Host a press conference
Hosting a “presser” (as many media outlets call it) is one way to get the word out to a crowd of not only journalists and media but also to your important stakeholders, customers and others. It elevates your news to a new level. A few weeks ago we worked with our client, Kennametal, to host a press conference in Washington, D.C. We chose to hold it at the National Press Club, because that is where the news happens every day. But, you can hold a press event just about anywhere as long as it pertains to your news objective. Here are a few things to keep in mind if you decide to host a press conference. 
- Make sure your news is indeed newsworthy. Is it a first for your company or industry? Is it groundbreaking? Does it have wide appeal for a variety of audiences? Does it tie in with a national news event? Are you sharing brand new information? Are there others in your industry that can also speak in support of your news? If your answer is “yes” to most of these questions, you likely have a story that is worthy of sharing via a presser.
- Be aware that coordinating a press conference takes time and attention to detail. You are essentially planning an event. You want to find the right location to host it—preferably a place that ties into what your news is about. If you are announcing the opening of a new office, host it outside in front of the building and consider a camera visual that ties into your business. If it’s a bank, maybe you show the brand new, state-of-the-art safe and take reporters on a tour. Perhaps your building has a unique historic feature that has been preserved in the renovation. Show that and talk about how preserving the integrity of the historic building is important to your business and your role in the community.
- Timing is key. Don’t plan your event on a Monday or Friday if you can help it. Also, try to work around news schedules. Late morning is usually a great time because reporters are out on assignment to capture stories for the noon and evening news. And, most important, be brief. A presser should be about 30 minutes max.
For additional tips on hosting a press conference, click here.
Partner with another organization
You might be wondering why I would suggest this when it may take some of the focus off of your business, but trust me on this one. Sometimes partnering with another organization who shares the same view as you or who can support what you are trying to say will make your news that much more newsworthy. Why, you may ask? Because now it appears as legitimate news and not a self-serving promotional story. It sounds harsh but sometimes that is how reporters think. Too many times of being bamboozled by a PR person caring only about the credit the organization gets and not the actual news story has made them cynical. So, be different. Demonstrate to them that you care about the quality of the content just as much as getting the exposure.
Another reason partnering with someone else makes sense is because you elevate the newsworthiness and expand the reach. Reporters who follow both organizations will be interested. Consider issuing a joint news release or hosting a joint news announcement via a press conference.
The second in this two-part series will focus on more creative (and even basic) ways you can share your news. Sometimes thinking outside of the box is the best approach and other times, it’s more effective to just get back to basics. That’s the fun part about being in public relations and working at WordWrite Communications—our jobs are always fun and interesting because we don’t use the exact approach for every client. We tailor our plan to what will be the best for our client. That is what makes us different and why I love doing what I do.
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Hollie Geitner is vice president, Client Services for WordWrite Communications. You can find her on Twitter @JustHollieG
