This Ain’t the White House

On every episode of Scandal, members of the press wait patiently in the White House for details of crisis manager Olivia Pope’s next moves. Fortunately, most of our lives aren’t as exciting as Olivia’s, so there isn’t a need for daily press conferences.

There are special times when a press conference is deemed necessary, particularly when there is truly big, breaking news. However, if you want to maintain credibility – don’t be the PR person who cries press conference.

When a press release or a phone call is sufficient, reporters will appreciate not getting worked up just to be let down.

– Sarah Funderburk, SPR Atlanta