“By failing to prepare, you are preparing to fail.” This famous quote by Benjamin Franklin underscores the importance of preparation, especially when it comes to media briefings. Whether you’re announcing earnings, launching a new product, or making any significant announcement, being well-prepared can make all the difference.
The following eight tips are designed to enhance your success before, during, and after your press conference.
Understanding Your Audience
Knowing your audience is crucial. Ensure that your media list is up-to-date and relevant. A former client once found that their PR team had invited journalists who no longer covered the sector, and some were no longer alive. Such oversights can be avoided by regularly updating contact lists and maintaining relationships with key journalists.
Once RSVPs are received, prepare a detailed briefing note about the attendees. This note should include their recent coverage of your company and competitors, as well as any current stories they might be following, such as developments in AI, tariffs, or the economic outlook. Being aware of these can help you anticipate and prepare for potential questions.
Mastering Your Subject
Work with your PR team to define clear key messages and talking points. Too many messages can dilute your impact, so focus on the most important ones. Your credibility hinges on your understanding of the subject and the quality of your responses. Use data and examples to back up your achievements, and be prepared to handle tough questions.
Avoiding the ‘Know-It-All’ Trap
Even skilled executives can fall victim to the Dunning-Kruger effect, overestimating their communication skills. It is vital to listen to PR advisors who understand the media landscape and know which angles will resonate with journalists. Their insights can be invaluable in crafting your message.
Effective Use of Props and Demos
If you plan to use props or demos during your briefing, ensure you are well-prepared to discuss them. For instance, Donald Trump’s use of the Declaration of Independence as a prop backfired when he mischaracterized it, leading to widespread criticism. Similarly, the Tesla Cybertruck demonstration went awry when the “armor glass” windows shattered unexpectedly.
Ensure that any demos function correctly and that you are familiar with their operation to avoid counterproductive outcomes.
Rehearsal and Technical Preparedness
Rehearsals are crucial to avoid embarrassing mistakes. For example, when U.S. Secretary of Education Linda McMahon referred to artificial intelligence as “A1” instead of “AI,” it highlighted a lack of preparation. Rehearsing with your PR team can help identify and correct such errors.
Choosing the Right Format
The format of your briefing, whether online or in-person, should be determined by the announcement’s importance and the accessibility of your target journalists. Online briefings are ideal for remote locations, while hybrid events work well at trade shows. Ensure all technical aspects are checked thoroughly to avoid delays and maintain credibility.
Professional Event Management
Managing a live or hybrid media briefing requires specific technical expertise. Events management is a specialized profession, and hiring reliable partners for technical support can ensure a smooth execution. Seek recommendations and obtain budget estimates for these services well in advance.
The Importance of Small Details
Even minor oversights, such as failing to check microphone batteries, can lead to significant issues. A $1 fix can prevent a million-dollar problem. Prepare a comprehensive checklist with your PR team and events partner to verify all details before going live, including technical connections, speaker arrangements, and environmental factors like nearby construction noise.
By focusing on these details, you can prevent small issues from overshadowing your event’s success. In the upcoming part of this series, we will delve into tips for conducting the briefing itself and strategies for effective follow-up.
