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Autumn 2008
From the Chair
New members
Sci Comm news
Eurochat
Feature: Handbags and
test tubes
Feature: Stories that matter to a changing
world
Event Report: Silly season stories
Event Report: Are press conferences old news?
Interview: Jane Gizbert, NICE
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Stempra newsletter
EVENT REPORT: Are press conferences old news?
Speakers: Eleanor Bradford (BBC Scotland) and Helen Puttick (The Herald)
In an age where media resources seem to be constantly stretched, it appears increasingly difficult for journalists to leave the office when interviews can just as easily be conducted over the phone.
Yet, when scientists have newsworthy research, press officers often have to explain that holding a press conference is not always appropriate. Instead, a press release or a well placed article would be much more effective in publicising their work.
That's not to say that press conferences don't have their place, but that the role they play has changed - not least because of the use of technology, where information, comments and clarification can be easily sent by email.
The question "Are press conferences old news?" was debated at Stempra’s first event in Scotland, with Eleanor Bradford, health correspondent at BBC Scotland, and Helen Puttick, health correspondent at The Herald. Both journalists put across different perspectives on press conferences based on their experience in broadcast and print coverage.
While Helen Puttick said that press conferences for official announcements – such as hospital waiting-list figures – gave her a chance to put politicians on the spot, she was constantly being asked to attend launch events where there was no story.
"I do get invited to fewer press conferences than I used to, and I think that shows things are changing, although press conferences can still be useful for some big announcements.
"Going through my emails for the past week, I received three invitations to press conferences. Two were in London - so being based in Scotland I'm not likely to go to those - and one was quite legitimate, about research on teenage lifestyles. What I would say, though, is that I still get invited to a lot of launches and unless there is a clear news story attached it is hard to justify taking time away from other stories to attend those."
Eleanor Bradford was more dismissive, casting doubt over the worth of most press conferences. She said the general lack of visual images made for "dull viewing" at a time when news bulletins are competing not only against each other but also against a whole raft of programmes.
"It probably won't be long before you come home and navigate a control on your TV to watch what you want, when you want. This changes the whole idea of sitting down for the 6 o'clock or the 10 o'clock news. Already the popularity of the BBC's iPlayer shows that audiences are choosing to watch programmes at times that suit them," she said.
"If we are to hold the viewer's attention we need visuals behind the story. Having a panel of people answering questions behind a desk is simply dull. If we are to cover something being announced at a press conference, we would need case studies to bring the story to life and the filming would need to done somewhere relevant to these people’s lives and situation."
Around 30 press officers attended the Stempra event held at the University of Edinburgh’s Talbot Rice Gallery. While press conferences are less frequent – particularly outside of London – there was a general consensus that their worth is not obsolete. During the question debate, comments were raised about the importance of using press conferences as a tool in crisis communications. It was agreed that the use of press conferences by the police was a must, when appealing for information and - by providing journalists with access to families who may have been victims of a crime - as a way to prevent individuals from being harassed in their homes by reporters wanting comments.
Tara Womersley
Stempra committee member and
Press and PR Officer, University of Edinburgh
tara@stempra.org.uk
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