Press events are all about exposure. A successful press conference can lead to wide-spread media coverage, greater brand recognition or broad awareness of your message.
However, you can unveil the most stunning new product or make a shockingly exciting announcement, but if you haven't laid the right foundation, your exciting news will fall on deaf ears. Or worse, no ears at all.
How can you increase the attention your media announcement receives? Here are a few things to keep in mind to make the most of your big day:
1. A targeted message
Have a clear idea of what you want to communicate so you can prepare your spokespeople. Whether you're launching a new product or discussing your goals for the coming year, outlining your objectives will help both with pitching your event and creating a tight, effective agenda during the press conference.
— Business Insider (@businessinsider) June 4, 2015
Keep your messages concise and on-point. Remember that reporters want to get to the facts and have some time to ask questions. In some cases, you may want to arrange follow-up interviews with individual reporters.
2. Location, location, location
The place where you hold your press event matters more than you might think. Although your wider audience might be at home behind their televisions or smartphones, you have to go through media representatives first – which means you have to get them there.
So, what makes a good spot? Depending on your goals, you may want to get close to major media outlets to increase the chance they'll attend. You should also ensure your location has the facilities, parking and resources to accommodate your needs and those of your audience.
Finally, a place that's relevant to your announcement can set your press event apart. For instance, Virgin Australia held one of theirs at the airport terminal, building their stage set on an airplane for a memorable backdrop.
3. Social buzz and twitter chatter
In addition to inviting the media, start building up excitement for your announcement ahead of the event. Social media is an excellent tool here, allowing you to reach out to a very wide audience.
Create hashtags to connect with followers, and remind people to tune in on the big day.
— Qantas (@Qantas) June 9, 2015
4. A picture's worth a thousand words
We live in a visual world, so leverage imagery to your advantage.
Think carefully about the design of backdrops, branded banners, media walls and so on. You want to strike just the right balance between being impressive and avoiding distraction. Make sure your messages and graphics are easy to read, even from a distance, and incorporate logos in a clear, simple and professional manner.
— IMF (@IMFNews) June 4, 2015
From the podium to your posters, your visual elements should support and enhance your overall message, without detracting from your presenters.
5. Set the stage with media in mind
Your picture perfect presentation has to translate to the snapshots and video footage your media guests will produce while attending your press event. In addition to thinking about camera angles and what fits into the frame of the shot, keep in mind that TV crews will need electrical outlets and your speakers will need microphones to ensure their words carry.
As far as the space goes, provide seating and space for your guests, keeping in mind that media personnel will need clear views of the stage so they can film and take pictures.