Ideally, presenters should not read from scripts but instead can use notes or an outline to appear more spontaneous and natural. A news conference also requires a moderator who is knowledgeable about the issues and experienced in working with reporters. The moderator convenes the conference, introduces the participants, defines the issues, directs journalists' questions to the speakers, and keeps the event on track. Select a convenient site, close to where most reporters work. Make sure that the room can accommodate lighting and sound equipment, that microphones are available, and that the room is the right size and adequately furnished.
Timing is everything to a reporter.
Typically, morning hours are best for a news conference because most deadlines for television and radio news and for morning daily newspapers are in late afternoon. If you hold a news conference in the afternoon, you may miss the evening television and radio news. Send the alert to the news media about one week before the news conference, preferably by messenger. Send the announcement to the same journalists who usually receive your news releases. The day before the news conference, telephone your media contacts.