Whom Shall We Invite?

At first, it might seem easy. But deciding whom to invite to a press conference isn't automatic. If we send an invitation or release to the managing editor or the city editor, a general-assignment reporter might be sent to the event—that is, a less experienced writer who just happens to be available. It's far wiser to invite business editors if our story involves economics, political writers if we are involved in a leg­islative matter, the entertainment columnist if we are sponsoring a cul­tural event, or a member of the "lifestyle" staff if our organization is running a summer camp for underprivileged children.

Shall we invite bona fide reporters only, or a wider list of journal­ists? If the story has legitimate spot news interest, the presence of press hangers-on may interfere with reporters who must meet a deadline. On the other hand, if our news conference is intended to suggest a continu­ing story that deserves prolonged coverage, it may be wise to invite managing editors and editorial writers, who have the responsibility of planning long-range news policy.

Should print and broadcast press be invited to the same confer­ence? If so, how can we assure that both are adequately served? Early morning and late afternoon are good times for the print press, but mid­day usually is better for television. Moreover, if television crews arrive in full force with their lights and microphones, the print press may be pushed to the side. The television reporters may want only a crisp, concise one-minute statement, preferably with visual interest, while the print reporters may prefer to probe for the in-depth stories the have the time and space to cover.

One solution to the dilemma posed by the different needs of the various media may be to hold a split conference, with the television cameras invited for one segment, and the print people given exclusive access to another segment.

Avoid Embarrassing Silences

A news conference may be jeopardized if no reporter is willing to as the opening question, or if the press—through ignorance or laziness-fails to explore all of the available topics. Some organizations routinely' seat one or two members of their own public relations staffor the editor of the organization's magazine with the working press to raise additional questions at the appropriate time, and generally to "keep the ball rolling." Of course, such a maneuver must be handled in a way that is perceived as helpful by the news media, not as a heavy-handed job of "shilling." It probably is better to prepare your speaker to raise and answer his or her own questions if the press is remiss.

If your organization provides a spokesperson who is not adequately prepared, or who does not know how to handle questions from the press, the conference quickly falls apart. Until the Nuclear Regulatory Commission appointed a qualified "point man" to brief reporters covering the Three Mile Island incident, the press complained of "conflicting and contradictory statements" about the nuclear emergency and the result was confusing and incomplete news coverage.

You must be prepared, too, for reporters who refuse to attend a press conference because, in the words of one journalism news-writing textbook, they "dislike working with precisely the same clay their competitors are using." Some print reporters flatly refuse to raise questions while television cameras are running, saying, "Why should I let my questions get answered on TV before I can put them in print?" If coverage by the reporters who complain is important to you, be prepared to make special arrangements so that they can interview your speaker or obtain the information in another manner.