Media Handbook for National Human Rights Institutions 2.3. HOLDING MEDIA CONFERENCES A media conference is often held to announce a major story, such as the release of a report, the launch of a major inquiry or findings from new research. Alternatively, NHRIs may hold a media conference to provide their perspective on a human rights issue that is the subject of significant public debate. A media conference is an efficient and effective way to communicate directly with a large number of journalists. For example, it is far more time-effective than saying the same thing during 20 or more separate interviews on the one topic. Generally, a media conference will involve one or two speakers – three at the most. Each speaker should have something newsworthy to say and their prepared comments should complement and reinforce each other, not duplicate them. Make the formal presentations as brief as possible; no more than 10 or 15 minutes. That includes all speakers. Each speaker should present for a maximum of three to five minutes. After all, the main purpose of a media conference is for journalists to ask questions, not listen to a lecture. You should have a moderator to start proceedings, introduce the speakers and run the question-andanswer session. If problems arise during the media conference, or if it is running overtime, the moderator should step in and conclude the media conference in a professional manner. A successful media conference requires good preparation and good management. Here are some ideas to keep in mind. Choose an appropriate venue: Select a venue that is convenient for journalists to get to. This could include the NHRI office or a venue that reflects the focus of your story or announcement, such as a hospital or a school. Always have a back-up plan if you choose an outdoor venue. Have the right facilities: Most media conferences are held indoors. The room should not be too large – lots of empty chairs can create a bad impression – but make sure there is sufficient space for television cameras and lights. It should also be quiet so television and radio journalists can record the speakers. Make sure the room has plenty of electrical outlets. Time the event to suit journalists: Journalists have busy daily schedules so time your media conference with their deadlines in mind. The best time to hold a media conference is generally in the morning, around 10am or 11am. This gives journalists plenty of time to collect any other interviews or information they need to prepare their stories. Be aware of any competing events, announcements or holidays that may prevent journalists from attending. Notify journalists in advance: Distribute a media alert/advisory note several days in advance of the media conference, if circumstances allow. Include the date, time and location of the media conference, as well as an overview of the story and the key presenters – but don’t give too much away. Contact media outlets to gauge their interest: Don’t assume that news editors and journalists know about your media conference simply because you sent a media alert. They can be easily overlooked in the daily rush of a newsroom. On the morning of the event, contact the news desk of each media outlet and ask if they have the details of the media conference in their “diary”. If not, send the information immediately. Prepare a good media kit: Have a media kit to provide to journalists who attend. Your kit could include a copy of the media release, any prepared speeches to be given, case studies, statistics and, if available, a USB drive with high-quality photos and videos. The aim is to provide journalists with extra information and resources about the key issues. Make sure you have plenty of media kits in case more journalists show up than expected. Have a sign-in sheet at the door: A sign-in sheet helps you track which journalists attended the media conference and the media outlets they represent. You can then chart the coverage you receive in each of those media outlets and add the journalists to your media contact list. Chapter 2: Engaging with the media: Tools and strategies | 23