Preparing for a press event requires careful planning when the topic is controversial. Irate members of the public can quickly derail a press event, leaving the speaker and the attendees off topic and uncomfortable. A poorly planned press event which disseminates incorrect information can sway public opinion in a negative direction. Plan ahead using these strategies to notify press, prepare speakers, structure and evaluate the event. Advance planning makes for a well-run public event and the best information possible is guaranteed to be relayed to participants.
Notify Press in Advance
Address controversial topics with advance press where appropriate. Include a method and a deadline to receive written public comments prior to the event. Make sure the proper media outlets have been informed of the process for public comments and have special notice of controversial topics. If necessary, conduct a simple teleconference call to review the controversial topics and brainstorm possible strategies to handle them.
Prepare Event Speakers
Provide those speaking at the event with a summary of anticipated issues at least one week in advance. Include the following information in the speaker information packet:
- Anticipated questions from press / media
- Anticipated questions from public
- Individuals or groups expected to be vocal
- Strategy for addressing unrelated topics
- Advance agenda to show timing and topics
Prior to the media event, prepare speakers to focus on specific topics and deflect unrelated questions. Prepare responses to anticipated controversial media and public questions. Individuals or groups who submit written comments prior to the event should be reviewed, and contacted if possible prior to the event. Indicate in the contact letter if the concerns will be addressed at the event, or will be addressed in a separate venue.
Structure the Press Event
A press event may consist of a half-hour media question and answer session, or it may be several hours long. Events may include dedication ceremonies, project tours and speeches by prominent community members. Design the structure of the event accordingly. When the event involves controversial issues, be sure to include the following:
- More time for question and answer sessions
- Simple explanations of complicated technical information
- Comfortable seating and atmosphere for participants
Post-Evaluate the Event
After the press event is finished, evaluate whether the strategies to handle the controversial topics worked well. Determine if staff involved in planning and speaking at the event need additional training. Have staff keep a list of questions that were difficult to answer, and build the list over time. Soon the organization will have materials to train and prepare new staff and event speakers.
Jule Rizzardo - Jule Rizzardo is a freelance writer, specializing in small business advertising and management skill development.
Join the Conversation