Our recent press conference featuring the new partnership between our client AMALIE Motor Oil and McGee Auto Service & Tires inspired the Brock Interns to provide some tips when it comes to planning for the press.
What is Your Story?
The goal of any press conference is to get your client in the news. So, your team must ask themselves, what is our story?
- Find the local slant. Local news stations want their stories to be relevant to the community. Our AMALIE client and McGee Auto Service & Tires are both headquartered in Tampa, FL. If you can’t find the local tie then look to step two.
- Be compelling. Why should readers care? Answer the question for the press and provide supporting facts. AMALIE and McGee are both family-owned and operated with over 140 years of experience between them. This is also the first time that the public can use AMALIE oil, a name made more popular after the purchase of the naming rights for AMALIE arena when having their cars serviced.
Preparing the Client
In many cases your client will not have media experience and it is your job to coach them to be press- and camera-ready.
- Find the right spokesperson to communicate the message–they can’t be camera-shy!
- Give them a breakdown of how the press conference will flow. Make them feel comfortable and provide as many relevant details as possible (e.g., how to pronounce names).
- Write talking points and potential questions from the press. This allows the client to be candid but prepared and ensures that the press is receiving the necessary information for the story.
The Checklist
It’s better to be over-prepared than underprepared. At our recent press conference, we were missing the First Aid kit when we had a small injury onsite (Ouch!). So, start from the ground and work your way up!
- The Holy Grail: Package it in a small storage bin.
- Tape: packing tape, painters tape, Scotch Tape. You never know what’s going to fall apart.
- Scissors
- Pens, Pencils, Markers
- Notepads
- Tool kit
- All necessary collateral
- Branding in sight line of the cameras
- Printed copy of the press release
- Copies of talking points
Follow-up With the Press
Be sure to follow up with the press to make sure they don’t have any unanswered questions and to ensure they’ve seen your release!
That’s a Wrap!
Press conferences are an important way to get your client in the news if executed correctly. As a PR professional it is your job to be the liaison between your client and the press. So be prepared and find the story that will put your clients in the news.