Hold a Press Conference and they will come. Well, maybe.
By Kevin Howard, President, Howard Communications, Inc.
Did you hear the story about a company who held a press conference at the SHOT Show and no one showed up? True story, but why was it that no one attended?
NSSF offers exhibitors a press conference room for up to one hour free of charge during the SHOT Show and will post a list of scheduled press conferences in the press office during the show. But will this ensure the media will attend the press conference? Don't count on it. If you want the media to know about your press conference and want them to attend, you have to motivate them.
Howard Communications, Inc. has hosted a number of press conferences over the years at the SHOT Show. These have varied from a full-morning New Product Seminar we hold for several of our clients the day before the SHOT Show, to media breakfast and luncheon seminars, to in-the-booth press conferences held on the floor of the show.
No matter what type of press conference you hold, the first thing you should consider is whether or not you have newsworthy information for the media. Do you have enough information to make it worth it to them to take the time to attend? If you don't have enough new material, don't have a press conference. Time is money to the media. They don't want to waste any of the short time they have at the SHOT Show sitting through a press conference that has no value to them.
Does the press conference offer the media special advantages over simply picking up the press kit to learn about the new products such as presenting interesting visuals, hearing directly from technical experts and company representatives or providing hands-on opportunities of new products?
We have been holding the New Product Seminar the day before the SHOT Show for over 15 years. Work on this event starts very early as we plan the next year's SHOT Show activities. Because this event is a combined press conference and hands-on shooting event, it takes a lot of coordination to make it run smoothly. Our approach is to cover every detail, and then if a problem pops up right before the event, we can take care of it easily.
Because we have held this event for so many years, most members of the media expect and plan for it each year. However, we still give them plenty of notice. Save-The-Date messages are sent six or seven months before the SHOT Show. This is followed with a pre-invitation and then the formal invitation. Right before the show, we send out another reminder to those who have RSVPed that they were coming to remind them of details and times. If you don't have access to a media database, then take note that you can buy — $75 for NSSF members, $150 for non-members — a list of the media that attended the previous SHOT Show. E-mail NSSF's communications Dept. to purchase this media list.
Another avenue for reaching the media is with a press conference breakfast or lunch. Our company has held three or four of these over the last few years and they have been very successful. The old saying that the way to a man's heart is through his stomach is also true for members of the media. The important thing to remember again is that time is money to the media. Our meal events don't last more than one hour. This includes the meal and presentation. The media members appreciate getting in and out in a timely manner.
Invitations to the meal events are handled just like our big event the day before the SHOT Show. We get RSVPs back in order to have the room set up and food ordered for the number of people we expect to attend.
Another type of press conference to consider is an in-the-booth event. We have held these in the past and, frankly, were surprised at how well they were attended. If you hold one in your booth, make sure you have some sort of megaphone or speaker system for those presenting. The floor of the show is busy and loud, and like so many of us in this industry, many of the media members are hard of hearing. The in-the-booth press conference works well if you have a product line that is best explained by a hands-on demonstration. You can give your presentation and then let your sales force and marketing people give one-on-one instructions to the media.
Holding a press conference in NSSF's press conference room is a great way to reach the media efficiently and economically. In terms of expenses all you have to pay for is AV equipment and refreshments. You may not need AV equipment, but you should serve drinks and snacks. I would book the room for an hour to give yourself time to set up the presentation and ensure that all equipment is working properly; but don't plan on more than a 20-30 minute presentation. Let the media come in and get something to drink and then hit them with the presentation. Some may want to stay over and ask questions, but others may need to leave for other appointments.
Invitations to the last two types of press conferences should be handled basically the same way as the first two but probably without the RSVP component. You need to invite the media early and then remind them closer to the date of the press conference details.
At each press conference be sure to have press releases and other information on the products you are covering available for each media member. Some times we give away samples of a new if it is not too expensive. With higher dollar products we hold drawings and give just a few samples away to the lucky winners. The gifts are just another incentive to get the media to attend.
Exhibitors may reserve a time slot at the press conference room for half an hour or for a full hour, for a maximum of once a day each day of the show. The room is set up with theater-style seating. A podium and microphone are provided. AV equipment and refreshments are available for an extra charge and all arrangements have to be made by those reserving the room.
Be mindful that a successful press conference involves a great deal of time and effort and should not be undertaken without good reason. If the event does not provide the media with what it needs, your product will not generate coverage and it will be harder to get them to attend a subsequent event.
About the Author
Kevin Howard has been involved with public relations in the outdoor industry for over 20 years. He is president and owner of Howard Communications, Inc.
Clients include Birchwood Casey, BOG Gear, Browning and Winchester Firearms, Heatmax, Inc., Hunter's Specialties, Knox Outdoor Products, Nestle Purina PetCare Co., Sightron Sport Optics and Winchester Ammunition,
He has been an avid hunter and shooter all his life. He shot on the Missouri University Trap and Skeet team in college and has hunted all over the world.