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Press Launches
Making a Press Launch Radio / TV / Press Friendly
Small Media Events
If you are inviting the
media it's worth thinking how you can make the event more
media friendly. Obviously good talkers are essential, but
what can the TV cameras film, and where can photos be taken?
Can you get your logo in the picture?
For example, Suffolk charity Rethink Disability re-launched
itself as Optua. They used people to spell out the word "Optua",
and organised an aerial photo of the stunt (see
Introduction > Introduction to
Marketing >
Re-branding).
No matter how much effort you put in to making your event
media friendly, there is no guarantee they will turn up.
There might be another big story breaking on the day, so the
best advice is to have a backup plan for getting your story
covered.
Big Media Events
Sometimes your story will
be so important it merits you calling a press conference or
a public meeting. Only organise a press conference if you
think it will add value to your story.
Ask yourself what the journalist will get from attending
that they couldn't get either by talking to you on the phone
or reading a press release. A sandwich and glass of wine
isn't enough of an incentive to get a reporter out of the
office!
 Once
at the media event, press reporters will be happy to ask
questions from the audience, but both TV and radio will want
to record individual interviews with your key speakers.
A press conference is not ideal picture material for TV.
After they've filmed the panel, the press, the logo or
report, and interviewed one or 2 people they'll still be
looking for more pictures.
It's important you talk to the reporters in advance to see
what they need; you may be able to supply some video, or
perhaps they can pre-film some element to the story.
Think also about where you hold the media event, what time
it happens, and is there anything else happening on that day
that may make journalists have to choose where to go. Stick
to the timetable, i.e. make sure you start and finish on
time.
Produce a media pack with your press releases, case studies
(where appropriate) and fact sheets. These can also be
useful to send to reporters who didn't attend.
For more advice, see "How do I organise a press conference"
guide at
http://www.bbc.co.uk/dna/actionnetwork/A4288953.
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