The Tricky Timing of a News Conference

In this episode of The Briefcase, Dan Cashman explores why timing, location, and media strategy are crucial in a successful news announcement. Using a recent political campaign launch in Hancock, Maine, as a real-world example, Dan explains how strategic choices can shape how a story is covered and consumed.

Whether you're announcing a new business, campaign, or community event, this quick conversation offers practical PR insights that go beyond the basics.

What You’ll Learn:

• The importance of giving the media advance notice—especially for rural locations

• How social media can lead and control early coverage

• Why announcing in a meaningful location can add emotional impact

• The importance of customizing your media strategy—because there’s no one-size-fits-all
  
  

Got a question for the team? Reach out at sutherlandweston.com

 

Episode Transcript

(00:00):
It just goes to show you thatthere's no cookie cutter way
of doing a news announcement.
This is the briefcase from SutherlandWestern Marketing Communications.
Quick conversations from everydayobservations, delivering practical
marketing ideas you can carry with you.
I am Dan Cashman, director of PublicRelations at Sutherland Weston.

(00:22):
She's Secretary of State announced her bidfor the Blaine House in a news conference
in her hometown Hancock, and she didit at 8:00 AM on a Wednesday morning.
What do you make of the timing?
I think the timing was quitegood for a few different reasons.
One, a lot of times we will suggest topeople if they're doing a news conference

(00:43):
or a news announcement, do it midweekTuesday, Wednesday, Thursday, are the
sweet spots in Maine this week we hadsome, uh, snowfall on Monday, which
affected coverage on Tuesday morning.
So Wednesday morning looked pretty ideal.
It was a relatively slow newsday in between the snow and
main hockey going to the NCAAs.
8:00 AM really played into the abilityfor social media to lead the coverage.

(01:07):
She could control thatmessage through social media.
At eight, I saw at least two or threetelevision stations with the mics at
the podium, so they got the word out andthey got someone there for that early.
I would imagine that she had anembargoed, uh, advisory go out the
night before or maybe even a fewdays before to get people there.
But giving people a heads up if you'regonna do something and someplace that's

(01:28):
not Bangor or Portland or Pres Kyleand you want TV there, it's imperative
that you give people a heads up 24, 48hours out to make sure that they can
clear their schedule and get there.
Then the third piece of this isannouncing it in Hancock, her hometown.
There's nothing that peoplelike more in the state of
Maine than small town politics.
It feels a little bit more close tohome, a little bit more friendly,

(01:50):
and being able to play off of herroots probably did her a lot of good.
I. It just goes to show you thatevery situation can be different.
There's no cookie cutter wayof doing a news announcement.
It's, it's very dependent on theactual content of the announcement
and the timing around it.
You have been listening tothe Briefcase from Sutherland.
Westin Marketing Communications.

(02:11):
Got a question for theSutherland Westin team.
Email [e-mail].