Press conferences are a staple of crisis communications, but they can either build public trust or create more problems. Public Information Officers (PIOs) must understand what makes a briefing effective and where others have failed. Analyzing recent events provides valuable delivery, messaging, and audience engagement lessons.
The Good: Strong Messaging and Controlled Delivery
Some recent press conferences have set a high standard. One example is the response to the train derailment in East Palestine, Ohio. Officials provided timely updates with precise information. They addressed concerns directly and reinforced key points without speculation. The use of subject-matter experts also helped reinforce credibility.
Key takeaways from well-handled briefings:
- Stick to facts – Avoid speculation. If information is pending, say so and commit to updates.
- Coordinate speakers – A single voice is best for clarity, but if multiple officials speak, they should align on messaging.
- Control the setting – Limit background distractions, ensure proper lighting, and manage the flow of questions.
- Acknowledge concerns – Ignoring public fears or dismissing difficult questions increases skepticism.
The Bad: Confusion, Contradictions, and Poor Optics
Some briefings have caused more harm than good. The handling of the Maui wildfire response raised concerns due to delayed communication and inconsistent statements. Officials struggled to provide clear answers, leading to frustration and misinformation.
Another example is the New Orleans Police Department’s response to the New Year’s Day vehicle attack. The initial briefing lacked precise details, and officials contradicted each other about the number of suspects involved. Delayed updates allowed misinformation to spread, eroding trust in the department’s ability to manage the crisis.
Common mistakes in ineffective press conferences:
- Late or absent leadership – When key officials are missing or take too long to address an issue, speculation fills the void.
- Contradictory statements – Spokespeople must align their messaging. Conflicting statements erode trust.
- Poor body language – Avoid crossed arms, looking distracted, or reading from a script without eye contact.
- Dodging questions – Deflecting or refusing to answer makes it seem like officials are hiding something.
How to Improve Delivery
- Preparation Matters
Anticipate likely questions and prepare concise responses. Hold internal briefings before facing the media. - Clarity Over Complexity
Use plain language. Technical jargon confuses the public and makes officials seem disconnected. - Consistent Updates
Schedule regular updates to keep the media informed and prevent speculation if an event is ongoing. - Media Training
Every spokesperson should practice handling tough questions. Avoid “no comment” responses—explain why an answer isn’t readily available. - Control the Narrative
If misinformation is spreading, address it directly with facts. Letting falsehoods linger only makes them harder to correct.
Case Studies: Learning from Experience
Case Study 1: FOIA Revisions and Increased Transparency
Following public backlash over delayed responses to COVID-19 data requests, the Illinois Department of Public Health revised its FOIA process. The agency streamlined requests, making data more accessible online. This proactive approach reduced the need for repeated inquiries and improved public trust.
Case Study 2: Washington, D.C., Metropolitan Police Department Crisis Response Overhaul
After criticism of its crisis communications, the Metropolitan Police Department of the District of Columbia revamped its approach. It established a dedicated crisis communications team, standardized response times for public statements, and improved coordination between legal and media teams. The result was fewer miscommunications and better public engagement.
Final Thoughts
Press conferences are a key tool for PIOs but require careful planning. Poor execution damages credibility, while strong delivery builds trust. Learning from past successes and failures helps improve future briefings. The goal is always clear, direct communication that informs the public without creating unnecessary confusion.