 Hi, and welcome to press conferences. Here's where we're going. What is the purpose of a press conference? How do I prepare and conduct a press conference? A press conference is a presentation of information to the media. Normally, this involves a written statement that is read exactly as written and is followed by questions and answers. A press conference requires a seasoned representative of the company or business with established credibility and integrity, a sense of calm and the confidence that you know your material, the ability to tactfully say you don't know or don't wish to comment, a sense of humor to handle the gotcha questions, and of course, nonverbal awareness. Short, simple, clear. Keep your answers to these six classic reporters' questions short, simple, and clear. Who, what, where, when, how, and why. Other things to consider include the reason for the press conference, make sure not to call a press conference unless it's absolutely necessary, an appropriate location for the press conference, one that adds to the message rather than takes away from the message, large visual aids, backup technology for when technology fails, and be sure to arrive at least 15 minutes early. Be sure to provide press kits. Press kits include background material, fact sheets, the news release, sample photos, and related materials. The news release is the exact information being presented at the press conference. Be sure you consider how to meet audience needs. Visual media will want compelling visual aids. Radio and audio will want clarity. Print will want descriptive quotes. Make sure that you cater to all three audiences to have an effective press conference. Don't fall into the common traps of using these common phrases. I think, I believe, I don't know are no comment. Each of these phrases makes you appear less credible. And in some cases, like you're hiding something. Here are common options used at press conferences. We're not ready to discuss the matter at this time. When more information becomes available, we will let you know. Our company has no position on that issue. We're not prepared to speculate on that issue at this time. So to review, a press conference is an important presentation of information that requires you to anticipate questions and prepare possible responses.