Step 4 - Expect the Unexpected
No matter how well you stay on schedule, unexpected events will occur. While you're planning your event, you may be called on to respond to some related but unforeseen event.
Whatever happens, stay calm. If there's no time to write and deliver a news release, take a few minutes to get your thoughts together. Many reporters will take brief statements over the phone. Be sure to rehearse so you make your main points most effectively. Then, call the key news outlets. Try to speak to the reporter you've dealt with before, or to the news editor if your regular contact is unavailable.
On to Step 5.