How to meet the press: knowing how to hold a good press conference can help you get your message out.

Participating in or holding a press conference is an important tool for influencing media coverage and connecting to the public. It allows a legislator to present or argue viewpoints, announce important information and develop personal relationships with the media. For the reporter, it provides a setting to ask questions, get direct answers and clarify information. Press conferences provide an opportunity to reach a broad group of reporters.

When deciding if you should hold a news conference, ask yourself the following questions. Is your story newsworthy, timely and of interest to the media? Does the press conference offer reporters special advantages, such as direct access to legislators, issue experts and important visual aids? Unless your answers are yes, your message may most effectively be delivered with a press release. Press conferences involve a large amount of resources and external time commitments from a busy, and possibly understaffed, group of reporters. Be selective about what news is and is not worthy of a press conference.

WHY HOLD A PRESS CONFERENCE?

* You are releasing important and timely information, such as a budget deficit or surplus.

* You are announcing new legislation that may affect a large group of people or is a key issue on the local agenda.

* You are launching a new public program or criticizing an existing one.

* You are providing the media equal access to a key individual.

* You are announcing and explaining a complex issue that cannot be easily addressed in a press release.

WHEN AND WHERE?

Deciding on the day, time and place for a press conference are important considerations. Tuesday, Wednesday or Thursday mornings typically are the best days for reporters to attend. If possible, avoid Mondays, Fridays, Saturdays, Sundays and major holidays. Media organizations may be short staffed on these days and less likely to commit to attending. News issued on these days tends to get lost since fewer people consume news on the weekend.

The best time of day to schedule a press conference is between 10 a.m. and 2 p.m. This allows the reporter enough time to meet his or her deadline for the 6 p.m. news or the next morning's newspaper. Try to avoid scheduling a press conference on a day when there may be a lot of competing news events.

Once you have decided when to hold your event, you must pick a location. The room must be large enough to accommodate both print and broadcast media, their video crews (and electrical outlet needs) and last-minute guests. Reserve the room for at least 30 minutes ahead of your starting time to give television crews time to set up. When deciding whether to use an on or off-site facility, make sure that it is easily accessible and convenient for the media.

WHOM SHOULD YOU INVITE?

Have an updated and comprehensive list of reporters to invite to press conferences. Target selected reporters with phone calls before the press conference to make sure they know about the event. A media advisory is the most common way to alert the media. The advisory should provide the day, time, location and contact information. You should include just enough information to allow them to decide if they should attend, but don't tell the full story. Depending on the scope of your event, an advisory is typically released no later than a full day before the event. Follow up the distribution with phone calls to select reporters to see if they received your information.

HOW DO YOU GET READY?

Prepare just as you would for any presentation. Seek the help of partisan or nonpartisan public information officers when preparing for the event. Before the conference, follow these guidelines to help your preparations and your presentation:

* Develop a brief opening statement and talking points that focus on your key message.

* Decide on the order of presentation and who will address which key messages. You will want to provide a sheet with the speakers' names and titles to the press. Remember, though, to keep additional speakers to a minimum to keep your message focused.

* Anticipate questions and plan clear, brief answers. You can increase your credibility by memorizing facts, figures and important details.

* Consider using visual aids, such as charts, overheads and handouts. Rehearse your answers before the press conference if this makes you more confident and comfortable.

* If your topic is complex, consider providing reporters with background materials at the beginning of the conference.

* If reporters request the material be released ahead of time, make sure that the reporter agrees to an embargo on publishing the information.

Participants should arrive at least a half-hour before the event to attend to any last minute details. Assign a "greeter" to sign in press and guests. He or she should distribute the press release and any supplemental materials, such as fact sheets, press kits or background materials on the issue. The event should last about 30 minutes and no longer than an hour.

After the press conference, make sure that reporters obtain any additional information or interviews they need. Distribute the press release and supplemental information to key media who were unable to attend. And don't forget to be available later in case a reporter needs a quote or to verify information.

CHECKLIST

[check] Determine if your news merits a conference.

[check] Select a day and time that is good for you and the media.

[check] Reserve a room with adequate media hookups,

[check] Notify the press of the event and follow up with brief phone calls,

[check] Produce a release and any visual aids or handouts.

[check] Prepare yourself and other participants for the press conference.

[check] Develop a brief opening statement and key points.

Gene Rose co-directs NCSL's Communications Department.