Sometimes the best way to tell your story is at a news  conference, an announcement of something significant to interested members of the news media.

A news conference gets information to a large number of reporters and media representatives in a short time. This method is most appropriate for news that you consider very important and urgent. It allows reporters to ask in-depth questions, usually pertains to news that has recently or unexpectedly happened and applies to 
a variety of audiences. News conferences should be saved for only the most important events Ð ones that usually make front page news. Examples of topics for news conferences include an announcement of a death, a company's major acquisition or the completion of a unique event.

RULES FOR NEWS CONFERENCES:

Appropriateness
Consider your options carefully before you call a news conference. If you have any doubt, don't. If you have some news, you may be better off announcing it and having spokespeople available at a designated time and place to elaborate on it for 
those who are interested.

Location
Select a location for the event that will be convenient to all reporters. You may select a special site if your news announcement dictates going to the scene of the news.

Time of day
Don't crowd deadlines. Early in the day is better for most news conferences.

Notify contacts in advance
Identify all of your key contacts and notify them about the event as soon as possible.

Designate a spokesperson
Select one spokesperson - no more than two, if necessary - to make announcements, deliver statements and answer questions.

Keep it brief
State your information briefly, concisely and from a prepared document. Everything you say may end up in the paper or on the air, so choose your words wisely. Don't get in-depth with the initial announcement of your news. That's what reporters' 
questions are for. Remember the five "W"s of news: Who, what, when, where and why.

Practice
Read your statement out loud. Anticipate questions that might be asked and prepare answers.

Questions and Answers:
When answering questions, allow reporters to ask just one at a time. Call them by name, if you can, or point to them and ask for the name of their news outlet. Answer all questions politely and confidently. Never lie. If you don't know the answer, tell the reporters you will research the question and get back to them.

Know when to stop
End the news conference within thirty minutes or as soon as questions start to drag.

Follow up
Offer to remain to talk to reporters who want more. Have announcements and background information delivered to all who attend and to news organizations that expressed interest but did not show up.

Put your statement in writing
This reduces the potential for misunderstandings or reporting errors.