Bring back the press conference
In this guest post journalist Renai LeMay calls for the return of the press conference.
When Michael Dell came to Australia for a couple of days in mid-2006, his public relations staff organised an open press conference where the tech billionaire could field questions from journalists and make his views known about the local market.
The event was a success for both sides. Several dozen journalists walked away with some great quotes and video, while Dell achieved blanket press coverage in both mainstream and niche media for the cost of booking a small room. If you followed Australia’s business or tech press even in the slightest, you couldn’t miss the fact that Dell was in town.
A few years back, Vodafone used to do the same thing. Every time the mobile telco would upgrade its network or come out with a new flagship product, the company would invite journalists to its Chatswood HQ, where then-chief executive Russell Hewitt and other staff would take questions from media, who would frantically make notes while lying on relaxing, Vodafone-themed beanbags.
Unfortunately press conferences these days just offer comedians and smart-arses their opportunity to do a bit of target practice. With the Twitteratti eager to express an opinion and a media who love a bit of faux controversy whenever there’s a verbal slip it’s now wonder CEOs and the like are staying behind closed doors…
I have to say, as someone who reads, listens to and watches a lot of news over the course of a day, being able to see press conferences is certainly something that adds to my ability to understand exactly what is trying to be communicated.
It gives their statements more context than the 3-second sound-bite heard in the nightly news bulletin.
Also, it does provide the viewer a chance to hear just what questions are asked by journalists, showing us just how they are performing in their job to extract all the details to best present the story to readers/viewers.
Renai, you make some good points. Two considerations here from a PR perspective:
1. There is a view taken that in reality Journalists in fact prefer the 1-2-1 opportunity (providing they get it of course) because if they do have an insightful question, why would they want to share it with their whole competition?
2. Not just in Australia, but worldwide, many press conferences can be ruined by certain personalities in the media “grandstanding”; wasting long segments of the Q&A with questions designed more to demonstrate to everyone in the room how much they know about something, rather than getting to a particular point, thereby adding zero value.
As a PR, I kind of miss them, but when I think of the ones I’ve run – I suspect I aged many years during their short duration!
Clients are often keen on the idea, but geez it can be hard to get journalists out of the office. Lack of time, in stretched editorial teams, is often cited as the reason. It’s compounded by the fact that many are now located outside the CBD, adding travel time. Unless you have a mega-story (and seriously, how many of us do?), it can be really hard to get bums on seats.
You’re right, Adam and Gareth — there are people who grandstand and cause trouble etc. But I think this can be overcome by not inviting people who aren’t serious about it (to an extent, you don’t want to exclude too far), and by having a moderator who understands their stuff, as well as the right venue.
Telstra does this fairly well — and they get all types.
As for journos preferring one to one interviews … well, of course some do. But is this really to the advantage of the clients? I’m not sure … usually it results in stunted coverage — ie Dell this week.
@Mrgareth – well said Sir! Agree wholeheartedly.
My view is that many companies consider the press conference to be a ‘high risk’ exercise in today’s digital age when a slip of the tongue or faux-pas can be videoed and uploaded almost in real time and made available to a global audience.
In addition, I find that media are reluctant to attend pressers for all but the tier 1 companies. Fine if you’re an IBM or a Microsoft, not so fine if you’re a lesser known challenger brand.
“It’s hard to say precisely why the humble press conference seems to be slowly dying in my niche field of technology journalism.” A couple of suggestions I’d add to Mrgareth’s – not just related to tech…
On the supply side, its risk. On the demand side, its time.
From my own personal perspective, I dont want to have to feed you or give you booze to get a decent story up. My gift to you is a neatly packaged message and a backgrounder (which I didnt used to have to do). My Minister doesnt want to have to deal with inane questions from a bloke who was too busy (or lazy) to do any contextual research. If you’ve done your research and are across the topic, you’ll be rewarded with more than an invite to a presser. You’ll get some one on one time which will get you both “robust debate” and better copy.
No?
Hi Renai,
Feedback I get is that jounros don’t typically like press conferences. Because:
– You don’t get the opportunity to ask your questions without your competitors also getting the same angle.
– It is inflexible in terms of timings. You guys are often busy and choosing one time for a press conference can be tough to fit into your schedule.
– Often times the news isn’t strong enough to warrant you writing it up with when every other journo in the land has the news too.
– The changing media landscape means that if it were a global announcement the news will be old when the press conference is held locally.
– Ye old Twitter means the news is out before the vast majority of journos can get it up on their ‘news’ sites.
Why PRs don’t like them:
– As people have mentioned above lack of control. “I don’t want that Renai LeMay asking me tough questions in front of everybody”. 😉
– Journos don’t often turn up to press conferences without knowing what the news will be. Explaining to a client why nobody is at their press conference is not fun.
– Often times you can get a more controlled piece of coverage in a 1-1 environment.
Make sense? I am sure there are many other reasons as well.
Having said that, there is nothing quite like a big press conference. The unexpectedness and the grandeur of it all is exciting from both sides of the fence.
Just to add to previous comments: press conferences raise the expectations of the talent and look like flops when you have a poor turnout.
Based on the story or talent that you’re offering up 80% of the time, the cost/benefit doesn’t stack up against more judicious pitching or targeted interview opportunities.
Press conferences only work when the spokesperson is hard to access or the story is very significant. Otherwise, you are talking to an empty room or down the phone line to a teleconference media list.
Clients have huge expectations when a press conference is set up around media attendance / versus the cost to run the event.
This trend won’t change in a hurry with downsizing and cost cutting still occuring at the major media outlets.
Renai, good rant, but in reality – Press Conferences are a waste of time for a large number of people. The Grandstanders make it fun, but also awkward and embarrassing for the rest in the room.
Your comment ” there are people who grandstand and cause trouble etc. But I think this can be overcome by not inviting people who aren’t serious about it (to an extent, you don’t want to exclude too far)” amuses me, because we all know mate, YOU would be the first to complain if ANYONE was excluded – I mean – Hello? that’s why you wrote this – you weren’t one of the chosen one’s who got to speak with M Dell.
One on One’s are the best thing since sliced bread, even when I know a product I learn more about it if its just ONE thing i pick up.
I cringe when Journo’s ask stupid questions of a vendor knowing it’s an attempt at a headline, and while that’s a requirement of life for many, if you want to grill them – push, chase, work hard for the one on one.
How many times have you put in a request to speak to Mr Dell?
I know this wasn’t an entirely personal one on your part, and I’ve personalised it somewhat, but in the end, lets all face facts, the Press Conference is dead, except for when it is someone who is simply SO in demand its the only logical way to get them in front of people…
Trevor
Comparing Nigel Dews to Russ Hewitt or even Grahame Maher (RIP) is like comparing a beige 1989 Toyota Camry to an Aston Martin Vantage!!
Is that a risk these days? Are CEO’s, CIOs etc less engaging?
Renai, shouldn’t you declare your interest in grandstanding.
Matt Gain is right – most pressers are a waste of time for journalists because it’s just the talking head repeating the same line over and over, and apart from the Alpha Males Who Must Be Loudest And Best, most of the journos attending hold back any decent questions until after the group session is finished for fear of other news outlets getting the same angle they are chasing.
There’s also the time problem – do it mid-afternoon and everyone is on deadline. Do it in the morning and no-one knows what’s going to be the news for the day so there’s no urgency to get there anyway.
You’re complaining about “luxurious lunches”?!
Press conferences have long needed to die out. We’ve all sat through enough death-by-powerpoints on uncomfortable plastic chairs – where what could be a 30-second scan of the press release is dragged out to a 45 minute presentation – to last several lifetimes. Cutting straight to the Q&A is at least a start – but it still feels like school.
Get the senior people and visiting execs around a lunch table – make sure their glasses are regularly topped up – and then the more interesting industry opinions start to come out, and one actually gets a few good headlines.
Press conferences are a fair way to get a story out. Journalists can feed off other journalist’s questions and quite often this can produce good content.
Selected press events to selected journalists do not work as Dell and Netgear found out recently.
Netgear recently held a briefing for six journalists, no trade media were invited, yet it is the trade media who gives the likes of Netgear exposure week in week out among the thousands of people who sell their products
The Netgear event went pear shaped when the CEO of Netgear criticised Apple CEO Steve Jobs (Real wash your mouth out stuff).
To isolate one lot of journalists at the expense of others is a dangerous game to play when the battle today is online, getting the story up first and above all having a story that attracts eyeballs.
When Vendors move to selected briefings, which today are more mass media, than specialist trade media, they run the real risk that the specialist media is going to take offence.
To give the Juicy news to a select few and then pump out boring product releases to the plebs is a clear case of using media, which over time can backfire.
As I recall, even though a presser is shorther than a three-course lunch, it was still actually journalists complaining about being time poor and/or not showing up at all, that sent them into a rapid decline some years back in the tech space (where Renai comes from). So if anyone, like Renai, wants them back, look around at your peers and ask them why they gave up supporting them in the first place. Because it’s that lack of support that killed them deader than a dodo; nothing else.
Journo’s are both time poor, and information overloaded. The last thing they will prioritise is travelling somewhere to get the lowdown on something that they could easily research online, or by making a couple of calls and reading the press release.
Don’t get me wrong, I love a good press conference, but the only ones that I have ever seen work on a consistent basis are political. It is a much easier platform than most because most politicians know where they will be to announce something or discuss something, and there is a loyal team of political journalists that follow and work close by.
Good to hear you tech journalists are still getting the schmooze treatment by your industry … enjoy all the free lunches you can!
For once in my life I agree with you, Renai. Very poor Dell PR form.
Yes, I have a stake in ensuring a more level media playing field (which the press conference can deliver), but the days of giving exclusives to the daily papers, simply as they are the daily papers, must surely have come to pass.
@ Feeonar. If a physical press conference is to hard, just make it a conference call presentation followed by a Q&A. The level playing field will still apply.
Press conferences are for breaking, emerging news and situations, not product launches.