Press conferences are risky unless you have a very strong news hook and the media are eager to grill you to get details that were not in a related press release. If you invite them to come to a press event or to cover a speech and interview afterward, do not expect all of those who make a commitment to be there to actually show up. Very often there are news events that take priority in the editor's mind, the reporter is reassigned at the last minute, and you will not be advised. Hence, go into overdrive to invite every possible member of the press to be there, no matter how obscure. Try also filling the room with other interested parties who may have questions, such as vendors, customers, or community leaders. Provide press kits, a PA system, and refreshments.

Schedule at a time when the press may be able to attend (10 A.M. weekdays is good, as is Saturday morning, when there is little other news) and set up the event in a convenient location — at the company or a hotel that is centrally located for the media most likely to be there.

Send media alerts as far in advance as you can, then again the day before and follow up with calls to confirm attendance.

For broadcast media, if you have a visual element such as a chart or a product to show, mention that to attract interest.