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BRANDED PRESS CONFERENCES

- are you gaining enough when facing the press?

Is it just about getting a message across, or do you also want to brand your company?

When the entire press flocks to your press conference, you can get much more out of it than just getting your message across.

Of course, the message comes first. It needs to be delivered clearly and to the point, and there needs to be answers at the ready, so maybe media training can make a difference. By also thinking in images across media, the press conference can be an important piece in the company's profiling.

PRESS MEETING BRANDING THE COMPANY

Which pictures the press photographers take and which are brought into the news feed are out of the company's hands. But the company itself determines the terms. Here are several strings to play on:

  • The presentation
  • Live streaming
  • Scene and background
  • Terms for the press
  • Interview zones
  • Choice of premises

THE PRESENTATION

The press presentation itself will probably feature in press photos or be shown on TV. It is therefore a large part of profiling the company. Therefore, focus on visibility and readability in different media when building the presentation. It is also for the benefit of the participants who sit furthest back in the room at the meeting itself, or if you choose live streaming of the meeting.

STAGE AND BACKGROUND

Enhance your message and branding by elevating your speaker to a podium and use a background to complement the message in your presentation. A custom made front on the lectern, light and sound will complete the expression.

A background with a company profile has the additional advantage that today's press photos of the speaker can become part of the story the company itself wants to tell. And perhaps the images will be retrieved from the archive for future articles about the company.

The stage, background and AV equipment must be placed so that it blends in naturally, and it must be designed so that it takes into account the room's architecture.

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PRESS TERMS

A significant part of the AV solution is the sound – both for the audience in the room and for the press. By providing both power and sound for the press, you get rid of different microphones in the picture, and the press gets the optimal sound in their recordings. Use hand-held microphones for the audience so that questions from the press come in at the same sound level as the answers on recordings and transmissions.

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INTERVIEW ZONES WITH BRANDING OF THE COMPANY

When the press conference is over and the journalists interview the panelists, they naturally want to have their own unique angle on the news.

Think about setting up interview zones with company profiling that blend in naturally with the room and other areas. The subsequent personal interviews can thus be directed to where any new photos also send the signals the company wants. It is of course easiest in your own company.

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SELECT A SUITABLE VENUE

There may be good reasons to step out of your own business and choose another and perhaps different location. The physical setting can make the difference, but a location can help support the message, for example if it is about moving the company, CSR or other values.

It's often the little things that make the difference.

You will only get the answer to whether you got enough out of your press conference after it is over. But by setting the right framework with light, sound and image that matches your message, you are well on your way to creating a good experience for all parties.

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