SECRETS OF A SUCCESSFUL PRESS CONFERENCE
SECRETS OF A SUCCESSFUL PRESS CONFERENCE
Why not? Lots of companies do and, let’s face it, we have the most exciting news since… well, our last exciting news.
We should push the boat out. Bubbly and Beluga…
Why not?
Well, if you really do have some ground breaking news, like you can actually make nuclear fusion work, why not?
But if you haven’t, why bother!
A few phone calls, an email or two and a punchy press release should do the trick.
After all, contrary to some popular opinion, journalists aren’t all starving alcoholics. They’ll happily take a story on its merits without bibulous bribery or a memorable meal.
However, if you are determined you have something of considerable import to impart, then a press conference may be the way to go.
But you’d better be sure it’s done to perfection!
And how do you go about that?
First, choose a date that doesn’t clash with the inauguration of the US President, the UK Queen’s Speech or the Second Coming. And let your invited press know early. They do have a life outside your reason for living!
Second, find a venue that all the journalists you want present can get to quickly and easily.
Third, if you have samples of your product, make them available for inspection, evaluation and, hopefully, a bit of fun. It’s very boring for press people to be told about something they can’t handle or test. And can you blame them? Why should they take your word for anything? They are not in the business of ‘puff’ promotion. Their argument would be if you want that, book some media space/time and pay for it!
Fourth, make sure that venue has all the communication facilities a media professional would need to file copy (very quickly, if necessary).
Fifth, treat all journalists equally. Don’t fawn over the ‘big boys/girls’ and ignore local or specialist hacks. They could very easily contribute much more effectively to your success than over pressured national and international journalists who might never turn up, or care!
Sixth, if you are going to have an all singing all dancing audio visual orgy, make sure someone puts the plugs in the right sockets!
Many a well intentioned press presentation has left journalists deeply unimpressed when a screen fails to display any information. Or when a microphone makes more noise than the person speaking into it. Or when a sexy piece of music never makes its way past the foreplay!
Embarrassing.
Seventh, make sure you’ve covered all the bases. The last thing you want is for a journalist to home in on the one weakness your product/service has – and it will have and they will do, believe me – leaving you wrong footed.
Make sure all your PR staff on the day are on the ball, totally informed, prepared for the worst and ready to ‘sell’ your product, warts and all, confidently and with no apologies.
Which brings me to the eighth point – make sure it’s the guests who get the goodies and not your PR staff.
Many a well intentioned event has fallen at the last post because the hosts have consumed more bubbly than the guests and, in the worst case scenario, forgotten the name of the product they are promoting!
If your press conference works well, journalists should go away enthused and root for you in their columns or TV/radio slots.
If you get it wrong, just expect a big bill for your ill fated efforts.
Over to you…
SECRETS OF A SUCCESSFUL PRESS CONFERENCE - To learn more about this author, visit Gwynne Chipperfield's Website.
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Let’s hold a press conference!
Why not? Lots of companies do and, let’s face it, we have the most exciting news since… well, our last exciting news.
We should push the boat out. Bubbly and Beluga…
Why not?
Well, if you really do have some ground breaking news, like you can actually make nuclear fusion work, why not?
But if you haven’t, why bother!
A few phone calls, an email or two and a punchy press release should do the trick.
After all, contrary to some popular opinion, journalists aren’t all starving alcoholics. They’ll happily take a story on its merits without bibulous bribery or a memorable meal.
However, if you are determined you have something of considerable import to impart, then a press conference may be the way to go.
But you’d better be sure it’s done to perfection!
And how do you go about that?
First, choose a date that doesn’t clash with the inauguration of the US President, the UK Queen’s Speech or the Second Coming. And let your invited press know early. They do have a life outside your reason for living!
Second, find a venue that all the journalists you want present can get to quickly and easily.
Third, if you have samples of your product, make them available for inspection, evaluation and, hopefully, a bit of fun. It’s very boring for press people to be told about something they can’t handle or test. And can you blame them? Why should they take your word for anything? They are not in the business of ‘puff’ promotion. Their argument would be if you want that, book some media space/time and pay for it!
Fourth, make sure that venue has all the communication facilities a media professional would need to file copy (very quickly, if necessary).
Fifth, treat all journalists equally. Don’t fawn over the ‘big boys/girls’ and ignore local or specialist hacks. They could very easily contribute much more effectively to your success than over pressured national and international journalists who might never turn up, or care!
Sixth, if you are going to have an all singing all dancing audio visual orgy, make sure someone puts the plugs in the right sockets!
Many a well intentioned press presentation has left journalists deeply unimpressed when a screen fails to display any information. Or when a microphone makes more noise than the person speaking into it. Or when a sexy piece of music never makes its way past the foreplay!
Embarrassing.
Seventh, make sure you’ve covered all the bases. The last thing you want is for a journalist to home in on the one weakness your product/service has – and it will have and they will do, believe me – leaving you wrong footed.
Make sure all your PR staff on the day are on the ball, totally informed, prepared for the worst and ready to ‘sell’ your product, warts and all, confidently and with no apologies.
Which brings me to the eighth point – make sure it’s the guests who get the goodies and not your PR staff.
Many a well intentioned event has fallen at the last post because the hosts have consumed more bubbly than the guests and, in the worst case scenario, forgotten the name of the product they are promoting!
If your press conference works well, journalists should go away enthused and root for you in their columns or TV/radio slots.
If you get it wrong, just expect a big bill for your ill fated efforts.
Over to you…
SECRETS OF A SUCCESSFUL PRESS CONFERENCE - To learn more about this author, visit Gwynne Chipperfield's Website.
Like this article? Share it with your friends
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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 Gwynne Chipperfield (Visit Gwynne's Website) bcc+gem publicity's founder and managing director, Gwynne Chipperfield MBE, started life as a political speech writer. Since then he has been managing editor of a successful weekly paid for newspaper, publicity officer, bbc tv news and current affairs, a city financial PR consultant and freelance journalist. He started bcc+gem in 1991 and is now supported by a talented creative team of family and friends.
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