How to Organize an Effective Virtual News Conference

Hosting a virtual news conference via Zoom is much like an in-person event but without weather concerns. Here’s a step-by-step guide to ensure your news conference is impactful.

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1. Evaluate newsworthiness. Confirm your announcement is significant enough to justify a news conference. If it’s not, consider a press release with targeted follow-ups. If it merits a conference, proceed.

2. Verify your Zoom account. Ensure your Zoom account supports meetings longer than the 40-minute free limit and can accommodate your expected attendees. If needed, borrow an account or upgrade.

3. Select speakers. Choose up to three knowledgeable and engaging speakers. Confirm their availability for the conference and a practice run three weeks in advance. Send calendar invites with Zoom details and follow up to ensure participation.

4. Appoint a moderator. Pick a trusted colleague, local journalist, civic volunteer, or educator who’s a strong speaker. Confirm their availability for the event and practice run three weeks ahead. Send calendar invites with Zoom details and verify acceptance.

5. Schedule a practice run. Plan a test one to three days before with speakers, moderator, and tech support. Share Zoom details via email and calendar invites, ensuring everyone confirms.

6. Choose an optimal date and time. Check news and social media to avoid competing events. For broad coverage, select a time like 12 PM ET to suit both coasts, or host twice (e.g., 10 AM ET for East Coast, 1 PM ET for West Coast) and promote both times.

7. Set up the Zoom meeting. Opt for a standard Zoom call over a webinar to allow direct reporter questions. Require registration to collect email addresses for follow-ups and future press lists. For webinars, issue unique presenter links to speakers and moderator.

8. Designate tech support. Enlist someone Zoom-savvy to join the practice run and the event to handle technical issues.

9. Draft a media advisory. Include the Zoom registration link, date, and time. Customize a sample advisory for clarity.

10. Share materials in advance. If releasing a report, send an embargoed copy to select reporters or share it one hour before the event to reduce leaks while ensuring access.

11. Optimize your setup. Use a stable internet connection, preferably via ethernet. Test audio quality with a microphone or headset if needed. Ensure your background is professional and distraction-free.

12. Plan a run of show. Conduct a practice Zoom call one or two days prior for speakers to test visuals and remarks. Limit slides to avoid monotony and focus on the news.

13. Distribute a media advisory. Send it two days before and submit to the Associated Press Daybook at News@applanner.com.

14. Send reminders. Resend the advisory the morning of the event. Supplement with personal pitches and calls to key reporters to boost attendance.

15. Log on early. Have speakers join 30 minutes before to troubleshoot technical issues.

16. Start slightly late. Begin five minutes after the scheduled time to accommodate latecomers.

17. Record the event. Ensure the host starts recording at the outset to capture the full proceedings.

18. Introduce speakers clearly. Ask speakers to state and spell their names and display their names and organizations on Zoom.

19. Prioritize Q&A time. Allocate ample time for reporter questions.

20. Manage questions effectively. Use the “raise hand” feature for orderly Q&A, while allowing chat-based questions. The moderator should call on reporters in sequence.

21. Share moderator contact info. At the close, have the moderator provide their email and phone for follow-ups. Thank attendees and promise to share the recording.

22. Edit and share the recording. Trim unnecessary parts, such as pre-event chatter or Q&A if needed. Post the edited recording on social media and your website, and email it to attendees and key reporters who missed the event.