Jun 2013

Why Press Conferences are Really Bad for Media Relations

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Conventional media relations holds that press conferences is an ideal way to break news. As former journalists Impact PR’s team shares the reasons why press conferences do more harm than good.

InPress-conference this article, we explain Why Press Conferences are Really Bad for Media Relations. Imagine if every media outlet had the same information. That’d make for pretty snoozy watching/listening/reading, right?

But that’s just what a press conference breeds – a cookie cutter version of a story which is then produced by all media. Same quotes, from the same people, with the same lack of originality.

So why do some Media Relations/PR teams hold these? Well the answer is simple. They’re an easy way to create hype around an announcement by getting a flurry of media along – effectively cutting down the leg work involved in disseminating information to target contacts individually.

However, press conferences are where all great news stories go to die. The reason being that the new stories lose their exclusivity – the Holy Grail among journalists. This outcome does nothing at all for good media relations and your brand’s credibility.

This is not only because media are not offered exclusive angles from which they can tackle the news, but also because reporters’ clever questions are rendered worthless when everybody else knows the answer too.

It’s like being told the most amazing secret in front of a room full of people – the secret suddenly loses its currency. And so no matter who you tell, it’s nowhere near as exciting. Not for journalists. Or for viewers/listeners/readers.

For more effective media relations, a better approach is to secure one-on-one interviews with the spokesperson for each media outlet, ensuring a unique angle for each. The result: A better story for journalists and their target audience alike.

This insight into media relations comes from Fleur Revell. Fleur is a veteran of New Zealand media as an award winning journalist. Today she helps brands interact more effectively with NZ journalists. Contact her at Impact PR for advice on how you company can benefit from better media relations.

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Mark Devlin
With more than 20 years in public relations and marketing Mark Devlin has an impressive portfolio of clients who trust him with their brands. His ability to translate a commercial story into an informative and engaging business piece has seen his clients secure cut-through media coverage, position them as market leaders in their respective fields and grow their businesses substantially.
Why Press Conferences are Really Bad for Media Relations
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