Audio Press Conferences

An audio press conference allows you to reach reporters nationwide who would not be able to attend a press conference in a single city. A teleconferencing company provides the technology – a toll-free number for reporters and speakers, a passcode, an operator to facilitate Q&A and keep you informed as to who is on the call, and enough lines to handle all participants. Costs vary by number of lines needed, the length of the briefing and extra services, like transcripts and taping. A typical audio press conference can cost between $2,000 to $3,000.

Quick Tips for Logistics

• Hold the audio press conference at a time when all time zones can participate.

• Ask the teleconference vendor for a toll-free number for speakers and reporters (these will be two different numbers), and a passcode. Give the vendor a name for the audio conference that matches your media advisory.

• Speakers and moderator should have a separate "room" to call into 5-10 minutes early to debrief before the call. Provide the names of all speakers and the moderator to the operator.

• Set up the call so that reporters must identify their name and outlet to sign on. Ask that participants are on "mute mode" so reporters cannot talk to one another or question the speakers before being prompted. Ask for music so participants know they are still on the line and for frequent announcements by the operator noting when the call will begin. During the Q&A, the operator will instruct reporters to push a button on their phone in order to ask a question.

• Consider having a "comm line." This would allow a member of your staff to be on a back phone line to review with an operator which reporters are on the call, and to decide the order that media outlets can ask questions.

• Consider taping the call and getting a transcript. These can be posted to your Web site and/or e-mailed to reporters who could not be on the call. Transcripts usually take 24 to 48 hours to be completed.

• Request the teleconference vendor to e-mail you a copy of the registration/sign-in sheet immediately after the call to confirm which reporters were on the call.

• Ask speakers for a phone number where they can be reached after the call in case reporters have questions as they are writing their stories.

Quick Tips for the Program

• Assign a moderator who will act as the "traffic cop" for the session. The moderator should introduce him/herself, mention the topic, introduce the presenters, signal the operator for the Q&A session, and give out the Web address and speaker contact information at the end of the call.

• Each presenter should speak for 3-4 minutes , depending on the number of presenters. The presentation phase should last no more than 15 minutes total to avoid information overload, which will cause reporters to drop off the call. The audio press conference usually lasts 30 to 60 minutes (averaging 45 minutes), depending on the number of reporters and questions.

• Remind speakers that once the conference begins, the moderator and speakers will be able to be heard by everyone. Reporters and other listeners will be muted. Reporters will be able to hear, but not be heard, until the Q&A period when the operator can open their line for questions.

• Sound quality is important. Tell speakers to use a good quality "land phone." Don't use speakerphones (which pick up ambient sound) or cell phones (they often have static). Call from a quiet room and keep ambient sound as low as possible (turn off other phone lines that may ring, turn off cell phones, etc.).

• Because there are no visual cues , it is very important for speakers to prepare their remarks for an audio press conference. Remember that reporters can't see the speakers and can't interrupt for clarification. Make sure speakers are "on message." Have them number each point to make it easier for listeners to follow. Don't use jargon. Use short sentences (long sentences are hard to follow over the phone). Avoid third person pronouns; repeat the noun.