A
press conference is a means of conveying more information than can be carried
in a single press release. It is also a
way providing a venue for all media to gather and ask news questions of an EMB
during one occasion. As such, press conferences
are also good opportunity to place senior officials in the election
administration before the public (in the form of the media) to explain the
electoral process.
Broadcasters
like press conferences, of course, because a press release will only give them
"white copy" - that is, a story with no picture or sound. At a press
conference, broadcasters will be able to record and film. If a customized Media
Centre is available, then this will make the practical requirements of
broadcasters easer to meet. (Establishing a Media Centre is further explored below). Otherwise,
the organizers of a press conference will have to prepare for the needs of
television and film crews, radio journalists, and photographers.
A
usual format for a press conference is for the spokesperson, a commissioner, or
other representative of an EMB to make a statement, which is then open to
questions from journalists. Someone other than the official making the
statement should chair the press conference. It is useful to establish a clear
timeframe for the conference (and to start promptly - journalists have
deadlines). A chairperson should ensure that journalists from a variety of
different media, with different political viewpoints, have a chance to ask
questions. Sensitive and balanced chairing will create a trust between the
media and the authority holding the press conference.
A
Media Relations Department should ensure that any senior EMB official is
adequately informed of media trends surrounding issues that both intended to be
discussed at the press conference as well as those that are not. This is because journalists may bring up
other issues, or maybe just questions that the official is not prepared
for. A Media Relations Department may
also want to provide talking points to officials who are speaking to help guide
the discussion and provide a reference point for specific messages.
Speakers
at press conferences should also be skilled in deflecting questions, declining
questions, or changing the subject, if topics seem inappropriate or disruptive
to the context of the press conference.
This skill walks a very fine line; evasion of questions can also be
counter productive, fuelling suspicion or accusations. Speakers should also
constantly uphold the ethical code of members of an EMB, in terms of
neutrality, transparency, and accessibility.
There should be
plenty of supporting material provided at a press conference. This includes contact information for the EMB
Media Relations Department, briefing packs, press releases and or statements
(including older ones where relevant), and so forth.
