Final answer:
The most useful question to drive the message in a press conference is 'What is going to be the headline tomorrow?' as it helps in framing the message strategically for the desired impact in media coverage and public perception.
Step-by-step explanation:
When crafting a message for a press conference, it is vital to anticipate how the media will capture and disseminate the information. Among the questions to consider, 'What is going to be the headline tomorrow?' is particularly useful. This question encourages strategic thinking about the impact and perception of the information presented and how it aligns with the desired narrative or key messaging of the organization. Considering potential headlines can guide the framing of the message to ensure that the main points are communicated clearly and effectively, with an understanding of how the media might interpret or spin the content.
Asking oneself what will make headlines helps to prioritize information and also anticipate public reaction. While financial implications, withheld information, and other details are important, the headline is often what sticks in public memory and shapes the narrative moving forward. Therefore, the goal is to present information in a way that shapes the desired narrative and optimizes media coverage to support the organization's objectives.