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Press Events: The Right Way

Introduction

The basic goal of holding press events is to get the media to report company news, usually the launch of a new product.

The news aspect of a product launch is relative—only truly revolutionary products that have a potentially large impact on their market qualify as news, no matter how splashy or well produced the launch. Elaborately produced press events can actually upstage the news itself, which is sometimes the goal for a brand looking to be seen as dominating a market or putting all of its resources behind a strategically important new product, as in the recent Centrino launch from Intel or the famous Windows 95 launch by Microsoft.

Note: There is, however, danger in this strategy, since reporters and analysts invited to the event may question the wisdom behind investing company funds in stunts or gimmickry that have little to do with a product's features or functionality.

It's wise to realize that internal audiences are as important as the press. Employees, partners, and customers often pay close attention to press events and are influenced by what they see and hear. For a brand, there is only one mantra—make it easy. Easy for the press to do their job, easy for the company employees and vendors to do theirs, easy for the presenters to be at their best. Here is how to do it, with an EM guide compiled for us by the press event pros at Sausalito, CA-based Opts Events.

Easy to Understand

1. Who, what, when, where, why—all of these important pieces of information should feature prominently in any communications, including the invitations to attend. Use creativity to amplify the theme or message of the event, but never obscure the elemental facts.

2. Send invitations electronically, and distribute a hard copy. Make it simple to rsvp, and follow up invites with phone calls. Save the Date cards for press events are not necessary, as this is not a social occasion but rather a working event and in most cases attendance is an important part of a day's work.

3. When the guests arrive, make sure it's crystal clear what they are required to do—the location should be well marked, registration tables easy to navigate, the room where the presentation will take place easy to find. Experience shows the press will behave exactly as you wish them to, provided they know what is expected of them. Label everything and don't miss an opportunity to apply company branding to directional signs, nametags, collateral materials, and so on.

Easy to Attend

4. Exotic locations are usually not worth the trouble, except when the location is the story (the opening of a new club or cultural attraction being the usual exceptions). More important than getting the audience to show up on time and in a good mood is a location that is easy to find and accommodating to the occasion.

That means finding a site that is served by alternate means of transportation (taxi, bus, subway, private car) and is easily recognized upon arrival. If you expect guests to drive, make sure there is ample parking, preferably with valet service. Always include a map with prominent points of reference. Make sure the event is visible from the first point of entrance, whatever that may be (usually the curb or exterior of a building).

5. If the brand operates in a highly competitive market and has a budget that can handle the extra expense, unusual locations can provide an advantage. One company used its own office for a launch (in an off-beat part of town, in a unique building) to underscore management's philosophy of not following the traditional paths for their industry. Another company took over the entire mezzanine of Grand Central Station, a logistically difficult public space but one that reinforced fundamental messages about product features, as well as the anticipated consumer audience for whom it was intended.

Easy to Report

6. The room lighting should be bright enough to allow note taking, but dark enough not to detract from the stage. Temperature is critical; too warm and the audience will sleep, too cold and they'll be distracted. No external noise or interference is tolerable—street noise, construction, clanking dishes and cutlery, loud voices, amplified music or speakers from a neighboring room or building must all be stifled. A site inspection should make it apparent if any of these will be a problem, but vigilance for the unexpected is critical.

7. Provide a press pool for electronic media that allows them to take audio and video feeds directly from your installed system. You are in control of the images you are creating; it is to your advantage to make them readily available. Depending on the nature of the audience, you may be best served by allowing exclusive camera platforms for broadcast media, rather than a common feed. Make sure that you communicate with the agency and the crew, be ready to help them get in and get set up, make sure they have everything they requested, and confirm it all in writing.

8. Still photographers need attention as well. Ensure they can get the money shot. Know when it will occur, make sure they are positioned well to capture it, and that the brand's name or logo is an unavoidable part of the picture. Make time for the shot. The program has to be structured so that the presenter is supported by visual props that make a good pic, and to have a sufficient pause in the comments for photographs to be taken.

9. Provide a working pressroom. A quiet place close to the action with desks, telephones, computers, and Internet access is still critical, even with the prevalence of cell phones and WiFi laptops. The daily news media are always on deadline; make sure they can meet it by having the tools of their trade available.

10. Private rooms should be available for one-on-one interviews. Every member of the press is disadvantaged when they're getting the same story as everyone else. Change that by allowing top tier reporters access to speakers. Depending on the schedule of said speakers, interviews can occur before the event or immediately after. (Key partners and product executives can add to the story, even if they are not part of the formal presentation.)

11. If possible, set up an area where reporters can get a hands-on experience with the new product, and make sure there is someone qualified present to talk about it.

Easy to Follow

12. Rehearse it! Critique it! Use a teleprompter if need be! Back it up with visuals! Time it!

Don't drag it out—an hour is perfect, less is better. Go longer if you must, but make sure it is entertaining, as well as informative. We live in a media age, so use it well. Elaborate and tricky product reveals are rarely worth the expense and anxiety, and too often won't work as intended. Save them for employee events where the razzle-dazzle counts—the press won't be impressed, and they won't write about it.

13. Pre-stage and pre-record whatever you can. A good editor can do wonders in helping convey a message. Talented live presenters are not common—being a good chief executive does not equate with being a good speaker. You must understand your speaker's strengths and weaknesses before you allow them to go live on stage—and you must design the presentation to accommodate them and get the message across clearly.

14. Do your homework, and ensure you have a good team and a good line of communication. Beyond that, the details of every presentation differ greatly. If you understand the objectives, know your audience, and stay focused, your chances of success are elevated.

Easy to Enjoy

15. Hospitality is a key factor of success. Most events take place during the day and don't involve full meals, but a full variety of beverages and easy-to-eat, decent food can go a long way towards raising the level of contentment among the audience.

Neither the audience nor the speakers should be suffering from low blood sugar, hunger or thirst if you want their full attention. Do not use food and drink as a bribe; guests should not have to sit through a meal to get their news, nor should they have to sit through an hour or more of a presentation on an empty stomach.

16. Generally speaking, refrain from serving alcohol before a presentation. Occasionally it serves a purpose, as with one evening event where the audience was skeptical, even critical to the point of being unreceptive to the company's message. Opts made sure the targeted audience included some industry luminaries as well as members of the working press, gave them all martinis and hors d'oeuvres, and kept the house lights up so guests could network before the presentation.

One Last Thought

Successful press events are often complex, with everyone participating under pressure. But for the intended audience, the event should always appear to be smooth and effortless. You'll serve your best interests with a product launch event that is thoughtfully crafted for the press from the first invite to the last valet car delivery.

Making it easy for the audience will pay the p.r. dividends you're looking for and assure that the press won't soon forget the new product.