(d) The Press Conference
If you are reasonably assured of a modest turnout and have decided to hold a Press Conference, there are several items to consider.

Be sure you have enough copies of press releases, backgrounders and every other kind of information available at the door. If funds permit, you may wish to purchase attractive folders, otherwise known as Press Kits. They would preferably bear your logo and band name on the front, and enclose all of your information documents inside. Apart from these kits, you should leave individual information items out separately on your distribution table, as some of your audience may be interested in only specific items.

Even though you may feel that a press kit is not required-since you have faxed this information to the media already-keep in mind that people can forget things at the office or misplace them, and there is always a chance that others will attend whom you did not invite. These may be people whom you have overlooked, or who are so new that their particular news organization is not known. They could even be members of the public. Check those in attendance against the list of invited media. This visual reminder will let you know which media were interested enough to attend. These are the people with whom you must do a follow-up as your ATR becomes a reality.

Other persons on the list may be a student writing a thesis on Aboriginal people, or a government employee who has been sent to the conference to take notes. Their interest should certainly always be encouraged, though you may want to inform them that this is a press conference which is geared to media only, and they will not be allowed to ask questions without media credentials. Most will not ask questions unless there is a personal axe to grind. A sergeant-at-arms at the door can prevent trouble, should someone need to be removed. The possibility is remote, and such individuals generally identify themselves immediately before too much time passes.

Location and Set Up
You should choose a room which will have enough space for people to move about. Avoid hotel guest rooms because they are a TV camera-operator's nightmare. A hotel business or committee meeting room is more appropriate. Even a small banquet room in a downtown restaurant will do. It should be large enough to accommodate a head (speaker) table for your spokespersons, as well as a secretary to take notes. The band logo, coat-of-arms, or symbol should be hung behind the speakers and low enough on the wall so that the camera operators can include it in their shots. If your budget permits, arrange for beverages (coffee, tea, juice, water) and maybe some snack foods (muffins).

Media and Sound Requirements
Make sure there is a sufficient number of electrical outlets for media to plug in cameras, lighting and sound equipment. If possible, try to rent what is known as a "multi-feed box." This unit is connected directly to microphones at the head table and stand-up microphones in the aisle. It will be convenient for media to plug their taping equipment directly into this box and thereby record the entire session. This unit should be placed at the side of the room on a table where tape recorders and TV cables are out of the way. Important reminder: Plug your own tape recorder into the multifeed box for use later when the secretary puts together a transcript or summary of the press conference.

Multi-feed boxes can be rented from a local technical sound and audio company in your area. In some cases, the hotel will provide this service for a fee if you are using their facilities for the press conference. If they do, you should also make sure that they connect and sound-test each microphone before your event. Avoid walking into your event 30 minutes before show time, and finding a box with cables on the table without any immediate technical assistance. Use as many microphones on the head table as you have speakers. A podium is excellent for formal speeches, but useless if more than two speakers have to share it.

Media Liaison
A media liaison is a person who has been assigned by your organization to deal with the media. This can be the communications coordinator, or maybe a person appointed by the coordinator. Their duties range from making original contact with the media to extending a welcoming hand shake at the press conference. This person should be able to identify any of the media after first contact. Other duties include introducing the speakers, opening the press conference, making brief welcoming remarks, and directing traffic when reporters stand at the microphone waiting for recognition. The media liaison may have to keep media and speakers focussed on the subject. This person must also stay behind to thank the media and others for attending, and offer any additional assistance that reporters require to complete their stories. This can involve arranging personal one-on-one interviews with your spokesperson. Always have a business card ready!

Press Conference Length
The length of your press conference is also important to consider. As much as you may feel that your message deserves all the time you can squeeze out of it, time can also work against you. Just remember that most of the people attending have other places to go and they have probably allotted your event about one hour. An hour, by media standards, is a long time. Once everyone is seated, the media liaison should begin with a brief welcoming note and introductions, not more than five minutes in length. The main spokesperson for the group should deliver the entire message, and take no longer than 10 to 15 minutes. That is plenty of time to get your message out. After all, the media are there because they want to ask questions. It is likely that they already know from other sources what your spokesperson is telling them.

Get to the questions as soon as possible. Once the questions slow down, or become weak in their content, call a close to the press conference. It is better to have a few reporters hanging around afterwards for additional questions than to see them driftaway, one by one. Your time is important, too. The entire process should be wrapped up within an hour. Any more than that and you begin to work against yourself.

(e) Press Briefing
Much as a media advisory is secondary to a press release, a Press Briefing is a variation of a press conference.

A briefing is a meeting with the media to inform them of your progress which is near completion, or perhaps it is to explain how the newly acquired land transaction is progressing and what plans exist for that acquisition. Even though this event is primarily a media update on your activities, often the media who attend will produce some coverage based on briefing information. All information is on the record, and follow-up interviews are welcome. Briefings work best in an urban setting where there is a significant number of media in the area, and only if there is sufficient interest which is determined by the media coverage you have already received.