In preparing for a press conference, the spokesperson should collect all relevant information, assemble a rough draft of the press release, hold a brainstorming session, use experts as needed, and prepare the final release. During the press conference, it is important to maintain eye contact and be oneself. In addition, active listening skills are needed, and questions should be examined for both overt and hidden meanings. Communications can be clarified by restating questions, defining and defusing words, and answering one question at a time. Disputes should be avoided, and only facts should be dealt with. Not every question must be answered, and it is better to admit ignorance than to bluff. As many reporters should be involved in the session as possible. Finally, answers should be brief, and a strategy should be in place for terminating the press conference. By concentrating on the task, listening actively, empathizing with reporters' needs, and focusing on the audience, the spokesperson should be able to satisfy the basic requirements of the question-and-answer session. 6 references.