Your communications plan could include holding a media event to draw attention to an issue or story (See Making a Communications Plan on right sidebar). The most common type of media event is the news conference - but if you really want the media to take notice, you and your organization might want to host a more original media event.

Media events are usually held to announce an important event, activity or campaign. However, they can also be held in response to an event or news story. For example, groups sometimes stage demonstrations on Parliament Hill to protest a new piece of legislation. Because media events should be special occasions, you don't want to hold them too frequently.

A media event should be designed to highlight your cause, and should be timed so that the reporters attending can still make their deadlines.

• Remember that morning (between 9 and 11 a.m.) is the best time for reporters, as it gives them time to prepare their stories for that evening's newscast or the next day's paper.
  
  
• Choose a day as early in the week as possible, and avoid Fridays. If you plan to hold your event on a Monday, make sure your news release is out by the previous Friday.
  
  
• Give media people at least a day's notice of the event. Send your news release to the media a few days before the event, and call reporters the day before to confirm. (This gives them enough time to book cameras and equipment, schedule photographers, etc.) But don't tell reporters too far ahead of time - by the time your event rolls around, they may have forgotten about it!
  
  
• Have extra copies of your news release on hand. If you have the time and resources, you can even put together a press kit. This might include your news release, one or two pages of information about your organization, any articles written about you, and contact information such as business cards.
  
  
• If you're inviting television media, try to have something visually appealing for the cameras: people demonstrating, putting on a play, or involved in some other activity. If you're organizing a more traditional press conference, have any graphs, tables, charts and posters ready.
  
  
• If needed, check the availability and location of electrical outlets for microphones and lights.
  
  
• Provide enough chairs at the front for reporters, and enough room for their equipment (such as cameras and lights).
  
  
• Start your event on time - no later than five minutes late. Reporters have tight deadlines, and they may have other events to cover that day. If you keep them waiting, they may simply leave.
  
  
• Make sure your spokesperson is prepared to answer questions, both during and after the event. (See the Being Interviewed section.)
  
  
• Always remember to follow up with reporters. Reporters may ask for information that you don't have on hand, so be sure to send this material to them as soon as possible. They may also need photos or camera footage. Before they leave, double-check with them to make sure they have everything they need for their stories.

For more information on staging a media event, see Meeting the Press and Arranging a Press Conference, developed by the Community Toolbox (on the right sidebar).