Have you Spotted the New Press Conference Playbook?

Playing with one of the generative AI apps last week I put in: how to run a good press conference. In a few seconds it generated a creditable if bland 500 words which basically covered be prepared, maintain your composure and be respectful to the journalists.

Three protocols that were exactly the opposite of what the Australian Rugby Coach Eddie Jones did at an informal press conference as he departed Sydney airport for the Rugby World Cup last week.

Asking around, I got a couple of insights from friends who follow sport more closely than I do. One said:

“Eddie has always been a feisty devil and their results have been poor since he took over. I think he is using the press conference to build a siege mentality and try and unite the squad against the press!”

And another:

“Jones is an increasingly curmudgeonly figure who after a previously successful career has had a string of bad results in the past few years. He’s shooting the messenger. Whether that’s a conscious attempt to establish esprit de corps – or populist politician style – isn’t clear. I suspect he’s just a misery guts who is losing the plot. “

Both my commentators, it seemed, thought the combative tone may have been planned.

The reference to populist politician style sent me back to my new toy and I asked what is Donald Trump’s Press conference style?  And got this list:

– Combative tone
– Lack of decorum
– Dominating the spotlight
– Informal – Trump’s press conference style was freewheeling and casual
– Attacking both journalists and adversaries

Pretty much exactly the style adopted by Jones. It seems there is an alternative Press Conference Playbook out there, and the Eddie Jones presser was just evidence that this is gaining ground way beyond a few populist politicians.

If you would like training for your spokespeople on how to handle a formal or informal press conference, call 020 7099 2212 or email us on enquiries@themediacoach.co.uk. All our sessions are bespoke, so we will design a training specifically to fit your organisation’s requirements.

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Lindsay Williams

Lindsay Williams is the founder and MD of The Media Coach. She has been an expert media trainer, communication coach and consultant since 1998. Lindsay hosts a range of bespoke communication skills courses which include Media Training, Presentation Training, Crisis Media Training and Message Building. Her particular forte is CEO Communication Coaching. Lindsay is the person to hire when you want C-Suite Communication Training.

Lindsay Williams is based in London but runs training sessions in multiple time zones, including the US, Europe, Africa and Asia, working online or travelling to host small and large scale training events. With 20 years of experience as a communications consultant with corporations and international organisations, Lindsay also runs Personal Impact Training and Pitching Via Zoom courses.

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