In order to inform the media on a specific subject, we often organize a press conference. This requires a lot of preparation and organizational capacity. Since journalists are imposed with tighter deadlines and faced with increased workload resulting from shrinking editorial offices, the trick is to convince them to head over to the press conference despite all that. When the news value is large enough, a press conference may be the perfect tool to get your message across to the media. Besides creating the press invitation, a follow-up via telephone and working out a press kit, we also need to determine the location and write a roadmap for the conference itself.