A well-run news conference can calm a crisis, while a badly run one can make headlines for all the wrong reasons—and we’ve all seen those trainwrecks. This webinar breaks down best practices and real-world examples of what separates effective news conferences from damaging ones, starting with the most basic rule: open with actual news to announce. We’ll cover smart timing, the right principals at the podium and the core principles that should guide every appearance, from clarity and candor to empathy and accountability. A news conference isn’t simply a media moment—it’s a critical tool for providing credible information and helping maintain or rebuild public trust when it matters most.