When does your organization engage the media? When do you publish a press release? When do you hold a news conference or invite the media to your place?
These activities should driven by the availability of newsworthy information. Either you have something to achieve or demand has driven you to action.
“Good Morning, I’m the organization’s spokesperson and I have nothing new to say today. Now, I will take your questions.”
“Good morning spokesperson, I have a question I’ve already asked on a topic about which I am not reporting.”
“Thanks for that question. Here is my canned response which I’ve already provided. I am going to say it in a little different way.”
My Special Organization
Press Release
DATELINE – This week our organization did something that it habitually does and the result was the same.
The date is different and there are some different people involved but generally there is nothing new here.
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Too often, large organizations hold regular, habitual press conferences when they have little to report. If a press conference is what gives reporters access to you, you should make yourself more accessible.
When we don’t have something to report and the media isn’t reporting, why would we hold a press conference?
Instead of press conferences, hold news conferences. Gather reporters and subject matter experts and go on the record to discuss a topic that has broad interest to the public. The regularity of news conferences should be driven by the availability of newsworthy information to disseminate, or an overwhelming demand from your organization’s informed, experienced press partners to see public accountability.
The need to hold a news conferences will come natural – when a newsworthy event occurs, journalists will want to report on it (because its newsworthy). When many journalists are reporting on a topic, you will need to get everyone together and provide an on the record statement and answer questions.
A key rule of thumb, here: unless it’s going to make headlines that your organization didn’t specifically hold a press conference about an issue or at a certain time, you probably don’t need to have one.
The lack of proactive public engagement has nothing to do with a lack of transparency. As a public affairs person, you have to create a culture of accessibility. When a journalist is reporting on something they will call you and you should answer. When your organization has something to report to the public you call and invite journalists. Being transparent is not defined by the regularity of press conferences or press releases.
Photo via DVIDS by USAID, Historical Archive
