Press conference? Hell, no!
December 5, 2008 by ShannonCherry
Filed under Marketing
The public generally feels they have a right to know what’s going on. Press conferences allow the media and the public to get the scoop on what’s happening. They satisfy the public’s desire for the most up-to-date inside story on an individual’s life.
So, how do you know it’s the right time to hold a press conference?
You must make sure that you are holding your press conference for the right reasons. The media considers a conference with issues of little or no merit for someone that the public could care less about a colossal waste of time. And believe me, most press conferences I see are a big WASTE!
For example, is it important for Barak Obama to announce every cabinet post with a press conference? You really think so? I don’t.
First, most of the announcement was leaked a while back, so the conference just confirmed what had already been fodder in the news for a couple of weeks.
Second, most agencies and companies announce appointments to positions via press release. That probably would have been enough.
So when is a press conference really necessary?
What do you think? I’ll post my answer later in the week.
For some perspective on what the PR world thinks of press conferences right now: I recently helped judge a regional PR awards competition. One of my categories was “press conference.” There were only two entries. Neither were deemed worthy of an award.
That says it all to me.
The political world is a different animal, and press conference seem still to be part of the dance. Also, local announcements affecting a municipality tend to be good fora for press conferences- note that geography is a factor (along with relevance and importance of course). But generally, if you are going to drag press to a poress conference it better be good.
As a consumer, American and PR professional, I don’t remember the last time I hosted, viewed or attended a press conference that revealed anything truly groundbreaking. With the world moving so quickly, they just don’t make sense anymore. Agreed. Hell no.
Press conference is an absolute waste. Unless you are a government entity, press conference to your PR tactics is as relevant as Laser Disc (remember those) to High Def video.
What can be done via social media is absolutely astounding and much more effective.
RIP press conferences.
Just my 2 cents.
Apolinaras “Apollo” Sinkevicius