TOOLS AND RESOURCES

A press conference or briefing is effective when there is significant demand for information or interviews (generally when there is breaking news) and/or the family needs to get information out quickly. A press conference or briefing may be a one-time event, or, if the situation is fluid, it may be necessary to conduct more frequent efforts to communicate information.

As way of definition, a press conference has a formal agenda and often includes multiple people who speak and then generally one or more individuals answer questions at the conclusion of the program. A press briefing is less formal and generally involves a spokesperson making a brief statement to a pool of journalists and then taking questions.

The initial preparation is the same for a press conference or briefing as follows:

1. Determine a time (generally at least an hour or two away)

2. Identify an appropriate location (see Interview Location Considerations below) in a safe place (generally away from the family’s home with good access and parking

3. Determine who will speak (you may also want to invite/coordinate with law enforcement, emergency responders or other appropriate parties)

4. Draft a media advisory

5. Distribute the media advisory to your media list (at a minimum one-hour prior) and also post on Twitter

6. Create agenda

7. Assign Media Point Person to conduct the press conference

8. Meet with spokespersons and other participants 20-30 minutes prior to review agenda, messaging and roles and discuss

9. Set-up/Establish press conference area (work with media to setup a mic stand)

10. Provide media with a two-minute warning prior to starting

11. Start press conference

12. If you take questions, set a time limit (5-10 minutes). With 1-2 minutes remaining, inform the media you have time for one or two more questions

Introduction: Media Point Person welcomes media, introduces participants, including spelling their names, provides an overview of the press conference.

Spokesperson I [insert name]: Speaks about [insert topic and key points and messages].

Spokesperson II [insert name]: Speaks about [insert topic and key points and messages].

Spokesperson III [insert name]: Speaks about [insert topic and key points and messages].

Question and Answer: Media Point Person introduces question and answer session and sets a time limit (5-10 minutes or simply “we have a few minutes for questions”). When the time has expired and/or if the questions are starting to become less relevant, the Media Point Person states “time for one last question.”

Conclude: The Media Point Person then concludes the press conference by thanking the media. The media will likely request one-on-one interviews following the press conference and the Media Point Persons needs to be prepared to accommodate or inform the media either during the Introduction or beginning of Question and Answer that the family will not be doing any interviews after the press conference.

Introduction: Media Point Person welcomes media, introduces Family Spokesperson, including spelling his or her name, and explains they will make a statement and take a few questions.

Family Spokesperson: Speaks about [insert topic and key points and messages] and then opens for questions.

Conclude: When the time has expired and/or if the questions are starting to become less relevant, the Media Point Person states “time for one last question.” The Media Point Person concludes the press conference by thanking the media.

The following are instructions for when the family conducts interviews apart from a press briefing or conference:

1. Review Media Point Person Training.

2. Work to schedule a time (generally) with reporters at least a few hours away (for appropriate preparation time).

   • When working with multiple media, it may be advantageous to schedule interviews during a block of time (e.g. 20 minutes each with 5-10 minutes in between from 1-3 p.m.).

3. Identify a location, generally away from the family’s home and provides appropriate visuals ( see Interview Location Considerations down below). It is important to note that most interviews with print and radio reporters will take place by phone.

4. The Media Point Person meets with spokesperson to brief and conduct AMP (Anticipate Message Practice) preparation.

   • As part of AMP, be prepared with images and footage as appropriate. This is especially relevant if there has been a death, serious injury or abducted/missing person.

5. The Media Point Person and Family Spokesperson should arrive at the interview location a few minutes early.

6. If other family members or friends are present for the interview, the Media Point Person informs them of the Media Protocol. He or she instructs them not to answer any questions and to refer any reporter who asks them a question to the Media Point Person or Family Spokesperson.

7. The Media Point Person assists media with setup as needed.

8. The Media Point Person shepherds the interview (see Shepherding Interviews down below).

The Media Point Person should shepherd all interviews. This involves accompanying the spokesperson to the interview (whether by phone or in-person) and assisting with the following items. Shepherding can play an important role in the success of the interview and ultimately how the family is portrayed in the media.

1. At the beginning of the interview (whether in-person or by phone), the media point person should:

   • Make the introduction of the family spokesperson to the reporter.

   • Set a time limit for the interview (“John has about 10 minutes”).

   • Introduce the subject (“As we discussed, you are working on a story about... I have briefed John regarding our discussion, where would you like to start?”).

2. During the duration of the interview, the media point person is mostly quiet (if the media point person offers comment it is possible that they will be quoted) and takes careful notes. If questions arise regarding information that is not available, the media point person should make a list and offer to help get the information after the interview.

Please note for live interviews, the media point person will help with interview setup, will then observe from the background and will not appear on-camera.

1. If there is incorrect information provided by the spokesperson or asked by the reporter, it is imperative for the media point person to make sure the inaccuracy is addressed (otherwise the reporter can and often will include it in their story). In this case, the media point person should ask the spokesperson a clarifying question (“John, the reward is $5,000?”). By clarifying through asking a question, it allows the spokesperson to clarify and avoids the likelihood of the media point person being quoted.

2. A few minutes prior to the interview time concluding, the media point person should inform the reporter and ask if they have a final question or two. (e.g. “We have a minute or so left and time for one more question.”)

3. At the end of the interview, the media point person should thank the journalist and ask them to email or call them if they have any additional needs or questions (the Family Spokesperson’s contact information should not be provided to the journalist). They should also confirm when the story will be published or air.

4. The Family Spokesperson should politely excuse themselves (it is not uncommon for the reporter to get and report information from casual conversation following the interview) and the Media Point Person helps with any take down.

It is important to think visually, especially if a press conference or interview is in response to an accident. All visual elements of the location play an important role in the story and the public’s perception of the family and its response. The following are a few recommendations:

• If there is an incident or accident in or at the family’s home, a press conference or interview should not be conducted inside or near the incident/accident area (nor should media be given access to photograph there). Instead, find a location in a parking lot, lawn or sidewalk a safe distance (possibly even miles) away. The location should offer more neutral visuals and provide a calmer place to provide information and answer questions.

• Avoid conducting interviews from behind a desk (it is impersonal and authoritative), or in an office unless there is a table where the Family Spokesperson and reporter can sit comfortably and have a conversation.

• Regardless of what location is selected, be sure to scan the area for any potential issues (e.g. confidential documents, pictures you don’t want broadcast, etc.).

• If conducting an interview inside a home, the Media Point Person should escort the photographer and reporter and stay with them the entire time.

Responding to a crisis incident or issue by answering questions via email provides a controlled method that can be effective when there are highly sensitive or legal issues. The media generally prefer a live interview but will usually agree to an email interview if this is all you are willing to provide them outside of a statement. The following are some instructions:

• Request the questions from the reporter via email.

• Ask the reporter for the deadline to receive response.

• Inform the Family Lead and Family Spokesperson of the deadline.

• Create an initial draft response.

  • Work to employ messaging while being succinct in answering the questions

• Distribute the draft to the Family Lead and Family Spokesperson for feedback and approval.

• Finalize response and email to the reporter (ask when the story will air, post or be published).

The media will always prefer and ask for an interview. In cases where this isn’t possible, issuing a statement can be an effective response, especially when there are highly sensitive or legal issues or the family is not in physically or emotionally able to respond. The following are instructions for drafting and distributing statements:

1. Create initial draft of the statement.

   • Statements should preferably be 1-2 paragraphs and no longer than three paragraphs (the longer the statement the less likely it will be used in its entirety and the more likely the media will cut and use selective portions which often is not advantageous).

   • The statement should work to incorporate key messages.

2. Distribute the draft of the statement to the Family Lead and Family Spokesperson for feedback and approval.

3. Finalize the statement and distribute to media.

   • This could involve sending the statement to a single reporter who requested an interview or response to a certain subject

   • Or, this could involve distributing to your media list and posting on Twitter when there is a development or wide interest in the subject

According to developments and circumstances, it may be necessary to issue additional statements. See statement examples here.

Research has shown that reputational damage increases exponentially in the time it takes to respond publicly following the first 45-60 minutes after a development. In an effort to respond as prudently and expeditiously as possible, it is important to work to develop and distribute an initial statement, also called a holding statement.

This statement typically is simple and succinct and acknowledges the family’s preliminary response to what has occurred, communicates how the family is responding and informs the media and public that the family will communicate once more information is available. Holding statements may be written for both the media and various key audiences.

In monitoring and reviewing media coverage, if there are any significant errors, these should be clarified quickly. It is possible to get a story online corrected before it goes to print or to correct an error from the afternoon news before the early evening newscast airs.

If a story is mostly correct but has some minor errors, working to clarify can be counterproductive. However, if a story cites incorrect information that misrepresents the family, it is necessary to contact the journalist and work to provide a clarification.

Please keep in mind that journalists are working to be objective and to cover a story to inform and look out for the public’s best interest. They are required to scrutinize the incident or issue and report on it accordingly. Coverage during a crisis often is not positive and the key is working to respond in a reasonable and responsible manner.

The following are some considerations in determining whether or not to work to correct the record:

• Is your reaction to the story based on logic or emotion?

• How significant are the concerns (do they significantly impact the family’s reputation)?

• Will response help or hurt the situation?

If it is determined correcting the record is in the family’s best interest, please follow these steps:

1. Determine exactly what needs to be clarified and organize any supporting information.

2. Promptly contact the reporter or producer (call the news or assignment desk if you are not able to connect with the reporter in 30-60 minutes or if the story is about to go on the air or into print).

3. Be diplomatic (being too critical or negative no matter how bad the error is not helpful and can impact the family’s relationship with the reporter and media organization).

4. Use the word “accuracy” when working to correct or clarify an item (journalists are taught and strive to be accurate in reporting).

5. After connecting with the journalist, continue to monitor the story to ensure any promised changes are made.