5 Tips for Planning the Perfect Press Conference

Last Updated on August 16, 2021

As a corporate event manager, you may eventually be asked to plan a press conference. More so than any other event, a properly executed press conference can be one of the best things to happen to a brand. Similarly, a terrible press conference can severely damage a brand. You want to make sure any conference you plan falls into the former category, rather than the latter. Here are a few words of wisdom to planning the perfect event:

Make Sure Your Speakers Are Naturals

I’ve watched some painfully bad press conferences, and most of them had one thing in common: the speakers who were selected to present at them simply weren’t particularly skilled at their jobs. They stumbled over their words, they made awkward, flat jokes; they spouted confusing statements, they spoke in a distracting fashion, and they generally just flailed about on-stage and made everyone uncomfortable. 

Screen your speakers, and make sure they’ve got a clear idea of what they’re going to say – and what it’s supposed to do for your brand.

Choose A Perfect Location

As with any other event, location is extremely important to the success of a press conference. Keep in mind how many journalists – and how many members of the general public, if any – you’ve invited, and make sure your venue can comfortably accommodate all of them. When selecting a venue, remember also that you’re here to impress people – while you shouldn’t go overboard, a venue with a bit of flair is a must. Also, make sure that it has proper tech equipment so that no issues arise during the conference. 

Let The Media Know Well In Advance

If there’s one thing that every press conference shares in common with a traditional event, it’s that you’ll need to give the people attending some notice. Generally, if you’re going to run a press conference, you’re going to want to let journalists know anywhere from a few weeks to a few months in advance. That way, they’ll have time to get themselves together and work out travel plans and travel expenses.

Run It At The Right Time

You also need to make sure your event is scheduled for the proper time. Generally, it’s a good idea to run a press conference at some point on the weekday, somewhere from early to mid-afternoon. Too early in the morning, and you might get more than a few people skipping out; too late, and everyone’s going to either be too tired or hungry to pay much attention. As a general rule, weekends should be avoided – that’s when most people have their leisure time. Avoid doing it close to holidays as well. 

Remember:  Your Task Is To Excite

Above all, remember: you’re here to get people excited. This is a promotion as much as it is a news announcement. Whatever you can do to make people more excited about the conference, make it happen.  I’m talking about product trailers and demonstrations, Q&A sessions, on-site entertainment…you get the idea.