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To hold press conferences is a practical way for anyone who wants to be a government candidate to advertise themselves. Anyone who wants to be a government candidate presumably has some idea of what they want to do and some special skills to offer. If they just want a social position perhaps they are not the most suitable candidate.

To be elected, a candidate needs media exposure because the public needs to know what they stand for, believe in and would like to do. If the candidate plans for the press conference with the media by making sure their information is up to date, the event can be used to present their case and gain the necessary positive publicity. The candidate will be seen to have done their homework. This can be a far more effective method of presenting their stance than ad hoc releases which could get missed because the media have not yet become engaged in this candidate's issues. A press conference in skilled hands can be very effective in getting across the candidate's message.

On the other hand, if the candidate is not good at public speaking and working a crowd, but is otherwise extremely well qualified to do the job they are standing for, disclosing their stance in another method might work for them. This has to be thought out carefully. How is the issue to be presented? Not everyone reads newspapers, TV isn't kind to everyone because not everyone is photogenic. Perhaps the answer here is some tuition in body language and public speaking.

In a press conference having a specialist subject or subjects is a useful start and being seen to listen to requests for information, action and or help is a positive quality. Especially if the candidate is able to give a response which either answers the question or offers to find out more. Admitting you don't know is tricky in private life and very difficult in public life. It can be seen as a weakness, yet it is actually a strength because it means the candidate is willing to learn. At the same time signs of arrogance or superiority irritate.

If the media, who are experienced in wrinkling out weaknesses, can be brought onto the candidate's side this is a bonus. This suggests a sense of humor, but not flippancy, is a useful tool for the candidate.

A candidate who is able to answer questions fluently and not flounder, who can give responses which make sense to the questioner and others, shows him or herself to be competent. The public would like to have competent candidates.

The problem is most of the public are cynical about promises and statements made in these circumstances.

Learn more about this author, Rosemary Redfern.
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