The press conference is a vital tool for disseminating relevant brand information, and its effectiveness depends on a well-designed strategy.
It is crucial to understand that it is not the only way to communicate news to journalists, so it should be reserved for announcements of significant impact.
This format allows addressing topics of public interest and provides a detailed explanation from the spokesperson. To ensure the success of the event, it is crucial to follow a list of basic steps:
- Press kit: Prepare an informative package including the press release, company information, product or service details, statistics, images, and contact details.
- Structured programme: Develop a detailed schedule with the names and positions of the spokespersons, the order of presentations, and the question and answer session.
- Audiovisual recording: Capture the event with photographic cameras, video cameras, and audio recorders to provide visual material to requesting media outlets.
Registration format: Have a form to register attending journalists and gather contact information from those who did not confirm their attendance. - Punctuality: Start the conference on time as a sign of respect towards journalists and demonstrate a well-organized program.
Press questions: Reserve time at the end for journalists to ask questions and maintain order during the session. - Information dissemination: Send the press release and multimedia material to absent media outlets and attending journalists who request it.
- Promotional material: Consider giving away a useful item at the end of the event as a token of appreciation for media coverage.
We share an extended checklist for ensuring the activities.
| Activity | Check |
|---|---|
| Prepare a press kit | [ ] |
| Structure a program | [ ] |
| Prepare audiovisual registration | [ ] |
| Have a registration form for journalists | [ ] |
| Be punctual at the start | [ ] |
| Allow questions at the end | [ ] |
| Send information to absent media | [ ] |
| Distribute promotional material | [ ] |
| Define objective and conference theme | [ ] |
| Select an appropriate spokesperson | [ ] |
| Choose the right location | [ ] |
| Prepare invitations to media | [ ] |
| Coordinate event logistics | [ ] |
| Confirm journalists’ attendance | [ ] |
| Prepare relevant informational content | [ ] |
| Check audiovisual equipment | [ ] |
| Test microphones and sound system | [ ] |
| Conduct a rehearsal with the spokesperson | [ ] |
| Have emergency contacts on hand | [ ] |
| Prepare a contingency plan | [ ] |
It is essential to maintain order and attention to detail during each stage of the press conference to ensure effective communication of the message.