Why to think twice before hosting a media event

Reporters are too time-poor to attend average media events where they must dig deep to find a story. Unless you’re representing a high-profile entity like the AFL, a political party, or Fashion Week, hosting a press conference will not be worth your while.

Why? Because, honestly, no one cares enough to show up. If your aim is to get media coverage, there are far more effective ways to achieve that.

For a media event to be successful, it needs to be extremely newsworthy and visually engaging. For example, the Transport Accident Commision’s powerful display of 135 laid out empty picture frames to signify 135 people killed on our roads that wouldn’t attend their Christmas lunch that year. This kind of visually striking and emotionally charged presentation grabs media attention.

If you’re not already getting regular press, it’s unlikely your media event will attract reporters. Instead, focus on creating stories that naturally draw media interest. Pick up the phone and talk to newsrooms. Get case studies, have industry wide angles, highlight the problems in your sector while also highlighting the solutions that you’re implementing.

Reporters value relationships and informal settings. Invite them to an awards night or after-hours functions without the pressure of pitching a story. Build rapport and open the door for future coverage.

Big players can successfully host press conferences because their stories are in constant demand. The public sees these high-profile events and thinks that’s the way to get media attention. But if your brand isn’t already a part of the news cycle, a press conference will not be your best move. You just won’t have the brand that will attract a crowd.

Save your events for internal and external stakeholders and clients who will truly appreciate them.

My friends at Better Boards wanted the press at their annual conference the other year. To make that happen we didn’t rely on the event itself. We created a compelling national aged care story, with a strong angle and case study. This led to coverage in The Age, focusing on the sector’s efforts to improve care for the elderly, not just the conference.

Let me repeat; think about your case studies, have industry-wide angles and a clear narrative of problem-solving. This will equal to publication.

Save the champagne, expense and risk of running a media event, and work on developing hot stories that they will run.

Then sit back and watch the coverage flow and your brand grow.