A public relations conference is a popular way for companies to renew and improve relationships with stakeholders through positive messaging. It is typically led by a company executive or spokesperson, and it usually acts as a gathering of clients, journalists, and other media representatives to receive and report on the event. It can also be facilitated by a reputable public relations company, which can be a smart choice if you feel that your organization isn’t well equipped to conduct your own PR event.
A successful public relations conference is made up of the following elements:
Strong, Consistent Messaging
Establish the main purpose of your message. Are you responding to something or someone in particular?
Most public relations conferences are held to address a recent event that has caught the public’s attention. It is important to be clear about your message and why it needs to be communicated. What are you trying to achieve? Are you addressing a controversial issue? Highlighting something positive? Responding to criticism?
Once you have a clear understanding of your message, you can start to develop your press kit. This should include a list of the main themes you want to cover, as well as any other relevant information, such as statistics, quotes, and contact details.
A Location Conducive for Listening
Choose a space large enough to accommodate the expected number of attendees and has enough electrical outlets for lights, cameras, TVs, computers, and other equipment. If possible, choose a location that is relevant to your business or customer. For example, if you are announcing a new product launch, you could hold your press conference at your company headquarters. Wherever you choose to host the event, make sure it has enough parking and is easy for members of the media to access.
Engaging and Theme-Appropriate Activities
Once you’ve selected a format and venue, you have to formulate engaging content and activities that will express your central themes and messages. This includes putting together the following:
- An agenda ‒ The agenda should outline the flow of the event and include all of the sessions, speakers, and activities.
- A script and/or presentation – If you are planning to give a presentation, you need to develop a script or outline that will help you stay on track and deliver your message effectively.
- Press kit – This is a packet of information that you can give to journalists and other media representatives. It should include background information about your organization, your key messages, and any other relevant materials.
- A landing page –This is a dedicated website page for your conference. It should include information about the event, such as the date, time, location, agenda, and speakers. It should also have a registration form where people can sign up to attend.
- A feedback survey –This is a great way to get feedback from your attendees on how to improve your event next time.
Create a list of the media outlets you want to invite and select a few representatives from each organization. Invite them to your press conference through various forms of correspondence such as email or phone call. It is a good idea to contact multiple people at each outlet, including virtual and traditional media, to increase your chances of coverage.
Decide who you will follow up to after the public relations conference. Review the sign-in sheet and reach out to everyone who attended to express your gratitude and to show that your organization is sincere about the improvements you aim to implement. Offer them a copy of the press kit and promise to answer any follow-up questions they may have. If you receive their contact information, add them to your mailing list so you can keep them updated on future news and events.
A successful public relations conference is one that achieves its goals, whether those are to raise awareness of a new product or service, build relationships with key media and stakeholders, or generate positive publicity. By carefully planning and executing your event, and with the help of Stern Strategy, you can ensure that it is a success for everyone involved.