Press Conference Perception

29 Nov

One of the most commonly used mediums of communicating with the public is the press conference. Currently in Management Communication, teams are converting a sustainability presentation for a CEO into a press conference format and are facing many challenges.

These challenges include:

  • Conveying key messages in Q&A
  • Putting a positive spin on companies who have been lacking in sustainability
  • Presenting new proposals and ideas with energy and leadership

One other critical skill for the teams is maintaining an exuberant tone throughout the press conference. Enthusiasm will be important to exhibit in front of the media to deflect tough questions. The keys for this assignment will be to remain consistent with the important messages each group wants to get across during the press conference. It will be important to master this medium of communication for future success in the business world. Perception can be a powerful tool for a business to utilize and this assignment will help foster the necessary skills to portray the strengths of a company. One company that has dealt with the press successfully recently is Apple, who has sustained its image after the death of Steve Jobs.

by Andrew Martin


3 Responses to “Press Conference Perception”

  1. Jake Lazarus November 30, 2011 at 3:35 pm #

    I agree, I think nonverbals are almost as important as the verbal responses. If the public relations representative, or whoever is speaking, does not seem confident or seems like he may not be telling the whole story, it can rub off the wrong way with the media. The company will be torn apart. With, like Andrew said, an exuberant tone, along with positivity and honesty, a press conference can be successful and help the company in the long run.

  2. Michael Cohen December 1, 2011 at 12:43 am #

    One thing I wish you had expanded on more is your first challenge: conveying key messages in Q & A. I think the ability to “answer” questions with the ideas you want to express is an under-appreciated skill. Often, conveying your key messages in Q & A can come off as unnatural and forced.

  3. Gregory Porter December 1, 2011 at 1:00 am #

    Andrew, nice post. A press conference is often the only chance a company has to interact with the public and the importance of these events cannot be understated. Companies which master the press conference will get good feedback from the media and through the conference may also encourage an equity analyst give the company a better rating — which will lead to higher returns and company values. As you state Andrew, this conference will be essential to everyone’s understanding of a facet of business communication.


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