Working with the press

How to attract press attention to your event (or product)?

One way or another, many events are organized for the purpose of PR, and the press is invited to the events. 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 carry different meanings and will help you solve different communication problems. Personal acquaintance with journalists, the release of short and clear news, 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.

From the history of press events.
When the first press event took place, the first press conference - history is silent. However, we can rely on a few secondary facts. fact no. 1. “Press release” (or “news release”) appeared at the very end of the 19th century. Large American railway companies began to use this form of supplying material. At the very beginning of the 20th century, Ohio Bell Telephone understood the main advantage of a press release: “You distribute a press release and the journalists leave you alone, because... They already have all the information.” This same time can be considered the time when “press conferences” appeared in our usual form. Indeed, at this time - and this is Fact No. 2 - the first specialized companies - PR agencies - appeared. In 1900, the first agency, the Publicity Bureau, appeared, and in 1904 Ivy Lee opened his own company. Thus, press conferences have been done for more than 100 years.

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 a place 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 – speeches, 20 – Questions and Answers (Q&A) section. 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” important for a given 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. Invitees 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. Tables 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 on the feeds of news agencies and daily newspapers. The reason could also be the launch of a large facility or a crisis situation that requires prompt coverage.
According to the scenario, company representatives go out to pre-assembled journalists, followed by a short statement and a strictly regulated time for questions.
The result is prompt release of news to the media. As a rule, there are not many 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 organization.
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 presented correctly to a journalist, can be more useful than one large event; it allows you to initiate a series of review, diverse publications. The goal is to obtain editorial, non-standard materials or detailed comments on a significant issue. The results of the meetings are personal acquaintance, unique material.
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 travel of targeted 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. Excellent opportunity for a photo session. Among the disadvantages are complex logistics and high cost.

Open days
Centralized invitation to journalists to visit a company facility - showroom, office, factory, etc. Duration is usually several days (from 1 day to 1 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. Familiarity with the company's business processes, production, etc.
A company with a “human face”. Open days are another way to create a diverse, understandable and trusting image of the company in the minds of journalists

Let's contact the organizers.

Who does press events?
• Corporate specialists – know the subject area best, i.e. what forms the news story
• Specialized companies (PR) – more experience, more technology, more people. All this can ultimately be converted into effort, resources and time, which the company can save by turning to specialized PR companies

Media – status of the event.

How can you evaluate the success of a media event?
Here are some criteria by which you can evaluate the results of the work done:

Number of media accredited and attending the event
Number and tone of questions asked
Number of materials published following the event in the media
Quality of published materials (there are special methods for qualitative assessment of publications)
Number of requests for comments and expert assessment after the event

The number of publications that use or reference information presented at the press event.

The author of the article is Alexey Berlov, managing partner of Eventum Premo