If you want to make sure that the media attend your next media conference, make sure that you follow these simple but effective tips:

• Make your press conferences truly newsworthy
• Make it fun, convenient and enjoyable: food, drinks and handouts
• Have media kits, with all the articles, short and long, background information, bios, photos, captions…
• Give them advance warning; follow up by phone
• Have something special for them. Label the press kits!
• Be a great host. Treat them with respect as important guests. Introduce them to key people. Seat them with the players. Offer to organize interviews
• Set up full press facilities: phone, fax, press table, photocopier
• Don’t hover. Keep out of their way, once they’re at work
• Ensure they have a contact for follow-up. Then follow up after the meeting yourself. Offer to answer questions or get them answered, fill in data, check for errors
• Never edit their work
• Never try to manage or engineer the story. Never try to keep the lid on it.