Holding a media event (sometimes called a press conference) is a superb thing to complete if you have something essential to announce, but many firms only do it when there is a crisis. Clearly, anything you do announce needs to be real news-otherwise the journalists will, like anyone else, be annoyed at the waste of time involved. Media events give the journalists a opportunity to ask questions in a way that a press release doesn't.
It enables them to build a story around their own needs-or the needs of their particular publication-and to investigate areas that the business may or may not wish to have brought to light. Handling a media event correctly isn't usually straightforward, but the payoffs are potentially huge.
A media event should only be called when there's something that the journalists will find interesting. The event should be publicized as far in advance as feasible, and also you should make certain that it is held at a time that will not trigger problems for journalists who're on deadlines-for instance, newspapers have strict deadlines, and they're unlikely to quit the presses unless you're announcing World War III.
Refreshments should be laid on, but you should not be too lavish-reporters could be suspicious that they are being softened up with an costly buffet. Senior management should be present to field questions, and they must also be briefed on how you can deal with questions.
Far too numerous executives regard the press as a nuisance, and answer "no comment" to anything they are asked. You need to attempt to develop in some time for journalists to talk one-onone using the movers and shakers in your organization. Understandably, journalists prefer to have an angle that other journalists don't have, so announcing everything to everybody doesn't go down well. It's worth while to get in touch with local journalists on a regular basis with news or offers to offer advice and comments on news events-this will make them more inclined to attend media events in future.
Most PR activities are aimed at adult publics-government departments, customers, employees, the general public, and so on. Yet we know that individuals begin forming their opinions of companies long before they are in a position to do business with them. Even kids type clear brand associations at a really early age, so why not try to get to them before the competition does? Of course, finding a appropriate vehicle for doing so is the problem. Children aren't big media customers (apart from tv) and are unlikely to read a press release.
Many companies sponsor sports teams: in fact as a PR exercise sports teams and sports events are most likely the commonest forms of sponsorship. Children obviously see this kind of sponsorship, and are certainly not immune to it: but how about sponsoring something the kids themselves see as something for themselves?
Roy of the Rovers was the hero of a soccer magazine from 1954 to 2000. His fictional team, Melchester Rovers, had a number of sponsors, including McDonald's, TSB, Subbuteo, and Nike. Sponsoring a fictional football team might seem like a bizarre idea, but you will find many advantages.
First, it's a way of reaching a very young audience. Second, it is fairly certain that the team will win each week, will not become involved in drug scandals, and will remain reasonably sober and well behaved at away fixtures. Third, the comics are often kept and reread, often numerous occasions more than. Fourth, the sponsorship adds credibility towards the comic strip, which helps the credibility of the sponsor as well. Finally, it is usually a great deal less expensive to sponsor a fictional team than it is to sponsor a real one-no little consideration.
As time goes on, and comics become replaced by computer games, other sponsorship offers are most likely to arise. It is obviously important to keep up using the times.
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