How to attract press attention to your event (or product)?
Most events are organized for PR purposes, so the press is invited to them. Quite a lot has been written about how to organize a press event: articles, small brochures, entire books - many of them are impeccable from a formal point of view. These texts are intended for those who organize such events - usually PR specialists.
Different event formats have different meanings and help you solve different communication problems. Personal acquaintance with journalists, the release of short and clear news releases, the initiation of a series of review materials or exclusive interviews, the prevention of a crisis or the presentation of new company experts - different tasks determine different approaches.
Press event formats
Press conference
A formal, strict event with a clear script. Strict arrangement of seats in the hall: a presidium with seats for speakers and seats for journalists opposite. The objective of the event is the presentation of a whole block of new information for journalists by specialists of various levels. Average duration 50–60 minutes: 30 minutes - presentations, 20 minutes - question and answer section (Q&A). The course of the press conference is corrected by the moderator.
"Round table"
A formal, strict event with a dose of improvisation. Presentation of a socially significant problem that is important for the sector, discussion of this problem by interested parties. The goal is to increase the company’s expert status in the professional community and society as a whole. The event format encourages questions and free communication. Invited guests are independent experts, analysts, journalists, and partners. The result is the release of detailed review materials and an increase in the number of requests from journalists for comments. It can also be a presentation of one’s own research, development or project, whose significance goes beyond narrow corporate interests.
Press lunch
An informal event with a relatively arbitrary script. During the event, guests (company representatives and journalists) can discuss various issues related to the company over breakfast or lunch. The tables are in random order. In the foreground is personal acquaintance and informal equilateral discussion. The undoubted advantage of this format is that journalists can ask questions that interest them in a more open form, which generally allows them to assess their attitude towards the company. As part of the event, it is possible to conduct a series of mini-interviews (“mobile speaker”).
The task of company representatives is to better feel the reaction of journalists, their emotional background and prejudices.
Press briefing
A formal event with a specific script. The main specificity is efficiency: fresh news after the completion of a major transaction or a major conference should immediately appear in the feeds of news agencies and in daily newspapers. The reason may also be the commissioning of a large facility or a crisis situation requiring prompt coverage.
According to the script, company representatives speak to reporters, followed by a brief statement and a strictly regulated time for questions.
The result is prompt release of news to the media. As a rule, there are few speakers - 1-2 people.
Internet press conference
The advantages of this format are obvious: the widest possible range of participants - from the media to consumers and partners, the widest possible geographical coverage. Relatively low cost of organizing the process itself.
It is necessary to prepare a list of questions in advance - everything must be under control. During the process, the flow of questions is controlled and selected.
Often several media representatives are invited to the hall: it is psychologically easier for the speaker to speak in the presence of living eyes. Counter questions and spontaneous reactions help to understand the structure of interest in the company in different regions and different social strata.
Personal meeting with journalists (in a restaurant, cafe or business center)
A series of such meetings, properly organized and correctly presented to the journalist, can be more useful than one large event, since it allows you to initiate a series of review diverse publications. The goal is to obtain the output of non-standard materials or detailed comments on a significant issue. The results of the meetings are personal acquaintance, unique material.
This is the most effective format in terms of influencing the personal opinion of a journalist. Positive effect - the likelihood that in the future they will turn to you for comments, evaluation, and additional information increases significantly.
Press tour
Centralized trip of representatives of target media to the company’s facility and at its expense.
The goal is personal acquaintance, a positive emotional background, and the release of a series of full-fledged materials. Great opportunity for a photo shoot. Disadvantages include complex logistics and high cost.
Open days
Centralized invitation for journalists to visit a company facility: showroom, office, factory, etc. Duration is usually from one day to one week.
A special responsible person meets journalists, conducts a tour, and introduces them to the necessary specialists. Visiting places are decorated, journalists receive gifts.
The format of the event allows you to clearly show the realities of the company: its structure, style of work, level of equipment, etc. There is an acquaintance with the company's business processes and production.
Open days are another way to broaden journalists' understanding of a company and create a more loyal attitude towards it.
How to evaluate the success of a media event?
Here are some criteria by which you can evaluate the results of the work done:
- the number of media accredited and attending the event;
- the number and tone of questions asked;
- the number of materials published following the event in the media;
- the quality of published materials (there are special methods for qualitative assessment of publications, monitoring agencies);
- number of requests for comments and expert assessment after the event;
- number of publications prepared using information presented at the press event.
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