There was a time not so long ago when press conferences were held every single day, sometimes to announce the most trivial updates. The only thing missing was a press conference to announce an upcoming press conference!
One positive outcome of the financial crisis has been that companies now think twice about organizing press events. Many look back and may even regret the extravagant days of booking 5-star hotel conference rooms and handing out free BlackBerrys to the media!
If you’re not disclosing something monumental, like the secrets of an operation, then consider whether a press release would suffice. But if you have something of significant importance to announce, and a press conference is the only route, make sure every detail is executed to perfection.
Planning for a Seamless Press Event
Scheduling and Invites: Pick a date that doesn’t clash with major events like the launch of Burj Khalifa or Will and Kate’s big day! Send out invitations at least 10 days in advance to accommodate journalists’ busy schedules.
Location and Accessibility: Choose a central, accessible venue. Include a map with the invitation and, if necessary, arrange parking or transport from known landmarks.
Venue Equipment: Ensure the venue has all necessary facilities, including projectors, AV systems, and internet access for immediate reporting. Test everything to avoid any mishaps that could sour journalists’ impressions.
Press Kits: Go beyond a simple brochure and branded pen! Include press releases, fact sheets, copies of presentation slides, spokesperson bios, and relevant images. Provide all materials on a CD or memory stick for convenience.
Event Checklist: No matter how experienced you are, a checklist is essential. Include everything from name badges and table cards to audiovisual equipment and branding materials so nothing is overlooked.
Engaging Journalists: Treat all journalists with equal respect and attention. Their attendance should be valued, as it directly impacts the success of your event.
Professional Staff: Ensure personnel greeting the media are well-informed and prepared for any situation. All staff should maintain professionalism and stay attentive to journalists’ needs.
Keeping It Professional
If delays occur, keep the media informed and engaged. And remember, professional conduct extends to staff throughout the event. The food and goodies are for attendees, not for staff to enjoy until the media has departed.
If executed well, journalists will leave satisfied, and this will reflect positively in their coverage. However, if things go wrong, be prepared for a hefty bill and an exercise in crisis management.
Good luck!