PRESS CONFERENCES: YES OR NO?

Press conferences are a very important tactical communication action for many reasons. Not only do they allow direct connections between key journalists and companies, but they also turn news into opportunities to expand information in a more personalised way. 

But be careful... all is not well. One tends to think that the news to be presented is not important, it is more than important, but is it also important for the journalist who is going to be called? Nothing defeats the purpose of a press conference more than having a journalist leave the newsroom without being given the information he or she expects. This can create a sense of disappointment and frustration, which will lead to the company no longer being seen as an interesting source of information in the future.

Having said this, and once it is clear that what is going to be communicated is relevant for the media from an informative point of view, it is important to comply with certain standards that improve the effectiveness of these calls. In this sense, the support of an expert communications agency in your organisation can be decisive in achieving success.

According to our experience, and we have been organising this type of meetings with the media for more than 20 years, these are some of the actions to be implemented in order to achieve the desired objectives:

• • Adaptation to the current situation. To begin with, it is essential to understand the current context of communication. Social media and online media are at the epicentre of the digital age. It is therefore important to incorporate digital communication strategies into any press conference. 

• • Clear and direct messages. To capture and hold the attention of journalists, clarity and conciseness are a key to must. It is essential to determine a main message and organise the press conference around it. Focusing on the points to be highlighted and avoiding excessive information will increase the impact of the message. "Short sentences allow the main message to be conveyed without detours or confusion, which makes it easier for the receiver to understand", according to the school for training in communication skills. Ontraining.

• • Selection of appropriate means. Not all media and all media are equally relevant. It is necessary to be clear about how to identify those that have a greater affinity with the target audience and address them. An expert agency in corporate or product communication can help in this process. By having an exhaustive knowledge of the most appropriate media, they will be able to select those that maximise the reach of the news item.

• • Permanent interaction. It is essential to maintain contact with journalists both before and after the event. This will undoubtedly facilitate their interest in attending future events, increase their attention towards the press releases The company will establish itself as a reference source of information, thereby increasing its reputation and its positioning as a leader in its sector.

At InfluenceSuite we have the necessary knowledge on how to organise an effective press conference. Whether it's a brand launch, product launch, financial announcement, merger or acquisition, we just need to know what your objective is and we'll help you create a tactical communications plan to achieve it.