Let's talk about the structure of your speech. The speech at a press conference should be very different from a typical speech where you have, perhaps an opening story you build, you're making a case, there's certain rhythm to it. That's all great in real life with real audiences. That's not what a press conference is for. I would recommend just lunge right in. say exactly what you want to say.

So that the TV reporters had to leave after 30 seconds, they got everything they need, you need to really spell out your messages. Your top three, you need to sprinkle sound bites throughout. I would really front load this statement in your first minute, especially with tons and tons of juicy sound bites, and we're going to have a whole section of this course on how to create sound bites. Don't make the reporters ask you the right questions to find something interesting. Don't make them weak. Through a 20 minute speech and all that video to find something interesting, you should give them the interesting stuff.

Right in the first minute. Yet, I wouldn't necessarily structure a speech this way. But we're speaking in a very specific way, trying to generate media coverage. And we're trying to make it easy for the reporters. So come up with your speech, front loaded with your message points and great sound bites, and then you can add whatever else you need for the final couple of minutes. But again, it's not a regular lengthy speech.

It's just a way to put everything out and the sound bites out before reporters get to ask questions, but if you plan your messages the right way, you will have answered most of the questions or at least the most obvious questions reporters will thought of