How to manage media at your big event: Different journalists, different needs

One of VDC's most interesting clients is The Chicago Council on Global Affairs, who bring world leaders and leading thinkers to Chicago. Since they do so many programs about so many topics, we work with a wide range of local, national, ethnic, business, and foreign press on any given day.

These busy past couple weeks are a good example. VDC managed press for addresses by Former UK PM Tony Blair and Chinese Minister of Commerce Chen Deming, and a panel discussion on the Financial Crisis featuring Caterpillar CEO James Owens.

These events attracted very different groups of journalists with their own needs - communicators who find themselves working in press situations like this should try to anticipate them and adapt accordingly. More after the jump.




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Two things to do for any event that could be attended by a variety of press are:

• Try to get RSVPs from press by including language encouraging or requiring them in your press materials. This will help you plan your event and keep interested media abreast of changing event or security situations.
• Make sure you are properly staffed. One person dedicated to 4 camera crews, 10 writers, 3 radio reporters, and 8 photographers won't cut it. Recruit staff or volunteers dedicated to managing the media at your event.
  

A major world leader such as a current or former head of government or head of state (HOG/HOS, as they are known in the business) like Tony Blair come with a lot of rules - security, protocol, etc. Many media people don't enjoy rules, but if you are up front about them and maintain constant communications before and during the event, they are usually more amenable. HOG/HOS events can attract a lot of attention from a wide range of press outlets - three in particular are good to consider:

• Camera crews for local and national stations need space, light, and decent sound to get the footage they need. If you are expecting camera crews to your large event: create a space or press riser for them to set up, make sure the lighting of your stage or podium is not dim, and reserve a mult box and hook into the PA system (most hotels have this in-house).
  
• Wire photographers, who take photos for services like Getty Images or Associated Press, want good, iconic shots of leaders that can be used in current and future stories about that person, so they want to get very close to the speaker and, since they are used to fighting for shots in tightly-packed throngs of photographers and camera crews, they can be pretty aggressive. If you expect wire photographers at your event, create space for them in the floor plan where they can get their shots without disturbing your audience. If that isn't possible, set rules before the event and make sure they know you will work with them as best you can to get them to the angles they need.
• "Fakers" - sort-of-journalists who just come to your event as media to get in free or to get a better seat - are a complicated set. They'll come with a beat up old business card from their cousin's suburban ethnic paper that hasn't been published in two years and expect the same treatment and access as The New York Times. You want to be open-minded and helpful to all media, but you don't want these folks to take time and space from real press and, in a HOG/HOS situation, you don't want to comprimise security protocols. To deal with Fakers, establish clear identification rules (ex: must have photo ID and business card from currently published organization) ahead of time and include them in press materials - this will filter out many of the more egregious cases.
  

Some foreign leaders, like the Chen Deming of China or some HOG/HOS speakers, bring their own press corps as well as attracting local ethnic press.

• Local ethnic press are usually excited for the opportunity to speak with an important person from their native country or region, but sometimes aren't as professional as some of the major media. Give them all the opportunities you can for access and make sure they have all press materials so they get all the details right.
  
• Foreign press corps follow their subject around the world for weeks in a very controlled environment, looking for any nugget they can to send home. They will usually totally ignore prepared remarks and look for an opportunity to rush the stage or ambush the speaker, which will encourage the domestic press you're working with to get that access. They also usually don't speak a lot of English (or looking at it another way, you don't speak their language). Try to establish good contact with the local consulate or other representatives of the speaker to gauge how many press people are coming and how they will fit into the structure of the event. When surprised by a large, aggressive group, try to bend, not break - mitigate the chaos, because you aren't going to stop it.

The words of a speaker or panel of speakers who are prominent in the business and financial world, like representatives of The Fed or a CEO of a major international company, can be important and timely - business writers for wires and bureaus need to get the information out quickly.

• Wire reporters for outlets like Reuters or Bloomberg want to update stories by the minute. Make sure you have electrical outlets and if possible, internet access available if you are expecting these types of journalists. They may want to write, post, and update their stories on their laptops during the event.
  

When you find yourself if a big-time media situation, knowing who's who can help you help the press while keeping the event pleasant and your VIPs happy.

(photo from Associated Press via LA Times)