How do you ensure that the intended message comes across at a press conference? Who should get the story in advance? Who should speak – and how? Who should be invited?

When the Ethical Council unveiled its new recommendations on assisted dying and the abortion limit in autumn 2023, it engaged FRIDAY to prepare the press as effectively as possible so that important nuances in the two dilemma-filled debates were not lost. The team behind the work brought extensive experience from different media as journalists and news editors, and we orchestrated the launch according to a detailed run-of-show. Our remit included inviting the country’s health journalists and national media to a press briefing, facilitating it, coordinating subsequent interviews, and producing a wide range of materials for the journalists.

The thorough preparation paid off. The room was full at the briefing, and there was strong appetite for questions. In the following days, the new recommendations were reported on and nuanced more than 600 times in the media. All journalists complied with the strict embargo agreements.