One of the most effective and indispensable tools for announcing something important is the press conference.
Making the most of its full potential requires a well-planned strategy that spells success for the brand.
It must be clear that the press conference is not the only way to communicate news to journalists, so it should not be overused and should be reserved for high-impact announcements.
This format presents a matter of public importance, whether intellectual, political, business, technological, sports-related or of any other kind. It allows doubts to be cleared up and yields a more thorough and interpretive explanation from the spokesperson.
To achieve a successful event, you need to keep in mind a list of basic steps.
- Press kit. Prepare an information package with the event’s press release, company information, a fact sheet on the product or service to be announced, statistics, images and contact details. It is advisable to hand it out in print so the journalist can review it on arrival at the event; and also to provide a digital copy to make it easier to write the story and handle supporting photographs.
- Structure a Program. In order to keep track of how the event unfolds, it is extremely important to have a program or schedule. Include, in order of hierarchy, the appearance, full names, job titles and talk title of each spokesperson; the question-and-answer session; and also any recognition, if there is one.
- Audiovisual record. Make sure to bring a photo camera, a video camera and an audio recorder to the press conference, so you will have an audiovisual record of the entire event in case an outlet asks you for a photo, video or audio of your spokesperson’s participation.
- Registration form. It is important to have a form that includes the full details of the journalists who confirmed their attendance. For those who did not confirm, it is always necessary to have a blank form so that, before entering the conference room, they can write down their contact details and the outlet they belong to. This will give you better attendance control and a much more complete media database for the next event.
- Be punctual. Punctuality is synonymous with respect. There is nothing more pleasant than starting on time and keeping to the scheduled time for the presentation, for both the spokesperson and the journalists. Remember that journalists have a schedule of assignments governed by timetables, and just as we like punctual attendance, it is also ideal to show that we run a well-structured program.
- Questions from the press. It is recommended that at the end of the press conference interested journalists be given a maximum of three to five minutes to ask their question, so as to keep the questions orderly.
- Sending information. Once the press conference is over, don’t forget to send to the media who did not attend, and to attendees who request it, the press release and the multimedia material with all the necessary documentation of what the spokesperson presented.
- Promotional material. A gift always goes over well, and it also becomes the best way to thank the journalist for covering your event. Consider giving away, at the end of your event, a useful item that makes your guest’s work easier; it can carry a subtle brand mention.
A press conference has different moments that must be handled with great care to communicate the topic well. Keeping order in the work of the spokesperson and the press is essential to achieve success.
We share with you an additional extended list for holding a press conference:
| Activities | Completed |
|---|---|
| Define the event’s objectives and goals | [ ] |
| Determine the target audience and the demographics of attendees | [ ] |
| Set the date, time and location of the event | [ ] |
| Develop the event budget | [ ] |
| Obtain the necessary permits and authorizations | [ ] |
| Create the event’s visual identity | [ ] |
| Identify and book speakers, performers and special guests | [ ] |
| Coordinate transportation and accommodation for guests | [ ] |
| Design the event layout and floor plan | [ ] |
| Organize catering and menu selection | [ ] |
| Hire event staff | [ ] |
| Coordinate audiovisual equipment and technical requirements | [ ] |
| Prepare the event agenda and schedule | [ ] |
| Create the registration process and ticketing system | [ ] |
| Promote the event through the media | [ ] |
| Set up online registration and the ticketing platform | [ ] |
| Manage attendance confirmations and communications with attendees | [ ] |
| Coordinate event logistics | [ ] |
| Organize signage and visual identity throughout the venue | [ ] |
| Prepare event materials | [ ] |
| Hold rehearsals and practice sessions with speakers and performers | [ ] |
| Ensure accessibility for attendees with disabilities | [ ] |
| Set up the registration and check-in area | [ ] |
| Coordinate with suppliers for deliveries and setup | [ ] |
| Provide security and an emergency response plan for the event | [ ] |
| Supervise the event’s progress and address any problems or concerns | [ ] |
| Gather feedback and evaluations from attendees | [ ] |
| Follow up with attendees after the event | [ ] |
| Review the event’s performance against objectives and goals | [ ] |
| Carry out a post-event analysis and a feedback meeting with the team to identify successes and areas for improvement | [ ] |
If you would like a quote for holding a press conference, do not hesitate to write to us at acercate@altavozcomunicaciones.com.pe
