Hone your crisis management skills. [13]What are the criteria for holding a press conference?
Press conferences during crises aren't something you should just hold
When a crisis occurs in corporate activities, the means of disclosure (information disclosure) requires careful judgment. Of course, depending on the nature of the incident, there are times when it is best to remain silent. However, when the incident involves a need to fulfill accountability to stakeholders and society, disclosure is necessary.
The nature of this accountability varies depending on the crisis: it might involve expressing regret for causing inconvenience, or issuing warnings, such as in cases of personal data leaks.
Now, a crucial premise to keep in mind is that holding a press conference isn't the solution for everything. As mentioned earlier, there are times when the decision to "not disclose" and observe is appropriate, and other times when posting information solely on the company's website may be sufficient.
When broader stakeholder explanation is needed, utilizing the media through press releases is an option. When written statements alone may not convey the full message or risk misunderstanding, distributing materials with explanations at press clubs is another viable approach. It is crucial to recognize that a press conference is just one option among several.
Understanding What a "Press Conference" Is
So what exactly is a press conference (often called an emergency press conference when held suddenly during a crisis)?
It may be easiest to understand it as the method, among crisis disclosure tools, that allows the same information to be conveyed to the largest number of media outlets simultaneously, in one place, in one go. In other words, it is the means used when there is an urgent need to disclose information widely and thoroughly to society and fulfill the duty to explain. This also means, without question, there is a possibility of being critically reported on and bashed by many media outlets.
Opinions of177 Media Professionals
In our Corporate Crisis Management Survey, the Corporate Public Relations Strategy Institute asked 177 media professionals (reporters, editorial writers, journalists, etc.) about the criteria for deciding to hold a press conference from a media perspective. Based on their daily work covering social developments and corporate activities, the following graph shows their candid opinions on situations where they felt, "Hey, you should definitely hold a press conference now."
Ranked first was "Human Casualties" at 88.7%. When a company causes a crisis involving human life—such as fatalities, injuries, or other life-threatening situations—it faces intense demands for accountability. This applies to various scenarios: accidents at company facilities (e.g., explosions), aviation or railway accidents, construction site incidents, food poisoning, medical malpractice, and more. Numerous such crises have occurred in the past. Each time, the company involved has been compelled to explain what happened and why, often under intense media scrutiny.
Ranked second was "Potential for recurrence or escalation" at 85.9%. This likely carries a strong connotation of raising awareness. It suggests the necessity of holding a press conference when accountability demands communicating risks to numerous stakeholders—such as during pandemics (like novel influenza), foreign object contamination in food, large-scale personal data breaches, or automobile recalls.
Third place was "Illegality" at 74.0%. When laws governing corporate activities are violated—such as in cases of financial statement fraud, bribery, cartels, or cheating on government-mandated inspections—companies face severe public scrutiny. As media outlets must inform the public, they rigorously demand accountability.
These top three reasons are universally convincing, I believe.
Even the same incident can vary depending on the time and circumstances...
What merits attention is the fourth criterion, "social impact" (68.4%). This is a standard open to diverse interpretations and sounds somewhat more ambiguous than the others. Yet, it is also the criterion we most want to discern—or rather, the one we must discern.
While its ambiguity may not be fully resolved, I see it as gauging whether an issue is riding the "social mood" or "current trend." To break it down further, this occurs when similar incidents, accidents, or scandals happen in quick succession, capturing public attention, or when new laws or regulations are enacted, drawing significant focus (though this is not the only factor).
For example: automobile recalls. Foreign object contamination in food. Food fraud. Personal information leaks. Accidents. Workplace injuries.
Carefully examining past cases reveals that even when the scale of damage or the severity of wrongdoing is similar, the timing of the incident can make a simple press release disclosure sufficient. Conversely, when public interest—and media attention—is extremely high, a press conference explanation may be demanded. This tendency is clearly evident when observing the resulting media coverage. Cases that avoid riding this "atmosphere" or "current trend" often end up as routine news items or straightforward reports.
How should disclosure be handled when a crisis occurs? Is a press conference warranted? To accurately assess this and make the right judgment, it is crucial to maintain constant vigilance in crisis management.
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Author
Sho Ikegami
PR Consulting Dentsu Inc.
After joining Dentsu Inc., worked in the Issue & Risk Management Department handling risk response for corporations and organizations during both routine and emergency situations. In 2011, seconded to Dentsu Inc.'s Platform Business Bureau, where responsibilities included promoting ICT services and managing risks for platform-related businesses. From 2012, spent two years in the Direction Bureau developing and executing PR strategies for clients across diverse sectors, including telecommunications, food, and sports-related companies. Assumed current position in 2014. Engaged in corporate communications consulting and PR strategy planning.