists attract additional plaintiffs to strengthen your Choose an effective spokesperson. The can expect to learn. In short, tell reporters hand. From the defense point of view, a person who will make the most impact is the why they should attend. press conference after a victory signals your plaintiff or defendant. Often, though, that success and your client's vindication. person may be uncomfortable in front of a Select a press conference location that is camera, hard to understand, or have other convenient for journalists. While it's easier to As media budgets diminish, it is more challenges. The attorney may make the best control environments such as your law firm's difficult than ever to attract a 's spokesperson with her client by her side. office, there are times when you want to attention, and there are fewer professionals Whomever you choose, plan to have no send a message via the chosen location — available to cover an ever-expanding more than two spokespersons. on the courthouse steps, for example. territory. Therefore, it's critical to be judicious in deciding to hold a press If your spokesperson lacks experience in Have the proper equipment available and be conference and to do so only when you this high-pressure venue, definitely consider certain it is in working order. At the news have fresh, interesting and important news. media training. Media training can help that conference, make sure to have a lectern Not only will this help you garner media individual come across well in front of the and/or table, electrical outlets and a coverage, but it will also underscore your camera and ameliorate bad on-camera microphone that you've tested before the credibility among journalists, who are often habits. Still, it can't transform someone in a conference begins. Also consider having a pulled in competing directions at once. short span of time. Additionally, there are high-quality sound system. Have a place for many individuals who will never be able to journalists to set up their mics. If you or your Here's how you can maximize the value for serve as spokespersons, no matter how presenters are seated at a table, raise your all involved in your press conference and much training they receive. Whether the chairs a few inches so that you can be seen. avoid the pitfalls. spokesperson is you, your client or both, the person who delivers your message should (continued on back) Hold your press conference promptly. An be poised, able to think on her feet, and Sharon Berman is principal of event, like a court decision, may drive the able to handle the pressure of multiple Berbay Corp., a marketing and conference's timing, but sometimes you questions coming at once. firm specializing have more of a choice as to when to hold it, in working with professional such as a lawsuit's filing. Aim to hold the A thumbnail version of media training services firms. She can be news conference within 24 hours of giving includes watching your posture — sitting reached at [email protected]. Holding a Press Conference (continued)

Before you begin, make sure water and As the presenter, begin by introducing Remember that the walls have ears. During glasses are on the table for the yourself and briefly explaining what your the conference, do not say anything that you spokesperson. Have someone tape record firm does. Make a statement about the don't want anyone else to hear or report. or videotape the conference so that you can press conference's subject and why the Follow this rule not just while you are near critique yourself for future press conference is being held. Reiterate how the the microphone, but also anywhere in the conferences. This type of record is also conference will run, and give three succinct room. important to cover yourself in case there are bullet points with the messages you want to any questions about what was discussed. convey. After the press conference, if you promised anyone you'd provide additional information, Make it clear from the time the journalists When the conference opens to questions, do so right away. Additionally, for those arrive that you or your marketing/public point to the questioning reporter and ask journalists who indicated an interest in the relations representative is in control of the him to say his name and which organization conference but couldn't attend, immediately conference and message. Someone from he represents, or use that person's name if send them a summary or press release. the firm, or your representative, should you already know him. If there is as large introduce herself and give a press packet to group of reporters, limit the number of Although our world so often invites us to every reporter who attends. It's also questions to one per person with one follow- interact with fellow professionals whom we important to get journalists' names and up question. If you don't know the answer to seldom meet in person, live press those of the news organizations they a question, state that you don't know and conferences can still be an effective means represent. Give them your business card that you will provide an answer in the future to broadcast your newsworthy information. and explain how the news conference will if, indeed, that is the case. Calling such media events only when run — when it will start, who will speak, how necessary and executing them correctly will long they will talk, and that you will take When the questions are nearly over or you help you maximize your efforts and receive questions at the end. The press packet want to conclude the conference, say, "I'll the widespread media attention your should contain a one-sheet about the firm take one last question." As you close, let the messages deserve. and a brief biography about you. If you have reporters know whom they should contact if already distributed press releases earlier in they need to follow up. Keep the entire the story's history, include the most recent conference to 30 to 45 minutes. one.

Reprinted with permission from the “July 2012” edition of the “The Recorder”© 2012 ALM media Properties, LLC. All rights reserved. Further duplication without permission is prohibited. For information, contact 877-257-3382, [email protected] or visit www.almreprints.com.