Remember that the reporter isn't the final audience. You want to get your public relations message out, but reporters are merely intermediaries. Your actual audience is made up of all the people watching the press conference at home or reading about it the next day. The people who may want to buy your product or service. The people who are interested in changes at your company that may affect their lives. Develop your key messages ahead of time, with that final audience in mind. And when speaking to that audience, relay those key messages succinctly, in a down to earth way