How to organize a successful press conference

How To Organize A SuccessfulPress Conference

Prepared by Kevin HuangJune 12, 2016

Page 2

Holding a press conference is a simple, effective way to communicate your message with the media. Holding a successful press conference can generate news about your cause and awareness about your project.

Page 3

What Is A Press Conference?

A press conference is one of the integrated marketing tools designed to generate news – in particular, “hard news” that can advance the cause of your organization. Hard news is defined as a story in the print or electronic media which is

IntegratedMarketing

CommunicationsMix

timely, significant, prominent, and relevant.

Page 4

Types Of Press Conferences Q&A or Statement

- Typical press conference Groundbreaking

- Start construction on a project Grand Opening or Ribbon Cutting

- A new business or location Announcement or Unveiling

- Sharing something new, like an event, product, service, etc. Donation or Check Presentation

- Celebrate a major gift……

Page 5

Why Should You Hold A Press Conference?Press releases, interviews, and informal media contacts are excellent ways of getting your message across. They are the bread and butter of your press relations, and often of your entire outreach effort. A press conference is an additional media technique, for special occasions, when you really want to make an impression.

Page 6

More specifically, why hold a press conference?Because: You can give more information than in a press release. A press conference is interactive; you can answer questions from the press, and emphasize points you might not otherwise have a chance to make. You can announce an important development, and explain its significant local and wider implications. You can set the record straight if your group received negative publicity. You can often generate the kind of notice or publicity – a spot on the 6:00 TV news, for instance – that you’d otherwise have to pay a large amount for. When many media representatives are present, it makes your conference seem really newsworthy -- the media presence itself adds to the importance. A successful media conference can not only generate news, but can also boost the morale of your own group -- that is, your group can take pride in knowing that the press will really turn out to hear what you have to say.

Page 7

Conducting successful press conferences takes more than just designating a time and place. True success involves planning before, during, and afterward.

Page 8

The goal is to create an experience so seamless that attendees don’t even realize they ran through several marketing channels to achieve your brand’s goals.

Provide a seamless experience from the time attendees hear about your event and register, throughout the physical and digital event experiences, and long after they leave. Use social media and online tools such as microsites and surveys to discover what your attendees want to see and learn about at your event. Make it easy for attendees to share their offline experiences online. Capture as much feedback as possible during and after the event.

Page 9

Beginning the ProcessSay you’re planning to hold a press conferenceto launch new products!

Page 10

The Preparation Phase Time Strategy Budget Planning Logistics For a key company press conference, it’s wise to give yourself at least 3 months to prepare for a successful event

• 2 weeks alone should be focused on pitching the press

Good idea! Use Google Sheets to do your planning (assign key stakeholders, define responsibilities, set deadlines, target media list budget control…) and all support staffs can update their project status anytime, anywhere.

Page 11

Define Your StrategyScenario/Content

What should be in your scenario? Think of what you want to read in tomorrow’s media stories and product review articles after the event Reflect your message in all the aspects of your event – think of branded decoration, entertainment for your guests that reflect your product or service, press packs and gifts. Sometimes even colors of the food are important

Who are your speaker(s)? 70% of success on your event is your topic(s) and engaging speaker(s) If your company CEO will be the key speaker, make sure your PR team members prepare and review scripts with him/her, make a training if needed Timing is important – sometimes great people say smart things, but the speech lasts too long to keep attention of the audience Discuss in advance “hard” questions and rehearse proper reaction with a speaker

Page 12

Set Your Budget Prepare an event budget in advance, ensuring that you have an allowance for miscellaneous costs and expenses.

When selecting your venue, the most competitive quote may not be as cost effective as originally anticipated. Make sure you check to see what is or isn’t included in the price of the venue.Good idea! Look for partner sponsorships to help cover part of the costs.

Avoid losing track of your expenditure by monitoring your spend at regular intervals, making adjustments where required.

Page 13

2. Schedule The Date And Time1. Define The Message

3. Pick The Venue

5. Select And Train Your Staffs6. Contact And Follow Up With The Media7. Develop A Press Kit

Before The Press Conference:

8. Prepare The Room

4. Create An Event Agenda

Page 14

1. Define The MessageWhatever the message, it should be summarized in clear 3-5 key points to the press.

Page 15

Tips: Key message should be simple (yes, give a hint about what you will be announcing) Invited ONLY! Exclusive! Key image should be appealing and arouse curiosity and interest Date & time info (Save The Date) Venue info/direction RSVP info (register by …)

Media Invitation Example

Page 16

2. Schedule The Date And TimeMake sure it doesn't conflict with other press events or media deadlines. One way to find this out is to check with the local media and the wire services, who will know if your press conference conflicts with another. Here are some other tips for scheduling your press conference: Tuesdays, Wednesdays and Thursdays are the best days for press conferences, as they are considered slower news days. Try to have your press conference on one of these days if at all possible. The best time to schedule your press conference is between 10:00 a.m. and 11:00 a.m, to ensure maximum coverage by the media. If you schedule it later, you risk missing the afternoon paper or evening news.

Page 17

3. Pick The VenueTips:

Preferable is location that has adequate parking and convenient reach by public transport (close to metro station, bus stop, subway exit), in other cases organize transfer from metro Pick a venue that provides visual interest and relationship to your topic(s) Check seating plan – if you have the screen make sure it will be visible for everyone. Avoid halls with many columns. Decide where speakers will seat and arrange place for cameras Choose the interior that meets your concepts to spend less on decorations Other considerations include picking a location relatively free from high levels of background noise (e.g., traffic, aircraft), and one which has adequate space for presentation and demo display, executive interview rooms, storage room, electrical outlets, etc.

Page 18

Yerba Buena Center For The Arts (YBCA)Beautiful Outside

Page 19

Yerba Buena Center For The Arts (YBCA)Amazing Inside. Theater Style.

Page 20

Bay area is home to a lot of tech companies, including Apple

Tech media and key tech influencers are more likely to come

San Francisco has a lot to show (day and night) and we want to create a memorable life experience for those event attendees

Easier to find a big venue to host a >350 people event

Easier on event management and cost savings (e.g. manpower and logistics)

We are not Apple. Only good to hold a small technical seminar for local tech focused media

Most mainstream media/lifestyle influencers are based in NYC, it’s easier for them and Toronto based media to attend our event

We launched our Zenbook and Windows 8 products here, so we are familiar with the local tech and consumer media

Not too many local media saw ZF2 An ideal venue to accommodate

350 guests can be costly Higher travel expenses for

company staffs and invited guests

Start With Picking A City

Take ASUS Zenfone 2launch event as an example!

Page 21

Looking For Suitable Venue OptionsCAPRIANI

WALL STREET4 WORLD

TRADE CENTER

$207,600 –$247,800

13,275 sq. ft. 70’ ceiling with dome

33,842 sq. ft.

$120,800 –$150,500

13.5’ ceiling3,000 people

1,700 people

SKYLIGHTOne Hanson

N/AGOTHAM HALL

15,000 sq. ft.- 63-foot mosaic ceiling of zodiac & night sky- 100-500 for seated dinner- Can accommodate up to 1,000 guests

$130,500 – $156,600

- host up to 1,200 guests for a cocktail party and 600 guests for a seated dinner- can use the 2nd floor (2,000 sq. ft.) to demo other system products

Available on May 17th/18thor 21st/22nd

Available week/May 11th and 18th

SKYLIGHTMoynihan Station

- Industrial steel and glass skylight ceiling- Two 14'x20' drive-in access points serve as dramatic entryway- 33,000 square foot interior space- 30-foot ceiling height

(not considered due to small venue space, low ceiling and pillars)

10,000 sq. ft.


Page 22

CAPRIANIWALL STREET

4 WORLDTRADE CENTER

CENTER 548


GOTHAM HALL

Now we can know which venue offers the most convenient reach.

Page 23

Then Work On The Floor PlanTake ASUS Zenfone 2

launch event as an example!

Page 24

And Product Demo Ideas


Page 25

And Graphic Rendering


Page 26

Tips: Hiring an event agency can save you a lot of time and work, especially when they

• had experience in managing big conferences and events• can meet your budget and deliver an excellent work• are already familiar with the venue and the managing staffs• can respond quickly to the last-minute changes• can make professional recommendations about how to hold a successful event and share with you their previous work• help find local talents/agencies if you want to include a pre-show performance, hire a few booth models and professional video photographer

Page 27

4. Create An Event Agenda Create a comprehensive event agenda outlining your event goals and develop a realistic timeline. This will help you organize your staffs more efficiently on the day of the event. Host a meeting to invite all support staffs to think of any possible scenarios/issues and come up with solutions/back up plans. Arrange rehearsals to ensure everything goes smoothly.

Page 28

5. Select And Train Your StaffsYou will want your on-site support staffs to be knowledgeable and articulate, and they should be able to handle press questioning and scrutiny as well.

A dress rehearsal is very helpful in training new staffs, and a good time to try to anticipate tough or hostile questions. Have someone from your group play devil's advocate and see how they respond.

Page 29Take ASUS Zenfone 2


Tips: Prepare an event staff guide for all supporting staffs, so they fully understand their responsibilities and on-site support duties get familiar with the products (functions, features and demos) and know how to answer questions from the media know how to response to unexpected situations

Page 30

6. Contact And Follow Up With The MediaThis task is more for your PR team members. The first step in contacting the media is to create a comprehensive mailing list of target media. After you have sent thee-invitation to the media, you will want to follow up with phone contact to the major media outlets.Good idea! The media aren’t things – they’re made up of human beings doing their jobs. If you can make human contact with those folks, and especially if you can make their jobs easier, they’ll return the favor.

Page 31Take ASUS Zenfone 2


Tips: When to invite? Send out an e-invitation at least 10 days prior to the event Make phone calls to check if those key media outlets have received the invitation and remind them to do RSVP (also remind them early birds will receive a special gift) Make your accreditation list and keep mobile numbers of those who confirmed their attendance. Good idea! Send sms reminder at the day of the event. It really works!

Page 32

7. Develop A Press KitYour press kit should contain the following: A press release, which should state the purpose of the press conference, highlights of the new products, and a few quotes from the executives and partners. A complete reviewer guide (developed for tech and consumer media) Product spec sheets (focus on features, advantages and user benefits) Product images (products viewed in various angels and lifestyle images) and videos. Short biographies of key executives (for media interviews).

All files saved in one USB thumb drive


Page 33

8. Prepare The RoomThere are many things you need to check before the press conference begins (a check list for each area would be helpful). Here are some tips: Provide enough seating in the room for reporters, and enough room for their supporting equipment (e.g., cameras, microphone).

Try to run a technical rehearsal to make sure all things are functioning well - check the microphones, lights, speakers, WiFi connection, laptops for mobile press office, etc.

Have coffee, tea, water, and any other refreshments set up – for the reception area and the executive interview rooms.

Reserve seats for special guests with name cards or signs. Provide a podium for the MC/moderator, perhaps with your organization's logo on it.

Page 34

Planning For Incidents And Emergencies

Technical Equipment/ Coordination Hand out a technical plan (include in the staff guide) to every member of your support staffs Make sure that everyone is able to communicate efficiently during the event – either distribute a phone directory with all mobile numbers or hand out walky-talkies Make a pre-check if everything is working and make a rehearsal Play your videos and try to open all presentation files on the computer that will be used in the event Always plan your “emergency exit” – not bring all the speakers in one taxi, always have an extra copy of everything and be creative if anything goes wrong

As an event planner, you must have plans in place to respond effectively to health and safety incidents and other emergencies that might occur at an event.

Page 35

At The Press Conference:When the big day finally arrives, there are a number of things you and your group can do to help your press conference run as smoothly as possible.

Welcome members of the press as they arrive. Have members of the press sign in, with their affiliation. Seat the press conference key speakers. Check the registration desk to see which media outlets are represented. You may also want to make personal contact with major media representatives before or after the press conference. Start approximately on time -- no later than 5 minutes after the scheduled time. Video record the event, for your own records, and for possible media use. Have the moderator welcome the press, and introduce the first key speaker to the stage. The moderator makes an announcement to bring the formal conference to an end. Thank the media for attending. In many cases, you may want to encourage the media to stay for further informal conversation with the key staffs. Give each of the participated media a press kit (and a gift bag).

Page 36


Tips:Normally the registration area is scheduled to be opened 30~40 minutes before the press conference begins. For early birds, you can prepare a surprise gift, so they can post it on their social media pagesor blogs togenerate morebuzz. They knowthey want to comeearly again forYour future events.

For Those Early Birds

Page 37

Last NameA~F Last NameF~L Last NameM~RLast NameS~Z

Participated media to receive a gift bag w/one press kit, one ZF2 review sample, and one Zen Garden Desk kit when they leave the venue

Punch a hole on the badge to show the guest has received a gift bag

Print out the RSVP list to know which line needs more help (e.g. assign two staffs) to reduce the long wait time!


Tips:

Special badge design to identify staffs and the media and to create excitement

Gift items are relevant to the event theme

A Smooth Check In

Page 38

To Announce. To Unveil. To Entertain.It’s Showtime

Learn from the best ever Apple brand ambassador– Steve Jobs really understands what those media want

Page 39


Page 40

After The Press Conference:To the extent that you can, make personal contact with representatives at least of the major media outlets represented. If you can have a short, pleasant conversation with these folks and make a good impression, they’ll remember you when they need information or a story about your future new products, and they’ll respond when you contact them.

By looking through your attendance register, you should be able to determine which major media were not represented. Not everyone may arrive, as your conference may be preempted by some late breaking news story elsewhere. You may want to plan a press tour to hand deliver a press kit and a product review sample to these people, send a video feed, or, try to schedule an interview with a reporter and one of the key executives.

Page 41

Remember your goal is an article, not just the presence of the press at the event Say thank you and ask if everything was fine Keep communication. Send post release, photos, give answers, discuss the possible ways of information use in the media

Good idea! Add a personal touch in communication – send photos, tag journalists on photos uploaded to Facebook etc.


Page 42

From: Danny V [mailto:[email protected]]Sent: Monday, May 18, 2015 4:28 PMTo: PR EventSubject: Asus ZenFone 2 NYCDear Asus Staff,

My name is Danny Vargas, I was fortunate enough to be able to attend the north american unveiling of the ZenFone 2 in NYC's Gotham Hall. I couldn't have had a more pleasant experience. From greeters to staff, wait staff and many others. I am truly appreciative of the opportunity to be a part of this event. The unexpected surprise of receiving a new fone was the cherry on top. I don't want to take any more of your time, so I part with a heartfelt and sincere Thank You. Danny V

And you’ll feel it’s well worth the effort especially when you receive an appreciation email like the below one.


Page 43

Wait, Your Work Is Not Quite Done Yet

Collect all product review results (# of awards)Highlight Pros and Cons of all product reviews

Prepare a PR clipping report (# of media exposures)

Conduct Google Trends analysis (increasing product awareness)

Within one week after the press conference

…… then prepare a post-event report

# of executive interviews# of Live event streaming video views/comments

Social media/influencers/bloggers exposureAttendee analysis (RSVP vs. attended, tech vs. consumer)

Channel partner sell out numbers

Page 44

You might also review the press conference with others from your organization that attended. What went well? What could you have done better? And how will you improve the next press conference you hold?

Get More Feedback Internallyand continue to improve

Page 45

Thinking Integrated MarketingUse other online and offline vehicles and creative ways to maximize the event exposure and create excitement

• Live video streaming• Social media posts• Online & in-store merchandising• Consumer campaign• Digital advertising

Invited guests not limited to media:• Industry partners• Channel partners• Influencers/bloggers• ASUS fans (local NYC residents)• ASUS campus brand ambassadors

Multiple marketing tools:


Be Creative. Be Bold. Be Different.

Page 46

Lizzie Grubman

Jim Cooper