The hallowed press conference \u2013 an ideal solution for mass communication \u2013 is often the first instinct when you have something to say. Press, radio, TV, let’s not doubt it, the media will rush to discover a new product, a breathtaking project, to listen to a revolutionary announcement, to grasp the stakes of an application that will save the world! Really? <\/p>\n
Alas! Journalists are like you; they receive thousands of e-mails, are highly solicited, and lack time \u2013 so it’s very likely they’ll ignore your invitation. Which is perfectly normal, in fact. The press conference is not the solution, it’s the problem: in terms of communication, the press conference must remain an exceptional tool, dedicated to a major announcement from a significant company or institution. No need to use it at every opportunity. Why? <\/p>\n
Firstly, the press is the hardest communication target to get to attend. Among the dozens of pieces of information they have to process daily and the events they are invited to, it’s useless to hope to lure them with information that isn’t stimulating for their readership and a few nibbles. <\/p>\n
Next, journalists rarely appreciate a general and uniform presentation and much prefer to receive individual attention and a personalised presentation. To create a strong and lasting bond with journalists, nothing beats one-on-one! Rather than gathering them in a group in a very formal setting to inform them, it’s better to offer them an informal and individual exchange to create a real connection and have a true conversation. <\/p>\n
Furthermore, by focusing on the press conference, we forget that sending a press release is sometimes (or often) a thousand times more effective.<\/p>\n
In short, if the media don’t rush to your press conference, all the better!<\/p>\n","protected":false},"excerpt":{"rendered":"
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