Ensuring that your business gets huge media coverage is always one of marketing goals. It will subsequently lead you to bigger audience, engagement, and exposure, and your business growth can definitely benefit from it. One strategy to directly reach media and journalists is through press conference – in addition to press release. It has some strong beneficial points, and you really should consider expanding your business or organization’s media coverage through press conference.
Usually, press conference is an opportunity to introduce new products or services or as an announcement when an important event takes place. It’s common for different organizations and individuals to hold press conference, from politicians, public agencies, celebrities, to business entities.
Howstuffworks categorizes press conference into at least two types: emergency and promotional. Emergency press conference is usually held by political or government figures during a “crisis or disaster”. Besides being a tool for public service, this type of press conference can also be utilized by those who are responsible for the crisis “to regain public trust”.
On the other hand, public is also aware of the equally popular promotional press conference. As mentioned above, business entity or organization usually hold press conference when introducing new product, new campaign, or collaboration with a public figure (re: celebrity).
Make It Worth for Journalists
Preparing press conference thoroughly. Therefore, instead of being a mere costly ceremony, it can contain a news value. According to Howstuffworks, in order for it to be newsworthy, story should meet at least one of the following requirements:
- Timing – It’s happening right now
- Significance – It’s affecting a lot of people, especially the target audience
- Proximity – It’s happening locally or to people with whom the audience relates
- Prominence – It’s happening to a famous person or organization
- Human Interest – It’s emotional, such as homeless pets or children living with cancer
In addition, taking into account journalists’ busy schedule, it is wise to decide a convenient time and location. This can increase the probability of more of them attending the event. Deciding who will be speakers is also as important. Ideally, they possess the expertise on the subject and have experience in working with media. After the main event and QnA session, allowing journalists to have a one-to-one interview is also very common as they may get further necessary information on their story. Lastly, after all series of events are finished, provide press kit which usually contains press release, bios of key speakers, fact sheet, as well as contact for a follow-up.