How To Control A Press Conference & Manage The Optic Completely

1. Announce a press conference at a set time.
   
   
2. Ensure the Press Conference venue is a little on the small side or at least make sure the reporters area is a little tight & the podium area is large, roomy and if possible slightly elevated with a good distance between the entry/exit door. Gives the impression of a stately aloof entry & elevated has you speaking down to reporters.
   
   
3. Arrive late everytime. Gets people used to being your bitch & they adapt to thinking you're busy & they're blessed with your presence. NEVER ARRIVE ON TIME
   
   
4. Deliver your speech, read it word for word. For emphasis do not look down the barrel of any camera, just repeat 4 or 5 words of gravity a second time.
   
   
5. Limit the time for questions & don't be afraid to pull in another speaker on lesser topics, safer topics to soak up time & get yourself closer to exit time.
   
   
6. Point to your first reporter asking the question but ensure you allow enough time for them to beginning jostling to heighten the feeling of urgency & limited time
   
   
7. Take the question, if uncomfortable remember to give facial sues that indicate contempt & disbief to put the reporter back on the heels a little. 
   
   
8. Don't answer in any way that concedes ground, you have many techniques of Tactical Replies to be used in lieu of actual answers to questions. Previous government, opposition, 
   
   
9. Over all be quick & short with answers. You are not doing an interview, you're delivering your brand, your presence & you're controlling reporters.
   
   
10. Short answers can avoid detail but you must be ready to turn & point to another reporter quickly to dispense with the question you're dealing with. Most will swallow the urgency & will be eager to step in with a question as soon as you've quickly disposed of one. No reporter will repeat the previous question of hit you for a expansion on the previous question. Play the room, control the room.
    
    
11. NEVER do a sit down interview for the newspaper or on live TV or News with one announcer, you are at their mercy. If you do because you're calle dout for no itnerviews go with 3-5 minutes and only over the phone & only on early morning radio and only on Monday or Tueday. Not enough has broken, you can choose the topic & accept. Blame busy schedule for short allocated
    
    
12. Where possible request questions in advance, if you get called out either secretly black ban the journo and/or blame a staff member who was only assessing the amount of time required.
    
    
13. Be seen whereever possible with media moguls. This will cause the more inexperienced reporters to be on the back foot. Experienced reporters will attend Press Conferences, control closely their abilitiy to ask questions, they will be your Kryptonite.
    
    
14. Use Parliament & social media to push your brand unfettered. Release many press releases, if possible more than any other Premier/politician with as many as possible pointing out funding gains.
    
    
15. Control them or they will unmask you. If you train the younger ones & ignore the experienced ones you will control them more often.
    
    
16. Where you do get dealt a blow, bounce back to a new announcement that looks positive.
    
    
17. Negatve announcements, pre-leak parts of it to soften the blow to get more of the public to ignore it. Announce it officially where possibly on Friday if its negative. Sport is about to flood the air, negative issues will be starved & drowned out.