“Let’s dance!” states the US President as he and the British Prime Minister head into a press conference in front of the world’s media.
What follows is an uncomfortable display of showboating, petulance, and one-upmanship as both ‘key speakers’ go off message, detract from the agreed script, and challenge each other, while their communications teams look on uncomfortably from the sidelines.
Of course, this isn’t a real-life event – it’s the opening scene of this summer’s blockbuster movie ‘Heads of State’ from Amazon and MGM Studios. Starring Idris Elba as the UK Prime Minister and John Cena as the US President, it’s an exaggerated but amusing insight into what could go wrong at a press conference.
Harmonising key messages is an essential requirement when you’re putting together a press conference involving numerous partners. You can be sure the press are going to jump on any hint of a mismatch or disharmony.
When it comes to crisis communications, it’s essential that all parties pull together for the greater good. You have a job to do, a situation to resolve, stakeholders to reassure and, possibly, victims to support. You’re protecting more than your corporate reputation; you’re conveying important information to those impacted and explaining what’s happening. Now really isn’t the time to play politics with each other – however entertaining a prospect!
‘Heads of State’ provides the perfect “what not to do” playbook for real-world press conferences. Let’s look at what they got wrong — and what you should get right.
1. Don’t overshadow the agenda
❌ What they did: Turned press events into personal showdowns, overshadowing the actual news and diplomatic goals of the event.
✅ Instead: The focus should be on the message, not the messenger. Reinforce policy, partnerships, or key outcomes, not personal rivalries or theatrics.
2. Don’t let emotions run the show
❌ What they did: Frequently interrupted journalists, snapped at tough questions, and escalated minor disputes into major dramas.
✅ Instead: Stay calm under pressure. Even provocative questions deserve a composed, diplomatic response. When necessary, bridge to key messages tactfully.
3. Practice makes perfect
❌ What they did: Failed to prepare and didn’t follow agreed guidelines.
✅ Instead: Work with your communications team beforehand to ensure you understand the purpose of the press conference and are in possession of all the necessary information and key messages. Know what you want to say and say it clearly – and don’t introduce new issues or get diverted.
4. Avoid off-message humour
❌ What they did: Used sarcasm, inappropriate jokes, and bravado — which muddled the message and risked offending audiences.
✅ Instead: Light humour can sometimes work, but only when it aligns with the occasion and respects cultural sensitivities. It’s best to stick to clear, purposeful messaging.
5. Remember you represent more than yourself
❌ What they did: Spoke recklessly, causing diplomatic tension and confusion about their nations’ stances.
✅ Instead: Every word you say reflects your company or organisation. Be professional, communicate clearly, and take an appropriate tone.
Finally, while ‘Heads of State’ is entertaining, it’s also a reminder that press conferences aren’t action movies — they’re platforms for building trust, delivering facts, and showing professionalism.
Be clear, calm, and credible, and leave the cinematic chaos to the big screen.
