What is a press conference: updated for 2026 (UK). A press conference is a formal event at which journalists are invited to receive a specific announcement from a business, organisation or individual, usually with the opportunity to ask questions. In 2026, press conferences are rarely the right tactic for businesses — one-to-one pitches typically outperform them. They are right for crises, regulatory announcements, IPOs, and government-business events.
When a press conference is the right tactic in 2026
- Breaking news affecting many stakeholders simultaneously.
- Formal apologies or crisis statements.
- Regulatory filings that legally require press access.
- Major M&A deals.
- Government and policy events.
- Sports team signings and results.
When to avoid a press conference
- Product launches (direct pitches work better).
- Funding rounds (embargoed pitch to named journalists more effective).
- Routine business news.
- Anything that could be emailed in a release.
What is a press conference like in practice?
A typical press conference has a short opening statement from one or two spokespeople, followed by questions from journalists. It can be held in person, online or as a hybrid event. Broadcasters often film the statement, so the setting, timing and visuals matter as much as the words.
How to run a press conference well
- Be sure it is needed. Hold one only when there is real news that many journalists will want to cover at the same moment.
- Choose timing carefully. Late morning on a weekday usually suits daily news deadlines.
- Prepare spokespeople. Rehearse the statement and likely difficult questions in advance.
- Brief journalists properly. Send an invitation with the time, place, topic and speakers, and a short advisory on the day.
- Provide materials. Have the statement, a press release and images ready to share immediately afterwards.
- Follow up. Offer one-to-one interviews to journalists who need more detail.
Alternatives to a press conference
- An embargoed briefing for a small group of selected journalists.
- An exclusive interview with one publication.
- A press release with a spokesperson available for calls.
- A recorded video statement for broadcasters.
FAQs
Do small businesses ever need a press conference?
Rarely. Most business news is better handled through targeted pitches; see how to pitch a journalist.
What should be avoided?
Calling one without strong news, or giving journalists too little notice. Broadcasters such as the BBC plan coverage across the day, so early notice helps.