A successful news briefing begins with introducing yourself to the media, setting ground rules for the briefing, and outlining expectations about the information you are going to provide. This may sound easy, but it can be a challenge when the briefing involves deep emotions and grief brought on by a sudden tragedy.
Shortly after three Pennsylvania police officers were shot and killed, York County District Attorney Timothy Barker met with reporters to discuss the domestic disturbance that led to the fatal shootings. He reportedly did not personally know any of the slain officers, but emotions had to be running high in the York County law enforcement community.
Barker managed to calmly and authoritatively tell the media what to expect from him during the briefing and what not to expect. View a clip from the briefing below.
Barker went on to name the suspect and announced that he had been shot to death by other officers. But as promised, he did not engage in speculation. Barker was firm in his resolve to reveal only what he knew for sure to be true.
If you are asked to deliver a news briefing, follow Barker’s example. Lay out the ground rules and stick to them. If you do, you will likely avoid getting yourself into trouble and your briefing will be a success.