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Press Conference Management

This course is a practical and strategic masterclass for communication and PR professionals. You will learn to plan, prepare and deliver high-impact press conferences, and to manage media interactions confidently and effectively. Topics include strategic decision-making, venue and staging, spokesperson preparation, media relations, facilitation and troubleshooting.

This course is available both live online and face-to-face.

Outline

Press conference planning

This module covers how to make strategic decisions about when and how to use a press conference.

  • What press conferences are for, and when they should be used
  • Criteria for evaluating whether a press conference is the right tool
  • Understanding news value and audience needs
  • Diagnosing common failures in real-world examples

Preparing for a press conference

This module covers how to prepare the venue, resources, content and spokespeople for a successful press conference.

  • Choosing the right venue: traditional and creative options
  • Room set-up, staging and visual requirements
  • Message development and proof
  • Selecting, briefing and preparing spokespeople
  • Preparing content, visual aids and support materials

Press conference execution

This module is a practical primer in logistics, media targeting and operational delivery.

  • Invitations and media lists: who to invite and how
  • Advance media relations and securing attendance
  • Preparing press kits and collateral
  • Staging, visuals and technical considerations
  • Managing timing and media cycles

Press conference facilitation

This module covers how to host, chair and control a live press conference.

  • Moderation skills: structure, pacing and transitions
  • Fielding and managing questions
  • Intervening to protect spokespeople
  • Working the sidelines: before and after interactions
  • Troubleshooting and difficult situations
  • Final simulation exercise

Who should attend?

This is an intermediate-to-advanced course designed for PR and communication professionals responsible for planning, managing or delivering press conferences. It is suitable for in-house communication teams, agency professionals, spokesperson managers, and anyone who needs to run high-impact media events or support spokespeople in high-pressure settings.

What you will learn

After this course you will be able to:

  • Decide when a press conference is strategically justified
  • Plan, prepare and deliver a professional press conference
  • Develop messages, proof points and briefing materials
  • Prepare, brief and coach spokespeople
  • Manage journalists effectively in live Q&A
  • Facilitate, chair and troubleshoot a press conference confidently
  • Coordinate all logistical, technical and media-facing elements

Reviews

Meet your trainers

Following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online. 

Trainer profile: Izabela Hamilton

Izabela is a communications specialist and certified executive coach with more than 15 years' international experience in Europe, the United States and the Middle East. She managed the communications functions for prominent international brands including Jumeirah Group's flagship Burj Al Arab hotel, market intelligence group Euromonitor International, Incisive Media and Business Monitor International. Izabela's responsibilities and expertise include internal and external communication, crisis, events, media relations and coaching for public speaking. She delivers career and communication coaching for individuals and organisations of all sizes. She trains on many topics including soft skills, executive presence, communication strategy and reputation management.

Trainer profile: Felice Hawley

Felice is a versatile editor, writer and broadcaster with in-depth experience of economic and business news. During a 16-year career at CNN, she helped create and then produce the award-winning live business programme “World Business Today”. Moving to text, Felice became Managing Editor of Hoover’s Online Europe, responsible for a team of journalists. She later went on to launch several websites, intranets, extranets and microsites. She writes, edits and manages content for organisations including Transport for London and the NHS. Felice consulted on web and print materials ahead of the 2012 Olympic and Paralympic Games in London.

Trainer profile: Sarah Cocker

Sarah is a dynamic communicator with over 20 years’ experience in media, finance and business. Her international experience in banking, and as one of CNBC’s key anchors, makes her at ease dealing with leaders and experts from industry, government and academia. A skilled listener and coach, Sarah enjoys working with clients to help them define and achieve their objectives. Her coaching experience includes training blue-chip executives in public speaking and techniques for challenging television interviews. Her international career has given her an understanding of the cultural and working practices in the Europe, Asia, the Middle East, North and South America.