Press conferences can also be tricky, because reporters in packs sometimes play a game of one-upmanship, in which each reporter tries to ask a tougher question than the last. Still, press conferences can play an essential role in media communications.
Here are the six times you should call a press conference:
1. When there is high news interest
Many reporters are reluctant to attend press conferences, so your news story must rise to a certain level of newsworthiness before it makes sense to arrange one. If you’re an attorney in a high-profile case, for example, odds are good that the assembled reporters will appreciate your on-camera statement. Doing a press conference may also help prevent you from spending hours doing dozens of one-on-one interviews (which, in some cases, might be a better option).
2. When reporters are all in the same place