Life, however, isn't always so accommodating. A reporter or two may continue to harp on the same topic, question after question, in what seems like an endless merry-go-round. If that happens, the person acting as host or hostess should politely say that the hour is late and there is time for just a few more questions. That in itself may stop the flow of repetitive questions, in which case the host or hostess just thanks everyone for attending. If not, allow two or three more questions, then thank everyone for attending.

At this point, many of the reporters will make for the nearest exit. But for a few, the formal end of the news conference is just the beginning of the information-gathering process. That's because the really good reporters will wait until after the news conference ends to pose their most poignant questions. After all, why would a creative reporter want to share his or her unique approach to the story with other - less enterprising but nonetheless competing - reporters?

Well, they won't. And the result is the "scrum" - that mad dash to the podium to catch the spokesperson before he or she disappears into the shadows. Since trying to outrun the media will only produce embarrassing footage for the 6 o'clock news, the best thing is to stand your ground, greet the oncoming reporters with a relaxed and accommodating smile and remain until all their questions are answered. Regard the scrum as nothing more than a natural extension of the news conference.

A word of caution: Never end the news conference amid a heated exchange. Doing so will only fuel the flames of controversy. Instead, follow Media Tip #5 on how to field difficult questions.