The Press Conference I. Advantages of the Press Confere

The Press Conference
    Press conference is an all too familiar phenomenon around us. However, when people start thinking about its advantages, it sometimes seems difficult to think of any that the press conference provides for the competent news reporters. Use of the press conference by public officials and private entrepreneurs helps to give rise to the phrase "pseudo-event" — an event contrived to create news coverage where none has been considered warranted.
    However, having said that, one value of the news conference by a public official is the symbolic nature of the event, and perhaps this is reason enough to continue the practice. At a press conference a public official supposedly submits to examination by responding to unsolicited and perhaps hostile questions. A related advantage to the reporter is that the press conference affords an opportunity to get a public official "on the record" with regard to government policies. Statements from a press conference can serve as criteria against which subsequent statements and policies are measured. In that regard press conference information may be used as reference points more so than comments reported by a single news medium. Also, when there is a single issue or topic to address, such as a new government programme, an earthquake, or the nomination of a new government minister, the press conference offers benefits of efficiency in that officials can speak to a number of reporters at once on an issue of public concern and interest. The press conference may be at its best in this almost one-way format.
    Now, let’s move on to the disadvantages. Are there any serious ones? Generally speaking, the press conference format, as it stands, makes it difficult for the reporter to get worthwhile information. At a press conference, particularly a large one, the well-prepared reporter may never get to ask a question and certainly is unlikely to have a chance to ask a follow-up question. Another disadvantage in a press conference comes from the news source, that is the news provider. The news source generally decides who asks the questions, determines the length of the answers, and can avoid any follow-up questions and rephrase tough questions to his or her liking, and sets the time, place, and duration of the interview. Press conferences televised live for the news audience sometimes only highlight the disadvantages for the news reporter, since there is little or no time to challenge, clarify, or place in context material provided by the news source.
    Despite these disadvantages and others inherent in how reporters gather information, the news reporter can help assure that worthwhile information from a news source is shared with the news audience. One way to reduce the likelihood of errors is to use multiple forms of interviewing, by telephone, in person, and at press conferences as well as multiple sources. Common to the success of these approaches, however, are such interrelated ingredients as the preparation of the news reporter, the competence of the news source, and the nature of the questions asked.
    Let’s look at the preparation first. The nature of much of news coverage requires reporters to be well read on contemporary events. Like other professionals and craftsmen, the reporter must keep up to date on journalistic subject matter, that is the human condition. Although this subject is broad, it offers the advantage that there is little a reporter can read or witness that will not help in covering the news at one time or another. Next, being prepared for an interview includes giving some thought to the competence of the news source. The relationships between news reporters and news sources would benefit the news audience more if reporters would frequently ask themselves what is this news source competent to talk about. What can this person tell the news audience that few others can?
    Two words of caution regarding issue of competence. First, the reporter should not take for granted that, because of position or experience, the news source who should know does know and can provide information. Second, the competence of the news source needs to be linked with news-gathering methods.
    Let’s just spend a minute on the first point. There are generally four conditions under which the reporter should not give credence to a news source’s information. One, the source may not know the information the reporter wants. Two, the source may have the information and want to share it but may lack the verbal skills or the concepts to do so. Three, the source may have the desired information but not want to share it or, worse, may lie to avoid sharing information. Last, the source may be willing to share the information but unable to recall it.
    Now, in addition to preparation of the reporter and competence of the news source, there is one more important ingredient in successful news coverage, that is the nature of the questions asked, It is generally agreed that the nature of the question can shape the nature of the answer. General questions like "Are you for market economy?" may lead to the respondent saying virtually anything and still being rather vague. On the other hand, a too narrow question may limit the respondent to one particular answer only.
    In order to gather information from news sources as accurately as possible, reporters can improve the questions in the following five ways. Firstly, avoid words with double meanings. Secondly，avoid long questions. Thirdly, specify the time, place, and context you want the respondent to assume. And number four, it is often helpful to ask questions in terms of the respondent’s own immediate and recent experience rather than in generalities. Finally, either make explicit all the alternatives the respondent should have in mind when answering the question or make none of them explicit. Do not lead the news source by suggesting a desired answer and not mentioning other alternatives.
    OK. To sum up, today’s lecture has covered some of the advantages and disadvantages of the press conference, and three important factors in successful news coverage. In our next lecture, we’ll continue to discuss how to become a competent news reporter.