Holding Press Conferences: 5 Ways to Impress the Press

EVENT INDUSTRY, TIPS & TRICKS

Press conferences are a dime a dozen these days, and any client can put a banner up, call a couple of local rags and plug an event. But this is a critical moment of the event management process, when the people with the power to come into contact with your big plans, and yet even long-time pros overlook or fumble the details. Check out these tips from Decibel to create a press conference that helps the press help you:

Lose the attitude You ve been working hard and for the last few months, this event has become your whole world. But just because you care doesn t mean the press will you ll still have to sell your idea. Be humble, and let your genuine excitement about your upcoming event shine through.

Background matters Great. Another photo of five suits sitting at an IKEA table in front of a white wall, or worse yet, a wrinkled vinyl backdrop. You don t have to go all glitzy, but eye-catching visuals are more interesting to look at (and subsequently, to photograph), so they can do half your legwork for you before the press asks the first question.

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Yawn! The Beijing 2008 Olympics Wushu (Martial Arts) announcement

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Nice stage set-up by the Daily Mirror

Pick your pinch hitter The person behind your new product launch or initiative may not be the best person to present it. Better to brief an engaging speaker, expert, or insider (ideally someone with a touch of charisma and a sense of humor) on something they may not be familiar with than watch an executive send journalists to the land of nod.

Patience, patience The media doesn t owe you any favors, they will probe, they will pry, they will find the angle you don t want. Meet negativity with positivity and keep control of the discussion. This is especially true in political event management where controlling the story is paramount.

Make it easy early Sending out a press release too late, like a day before the event, is a nail in your coffin as it catches journalists off-guard. Get the key info out there several days in advance, follow up with phone calls to the main outlets and dangle the opportunity of exclusive access to get them on board. The press are busy people, so make sure the materials you provide include quotes, a high-res photo or two, and a bullet-pointed list of the key points for a quick and easy read.

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